Capability
Strategy
Positioning, messaging, and the plan everything else is built on. It is the first thing we sell, because it is the first thing that has to be true.
Most content problems are positioning problems.
A company that cannot say clearly who it is for, and why it is different, will not fix that by publishing more. The output just gets more expensive and less convincing.
So we start here, and we charge for it. When you market to everyone you market to no one, and the work of narrowing is what makes everything downstream cheaper and sharper.
You end up with something a writer, a designer and a media buyer can all execute against without asking you what you meant.
The Positioning Sprint
What you get
One engagement that settles what you stand for, who you are for, and how you say it. It runs standalone, and it is also the first phase of a website build, because a redesign with no positioning under it is how companies end up with a beautiful site that says nothing.
Positioning
Who you serve, what you do for them, and why that is different from the next option on their list. Written down, in plain language.
Messaging
The claims, proof points and language the whole program uses, so the website, the ads and the sales deck stop contradicting each other.
Voice and tone
How you sound, with examples. Specific enough that someone who does not work for you can write in it.
Competitive messaging audit
How your named competitors position, sound and prove it. The point is not to copy them. It is to find the territory none of them occupies, which is usually where your real difference has been sitting unsaid.
Audience and ICP
Who to go after, who to politely decline, and what each of them actually cares about.
Content pillars
The three to five subjects you intend to own, and the clusters underneath them. This becomes the editorial spine.
Website content system
A page-by-page guide and the copy to go in it: purpose, hierarchy, headlines, calls to action, and what to avoid. Written so a designer can build from it directly rather than waiting on you.
The calendar
What gets produced, in what order, and against which pillar. A quarter you can actually see.
Selected work
Standalone, or part of the whole engine
Strategy is the prerequisite for everything else, so it is included at the start of every Managed Marketing engagement. It is also the one capability we regularly sell on its own, to companies that have the team to execute and just need the plan to be right.