Growing the business: Create and distribute content that will engage your customers along the path to purchase and, ultimately, allow you to grow your business
Develop a content strategy that will ensure that you're winning in the digital world
“Content is king” was the title of a 1996 article by Bill Gates in which he predicted:
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. […] the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
As humans – and yes, we are humans, though we may represent brands and businesses – we now have an average attention span of 8 seconds. (A goldfish, by the way, narrowly beats us at 9 seconds.) This is the window you have for catching, and holding, someone’s attention.
And you’re competing against everyone else who’s screaming for attention. You’re competing with Red Bull’s Felix Baumgartner jumping from space. With the latest series of Game of Thrones. With Justin Bieber.
What is it about your content that makes someone pay attention for long enough to absorb your key message? Why should they listen, why should they engage?
It’s simply not enough to talk about your product. It’s not enough to hire a big celebrity. It’s not enough to add some hashtags.
So what's involved in developing an effective content strategy?
- Defining concrete objectives for what you are trying to achieve
- Understanding what your ideal clients and customers are looking for
- Defining the content you want to create in the crucial sweet spot
- Organising your team and budget to develop the content you need
- Planning the distribution of your content across the right platforms
Your content strategy is what will bring to life your brand, engage your customers and, ultimately, drive sales of your products or services.
Who am I?
I'm a consultant and coach with broad experience in successfully building global brands in the consumer goods industry. I come from a traditional marketing background at leading multinational Procter & Gamble, having worked on brands in different life stages - from re-staging a struggling brand through to developing an already successful brand, as well as establishing new brands from scratch.
I've now also built substantial experience coaching and mentoring early-stage startups and entrepreneurs, helping them get the brand fundamentals right in order to get their product out in the market, stand out from their competitors, and convince their investors; all without a huge amount of time, budget, or manpower.
Here are some people I've worked with:
If you need a digital expert, branding expert and a great thought leader then Anna is the person for you. In her short time at Vertu, Anna radically changed our digital space and our way of viewing the digital world through out the whole company. Not a small task by any means. She did this with such positivity & great vision. I hope to work with Anna in the future again.
Chief Marketing Officer, Vertu
We brought Anna in to help us create an commerce and social media strategy, as well as to train and coach our team in delivering against it. Anna is fantastic - smart, creative, and delivers against her commitments. She combines digital expertise with strong brand-building and marketing skills, as well as solid technical understanding of how to optimise organic search, paid search, and social media investments. She is both strategic and pragmatic, and her approachable, hands-on approach makes her a great asset in any team.
Co-founder, Grace & Wilde
I greatly appreciated Anna's enthusiasm and ability to drive everyone around a common agenda, her follow-up to ensure our team's recommendation was implemented by the various brands, and her collaborative fashion of making all of us feel part of the digital COE team and rewarded for our contribution."
Digital Marketing Manager - Global Prestige, Procter & Gamble
Now choose the solution that's right for you:
Do-it-yourself + coaching
Cost-effective DIY solution
If you have limited budget available and you're keen to learn the ins and outs yourself, then this DIY solution is for you. After all, you're the expert on your business! You'll be in the driver's seat, with an expert there to help you navigate the roads.
- One-off or regular 1:1 calls
- Expert guidance
- Content strategy template
Want to involve your key stakeholders in the development of the brand strategy so that the team is fully leveraged and engaged? This is the most interactive and effective solution to get a successful outcome that everyone can get behind.
- A 2-day face-to-face workshop
- Expert training
- Results documented
Done for you (customised)
Customised expert solution
Impatient to get results and just want it all done for you? This solution takes the stress away from your already overworked team and gives you the expert strategy you need based on your specific objectives with minimal effort on your side.
- Fully customised solution
- Expert execution
- Comprehensive strategy provided