Practical Search Strategies that Align + Fuel Sales and Marketing
Why your content marketing strategy isn’t converting…
As AI speeds up content production, we're entering a substanceless era of content saturation.
LONG gone are the days of simply targeting high-volume keywords and producing basic informational content to attract blog readers.
It’s time to look beyond the SERP and what “competitors are doing” if you want to win.
Most companies' content marketing strategies are fundamentally flawed and outdated. They are:
Built and abandoned.
Siloed, serving a single purpose.
Not supportive for sales, too technical for marketing, and too generalized for practitioners.
In existence to fulfill a KPI or an OKR, to secure a quick victory, or simply to check a box.
Overall, they’re NOT ALIGNED with what your audience is interested in, and if your content isn’t audience-focused, it’s bound to fail.
And it’s not your fault!
You’re tasked to hit home runs with a wiffle ball bat.
The demands placed upon you and your teams are so high that finding time to conduct comprehensive research, create an effective content strategy and execute it, becomes a significant challenge.
But here’s the thing…
The digital marketing landscape has drastically changed in the past 15 years - and it will continue to drastically change.
No, content marketing isn’t dead. But how you approach content marketing must evolve if you want to achieve effectiveness.
The days of simply targeting high-volume keywords and producing basic informational content to attract blog readers are a thing of the past (they have already passed us).
It’s time to look beyond the SERP and what “competitors are doing” in order to win.
The modern marketing machine encourages doing more with less, cramming everything into a non-existent, linear funnel.
We’ve spent the last 10+ years going through an ever-evolving discovery process for a variety of programs around SEO, SEM and Display, website redesigns, and general website strategy with some of the top brands in SaaS, Tech, Manufacturing, and Retail, and here's what we discovered:
If You Want To Win In Today’s Modern Marketing Landscape, you need….
The Multi-Dimensional Content Marketing Strategy
A strategy that:
Brings different departments into a cohesive whole, facilitating multi-purposed content creation.
Addresses your customers' needs directly.
Considers a customer lifecycle funnel instead of the ‘linear’ marketing funnel.
An established tech company looking for a fresh take on your current content strategy, or a high growth tech company trying to put together your first content strategy.
Whether You’re…
In a state of confusion with the advancement of generative AI and are unsure where to focus your content creation attention.
A technical founder who has not focused on marketing, or you're a company with a lot of developed and published content that's not turning into tangible results
.
Struggling with disconnects within your teams - whether it's about what content should be prioritized, or bridging the gap between the needs of different teams.
Going through a rebrand or redesign and need help determining what content should be salvaged / repurposed to avoid unwanted friction from current customers, or you simply have a team ready to execute, but would love fresh insights and ideas into the current program.
We Help B2B Tech Companies With…
Decluttering Content Priorities
Channel resources where they matter most - current and future customers. Focus on the right content, reduce noise and multiply the value of every effort.
Content Optimization for Business Growth
Develop a content strategy that enhances site experience for current and future customers, builds a more seamless alignment between teams, and ultimately drives more business success.
Tangible Solutions that Address Unique Needs
We adapt our process to the current state, maximize what they have, while building an iterative roadmap to get them to where they want to go.
The Integrated Content Marketing Methodology
Schedule A Search + Content Marketing Consult
Let’s get an understanding of the challenges you’re facing when it comes to your content marketing strategy and what’s standing in the way of better results. From there we’ll walk through our Integrated Content Marketing approach and how to work with us. If both sides are vibing, we’ll put together a container for approval.
The Ideal Content + Customer Profile Deep Dive
Gain an expanded perspective of how different teams perceive the ideal customer they aim to attract. Using this collaborative approach, we identify opportunities to create aligned action among teams for an improved customer experience, and gain the insights needed to fuel a nuanced content strategy focused on solving customer problems.
Aligning Search Objectives with Customer Desires
Taking an integrated choice making approach, we use the context gathered from the Canvas Workshops to align our efforts around the core search themes that best represent both the needs of customers based on search intent, as well as the business focus.
Content Enhancement for Customer Relevance
We’ll assess your existing content against core search themes and customer pain points to identify content gaps. The outcome of this process are content briefs that align your audience's needs and expectations with search demands and internal objectives.
Strategic Partnership
Co-create an engagement with us to continue the path towards aligned growth that fits with the needs of the business.
Who is APLS?
Ami rose the ranks from analyst to president at a Bay Area digital marketing agency over a 7-year span. He’s led multimillion-dollar projects from sales to execution, anchored in his ability to bring teams together to take aligned action towards a shared goal. He led the agency back to profitability in his first year as president, and successfully exited upon being acquired by Wpromote in August 2017. Since then, Ami has continued to develop successful lead generation strategies across multiple verticals and industries, helping organizations redefine their digital strategy and transform traditional businesses into digital revenue generation centers of excellence.
Ami Patel (AP)
Unafraid of tackling challenging questions (and asking them), Lisa quickly establishes herself as a trusted advisor and an ultimate insurance policy to the businesses she collaborates with. In addition to her passion for helping teams grow, her innate ability to understand audiences and devise practical search strategies have been instrumental in driving the marketing and sales efforts for startups and Fortune 500 companies. She’s known for her strategic thinking, honest feedback, and remarkable talent for optimizing teams and resources. Her attention to detail and knack for process improvement have played a pivotal role in the growth and scalability of her teams. With her exceptional coaching skills, Lisa has trained 75+ team members, many of whom have advanced to director-level and above positions.
Lisa Sargiotto (LS)
