Success Story: Prioritizing Content
Posted: Thu Feb 13, 2025 9:57 am
As an example of both of these principles in action, we have a global client we have worked with for a few years who was looking for a major opportunity to gain ground by improving and expanding their website content. Before presenting the annual strategy to the client, we asked ourselves what we really wanted to achieve with it if they shortened the meeting or cut the budget for the year, and the answer was clearly satisfactory.
In our proposal deck, we prepared the big opportunity by bolivia number data reminding the client of the mission we all agreed on, highlighting some of the wins we had in 2017 (including a very sexy voice search win that made our client a hero in their office), setting the stage with headlines like, “How We’re Breaking Records,” then calling the “Opportunities” section big in 2018.
Then, we used the title to launch the first initiative, “Web Content is the Single Most Important Priority.” There was no mistaking what we were talking about in that room. We proposed two other initiatives for the year, but we put it right at the top of the deck and everything else fell after that. Since it was our top priority for approval and implementation, we spent a large portion of the meeting focusing on that one point. We backed up that slide verbally and emphasized it by saying things like, “If we didn’t do anything else that was proposed in this deck, this is the one thing to prioritize, hands down.”
This is a real slide from a real client deck that we presented.
The client left that meeting clearly, fully understanding our recommendation, and bought in. The best part, though? When we heard the various clients in the meeting repeat things like, “Content is our top priority this year.” Unprovoked on strategy and status calls.
In our proposal deck, we prepared the big opportunity by bolivia number data reminding the client of the mission we all agreed on, highlighting some of the wins we had in 2017 (including a very sexy voice search win that made our client a hero in their office), setting the stage with headlines like, “How We’re Breaking Records,” then calling the “Opportunities” section big in 2018.
Then, we used the title to launch the first initiative, “Web Content is the Single Most Important Priority.” There was no mistaking what we were talking about in that room. We proposed two other initiatives for the year, but we put it right at the top of the deck and everything else fell after that. Since it was our top priority for approval and implementation, we spent a large portion of the meeting focusing on that one point. We backed up that slide verbally and emphasized it by saying things like, “If we didn’t do anything else that was proposed in this deck, this is the one thing to prioritize, hands down.”
This is a real slide from a real client deck that we presented.
The client left that meeting clearly, fully understanding our recommendation, and bought in. The best part, though? When we heard the various clients in the meeting repeat things like, “Content is our top priority this year.” Unprovoked on strategy and status calls.