Identify Ineffective Content

Over time your web site and marketing closet become safe harbors for all of your marketing collateral – the good, the bad, and the ugly. Through content reuse, white paper content finds its way to your web site. Web site content migrates to your data sheet. Your content begins to violate the purpose and diminish the effectiveness of each separate medium. The result - each medium is no longer doing its best job in your sales cycle.

First, we develop clear goals for the use of each medium (web site, flash, white papers, data sheets, etc.) We take the perspective of your prospects and customers to experience your content as they would. We evaluate both the content and its medium to determine how well it meets its goals. We make recommendations for removal, update, and repurposing of content.

Recommend Collateral Improvements

Perhaps your web site content, your white papers, your other marketing collateral aren’t producing the results that you expect. Prospects, when they do come to you, are confused about what your product does, what problems it solves, what value it can offer them. No business can afford ineffective content and collateral.

Our goal is to help you develop clearer, more compelling communications with your audiences. We work with you to identify the content you wish us to review. We evaluate that collateral from the perspective of your prospect, customer, and partners.. We recommend improvements in the choice of medium (web, paper, flash, …), the specific content, and the reuse strategies.

Propose New Collateral

You may be swimming in collateral, but your prospects and customers still don’t have what they need to make a decision or to move forward with your product. More collateral isn’t always better content. It is important to invest in collateral that helps you achieve your goals.

We bring intention to your content tree. First, we learn about your goals. We review your marketing and sales processes. We evaluate your existing content for its ability to move your prospect or customer forward with your product. We identify content ideas that fill in key gaps in the sales process. We develop creative briefs to detail the new content that should be developed.