t sounds obvious but publishing content without clear objectives is like setting out on a journey without deciding on your destination.
Our approach
The first part of any consulting engagement is to establish what action do you want the audience to take?
If you’re a retailer, that might mean buying products or becoming a loyalty club member. If you’re a B2B publisher it could be to drive up subscriptions. You might have multiple goals for different audiences. The important thing is that these are aligned with your business goals.
Our strategy workshop will tease out these objectives and define the context for the project so that we all agree where we are going.
We can then start to look at how we lead the audience on a journey, from potentially not even knowing who you are, through to championing your brand.
Create an itinerary
Of course, not everyone will be starting from the same place so the next step is to help you create an itinerary to understand where the different audiences will join you on their journey.
Image photorisma on Flickr
