Our signature service to help you match the right content to your target customer
JourneyWeb® (our unique content strategy service)
So you need a new content marketing strategy?
You’re in luck! Building a JourneyWeb® will deliver a content marketing strategy that is unique to your organisation. No two JourneyWebs are the same because no two organisations are identical.
Work with us and you’ll have an effective content map that provides pathways that your target audience can follow in whatever direction they choose to go on their journey to buying products or services from you.
Or, if buying isn’t what you need them to do, we can map out their journey whether it’s towards a donation, event booking or engagement with you and your team. A JourneyWeb® can be applied to any target audience and any organisation – that’s the beauty of it.
The content framework methodology
JourneyWeb® is a comprehensive review of your business and marketing activities. It involves us getting right under the skin of how your organisation operates and how your customers buy from you. We leave no stone unturned in finding out the best way to connect and convert your target market into paying customers.
The JourneyWeb® process is not completed in a single meeting. It involves discussion, research, analysis, strategy writing, presentations and ongoing support – our aim is to work with you for the long-term.
Here are the different elements of our methodology so you can see how ingrained in your business we become.
Workshop 1
We meet in person or online, whichever is the most practical, to dive deep into your organisation: how it works, how you generate revenue, barriers to profit to overcome, KPIs and organisational goals to work towards.
This session is highly interactive and will involve asking you lots of questions about your organisation and your customers. It is important you share with us your overall business and marketing objectives, existing targets and current metrics.
We will challenge you. This isn’t to trip you up, but to allow us to delve deeper into what you do and what you know.
You are the best people to talk about your organisation. You know your customers and where you want to get you. This session sets a strong foundation as to what will follow and we’ll be able to build a more comprehensive strategy if we get into the detail.
Research
Next, we will go and research many of the aspects of the discussion and the different points in the customer journey so that there is some evidence on which any strategy can be based, including:
- Audience demographics and evidenced behaviours
- Understanding different personae within the decision making process and level of influence
- Search terms used and questions asked by the audience
- Examples of content that can meet the customer where they are at that point
- Reviewing objections and potential barriers
- Your internal team’s skills and knowledge as a potential source of content
- Competitor analysis – ensuring your content is better than your competition
Where possible, we’ll produce some examples that we’ve found that you can take inspiration from.
Content research and planning
We map out a JourneyWeb® using our planning tool. You will have access to the map along with any other necessary documentation so you can start implementing the strategy.
Because it is online, you will be able to travel along the journeys and see what your target audience is thinking about and what type of content needs to be created to support them in their decision to work with you.
In addition to descriptions and examples of content to create, the map will also contain detail on specific lead-generating activities you need at each point in the journey, and which metrics you should be using to measure your success.
Detailed strategy report
In addition to the map, we’ll provide you with a detailed report that provides context and recommendations for you to implement. Sections are bespoke to you, because your strategy is, but will typically include:
- Critical and important actions – to take as soon as practical
- Audience analysis including behaviours, resources they use and people of influence
- Keywords, language and emotion triggers for your target market
- Suggested content themes, topics, frequency and examples
- Competitor analysis and opportunities
With this report, you will be able to make decisions on what action to take to improve the results from your marketing.
Workshop 2
We’ll present your JourneyWeb® back to you in a second workshop (online or in person, whichever if most convenient) so that you fully understand it and give you the opportunity to ask questions.
The second workshop is also interactive and we can iron out any questions and make adaptations to ensure the strategy is the perfect fit for your business.
Between us, we can then decide how best to implement the strategy, whether that’s you and your team, or by using our content creation team.
Ongoing Support
Your JourneyWeb® documentation will allow you and your team to implement a successful marketing strategy for your organisation.
The vast majority of our clients choose to work with us on an on-going basis to support them in the implementation process. That can be in the form of regular consultancy support sessions or assisting in the content creation process.
We will work with you to decide the best route to support your specific needs and budget.
What our clients say
Your business deserves success
Invest in your business for £5,000+VAT
Our clients tell us that the investment in our JourneyWeb® service is transformational for their business and that the price for the service is incredible value.
It’s time to invest in you and your business to start connecting more effectively with your target customers and bring them along on their journey with you as their guide.
Generate more eyeballs on your content, conversations with your prospects and conversions into paying customers by working with us.
Take the leap and start your journey with us
How does this all sound? We like having a conversation, so this is just the start of possibly working together to help you meet your objectives.
If you need more info, keep browsing. If you’re ready to have a chat, please complete the form below and we’ll arrange a time.