Step 1: Analyze and recommend

• Business alignment
• Audience analysis
• Brand and content audit
• Competitor analysis
• Resource audit–Mary’s way:
  • What employees in other departments of the company have interesting expertise, stories, or perspectives that would be impactful to your audience?
  • Where do your marketing team members excel?
  • What do they enjoy doing and want to do more?
  • What new things or skills do they want to pursue?
  • Where are there areas for improvement and should this work be outsourced or re-allocated?

Step 2: Plan marketing strategy

• Create a consistent brand look and voice
• Competitor differentiation
• Core topics and messaging motifs–Mary’s specialty
  • Broadly, what is interesting about your company, your offerings, your employees, your industry, and your customers?
  • How can we organize these topics and use them to build consistent messaging and brand perception?
  • What specific concepts, value propositions, and taglines do your want your audience to remember about you? 
• Website user experience/user interface (UX/UI) strategy
• Search Engine Optimization (SEO) strategy
  • What online search words and phrases do we want to appear in?
• Choose Key Performance Indicator (KPI) metrics to track success
• Channel plan
  • A “channel” is a medium or platform to distribute marketing materials,
    e.g. social media posts, magazine ads, an e-newsletter, etc.
  • What channels will best reach your audiences?
  • Which of these channels should we focus on?
  • What kinds of content will be shared on each channel and how frequently?

Step 3: Plan content

• Plan Campaigns
  • How can we package core topics into recurring, memorable content that supports your marketing goals?
  • What mediums and channels are best suited for each campaign?
• Create campaign release calendar
• Plan content creation process
  • Determine content needs (e.g. video footage, photos, interview content)
  • Another of Mary’s specialties–plan how to “atomize” the same raw material into different content and formats which can be distributed broadly without duplication
• Content creation workflow

Step 4: Implementation
and continuous improvement

• Create content
• Publish marketing content according to calendar
• A/B test different content
  • Learn what your audiences prefer to fine-tune future content
• KPI metrics analysis
  • Regularly analyze metrics to learn which channels and content perform well to fine-tune channel strategy
• Update strategy regularly to keep up with evolving media landscape and consumer behaviors
• Report marketing activities and successes

Learn more about the five marketing principles that inform all of my strategies.

Ready to enrich your marketing?