Case Studies

Beyond Marketing… a Content STRATEGY

Developing a Content Strategy for a Management Consulting Firm

SITUATION

A mid-market management consulting firm was seeking to grow its existing client base and revenue through more effective online marketing of its professional services offering. It had already been employing several basic, more tactical approaches in the digital space, such as keyword identification, email marketing, SEO/SEM, etc., but it was seeking to take these efforts to the next level by identifying a content strategy that would simultaneously showcase the firm’s thought leadership and supplement its pipeline with qualified leads. It also wanted to ensure the content strategy would be consistent with its brand positioning and core brand equities. Above all, the firm was clear it wanted a sophisticated content strategy, not merely a content marketing plan.

ACTION

The FullSurge project team immersed itself in the client’s brand strategy by developing a sophisticated understanding and working knowledge of its positioning, architecture, and key value propositions. Additionally, it conducted a select number of in-depth executive interviews to understand the strategic role that content will play in each of the firm’s six core service offerings. With this important context in place, the team conducted a comprehensive audit of the consulting firm’s current content inventory with an eye toward identifying the extent to which each core service offering was equipped to address projected content requirements, and where there were gaps that needed to be addressed. The end result of the project was a comprehensive content strategy. The strategy contained five interrelated components: 1) the strategic objective for content within the context of overall business strategy, 2) a detailed articulation of the target audience, 3) a thorough description of how content needs to be aligned with both service offerings and target audiences, 4) a tactical framework for content delivery (e.g. process, work flow, activation, engagement) and 5) a governance system to measure and assess progress and to course-correct over time.

RESULT

The consulting firm quickly embraced the new content strategy and directed its team to develop a calendar and associated content that was consistent with it. The firm also diligently used its content metrics scorecard to track its progress against pre-identified goals. Within the first six months of implementation, the consulting firm saw double-digit percentage increases in many of its key metrics including number of website visitors, amount of time spent on website, reduced bounce rate, and number of qualified leads generated.

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