The wordSmith “method” is pretty straightforward. Start with the audience – always, always, always the audience.

Understand their identity, their self-image, their wants, needs, hopes and dreams. What does the data tell you about them? What do they tell you about themselves and how do they communicate it? What does the data not tell you? How do they behave when they’re not in consumer mode? Does the business have anything relevant to say to them when they’re high in the funnel or not in the funnel at all?

Next, understand the business goals. Where do these objectives intersect with the audience hopes and dreams? That’s the editorial agenda, the space where productive conversations begin and its where lasting customer relationships are nurtured.

Craft the message that brings business and audience together. Speak in an appropriate voice. Structure messages to prioritize known concerns. Optimize for SEO by drawing on what the data tells you about their search behavior. And communicate in the format and through the channels favored by the audience. Where do they seek insight in the areas the business serves? Who has credibility with them and can you tap those influencers to enlist them in your campaign?

Evaluate. Iterate. Repeat.

The principles and methods driving a successful marcom or content marketing campaign may seem clear enough at a glance, but each year thousands, perhaps millions of businesses, companies with powerful stories to tell, get it wrong. Maybe the strategy is misconceived. Maybe they fail to really grasp what keeps the audience up at night. Maybe message and channel are misaligned with audience behavior. There are so many ways to lose.

wordSmith makes sure your communication and content initiatives focus on what matters – bringing audience and business together in an enduring conversation that benefits both.