Content strategy

Plan first. Write second.

If you want help planning new content that will deliver results, I can help.

I offer a fresh perspective. We’ll discuss your goals, objectives, audiences, priorities, and what’s worked in the past, and then I’ll help you see all of those things through a creative content lens. When we combine your knowledge with my experience with what’s happening in the marketplace, you come away with a content strategy that makes sense for right now and all the way through next year if you want.

Q: How does your perspective on content strategy add value?

It helps you invest wisely.

It adds clarity.

It can get pretty murky trying to figure out what content your target audiences will respond to. Everyone on your team can have different ideas, and the market keeps changing. I’ll help you focus on what matters most and outline a doable approach that fits your goals, capabilities, culture, and budget.

From there, we can develop an accurate scope of work.

It helps you find the sweet spot.

Having a beginner’s mind can lead to outstanding creative work that drives business, and so can following proven processes that avoid known pitfalls. Your content strategy should be a combination of both. Once we talk things through, it may feel like your content path has been there all along — you just needed to uncover it.

It helps you invest wisely.

The best planning requires discovery, research, and uncovering or refining the key messages about the things that make you different and better. To make smart content investments, we’ll look at your past successes and failures, competitors’ communications, how your sales team uses content to sell, and, most importantly, your ideal client profiles (ICPs).

I believe every dollar you invest in content should help convince your ICPs that you’re the right choice.

It helps you see content from your readers’ points of view.

When you consider things from your prospects’ side of the table, your content connects. If you’ve already developed your ICPs or personas and understand the needs of your stakeholders, you’re halfway there. We’ll use them to develop a content strategy that talks directly to the people who matter most to your company.

(Note: I used a form of the word “you” ten times above — did you notice?)

Part of the strategy is leveraging the content you already own.

Start where you are.

If you have existing content that’s aging out or doesn’t meet the mark, I can help you turn it into a valuable asset. I can advise you on how to improve or update it — or slice, dice, and repurpose it.

I can also do the work for you.

Fix what’s not working.

Edit for readability and style
Liven up the tone
Improve the structure
Re-interview SMEs for new details or color
Rewrite the headers
Add a Q&A or sidebar
Update data or the way it’s presented
Combine two or more pieces with a fresh intro and close

Repurpose your best content.

Convert it to different formats — shorter, longer, as an FAQ or leave-behind
Rework it for different audiences
Chop it up and use it in content marketing, sales letters, slides, infographics, and your annual report
Use subheads as PPC headlines and key sentences as email subject lines
Update to keep it fresh

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“We’ve had the pleasure of working with Nikki since 2009. She quickly understood the culture and personality of Leapfrog and consistently conveys complex technical messages in simple, fresh and understandable terms. We consider Nikki to be part of our team and are proud to have her on it.”

Claire Lewis Arnold
CEO, Leapfrog Services, Inc.

“I love working with Nikki. She sees the full picture, zeroes in on the right message, tells you what she thinks, then comes up with some solution that is both beautiful and interesting. With her, you get an extraordinary copywriter with a strong visual design sense. Original. Creative and clear. Purposeful. Looking forward to whatever our next project might be!”

Amy Kincaid
Founder and Principal, ChangeMatters, Benefit LLC

“Nikki Alexander is the rare professional who combines equal parts of creative talent, compelling use of language and commitment to social change. She is the total go-to consultant.”

Steven Rivelis
CEO, Campaign Consultation, Inc.

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Can I help you get over a content strategy hurdle?

Let’s talk about it