Jacqueline Berkman
Senior Content Marketing Manager, SoundThinking
First 30 days:
• Shared workspace - All of your deliverables in one place so you can easily track all activities and so your team has a internal wiki to continuously learn and work from
• Buyer’s journey canvas - This canvas is used to help internal teams find product and marketing alignment to come to a consensus on what the product is, what it does and who it serves. We use the Fletch methodology to understand your product from a “product marketing” lens and combine that with content marketing.
• Content Audit and keyword research - We audit your blog to see if there are any current BOFU opportunities that you could be missing. We then start keyword research to find new opportunities while prioritizing the keywords that drive the most revenue.
• Tracking set up - We use a Looker Studio template and plug your information into it so you can see exactly which articles are influencing conversions.
Next 30 days:
• Filling in BOFU frameworks - We then start plugging your information into the BOFU frameworks so each piece pf content is tailored towards the problems that your buyers care about and how your solution solves them.
• Review - Your team then reviews the content and send to your content team for publishing.
Final 30 days:
• Tracking - We track each piece of content and monitor performance
- shared workspace in Notion
- Buyer’s journey canvas to help internal teams reach alignment
- 5+ BOFU frameworks
- Tracking template
