If you Google “content strategy”, you’ll find more than 23,000 page results. It’s undoubtedly been a hot topic over the past few years and if you have a marketing role, you are probably asked continuously about the best content strategy and approach. For PR professionals, content strategy isn’t new, but instead another term for planning and executing a brand’s narrative.

There’s a lot of research and compelling reasons why content marketing is essential to the success of your marketing efforts. These benefits should help you understand the importance of a strong content marketing strategy, especially as you plan for 2018.

  1. Build Once, Use Multiple Times: As internal teams get stretched and budgets tighten, marketing departments are constantly being asked to do more with less resources. With a strong content marketing strategy, you can build content that will not only live on your main point of communications (your website as an example), but can also be cross-promoted through other key marketing channels. For example, our kayak manufacturing client recently introduced a product that was cross-promoted using multiple touch points, utilizing consistent visuals and messaging: PR to secure editorial coverage, digital advertising, search, social, print and email marketing.Vibe Kayak Yellowfin 130T Content
  2. Ensures Consistency: By simply going through the motions of content planning, you’ll begin to ensure consistency in your communications. What I’ve found helpful is when my agency develops a master calendar that highlights the content strategy, social calendar, product introductions, and initiatives all in one central location. For this master document, we also highlight the overarching message and proof points that ensure consistency in these marketing activations.
  3. Helps with SEO: A strong content marketing strategy goes hand in hand with improving SEO. After a company has developed positioning that defines what the brand stands for, what its unique differentiator is, what it wants to be known for and what its key messages are, a similar process can be taken with SEO. Identify the language (keywords, or more appropriately key phrases) that people use to research your company’s category, industry, products, services or competitors and then write content relevant to these. The more often you use these keywords on your site, the higher it’ll rank for SEO purposes. Google ranks sites with consistent keywords and fresh keyword content as more relevant sites for their users. Start mapping out your content strategy for the year and drive people to your site, based on these keywords.
  4. Keeps the Discussion Going: Similar to the monthly approach we take to build content calendars for our brands’ social channels, we also broadly map times of year for specific topics to develop content around. If you manage a consumer brand, you can use seasonal moments in time to connect with audiences in relevant ways. If your company is B2B focused, map out the industry and customer events you’ll be participating in and drive the narrative to time with these key events. Remember, the content should be relevant and timely to engage consumers in a way that is appropriate to their current interests or needs.
  5. Helps Target your Audience: In any given week, your team may be talking to a host of different stakeholders and influencers for your organization or brand. From customers to partners to media influencers and brand ambassadors, it’s important to tailor the message and tone to the appropriate person. A targeted content marketing strategy will help that approach and ensure you aren’t leaving anyone out of the conversations.
  6. Builds Credibility and Influence: This may seem like the most obvious reason but it’s worth stating. When a company and/or brand shares their POV on applicable and timely topics, the larger following and credibility they will build. For B2B, focusing on quality, educationally driven content will help position your company as a thought leader or expert in the respective category. For example, we work with the largest ladder manufacturer in the world and we partner with them to consistently build a narrative around our agreed upon key message. From contributed articles to in-person training sessions to national initiatives, this key message is at the beginning, middle and end of every discussion. What makes us successful is the credibility this company has built in their industry and how they keep the conversation going. It’s become an ownable platform they want to be known for and that key attribute comes through in the messaging for the majority of their news coverage.


Six Benefits of a Content Marketing Strategy


Helping build a brand based on a powerful insight is our favorite type of work we do here at the agency. We had the opportunity to partner with Navicent Health to build a new, simple, understandable brand. Developing a branding campaign around a central truth is a tactic that all marketers can leverage within their health care organization. To read more about this campaign, please see the AMA article here.

Branding Emotion

NYT_Werner Ladder

We’ve had the opportunity to work with Werner Co. for more than three years now and today received news that a recent campaign won the FIRST place prize in Ragan’s 2015 PR Daily Awards for best Product Launch. Exciting news!

As background, Werner introduced an entirely new type of ladder to the market and through a collaboration with their team, ours and other partners, we kicked off an endeavor to introduce this new product through a multi-channel marketing approach. We were tasked with creating brand awareness and product preference with consumer home enthusiasts/DIYers. We also needed to demonstrate a clear product benefit in a simple, memorable way that provides an entertaining connection.

The huge success of this product launch has led to a product line expansion and the creation of a new ladder category. If you missed the link above that summarizes the elements of the campaign, click here.

Werner Co. Wins PR Daily Award!

The past 48 hours have been very telling for the Germanwings Flight 9525 crisis. While horrified by the tragedy, I would like to compliment the speed and transparency of which the information is being delivered to families and the public. With loss of life, especially of this magnitude, there is nothing more critical than to identify the facts and deliver what is appropriate in a timely and transparent fashion. At Seed Factory, we applaud Brice Robin, the Marseille Public Prosecutor for the delivery of the latest information—which is the co-pilots deliberate attempt to destroy aircraft—in a direct, honest and transparent approach out of respect for the families. He comes across as very sincere and credible about the latest findings. When you compare this to airplane tragedies in recent years—namely Malaysia Airlines Flight 370 —it is a stark contrast to what the public is accustomed to.

While we don’t believe Lufthansa CEO Carsten Spohr is doing as good of a job, there are many learnings for corporations and executives on how to respond, when to respond and the information that should be shared. While no one wants to be in this particular situation and communicating this unfathomable level of detail, it’s imperative to be prepared. We take our lessons from leading Microsoft’s Y2K initiative and other crisis communications programs as we’ve prepared our clients and teams for a variety of unique scenarios. The following actions will help prepare a communications team and other key stakeholders if a crisis scenario hits.

  1. Define Your Crisis Team & Infrastructure: Along with the corporate communications team, identify the key leads from each of the business units and operations team to prepare for every possible crisis. Meet on a monthly or quarterly basis to review processes, protocols and actions.
  2. Build Your Crisis Plan and Be Prepared for a Variety of Scenarios: Don’t wait for a crisis to happen to begin thinking of a plan. You should have a variety of scenarios developed, based on the industry, and specifically the process of how to respond for each. Examples of scenarios, in order of importance, may include: loss of life, employee injury, manufacturer recall, corporate layoffs, quarterly losses or major corporate announcements. Develop a crisis plan and checklist, while aligning the actions to every particular scenario, role of each team member, messaging architecture and both internal and external responses.
  3. Identify & Prep Your Spokesperson: This is one of the most important steps any organization can take. Who will be the face and voice of the crisis communications that will be delivered? This spokesperson is ideally the most senior level executive at the organization that is authoritative, confident, articulate and accessible during the crisis. He or she will also take responsibility and accountability when needed. This needs to come across as sincere and not defensive.
  4. Prepare Your Content: Because possible scenarios have been identified, the company should be prepared from a messaging structure on how this critical information will be delivered. Questions and answers should have already been developed from the corporate and legal teams and reviewed by corporate executives. Only use confirmed facts and don’t speculate until you are 100% confident in the information that is being released. You don’t want to create a crisis around your corporate crisis.
  5. Be Accessible: This is critical and we’ve seen this part of the equation fall apart too many times. When a crisis happens, the spokesperson immediately needs to go to the location, share information as it’s uncovered, showcase transparency and be available to customers and media at any time they are needed. Set up a command center, have an 800-number established and staffed for the particular crisis, communicate these details through media alerts, host a press conference, respond to questions on social media, etc. It’s critical that the company has a presence at all times, is accessible and transparent.


At Seed Factory, we believe your company can be prepared and ready for any type of scenario, no matter how large or small it may be. Starting the discussions early leads to a prepared team that can confidently navigate a crisis and ensure the company’s reputation stays in tact. If you are interested in learning more about our crisis communications work and how we may help, please contact us at 404-996-4041 or










Transparency in a Crisis is Crucial