Patricia J Barnes

I begin by looking at your broader business goals and objectives and determine how content can help you achieve them. Then I'll break down that information and establish general content objectives. Later in the process, you will come back to those objectives and develop specific goals.

Content audits assess your current content through the filter of your customer persona, competitive analysis, and keyword research. Here I identify what content aligns with your objectives and what does not. Decide what content to keep, as is, what items to revamp, and what to remove or discontinue.

I'll help you identify the demographics of your current customers and, if different, those of the customers you want to attract. With this information, I'll create a customer persona, or personas. Then, when you plan, create, and monitor content, you can ensure it is aimed at your target customers.

When you know what you want to do, why you want to do it, and where you are now, it’s time to build a content strategy that gets you there. A content plan will integrate all of the previous content strategy steps and identify the who, what, where, when, and how of what comes next.

In competitive analysis, I identify your competition, both current and potential, known and unknown. Next, I look at what they are doing and ask what has brought them success. I also lasses what has not worked and what you can do better.

Whether you want to wow with striking images, educate with knowledgable words, amuse with humorous memes, dazzle with viral-worthy video, or amuse with social media shenanigans, I can create what you need. If not, I will connect you with someone I know and trust.

Keyword research is a thorough review and analysis of the search words and terms related to your business, organization, or service. Once I identify potential keywords, I'll weigh up which ones are time and cost-effective for you to target. This step will also help with the general SEO of your website.

Whatever steps you plan, it is important to monitor what's happening, whether those actions are working for you and whether to make adjustments. Measurement also allows you to see your ROI in the process.