How Do Our Writers Create Your Content? Find Out Now

How Do Our Writers Create Your Content? Find Out Now

By Brianne Carlon RushAug 22 /2013

content strategyOver the past few years, Kuno has signed a wide variety of clients. Some are manufacturers, some are software companies, others are startups with cool new technology and still others are in the healthcare field. However, we seem to get the same questions over and over again before we sign just about any new client: How will you write about my product? What do you know about my service? Seriously, you are going to create content about my company?

Sounds crazy, right? I mean honestly, what do our content writers know about microbial testing, augmented reality or retail software? Well, before we had clients in those areas, we knew a whole lot of nothing, that’s what.

Here at Kuno, we believe our custom content helps our clients stand out from the crowd. Our process includes interviewing, storytelling and lots of other elements that make our content more authentic than most.

So what’s our process?

At the start of new client engagements, and throughout the entirety of our relationship, the Kuno Creative team works with clients to develop and understand each target audience. To do so, we start with a handful of interviews, which we then compile and use to inform content marketing strategies.

Where do you start?

A conversation or meeting to define current business goals is imperative. Ideally, we speak with:

Client employees, including:

  • Leadership team members
  • Heads of Marketing and PR
  • Appropriate Sales Personnel
  • Appropriate Product Managers

Different buyers, including:

  • Existing customers
  • Recent buyers
  • Prospect who almost became customers but didn’t
  • Different people from the same company who had an impact on a buying decision (the person who “did most of the work” in the buying process, the ultimate decision maker, an end user and an influencer, etc.)

Before ever approaching an interview, our team members thoroughly research topics at hand and develop a list of questions specific to clients’ goals. Follow-up questions are a necessary part of the interview process and tend to be handled most professionally by those with significant interviewing experience.

How are results delivered?

Once everything is completed, we compile results for our use as well as clients'. Two documents are often created (Thanks to Stephanie for helping to develop our process!), including:

  • Sentiment Analysis: Insights are organized by theme. Similarly themed quotes from buyers are grouped together in order to identify buyer concerns, questions and pain points.
  • Strategic Recommendations: The sentiment analysis is used to recommend specific marketing actions in relation to your goals.

And how is this information applied?

These documents are used to create a content map (premium pieces of content mapped to each stage of your buyers’ journeys). This is a manual process, something like a puzzle. Once you have enough information, the pieces often fall into place. However, enough information is necessary in order to create a successful content map and can only come from the interviewing process. The next step? Planning this content out across a calendar easily creates an editorial calendar.

This process is intricate and time consuming, but imperative for quality, targeted content. Most clients will see this process taking place over the first month of their relationship with Kuno.

Are you ready to get started? Contact us to learn more!


photo credit: photographer padawan *(xava du)Conquer Content Marketing with the Right Content Strategy - eBook
The Author

Brianne Carlon Rush

Brianne works with Fortune 500 clients to strategize digital marketing efforts that help sales teams close deals faster. Additionally, she focuses on Kuno’s sales and marketing alignment and employee empowerment. Prior to Kuno, Brianne helped market OverDrive, the leading digital reading platform for libraries and schools, and was the youngest person to be promoted to managing editor position at MacFadden Performing Arts Media in NYC.