“I want a magazine.” “I want a blog.” “I want a newsletter.” Those are some of the most common needs expressed to us by new clients. More often than not, clients come to us with the media they want already in mind.
Rather than immediately moving forward, we prefer to start the process with a conversation about a client’s content marketing goals, then let those goals guide a custom media platform selection. We’re looking for the platforms that will work most efficiently, rather than the trendiest or flashiest. We won’t recommend a client invest in a custom magazine, for example, until we are clear about what he or she wants the magazine to do. With such an array of media choices to choose from, we realize the decision can be difficult. That’s why we draw on our years of experience—and tons of research—to craft the most appropriate media for each client.
We start by focusing on what our client is trying to achieve, and then we determine the right media mix to meet those goals. Is the client trying to improve member service functions online and in print? If that’s the case, a wiki might be the perfect platform for them.
Setting objectives for your media can be a collaborative process. We’re always available as a resource to help clients think through goals for their media. Here are some of our clients’ most frequently cited objectives:
- Increase organic search results
- Generate leads
- Increase website traffic
- Increase event attendance
- Increase member engagement with member media
- Create new media sponsorship opportunities
Setting goals for your media not only guides the media selection and content creation, but it also functions as a constant barometer of how well the content is working. This objective-setting process gives you something to measure, and if some part of your content isn’t working, we work together to change it. Sharing with clients how well their media is meeting their goals is integral to what we do. Contact us so that we can help you set objectives for your media and create content that works.