Creation
Messages that build your brand and generate leads
Content is the voice of your brand and its experts. Tunedcm output resonates and differentiates. In your core messaging, studies and articles on burning themes, and in your business development, promotional and press material.
Content is central to the marketing mix, on and offline. Good content sings out. It's based on a clear understanding of your business, industry and client base.
Content builds audiences. It powers the business development pipeline and customer journey: from attraction (building awareness and generating leads), to winning business, then growing customer relationships.
It radiates: from your core messaging, sales and business development materials, to all your marketing touchpoints.
Content marketing gives your business wings
“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
The Content Marketing Institute.
Thought leadership is the hub of content marketing
Professional services and B2B firms in particular are reaping the benefits. We can create simple vehicles together: articles, white papers and blogs, or more complex brand-builders.
I have a track record working with academics on cutting-edge management, board and leadership studies. Themes have included the state of trust in organisations, employee attitudes to their managers, board attitudes to digitization, the success factors of mid-caps, and the propensity of senior executives to make 'wise' (ethical, sustainable and responsible) decisions.
Thought leadership has legs: one asset feeds multiple channels: your website, social media, blogs, newsletters, client events and the press. It can drive consulting models and other IP. It is also vital to SEO: it generates web traffic, keeps web pages fresh, and is rich with audience-pulling keywords.
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Engaging your professionals and building their brands: The best (and most authentic) thought leadership draws on your people. Research studies in particular dynamise teams at key project stages. First: scoping the topic, designing the model and questions. Second: gathering and interpreting data. Third: adding their expert insights. And fourth: taking the finished product to market.
Throughout production and release, your people boost your brand and their personal brands. And it's even more powerful when we bring academic experts into the mix.
And yet thought leadership is a victim of its success. It’s everywhere you look. In today’s noisy forest, getting heard has never been more difficult.
Tunedcm flies the extra mile. Delivering content that
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Keenly reflects your strategy and expertise
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Goes for standout: the ‘aha’ effect. In topic, messaging, graphic design and format
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Goes under the skin, insisting on depth and quality
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Is KISS - audiences can easily navigate it
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Is robust - sourced and substantiated
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Is meaningful and sustainable, built to resonate over time.
It gets senior audiences thinking. It’s relevant to what they care about now, and it's unique in topic or angle. It adds value to busy lives.