The RISE Strategic Content Marketing Strategy
Our Content Plans have delivered year-over-year growth for our long term clients with top rankings and consistent, affordable traffic for their target keywords. Here is our process.
The RISE Strategic Digital Marketing Strategy is based on the premise that:
- The internet is the primary driver in acquiring new business in most industries
- A strong, complete, and fully-integrated online presence is essential to capture all possible traffic
- Every content element should be leveraged across multiple channels to maximize results
Our highly successful digital marketing programs comprehensively integrate the entire online ecosystem and are fueled by constant, quality content.
THE RISE ONLINE STRATEGY:
The more hooks you have in the water, the more fish you catch.
If prospective online customers are fish in the internet pond, the typical website acts as a single fishing pole—one “hook in the water,” so to speak.
Our goal is to drop more “hooks” into the pond on a monthly basis, which accumulate over time so there are more and more places for online visitors to discover your brand.
We drop these “hooks” wherever your prospective customers are likely to come across them: organic searches, Google Maps, social media sites, paid search, reviews, YouTube videos, and yes, your own website and blog/newsroom.
The good news is, not only do more “hooks” increase the chances of a catch, they also signal search engines to give you better rankings, so the same strategy that engages prospects also enhances your search engine optimization, or SEO, so more people visit your website.
THE RISE DIFFERENCE
Many agencies and marketing departments still approach all of these outlets as separate campaigns, but this no longer makes sense in today’s pond.
RISE takes a unique, but effective “whole pond, many hooks” strategy, with quality “lures”—content that both humans and search engine robots find helpful, and an approach that combines organic, social and paid efforts into a complete whole.
Quality content is at the heart of the unique strategy that has brought our clients proven success.
RISE employs skilled and experienced in-house writers and editors who are comfortable writing for a wide variety of fields and audiences. We select a dedicated writer for each client so they become increasingly familiar with your organization.
Whether it’s simple consumer-focused writing or material for highly technical fields, the RISE team produces quality content that successfully engages both human audiences and search engine robots.
For our full content management clients, the process is as follows each month:
- PLANNING (2-6 Months Prior to Posting):
The RISE strategy team determines the topics to be covered the following month, including any client requests that have been submitted. We aim to plan 3-6 months ahead using a shared spreadsheet, but keep it flexible and review before making writing assignments each month to keep subjects timely and address current topics. - SOURCE MATERIAL (1-2 Months Prior to Posting):
If necessary, the client provides source material, which may include raw notes, briefs, articles, links, photos, video or audio recordings and/or live or phone interviews. If not provided, the writer will use the client’s website or other resources to create content. - WRITING (2-4 Weeks Prior to Posting):
RISE writers use the source material to create the required content for the month. - CONTENT EDITING & CLIENT APPROVAL (1 Week Prior to Posting):
If desired, after our editors check the content, the client directly edits the content as needed and returns a fully-approved document and any specifically desired media. We have an editing window wherein content is considered approved after a certain date to keep execution on track. Some of our clients prefer to “set it and forget it” with their RISE program and once they are comfortable with their writer. In this case, the staff editor reviews the content and sends directly to posting. - POSTING: RISE schedules the website posting throughout the previous month, then schedules the social posting to go live throughout the following month.
The cycle then repeats, creating a cumulative effect of ongoing, quality content over time while the client enjoys consistent marketing execution with very little time investment.
NEXT STEPS
We at RISE are excited about the prospect of taking your business to the next level in its growth. Whether you implement these items internally, allow RISE to assist as needed, or would like us to manage your marketing efforts, we are here to help.
Don’t wait—put more hooks in the pond, expand your reach, and grow your catch!