A calendar with no reason behind it
Every topic mapped to a channel with a reason, and dropped if there is none.
04 · Service
Content strategy for product brands
Content strategy is deciding what to say and where, planned against what the audience actually searches for and reads, rather than a posting calendar filled in for its own sake. We research demand, map topics to channels with a reason for each, build the calendar, and write briefs your team or ours can produce from without a second meeting.
Who it is for
When this is the right call.
Blog, social and email pulling apart
One map, so the channels say the same thing in the form each one needs.
Content nobody searched for
Audience and demand research first, so the piece has a reader before it is written.
A team that needs briefs, not ideas
Briefs written so the piece can be produced without a second meeting.
What you get
What's included.
- Audience and demand research
- Topic and channel mapping
- Editorial calendar
- Briefs your team or ours can write from
Work samples
Ask and we'll send them.
Our published portfolio is 3D and film work. Content Strategy samples exist but are not on the public site yet. Tell us what you're building and we'll send the relevant ones.
How it runs
Four steps.
01
Research
What the audience actually searches for and reads.
02
Map
Topics to channels, with a reason for each.
03
Brief
Written so the piece can be produced without a second meeting.
04
Review
What landed, what did not, what changes next quarter.
What we need from you.
- Who the audience is and what they buy.
- Search and analytics data where it exists.
- What has been published already, so it is reviewed rather than guessed at.
What you receive.
- The research.
- The topic and channel map.
- An editorial calendar.
- Briefs.
- A quarterly review.
This service is often paired with SEO Optimization and Social Media.
Questions
Asked before every brief.
The answers below are the ones we give on a first call. The full list is here.
Do you write the pieces too?
The briefs are written so your team or ours can produce from them. Which one is agreed in the brief.
How is a topic chosen?
From demand: what the audience actually searches for and reads. A topic with no reader is dropped.
How often is the plan reviewed?
Quarterly: what landed, what did not, and what changes next.
Everything else
The other services.
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