Services/
Content Strategy
The foundation for establishing your voice and becoming a thought leader in your industry.
Four ways we help you get your content right.
Content Strategy
We help you set clear goals to align your strategy and vision for campaign and content marketing success.
Content Workflow
We help create standardized and streamlined processes and workflows to increase your efficiency and approvals.
Content Automation
Lead with great concepts, then we help you deploy the right tools to automate your creation & production.
Content Intelligence
We integrate real-time data tools to help you continuously decision, measure and optimize content and user experiences.
Defining a content strategy
A content strategy is the foundation for effective marketing and communications programs – but less than 50% of brands and business units across the enterprise actually have one written down. Done correctly, a written content strategy serves as the blueprint for your content pillars, issues, themes, topics, types, formats and funnel stages - everything you need to create, distribute, and promote content to engage your audiences and achieve your business goals.
The benefits of a written content strategy
By defining and implementing a written content strategy, we help you create a robust foundation that will help drive your brand, engagement, conversions, WOM and overall business growth.
1
Establishes Your Expertise
Defines specific categories to establish and grow authority and Thought Leadership in key subject matter and issue areas.
2
Improves SEO Results
Enhances your search engine rankings and LLM presence through a more structured content approach.
3
Informs Next Content Actions
Provides a logical content structure to determine what comes next in the customer journey conversion process.
4
Increases Content ROI
Maximizes the impact and efficiency of your content creation efforts.
5
Sets Clear Goals & Measures
Creates a framework for consistent, high-quality content production
6
Sets Your Editorial Strategy
Defines the editorial pillars and themes that support your Brand value proposition
UpperRight's unique approach to content strategy
Goal Definition
We develop an understanding of your stakeholders, subject matter experts and target audiences – understanding their needs, search intents and journeys.
Content Assessment Audit and Gap Analysis
We assess and map your existing content against both the funnel and segment journeys to identify opportunities, gaps, and areas for improved content assets
Editorial Content Strategy & Calendar Development
We create a structured content calendar that aligns your content team with broader marketing tactics and goals.
Keyword Research and Social Trending Topic Selection
Our team conducts thorough keyword and social research to guide content creation efforts and identify high-value topics and trends.
Define KPI Metrics & Performance Measures
We work with you to define Best Practice content measures – from brand and engagement metrics to MQLS and SQLs, WOM/Social Advocacy and more.
Building editorial thought leadership through a content "pillars & hub" approach.
Content Pillar Definition & Development
We help you define and/or identify the 3-5 editorial pillars that ladder up to your brand value proposition and help you organize the most authoritative content types pieces against them by industry and audience. These serve as the foundation for your content ecosystem.
Content Hub Themes, Topics & Features
Around each pillar, we help you develop a Hub of Signature Issues, Topics, Themes and Features - each of which link back to one of your main pillars.
Interlinking Structure
We design a robust interlinking strategy to strengthen the authority of pillar pages and improve user navigation.
Evergreen Content Focus
Our pillar content strategy emphasizes timeless, valuable thought leadership content that remains relevant over extended periods.
LLM & Social Search Optimization
We offer tech-enabled solutions to help ensure your pillar-driven content is surfaced by the latest LLMs and Social Searches.
SEO Optimization
We optimize pillar and cluster content for search engines, targeting relevant keywords and improving overall visibility.
Content Strategy
Quickstart Offerings
Our introductory content strategy assessments provide valuable insights without requiring extensive investment.
Why UpperRight?
We bring years of B2B thought leadership publishing experience and B2C cultural and conversational campaign use cases to help inform and assist you in developing the right content strategy.
Deep expertise in content and editorial strategy development
Proven methodology refined by years of experience in content marketing
Thought leadership focused and industry expertise in your market
Category insight-based intelligence that helps you guide content creation
Editorial calendar playbooks and best practice sharing
