Content Strategy

A great content strategy starts with a well-defined mission; accommodates multiple points on the customer journey; considers how different people like to learn and interact with brands through the content experience; provides a methodology for creating more of what matters and stop publishing unproductive content; and ends with content analytics that tell a story about what’s working and where to go next.

ComBlu helps organizations develop and operationalize their content strategy to align with the customer buying journey. We’re not trying to displace long-standing agency or creative relationships; we help all the moving parts work together better and smarter.

Content Supply Chain:

A systematic approach to creating, managing, distributing and tracking content
against business mission.

Content Topic Monitoring and Modeling:

The overlay of multiple data points and inputs to determine topics that will differentiate a brand and move prospects effectively along decision journey.

Content Experience:

Understanding the distinct journeys of decision-makers for defined buying scenarios and how this impacts the organization and types of content on owned, earned, and shared channels. Aspects of content experience include:

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  • Content journey definition and mapping
  • Prioritization of journeys with highest potential impact
  • Creation of content personas for multiple decision makers
  • Development of content taxonomy and tagging conventions

Content Marketing Strategy:

Creating campaigns and thought leadership programs that use content to differentiate and impact brand preference and purchase.

Content Discovery:

Optimizing the discovery of your content through emerging paid and earned channels.


Creating the stories that reflect your legacy, highlight accomplishment and make people care.

Content Roadmap:

The content roadmap is more than a schedule for content creation. It defines the development cycle for filling content gaps, refreshing existing content and creating new content assets. In addition, it aligns the organization and resources to deliver the content roadmap. This multi-step process includes:


  • Content audits against defined mission and business objectives
  • Event clustering to determine best time to amplify content
  • Topic to asset ratio establishes the optimal number of content assets and formats for each overarching topic
  • Content sourcing including branded, social, UGC, curated and partner content
  • Assignment desk process establishes governance to manage the creation of content efficiently and effectively and eliminate overlap across functions and business units
  • Content publishing organizational structure optimizes the content publishing function inside the organization and identifies new skills and capabilities required to be a world class “brand as publisher”

Content Analytics:

Tracking your content and understanding how it is shared and who is interacting with it provides insights for honing your content strategy and better understanding the needs and interests of both customers and prospects

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    ComBlu’s team has been with CapitalSource since the early stages of the company and has provided tremendous value through a well-executed thought leadership strategy. Hired as a partner to grow CapitalSource into a leading middle-market lender, ComBlu has exceeded expectations and remains a key asset to our future success.

    Paul Wardour
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    Digital Strategy
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    ComBlu’s quantitative approach to identifying the spectrum of evangelists — and importantly giving actionable profiles to the various personas— was far more insightful than the actual speaker at the lunch. The time spent with ComBlu was equal in value to the conference overall.

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    I talk to firms all the time and rarely do they tell me something that I already do not know. ComBlu always teaches me something. Some of the smartest people in the business.

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    Verizon Wireless