Your Menu - Five-Course Dinner

illustrations of a plate of salad, steak, and a piece of cake

You're ready to solve big problems, and you need a world-class team to cook up the perfect recipe to success. We will treat you to a selection of our best offerings tailored to your specific marketing needs and preferences. Our experts will carefully guide you through the entire process, ensuring that you're not only satisfied but truly delighted.

Service Details

Price: $$$$

Project Duration: 6 months

Payment Options: upfront or quarterly.

Step 2. Select Your Meals

Select your favorite option within each course.

Pricing available upon request.

Hors d'oeuvre
(Audit)

Warm up with a targeted audit to assess your marketing performance.

    • We will assess the content that your company created in the last 1-2 years

    • Identify:

      • What was successful

      • What needed adjustment

      • What wasn’t working

      • What was planned for the future

    • Then we will produce a short report with:

      • Opportunities (short-term, medium-term, long-term)

      • Areas for improvement

      • Content priorities

      • Keys to past success

      • Benchmarks for KPIs (based on past performance).

    • How well do you show up on social media?

    • We will analyze your presence and content across any social platforms that your business is present on, such as:

      • LinkedIn

      • Threads

      • X (formerly Twitter)

      • Mastodon / Fediverse

      • Instagram

      • YouTube,

      • Etc.

    • Evaluate your quantitative performance, qualitative feedback (comments and shares), follower demographics, and trend over time

    • Locate any gaps between your content and audience preferences on chosen platforms

    • Identify opportunities and priorities for future social media marketing efforts.

    • Interview 8-10 of your existing customers (within your ideal ICP)

    • Ask about their:

      • content consumption habits

      • buyer journey

    • Each interview would take about 1 hr, and will yield everything we need to know to tackle your marketing problem going forward.

    • Identify media trends & topics relevant to your industry, product, or services from the past 2-3 months

    • Locate key publications, thought leaders, journalists, and organizations driving the conversation for your ideal buyers & audience members

    • Analyze popular formats, concerns, and questions across trending niche media & topics

    • Determine main areas of opportunity and where your brand should enter the conversation.

Appetizer
(Strategy)

Build on the audit with an actionable strategy tied to core business goals.

    • We will design a unique organic marketing strategy that follows our PSTT framework: Purpose, Strategy, Tactics, Testing

    • Purpose - why you’re investing into marketing

      • What is the big-scale objective that you want your marketing investment to accomplish for the business?

    • Strategy - your overall marketing plan

      • How can you connect your business objective to a marketing hypothesis rooted in the real world? (Audience, market, competitors, products, trends, etc.)

    • Tactics - how you will implement your strategy in action

      • What are the specific, actionable steps that you will take to implement your strategy and achieve your business objectives? (KPIs)

      • How will you package your tactics into time-bound campaigns?

    • Testing - how well do your strategy and tactics perform

      • How will you measure your results?

      • How will you test if your campaigns are actually driving the right results for your business?

    • Help you contextualize your marketing activities and their impact across your entire organization (instead of siloes)

    • Evaluate any other ongoing initiatives that your company is involved in and their relationship to marketing

    • Align our marketing work with the rest of your business (incl. product, sales, customer support, and marketing departments)

    • Ensure that content campaigns complement all of your other marketing efforts to drive maximum impact

    • Draft recommendations for how other departments can support your organic growth and content marketing efforts.

    • Interview internal stakeholders (especially leadership and upper management) to identify best spokespeople and key thought leaders within your organization

    • Craft profiles on each internal subject matter experts including their:

      • Areas of specialization

      • Unique quirks and talents

      • Preferred content formats and channels

      • Interests and desired marketing involvement

      • Availability & other constraints.

    • We will design a unique marketing change management strategy based on the results of our audit but you can expect it to include something like:

      • Defining the change and ideal outcome (within both marketing & business objectives)

      • Assessing stakeholder impact & capabilities

      • Measuring risk from external and internal challenges

      • Communicating with stakeholders & getting buy-in

      • Evaluating ROI, actionability, and timeline

      • Planning how to monitor and evaluate rollout.

Salad
(Testing)

Measure our plan’s effectiveness with a limited quantitative experiment.

    • Before we take our plan to the wider world, we’ll test internal alignment:

      • How does your marketing team feel about our strategy?

      • Is your leadership aligned on the KPIs and our definition of success?

      • What stakeholders require more information for full buy-in?

      • What complications and risks do we need to account for?

    • Adjust strategy as needed based on test results.

    • Test our marketing plan with a select group of your existing customers

    • Assess:

      • Initial reactions

      • Questions & points of confusion

      • Emotional resonance

    • Gather feedback on

      • Audience understanding

      • Recommendations for improvement

      • Ideas for further marketing & content

    • Adjust strategy as needed based on test results.

    • Test our marketing plan and audit findings with a sample group of target audience members (ICP, ideal partner organizations, or other types of stakeholders)

    • Conduct interviews and gather qualitative and quantitative feedback

    • Evaluate our assumptions, record questions and points of confusion, collect any additional ideas or suggestions

    • Adjust strategy as needed based on test results.

    • Conduct a small-scale public test via a limited webpage launch or a small number of social media posts

    • Measure qualitative and quantitative signals and performance

    • Collect feedback

    • Adjust strategy as needed based on test results.

Main Course
(Campaign Execution)

Execute on your strategy with a targeted campaign designed for maximum impact.

    • Craft 6 long-form content pieces of 3,000 - 5,000 words

    • 4x 60-min interview calls with internal subject matter experts

    • Supplement with quantitative data & original insights from sources like:

      • Your product or internal data

      • Recent academic publications

      • Recent industry reports

      • Community & social media posts in your niche / industry

    • Results & performance tracking (Google Analytics 4, Google Search Console, Microsoft Clarity, etc.)

    • Full content production process - content briefs, interview notes, outlines, drafts, editing

    • Up to 3 rounds of revisions (1 substantive and 1 proofreading revision)

    • Includes basic graphics creation or recommendations for designers.

    • Craft up to 50 social posts (depending on length) to publish across LinkedIn, Threads, and Mastodon

    • 8x 30-min interview calls with internal subject matter experts

    • Expand on your mission, values, vision, core competencies, or main content pillars

    • Produced using the zero-click framework (from Amanda Natividad)

    • Includes basic graphics creation or recommendations for designers.

    • Craft 2 original research reports (5,000 - 10,000 words) for your brand on a specific topic relevant to your audience’s interests, media trends, and your business objectives

    • Establish an overarching content strategy for the creation and distribution of your report that aligns with the rest of your ongoing marketing campaigns

    • Conduct interviews, run surveys, gather and analyze data, scout the internet, or perform other research activities necessary to gather original insights

    • Oversee and execute the production of a full research report in coordination with your internal stakeholders, relevant partners, and any additional external vendors or stakeholders

    • Publish the report as an interactive webpage / blog post + a downloadable PDF

    • Craft 7-10 social media posts to promote the report and templates for posts from your team and any external contributors.

    • 3-4 cross-channel PR campaigns

    • Distribute your content and get your experts quoted in press or other digital channels with a short earned media campaign

    • We can handle planning, strategy, outreach, and relationship management

    • Each campaign will be limited to:

      • 2-3 marketing channels (examples include traditional media, podcasts, events, newsletters, industry influencers, etc.)

      • 3 month campaign length

      • 1 main topic / objective.

    • Leverage existing brand partnerships or help us create new relationships for content co-marketing between your company and other organizations

    • Identify external organizations with highest industry and audience overlap as well as most potential value for your brand

    • Design co-marketing campaigns with content that’s created in collaboration between your brand and relevant external partners

    • Partnerships could include any of the following:

      • Coordinated guest posts

      • Social media takeovers

      • Co-hosted online or live events

      • Mutual video, report, or other content creation

      • Collaborative content promotion.

    • 8 content pieces of 3,000 - 5,000 words

      • Full content production process - content briefs, interview notes, outlines, drafts, editing

      • Up to 3 rounds of revisions (2 substantive rounds of revisions and 1 proofreading revision)

    • SEO research + implementation

    • 6x 60-min interview calls with internal subject matter experts

    • Results & performance tracking (Google Analytics 4, Google Search Console, Microsoft Clarity, etc.)

    • Recommendations for future content topics or other marketing initiatives.

    • Minimize disruption during operational change and reduce resistance from internal stakeholders

    • Roll out change management plan as per our strategy and internal test

    • Continue monitoring impact on KPIs within marketing and on the wider organization (revenue, reputation, morale, etc.)

    • Manage internal comms (as needed)

    • Adapt rollout and adjust plan (as needed).

Dessert
(Multi-Channel Distribution)

Leverage cross-functional marketing to support your main campaign through additional channels.

    • Collaborate with your sales team to understand:

      • What questions prospects ask most often

      • Common areas of confusion

      • Opportunities to further educate prospects

      • Areas of hesitation and concern

      • Typical sales cycle

      • Lead qualification process

    • Then, we will repurpose existing content so that your sales team can leverage it to educate, nurture, and engage prospects at highest-impact touchpoints within their purchase journey

    • Sales enablement content can include any of the following:

      • 1-pagers

      • Landing pages

      • Social media assets / posts

      • Sales decks

      • Blog posts

      • Short videos

      • Email campaigns.

    • Craft social media campaigns using the “zero-click content” framework developed by Amanda Natividad

    • Align with social media algorithms, industry trends, and audience preferences to gain traction and increase engagement

    • Repurpose your existing long-form content into native social media posts and build your brand’s presence

    • Coordinate between official company accounts and individual accounts of selected company spokespeople / thought leaders

    • Train your internal spokespeople on best practices for posting on social media.

    • Identify opportunities in industry and niche communities (such as Reddit, Slack groups, Discord forums, etc.)

    • Liaise with community managers and leaders to locate co-marketing opportunities

    • Assess community culture, popular topics, and areas of opportunity for your brand

    • Promote your company, thought leaders, or brand according to community guidelines and policies.

    • We find ways to get your content in front of relevant people, as effectively as possible. This may include reaching out to:

      • our network of thought leaders and communities

      • influencers & thought leaders in your niche

      • adjacent companies who aren’t direct competitors

      • niche podcasts, YouTube channels, or publications

      • journalists, hosts, or editors.

    • At the end, we will:

      • Design a pitching strategy,

      • Communicate with relevant external contacts

      • Handle the outreach & liaise with your internal stakeholders.

    • We will liaise with your internal PR team and any external PR agencies / contractors to plan and execute public communications around new changes in your company or trends within your industry

    • Promote the work done in our main campaign to position your company as an effective, forward-thinking, and innovative industry leader.

    • Our team can help you prepare for and execute promotion in online or live events

    • (For in-person events, if any of our team members are attending, you will incur an extra fee to cover our travel expenses and reasonable accommodations)

    • Analyze event audience for common topics, angle, unique aspects, current theme, and opportunities

    • Help repurpose your existing content and thought leadership into event presentations and materials, aligning with audience preferences, organizer requests, and your marketing goals

    • Assist with relationship building and communication between your brand, event organizers, and other key accounts or stakeholders.

Step 3. Determine your project KPIs

Leading Indicators

Metrics that show quick results and can predict future performance.

Examples include:

  • # of created content pieces

  • Internal stakeholder buy-in and qualitative feedback

  • Website:

    • Traffic (per published piece and monthly)

    • Views per user

    • Avg. engagement time

    • Traffic sources

  • Clicks to sales pages

Lagging Indicators

Metrics that show long-term impact and connect marketing to business and revenue outcomes.

Examples include:

  • Annual revenue

  • Referral and social traffic

  • Qualitative reader feedback

  • Social media engagement

  • SERP rankings

    • Average positions

    • Search impressions

    • Search clicks

  • Product trial sign-ups

  • Sales calls booked

  • # of lead magnet downloads.

Step 4. Book a Call

Armed with your preferred menu, meal options, and KPIs - you’re ready to talk to our team!
We’ll be waiting for you.

Book Your Call