Research and Analytics
Everything from simple about pages to a full editorial calendar.
Mindshare labs is a group of highly skilled and creative technology and web experts. We work to establish our client’s online presence in the best way possible. To help our current and new clients showcase their brands we now offer content crafting services.
We’ve helped craft websites for hundreds of clients, and now we can help craft the content as well.
Online content must be of high quality, brand oriented, interesting, and help to achieve your goals. To overcome these challenges we use a standard content marketing process. Our process delivers two main benefits to our customers. First, it produces sharable and reusable content. Second, it allows us to produce more content that directly benefits you.
1) Content Planning and Research
In our planning and research stage, we specify schedules, topics, content needs, and goals. First, we look at all existing content to determine what we can adapt or re-use. This helps to inform what we need to create or write. The topics we use come from many sources like keyword research, customer feedback, brainstorms with your team, and investigations into what your competition is writing about.
Once we know what we need to create, we establish a schedule and define what a successful strategy looks like. A successful strategy will be different for every business but can include metrics like website visitors, visitor drop-offs, sales, or engagement.
2) Craft and Write
Once we have a solid schedule, a definition of success, and topics to write about, we get to work.
While we craft new content, existing content can be re-used. This can include leveraging your staff’s knowledge. It can include publishing printed materials like info sheets, or brochures. We can also leverage existing email campaigns and printed newsletters. Essentially, if you’re communicating with your clients and customers in any way, we should use it online.
Once the content is crafted, we publish on schedule. All of the published content becomes a useful library of information. Eventually, we can start to utilize this library by re-posting or using it in multiple ways. This might mean creating an infographic out of an existing blog post or writing a blog post based on an instructional video. Essentially, we are looking to reuse and leverage all assets in as many ways as possible. This allows us to publish a steady stream of content on a regular basis.
There are a variety of traditional metrics that can be used to determine if the content is performing well. Example metrics include engagement, referrals, social media activity, lead conversion, and sales. However, more importantly, we need to know what type of information your audience craves. So, we focus our analysis on specific content to help us better understand what type and presentation and schedule works best. Once we know what works, we can make adjustments to the plan and repeat. Eventually, we’ll end up with a content strategy that elevates your brand and achieves your online goals, whatever those goals might be.