Content Strategy… Digital Strategy… Growth Marketer…even Content Marketing… These terms didn’t hit our mainstream consciousness until the past few years. So, what exactly does a creative strategist do?
Our job is to understand the motivations that drive your customer to action. We then create a content plan with the goal of building relationship through relevant and strategically distributed content. By developing a trust relationship with a target audience through relevant content, we then convert those people into customers, and ultimately… continue to use strategic content to build the brand experience throughout that customer’s lifecycle.
In short, we are storytellers who apply business objectives to content development.
How It Works
A strategist can be corrective or proactive. We craft messaging and content plans for product, brand, social, customer success, sales, internal comms, events, or all the above. We blend digital know-how, consumer insights, marketing, advertising and PR smarts into a sustainable content strategy.
By nature, good content is all about being consistent. Marketing content carries the conversation along in between customer decision points, offers value, and generally shows that a company wants to be in a long-term relationship with their customers.
How I Work
I think of strategy like I do health. You can either be proactive and preventative, run a course of reactive patchwork, or a mix of the two. I bring an element of content marketing into all of my campaigns, as I believe that creating a no-strings-attached value add is critical to building consumer trust. The healthiest content marketing systems are found in teams and companies who plan big (strategy upfront), execute sustainably (meaningful content development only), and pivot as needed based on data analysis (optimize relentlessly.)
Thanks to being evenly split between left and right brain, I walk the line between creative ingenuity and business sustainability.