In content marketing it pays big dividends to know your audience. So we identify your audience segments, then design a plan that targets them with the right messages in the right channels at the right times.
NextPath's full-service solution is as easy as 1-2-3-4!
Content Audit and Assessment
We start by understanding your brand and value proposition, your competitors and market positioning, your business goals and your customers, donors or members. We’ll research your organization, audit your content across digital platforms and marketing channels, map the Buyer's Journey and meet with your stakeholders to assess your unique content needs.
An important part of an effective marketing program is to identify your best customers, donors or members and find prospects who look like them. NextPath will analyze your data, segment your audience into sub-groups with shared characteristics, then identify the best prospects and craft your content strategy and plan accordingly.
Content Strategy and Tactical Plan
Our team of researchers and strategists will develop a content strategy and detailed plan to reach your key audience segments, or personas, and engage them with content to help achieve your business goals - from lead generation and conversion to building your organization's credibility and reputation through thought leadership.
Content Creation and Distribution
NextPath will craft content to educate and engage your audience, develop compelling offers, overcome sales objections or simply build awareness and trust in your organization, then distribute it to your target audiences through the right marketing channels at the right time.
Whether your goals are lead generation, audience nurturing or increasing spending, NextPath will analyze your data, segment your audience into sub-groups with shared characteristics and identify the most valuable lookalike prospects.
Blog and Website Content
Build audience awareness, interest, engagement and traffic through relevant blog posts and website content updates.
Brochures, Collaterals and Sales Sheets
Some of your most valuable content assets are the print and digital brochures, guides and other collateral materials that educate your audience and compel them to take action. Nextpath will also build your sales sheets and sales kits used by your sales executives to grow your business
Content Calendar Preparation and Maintenance
Nextpath will develop and maintain your content calendar and create and distribute the content.
Content Strategy and Tactical Plan
Our team of researchers and strategists will develop a content strategy and detailed plan to reach your key audience segments and engage them with content to help achieve your business goals - from lead generation and conversion to building your organization's credibility and reputation with thought leadership.
Database Marketing and Analysis
Your database of customers, donors or members can provide a wealth of information on their characteristics and spending/giving habits and suggest lookalike prospects. We have expertise in data services - from list procurement to data processing to profiling and other types of analysis such as RFM (Recency, Frequency, Monetary) analysis.
Direct Mail Campaigns
We have expertise in designing direct mailers, direct mail copywriting, print production and managing integrated campaigns involving direct mail, email, telemarketing and other tactics as well as campaign optimization. Let us version your messaging to promote features and benefits of interest to key audience segments.
Nurture your target audience and promote your products, services or causes with regular email and enewsletter campaigns. We can version your communications for key audience groups such as prospects versus customers, customers by industry, employees or shareholders and potential investors.
List Research an Procurement
We have expertise in data services - from list procurement to data processing.
Nurture your target audience and promote your products, services or causes with digital or print newsletter campaigns. We can version your communications for key audience groups such as prospects versus customers, employees or shareholders.
Prepress and Print Production
Our team will manage your print production, from creative through prepress and printing whether you need sales brochures, collaterals or direct mail.
We work with your marketing team and subject matter experts to secure earned media to build awareness and credibility for your organization or cause.
Search Engine Optimization
There are a myriad of factors that can impact how search engines rank your website and whether consumers can find it. Some are visible on the pages of your site. Other factors are behind the scenes. Our SEO specialists will ensure your site is optimized for search engine rankings.
Social Media Posts
Drive audience engagement and traffic to your website with regular social media posts.
We work with your subject matter experts to produce articles for publications and other media to build awareness and trust in your organization.
Engage and educate your customers, donors and members with in depth white papers, reports, guides or case studies. We can also produce content for annual reports.
How We Work
Our work starts with understanding your brand and value proposition, your competitors and market positioning, your business goals and your customers, donors or members. We’ll research your organization, audit your content across marketing channels, map the Buyer's Journey and schedule an in-depth consultation with your stakeholders in order to assess your content needs.
We Identify Audience Segments
It has never been more important to know your customers and their needs. A recent study by Google and Gartner found that potential customers are increasingly turning to publicly-available information from digital and social media channels to self-diagnose problems and find their own solutions. Buyers complete as much as 70% of the decision-making process independently, without ever interacting with your organization - regardless of the price, the complexity of the product or service - or your incumbency as their supplier.
If the scope of your project includes audience profiling, we’ll request a copy of your customer, donor or membership list, which we will segment into sub-groups based on similar characteristics such as demographics, business industry, size, revenue, geography and spending/giving behavior. This insight will make your sales and marketing efforts more targeted and efficient, determine which marketing channels to use, make your messaging more relevant and enable us to find the best prospects.
We Build Your Content Strategy and Plan Based on Your Audience and Your Goals
Using the audience insights we’ve gained from our assessment, our team of researchers and strategists will develop a content strategy and a detailed plan to reach your key audience segments and help achieve your business goals throughout the Buyer's Journey - from lead generation and conversion to building your organization's credibility and reputation with thought leadership.
We Enrich Your Narrative and Ensure It's Heard
Our lead editor will assign your project to a writer, oversee their work and submit a draft that’s been edited and fact checked for your review within five business days. We’ll make any changes required within two business days. And because we have identified the characteristics of your key audience segments we can create different versions of your content, highlighting features and benefits of specific interest to key sub-groups that drive your revenue, if requested.
Our Content Services Will Help Your Organization Meet its Goals Throughout the Buyer's Journey
What We Do
Content Review and Assessment
Content Strategy and Plan
Copywriting and Editing
Sales Sheets and Other Tools
Search Engine Optimization
Google Analytics & Search Console
Website Traffic Analysis
Keyword Gap Analysis & Planning
Content Audit and Plan
Website Indexability Review
Title and Metatag Optimization
Content Management and Distribution
Content Calendar Preparation
Website Content Update
Social Media Posts
Email and e-newsletter
We have deep roots in content creation and distribution and in data-driven, direct response marketing. Our principal, a former financial news journalist, editor and publisher, served as president of The McClatchy Company’s custom content company, HCP/Aboard, and developed branded print and digital content for companies like Marriott International, Hyatt Resort Hotels, American Eagle Airlines and Vonage. She has produced content for hundreds of companies in the healthcare, hospitality, real estate, retail, telecommunications and technology sectors as well as nonprofits and associations.
Our public relations partner, a former journalist, editor and publisher, spent years at one of the world’s top public relations agencies, Fleishman-Hillard, and has managed communications programs for numerous companies, nonprofits and associations.