Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together. Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there. We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management. Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments. Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds.
Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches.
Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources.
Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses. Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company. Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List.
Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements.
Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements.
The Observatory Hotel, a luxurious five-star Sydney property located near The Rocks and CBD, was constructed during 1991–2 and was due to open in late 1992. In May 1992 there was still no sales and marketing strategy in place, and the rates, packages and collateral had not been established. Of a number of consultants we dealt with, Richard Rosebery was without doubt the most professional and the most accurate in forecasting the likely results the hotel might achieve in its first year of trading. Last week we discussed the 2016 Technology Content Marketing Survey, which reported that 95% of technology companies have adopted Content Marketing practices as a part of their overall marketing strategy. The report also mentioned that the greatest challenge to tech marketers in 2016 is “creating more engaging content.” But is creating more content really the answer? Many companies express their struggles to create more content, when they have yet to make the most of the content they already have. Corporate Website - A clearly marked section in the navigation bar will help your audience find what they are looking for. Partner Sharing - There is nothing more persuasive than an endorsement from a friend or trusted advisor.

Third Party Promotion - There are prospects who know they are considering your product - they are already on your website, social media channels, and e-newsletter lists.
It may surprise you that the above quote is from Atul Gawande, MD, who wrote a supremely useful and convincing book called The Checklist Manifesto: How to Get Things Right.
For examples of stellar content creation, download CMI’s eBook, 75 Examples to Spark Your Content Marketing Creativity. Today I’m going to share some quick tips on how to use the checklist, and then I’ll break down each of the elements tomorrow.
One of the most persuasive stories Gawande tells is about how some of the most run-down hospitals in Detroit instituted a checklist for inserting a central line. To reduce the probability of infection, a doctor named Provonost created a central line checklist and persuaded some hospitals in Detroit to participate in a study to see if the checklist was effective. In content marketing, your executives may be the people who can effect change in your resources or influence your company’s policy towards things like social media or the overall “voice” of your brand.
Over the years I’ve developed my own internal checklist of what needs to happen to keep the user interested in what I was writing. Please consider leaving a comment about the checklist—do you think there are things you would add for your organization? Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I think that the goal of the checklist is to create valuable content, which you could also say is content that has substance. Jokes aside, using a standardized approach of content creation is very important to any serious marketer. As the information always changes, as you said, we always need to review our internal and external checklists. Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget. The management believed they had secured the services of a director of sales well in advance of the opening, but when due to commence employment the appointed person did not take up the position.
This was obviously a major problem for the hotel, so Richard Rosebery was asked to step in urgently and, within just four weeks, undertake research of the Sydney accommodation market – specifically the luxury five-star market – and to write a sales and marketing strategy that would form the basis for the hotel’s opening and first year of operation.
The resultant detailed document provided The Observatory Hotel with a successful 'blueprint' for its six-month pre-opening period and its initial year of marketing activity, allowing the hotel to achieve favourable first-year occupancy and covers. If nobody sees your white papers, videos, and great blog posts, it doesn’t matter if you create more. As you increase the frequency and regularity of your posting, the audience for your blog will grow.  Guest blogging on another company’s blog or inviting a partner company to guest blog for you is a great way to cross-pollinate the readership of both blogs.
Make sure that you are leveraging your business partnerships by supporting each other’s content marketing and social media presence. It’s definitely someone in content marketing, web strategy or digital communications, right? Gawande is a general surgeon who suggests that applying simple checklists to both complicated and routine medical procedures can affect overall success rates and reduce infection and mortality. Hospitals use central lines, which are injection ports, to minimize the number of needle sticks.

Each hospital that participated in this project assigned a senior project manager, as well as an executive who would visit at least once a month, hear the staff’s complaints, and help them solve problems.
Some of the staff’s issues were things that only the executives could solve, such as supplying the right kind of antiseptic soap and proper size drapes.
By educating your key executive about the content marketing challenges facing your team and proposing solutions, you have a real opportunity to make a difference.
And if you would like to learn more, check out the next post, in which I look at each of these benchmarks in more detail to help you understand what each point means and what you can do to make your content more valuable. CMI’s 2016 Content Marketing Playbook has tips, insights, and ideas that can help increase your success with 24 of the top content marketing tactics.
My only issue with the original aspect is that content doesn’t always have to be original to be valuable. Only need to add a checkbox for writing a great healdine, perhaps under the Readable section.
Unless your content has useful and relevant information, the rest really doesn’t matter.
Although some points are debatable from an SEO perspective, the points you list are very useful. In addition, 75% of tech marketers plan to produce more content this year and will be increasing their budgets to accomplish this. As I always say, “Great content strategy is about taking the guesswork out of execution, so creativity about content can flourish.” To help get all of the execution details straight, I’ve developed the Creating Valuable Content Checklist™. By capturing the attention and action of the executives, these hospitals in Detroit brought down central line infections by 66%. Visual design, information architecture, and usability combine to create user experience and are key in keeping users on pages. She leads AHA Media Group, a Web and content consulting firm, and authors the blog Online it ALL Matters.
The use of target keywords should be prioritized as secondary to readability, but the mere presence of h1s and h2s doesn’t contribute to findability.
I’d throw in a 30-minute keyword research, just to make sure the content covers keywords that are actually useful. For example, EE Journal has over 24 e-newsletters covering specific topics such as IoT to more general categories like Electrical Engineering.
The point is, that by methodically moving down the basic details you need to attend to with every project with your decision makers, you may be able to solve problems more easily than you realized. To implement the checklist properly, you need to get all the members of the digital strategy team working through the checklist together and make changes as needed.
I’d also suggest that linking TO the content FROM other related content promotes findability.

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