POV: Working With Me

Hi folks!

Thanks for stopping by. If you’ve taken a gander at the homepage, you’re probably wondering who I am ...

Well, I am a content strategist with over 13 years of experience in the B2B space. I’ve worked with both product and service-based organizations globally—helping align content performance with revenue goals.

After spending 12 of these 13 years working within agency teams and in-house marketing teams, I chose to step out into the world as a Fractional Content Strategist.

In these 13 years, I have leveraged content and copy to:

Run content-led demand generation programs that have yielded growth and scale.
Drive inbound lead generation.
Improve the performance of paid efforts.

I've also built freelance pools to augment content production, and managed in-house resources and vendors.

Having been on both sides of table, I understand how nerve-racking it can be bring a fractional resource onboard—especially in a strategic capacity. You have a lot of big question...

How will they fit in with your team? Will it disrupt the existing dynamics or processes?

And you probably feel like you can’t really answer them until you’ve signed a contract and started the work. That is not a great feeling. In an effort to make working with me feel less ambiguous and stressful, especially at the beginning, I’ve documented the experience of working with me. A typical engagement with me usually follows five phases. However, I know every organization has unique needs and all processes will be adjusted accordingly.

Phase 1: Kickoff

How you feel before...

Excited and hopeful for better results. Yet... a little nervous about whether your fractional resource can deliver on their promise.

What happens during...

Leadership interviews to understand your vision and goals, for the near future and far.
Subject Matter Experts (SME) interviews to understand your business, market, and benefits.
Analytics deep dive of product and/or service to understand the status quo of overall digital efforts.
Content audit to understand the status quo of your content’s performance.

How you feel after...

Confident that your fractional resource has all the business related information to create impactful strategies and assets.

Phase 2: Create actionable personas

How you feel before...

A small percentage of uncertainty about which of your many benefits attracts your customers’ attention. Along with some additional questions about what is most important to them, and why.

What happens during...

Identify your best customers or Ideal Customer Profiles (ICP).
Use CRM data along with information that can be gathered from customer success, sales, and customer conversations to:
- understand what they are thinking, doing, and feeling at every stage of their journey,
- and derive their priorities from it.
- Leverage the same data to deconstruct their journey and pinpoint milestones.
Conduct audience research on an extended group of this subset to gather search habits and social network affinity.

How you feel after...

Clear and certain about what is most important to your ICP i.e. what grabbed their attention, why, and how to reach them.

Phase 3: Pull your messaging together

How you feel before...

Uncertain of how to convey the many benefits of working with you in the context of your ICP’s priorities.

What happens during...

Build your BrandStory BrandScript that develops an engaging story format to draw your ICP’s attention.
Create a punchy yet simple and memorable positioning statement that connects your value to ICP’s needs directly.

How you feel after...

Complete confidence that your messaging will resonate and stick with them.

Phase 4: Design your strategy

How you feel before...

Concerned about how you can effectively target your ICP to take positive action that will generate revenue.

What happens during...

Use your ICP’s priorities to device the top three initiatives that will drive tangible results.
Create a project plan to execute the initiative placed at the top of the list.
- Align targeting with ICP.
- Set up your MarTech stack to deliver the experience required.
- Scope the content assets requires, and ensure they align with the BrandStory BrandScript and positioning statement to deliver consistent messaging across all selected channels.

How you feel after...

Strategic, organized, focused, and ready.

Phase 5: Operationalize Continuous Improvement

How you feel before...

Strategic, organized, focused, and ready.

What happens during...

Execute the project plan prepared.
Additionally, deploy a process to monitor performance and create the bandwidth needed to implement improvement opportunities identified during monitoring.
Planning for the next initiative that will follow the same steps are the first.

*The same approach will be taken for the next initiative identified, and ones that are yet to be identified.