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1. Please describe your business to someone who is unfamiliar with your company
This gives you a chance to explain, in your own words what your business does. The answer may be straightforward or more complicated. In either case, try to explain it in layman terms. Your target audience will often approach your brand or company with limited knowledge and understanding. The goal is to come to an initial definition of what your business does.
2. What is Your company’s/brand’s mission?
You may or may not have a mission statement and either way is ok. If you do have one, please include it here. If you don’t know, no worries, we will work with you to define your mission.
A mission statement is an important part of any communications strategy, as all of your communication should match your stated mission. This is true even if you do not have an explicit mission statement.
In the eyes of your clients and employees, the mission statement defines your position within your community and that by itself can be a powerful growth accelerator.
3. What words, phrases or taglines are associated or used by your company/brand?
Often what differentiates one business from another are the “isms” each business embraces. Our team needs to know and understand these “isms” to be able to effectively communicate your values.
4. Please list which terms you don’t use or say in your business or which things you do not talk about?
Often a business is not only defined by the values it embraces but even more so by the values, it distances itself from. This is usually because companies don’t want to be associated with certain phrases or terms (e.g. cheap vs affordable), used as a differentiator (e.g. marketing agency vs marketing consultant) or used to segment your target audience (e.g. WordPress development vs general web development). Our goal is to establish you and your business as an authority in your niche.
5. What are your goals for your blog/content?
Often the first answer we hear is “we want better rankings or more traffic or something similarly silly. Unless you are running a blog that lives from traffic, traffic is never the ultimate goal. Typically, these goals are more consistent leads, more engaging content, higher conversions, lower churn etc.
6. What is your Unique Selling Proposition (USP)? What makes you different from your competition? Why do customers buy from you?
While this one of the most important questions every business owner should ask themselves, many businesses don’t have an answer to this question. If you have the answer please let us know. If not, don’t worry, we will work with you to develop your USPs. In order for us to create effective content we must first understand what sets you apart from your competition and what should motivate prospects to buy from you rather than your competition.
7. Please describe each of the products or services you offer in 2-3 sentences
Our team needs to gain a deep understanding of the products and services you are offering – in your own words. We need to understand how the content you already have matches with your own perception of what these products or services are.
8. Who is your target audience? What are they like and what are they looking for?
We need to understand what your ideal target audience or customer looks like. What are they like? What is it they are really looking for? Are they specifically looking for your products or services or are they looking to solve a problem? Do they need help with completing a task? There are many aspects to this question and the deeper we can dive into this the faster we will be able to get up to speed.
9. What are the problems your target audience is facing and how can your content help?
Just as you may have goals when it comes to your content so does your target audience when it finds your content. Our goal is to make sure that your goals match the goals of your target audience.
10. What type of conversions are you looking for?
This is to reiterate the goals of the content we create. Is the goal a free consultation? Is it a sales call or a contact form? Do you want your customers o order online or visit a specific product/service page? The answer to these questions will allow us to create content that is targeted towards the ultimate business goals you have.
11. Do you have any keywords in mind that you want to rank for?
The purpose of our blog management service is not SEO but increased sales and reputation. However, SEO is a vital component of the content we create.
12. Tell us one (true) story that represents the best of your business
Content Marketing is storytelling. We would like to hear one story that represents the best image of your business.
13. Please list your top 3 competitors including links to their websites.
To properly develop your content marketing strategy we need to analyze your top competitors to see what you are up against.
14. Please describe your current customers and contrast them to your ideal prospect/client/reader
The goal of this question is to identify what your ideal customer looks like and how that matches with your current customer profile. If they already match great, but unfortunately more often than not you will find that there is a disconnect.