09 Feb 23 | 17:26:21
You may be considering if we’re the right agency for you, or you might want to find out what to expect if you work with us to create a content plan to add in to your marketing strategy and then to distribute it successfully.
If that’s the case, then you’re in the right place.
In this article, we’ll outline the stages we go through to help you identify an unlimited amount of high-quality customer-centric content.Pretty amazing, as the biggest challenge most companies have is what to write about. That will never be an issue again.
We follow the They Ask, You Answer business philosophy where we help you and your team to answer the questions your customers are asking. Why do this?
In today’s digital age, consumers in B2B and B2C have the ability to do extensive research on their buying decisions before they even pick up the phone or fill in a contact form. A recent study suggested that 70% of a buyer’s decision has already been made before they speak with the chosen company.
What if you don’t have the right information for your buyers to consume online? Well, likely they will look somewhere else, often to your competitors. What does that mean? Most likely, they’ll be lost as a future customer. But, if you can keep them on your website and provide all the information they require in an unbiased and educational way, you’ll earn their trust and alleviate all their fears and concerns about working with you.
Additionally, your potential clients will be able to validate themselves as suitable for your business or product, therefore saving your sales team time as they won’t have to spend time talking to people who will end up dropping out of the funnel anyway. For instance, they won’t be blindsided by pricing, they’ll already know if they can afford you.
Because it will allow your entire organisation to align to the They Ask, You Answer philosophy and generate the content topics to really move your audience through their buyer’s journey.
This is simple: as many people in your team as possible who are customer-facing and those who will be involved in creating and approving the final content.
If They Ask, You Answer is executed correctly it will allow you to be the trusted voice in your industry within 18 months, so it’s certainly worth spending the time to do this with the full team to provide the best chance of success.
The workshop is split into 2 sections and lasts a total of 2.5 – 3 hours.
The first hour will introduce you and your team to the They Ask, You Answer philosophy. In the next hour and a half to two hours your team will identify and prioritise the content to be created in the first 3 months.
In fact, significantly more content ideas will be created. These will be kept on the back-burner for following quarterly strategic meetings, where more content ideas will continue to be added as They Ask, You Answer becomes ingrained in your organisation. It’s very similar to a snowball effect. The ideas just don’t stop.
This will also include more traditional sales channels such as the content topics that will be used by the sales teams.
Depending on who you currently have in your team, we can do the first content plan for you, but the more your team can execute themselves, with our guidance, the better as this will drive long-term success.
We’re also more than happy to teach your team to do this too. It’s all about what works best for you.
If you choose to produce your content in video form, then this will be completed onsite at your offices, and we’ll aim to create between 9-15 short videos (1-1.5 minutes).
These videos will cover the most important topics identified in the strategic content workshop.
Before we arrive we’ll send you and your team a full filming guide, as well as the final list of questions that each person will be addressing on camera.
Before we start filming we’ll identify the locations to film in. The best locations are normally those that are well-lit and have good natural light. Once these have been identified, we’ll ask one of your team to confirm they’re happy with the look before we complete set up and start filming.
Ideally, we’ll film in 3 locations in your office (called set-ups). The first set-up will take one to one and half hours and then subsequent set-ups will take between 20 and 40 minutes.
As you and your team talk about these topics every day, we prefer you don’t use scripts as this can often leave a video feeling flat, as each word is read one after the other.
It’s much better if each topic is talked about exactly as you would to a customer. The best way to do this is to imagine the camera is the customer, and it’s just a normal conversation.
We’ll still be there to direct your team throughout the day, so everyone comes across in the best way and the formats of the videos are correct to educate your audience.
But, if your team would prefer scripts we can ensure a teleprompter is there and ready to go.
Once filming has finished we’ll deliver one of your videos normally within the first week so that you can sign off the editing style and labels etc.
Once that is approved, your remaining videos will be delivered in the following 2-4 weeks. This depends on the number of videos filmed and the outputs required.
Different platforms have different size outputs, so this may increase the number of editing days required, which will affect the project cost and potentially the timeline.
All videos will be delivered to you through an online password-protected link.
Through the link you’ll be able to view your videos and download them in various sizes, depending on the platforms they are needed for.
You can also embed your videos into your website through this link if needed and benefit from the analytics our enterprise Vimeo account delivers. Alternatively, you can download each and add them to your Vimeo account. It really depends on what works best for you and your team.
Articles (or blogs) will be the foundation of your success moving forward. Why? Because this is what your audience will read to answer the questions your team were answering before.
The best thing is content never sleeps and doesn’t go on holiday, so will be working for you 24/7! Once it’s written, it’s like a free sales team continuing to work for you day and night.
To make a significant impact in 18 months and become the online voice in your industry, you’ll require a minimum of 3 articles to be published a week. Some industries do take longer than others, however, this is the average time.
But don’t worry, we will walk you through exactly how this can be done. You’ll be surprised how easy this becomes once it becomes a habit.
3 articles a week is no easy feat, which is why it’s important to engage as many customer-facing members of your team as possible.
This is where the quarterly strategic content meetings are so important, as it brings your team together and gets them focusing on a common goal and allows people to put themselves forward to write articles. It really must be a team thing!
Yes, it’s critical to provide your audience with unbiased, educational and detailed information in your articles, however, we’ll coach your team through every step of the way, until it becomes second nature.
Each article should be between 1,000 and 1,500 words (closer to 1,500 is better as it will push you to add additional detail).
Yes, each article will need to be SEO-optimised. However, this is simpler than you think and we can easily teach your team to do this themselves.
Your content will need to be distributed across the various different channels where your audience is active
We’ll work with your team to identify where your audience is. Are they on LinkedIn, Instagram or Facebook, or actually will certain content add more value if it’s sent out during the sales process by your sales team, or maybe over email?
Whatever the answer is to the above questions, all your content must sit on your website as this is the hub of all your online activity.
Ideally, everything should sit in a Learning Hub (or something similar), including all your articles and videos so your audience can choose how they consume your content.
If your website doesn’t have a Learning Centre yet, we can work with your team on how this should look and if you need us to build it for you too. Alternatively, we can work with your web agency to ensure it will deliver what you need.
As the famous phrase says, you cannot improve what you cannot measure and it’s no different here.
Ideally, we ask you to have HubSpot installed on your website as this provides you with an integrated platform that not only supports your marketing activities (email, paid ads etc) but it also provides robust data on the content that is working for you and what content isn’t.
If you don’t have HubSpot, there are other options, but they tend to be more time-consuming, costly and less accurate as they involve combining data sources from multiple places.
We can discuss all these options if you choose to implement a radical They Ask, You Answer inbound strategy.
Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.
We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.
If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no-obligation chat.
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