OUR APPROACH

Click a stage to learn more

Premise

Why do you exist?

Every journey starts with a compelling why. Maybe yours is very clearly defined. Maybe you used to know what it was. Maybe it's constantly changing.

 

Regardless of which state you're in, the process starts with a series of exercises with the founders and key employees to explore your why further. These exercises can be run over a VC or in person, depending on your location.

Audiences today are very good at sensing authenticity. And if the why of your business isn't something that you genuinely care about, trust us, your audience will know.

 
 

Ability

What do you know?

Passion may give you authenticity, but it doesn't give you authority. 

Once we have fine tuned your why, we now start to explore what the credentials of the team are. What the things that you and others have done that gives you the authority to speak about a certain topic. 

The exercises we do at this stage are a detailed knowledge and skills audit for your team. We help surface experiences that you may not have associated directly with your product, but it may align closely with your why.   

Objective

What do you want?

Now we're getting into it. With this last stage we are slowly moving out of business strategy into marketing strategy. With your why and authority scoped out, we now establish an objective. 

You may have a list of objectives already defined from previous exercises, which cut across brand awareness, creating preference for your products or getting more customers. All of these require different strategies.

At Kauntent, we will help you pick one objective that is essential to the success of your business and set up a content marketing strategy around it. Yes, there may be other secondary objectives that we could hit along the way. But having a razor sharp focus on one objective allows us to deliver meaningful results quickly.

 

Audience

Who cares?

From this point on, the discussion is all about them, not you. 

Who is them? The minimal audience required that can help achieve your objective. Not because you want to, but because they want to. This is where content can cut across established barriers or constraints, regardless of industry. 

We've learned from the best here like Adele Revella @ the Buyer Persona Institute. We will create an audience persona. Not personas. Singular. People are different, and if you start clubbing multiple audiences under one objective, you lose the ability to cut through the noise. 

Honestly, this is probably the toughest stage in the whole process. But there is lot at stake here to get it right, as it drives the output for everything that follows.

 

 

Mission

What will they gain?

Now we're starting to move from marketing strategy to content strategy. Not content marketing yet, but you're well on your way by now.

 

One of the critical outputs of this stage is to define a content mission statement. This brings your why, who the audience is and what the benefit is to them​ together into one pithy sentence.

This sentence will be a public declaration of intent, and will serve as the guiding light for your team and anyone consuming your content. 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful (Source: CMI). Don't become a negative statistic.

 
 

Topics

What will you say?

By now you have a clear content mission statement, for a chosen audience.

This is the best time to do a content audit and explore the landscape. We can tell you find what your audience finds interesting, who do they interact with and what formats of content work best. This starts to give you creative ideas.

This is also the stage where your larger team will start becoming part of the process. Because content is everyone's job, not a select few. We will define your "content pillars" and coordinate exercises to fine-tune content opportunities. And most importantly, we will equip you and your  team to produce content for those topics in a regular, repeatable way.

 

Channels

Where are they?

No content strategy is complete without a content strategy. At Kauntent, we understand the unique role that each channel plays and the types of audiences it caters to. 

Regardless of the platform, once you have a clearly defined audience, there are specific ways that you can use different channels to target that audience. The key here is consistency without repetition. Far too often, there is a "copy-paste" mentality for dealing with a flood of available channels.

Instead, we will pick the unique channel (rarely channels), where you can target your audience with consistent and hopefully engaging content. Lots of trial and error at this stage, but that's what makes the rewards even greater.

 

Metrics

Is it working?

So, where are we now?

You have a why. You have an objective. You know who you want to talk to and on which channels. You know what you're going to talk about.

But a strategy without metrics is just a wish. Therefore, we will work with your team to build content dashboards, that can help monitor your live content activity and ensure you are moving the dial on your objective. The focus on metrics will start early, at stage 3 (Objective), so by the time we define these metrics, they will seem almost obvious. And if they do, we know we've connected the dots for a sound content marketing strategy.

If this process sounds like what you're looking for, Book a free 30 min consultation and let's talk about how we can make it happen for you.

 

 

© 2017 by Kauntent - Audience Centric Marketing

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