Content strategy that connects to pipeline
Most Microsoft Partners aren't short of content. They're short of a content strategy - a clear view of what they're publishing, why, for whom, and what it's supposed to do for the business.
The strongest content strategies don't start with channels or formats. They start with people. Understanding who influences a buying decision, who signs it off and who will ultimately use the technology helps create content plans that are grounded in real-world buying behaviour rather than assumptions.
Our content strategy work joins the dots between your Microsoft solution areas, your buyers and your pipeline. The result is a plan that stops the random acts of content and turns writing, design and video into a proper demand engine.
A content strategy answers questions like
- Who exactly are we creating content for?
- What do they need to hear at each stage of the buying journey?
- Which Microsoft solutions should each piece of content support?
- How should messaging change between different audiences looking at the same solution?
- What formats and channels earn attention with our buyers?
- How do we measure whether content is actually working?
What a content strategy engagement covers
Audience and persona work
Sharp definitions of the buyers, influencers and decision-makers your content needs to earn attention with. This often uncovers opportunities that generic solution messaging overlooks, helping us identify where different stakeholder groups need different stories, proof points or content experiences.
Messaging framework
The core narratives, proof points and points of view your content needs to consistently express. These messages should remain consistent, but the emphasis can shift depending on who you're speaking to. A strong strategy balances a single proposition with audience-specific relevance.
Buyer journey mapping
The content buyers need at awareness, consideration and decision, and how each piece moves them forward. We consider both journey stage and audience to ensure content remains relevant throughout the buying process.
Content pillars and formats
The two or three big topics you'll own, and the mix of hero, hub and hygiene content that supports them.
Editorial calendar
A quarterly plan mapped to campaigns, Microsoft moments and the wider industry rhythm.
Measurement framework
The metrics that actually matter - from reach and engagement through to influenced pipeline.
How we approach content strategy
Listen
Interviews with sales, delivery and marketing to understand what buyers ask, believe and object to.
Shape
Define audiences, messaging pillars and the formats that will earn attention across your solution areas.
Plan
A 12-month editorial roadmap with priorities, owners and measures - ready to hand to your team or ours.