Approaching Content Marketing with a Plan

Content strategy is a comprehensive and strategic approach to planning, creating, distributing, and managing content to achieve specific goals. During the content strategy phase of a project, Paon will develop a structured plan that outlines how content (both the content you already have and the content we will create together) will be used to engage with and provide value to your ideal audience. Content strategy encompasses a wide range of content types, including written articles, blog posts, videos and reels, infographics, social media updates, podcasts, and more.
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Content Strategy at a Glance

Audience Identification

Understanding your target audience is fundamental to content strategy. We create archetypes of both your existing clients and clients you are pursuing and turn them into comprehensive personas.

Goal Setting

Content strategy starts with defining clear and measurable goals. These goals may include increasing website traffic, attracting new clients, getting your services seen, keeping your existing clients, or making educational content for everyone.

Content Planning

A content strategy outlines the topics, formats, and channels that will be used to deliver content. This includes content calendars, editorial schedules, and publication frequency.

Analytical Approach

Content should be optimized for search engines (SEO) to improve visibility in search results. We use the most up-to-date data to find relevant keywords, descriptions and context.

Content Distribution

A content strategy considers how and where content will be shared. This includes social media platforms, email marketing, content syndication, and other distribution channels.

Content Governance

Establishing processes for content creation, editing, approval, and publication is important for maintaining quality and consistency. This also addresses issues like compliance and legal considerations.

Content Updates and Maintenance

Content should not become outdated. Part of content strategy involves planning for regular updates, revisions, and the retirement of obsolete content.

Brand Consistency

Content should look and feel like it’s coming directly from you! Consistency in branding helps reinforce the company’s image and message.

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Planning Programs

Marketing Consult & Basic Plan

Perfect if you are just getting started in marketing and need a basic plan for a business plan. Here we help you with your mission and vision statements from a PR perspective, we help you outline your customer personas, do a SEO competitive analysis and what keywords you should compete for based upon what is working for your niche, provide go-to market method suggestions, and offer key goals and metrics you should be tracking. 

What is included:

  • 45 Minute Consultation
  • One-Page Marketing Plan
    • Competitive Analysis/ Keywords
    • Go To Market Strategy
    • Key Metrics and Marketing Goals

    Brand Strategy

    This program is designed for practices that are doing a rebrand.  Updating the branding, logo, colors, and company branding.  This can be for a website, social media, or print campaigns. 

    What is included

    Level 1 Style Guide

    • Brand Board
    • Target Demo Assets
    • Messaging

    Brand Strategy

    This program is designed for practices that are doing a rebrand.  Updating the branding, logo, colors, and company branding.  This can be for a website, social media, or print campaigns. 

    What is included

    Level 1 Style Guide

    • Brand Board
    • Target Demo Assets
    • Messaging

    Social Strategy

    Making Social Media into an digital asset that builds community and converts in attracting yoru customers takes careful planning.  Social Strategy aligns your brand, message, and goals with what is currently working on the social channels your customers are using.  

    What is included:

    • Channel & Tactics Recommendations
    • Competitive Analysis with content examples.
    • Content Pillars (Keyword + topics)
    • Key Performance Metrics
    • Level 2 Social Media Style Guide

      Web/ SEO Strategy

      There are few things that can affordably improve your searchability than to improve your Search Engine Optimization (SEO).  This product is a two part project where we will do a full assessment of your current website to ensure your website is using all the current optimizations that work with google. Next we will do a compelte SEO competitive analysis to find you the best keywords and content to attract customers looking for your services.  Finally we will provide you a full content and implementation plan designed to increase your SEO without using expensive ad spend.  

      What is included

      • Web Audit
      • Keyword Strategy
      • Content Plan (Blog, Video, SEO)
      • Implementation Plan
      • Key Performance Metrics

      Web/ SEO Strategy

      There are few things that can affordably improve your searchability than to improve your Search Engine Optimization (SEO).  This product is a two part project where we will do a full assessment of your current website to ensure your website is using all the current optimizations that work with google. Next we will do a compelte SEO competitive analysis to find you the best keywords and content to attract customers looking for your services.  Finally we will provide you a full content and implementation plan designed to increase your SEO without using expensive ad spend.  

      What is included

      • Web Audit
      • Keyword Strategy
      • Content Plan (Blog, Video, SEO)
      • Implementation Plan
      • Key Performance Metrics

      Complete Marketing Plan

      This is our most comprehenisve marketing plan.  Combining Branding, SEO, and Social, along with adding sales funnels, sale and marketing automation, email, and content marketing.  This is for a company that wants to grow fast and wants a comprensive plan to meet their goals. 

      What is included:

      • Brand, Social& Web SEO Strategy
      • Customer Journey/ 3 Sales Funnels
      • Engagement Strategy (Email/ SMS)
      • Key Performance Metrics
      • 12 month Implementation Plan

      Find Your Authentic Voice With Us

      A well-crafted content strategy helps you effectively communicate with current and prospective clients, build trust and authority, and ultimately achieve your wellness business marketing goals. It is an evolving process that requires ongoing analysis and adjustments to remain effective.
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