Case Study: Developing a Comprehensive Content Strategy for a Mediation Company

Overview

To complement the marketing plan, a tailored content strategy was developed for the mediation company. This strategy aimed to educate, engage, and attract the target audience while establishing the company as a trusted authority in the field of mediation.

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Challenge

The mediation company required a content strategy that:

1. Aligned with the company’s specific focus areas and excluded family law.
2. Provided value to diverse audience segments with unique needs.
3. Captured potential clients’ attention through engaging and educational content.
4. Encouraged lead generation via downloadable resources.

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Solution

Content Types

The content was divided into three primary types:

1. Visual: Videos, infographics, photos, and webinars.
2. Written: Blogs, factsheets, guidebooks, FAQs, and curated articles.
3. Third-Party: Shared resources from advocacy groups, government officials, and colleagues.

Content Pillars

The strategy was structured around four content pillars:

1. Educational: Guidebooks, factsheets, interviews, how-tos, trends, and resources.
2. Entertaining: Relatable stories, lighthearted content, and engaging visuals.
3. Promotional: Highlighting services, client success stories, and events.
4. Engaging: Interactive content like polls, Q&A sessions, and webinars.

Target Audience Categories

Content was tailored to five key audience segments, each with unique topics:

1. Tenants: Rights, eviction processes, and dispute resolution.
2. Neighbors: Resolving property disputes and fostering community harmony.
3. Employees: Topics included termination, discrimination, wage theft, and workplace injuries.
4. Elderly & Long-Term Care: Advocacy for patient rights and care-related disputes.
5. Mediation Process: Educational content explaining how mediation works and its benefits.

Content Examples by Category

• Employees: Information on termination, discrimination, denial of FMLA, wage theft, onsite injuries, and contract disputes.
• Mediation Process: Step-by-step guides, FAQs, and success stories.

Lead Generation Tools

1. Factsheets: One-page downloadable documents covering specific topics, designed to capture emails.
2. Guidebooks: Collections of factsheets grouped by topic or category for in-depth resources.

Interviews

A list of potential interviewees was created for each content topic. For example:

• Employee Rights: Employment lawyers, HR professionals, government officials, union representatives, and labor activists.

Other Content Ideas

1. Webinars and FAQ Sessions: Both in-person and online events.
2. Chamber Events: Networking opportunities to engage with the community.
3. Curated Content: Resources from local advocacy groups, government officials, and colleagues.
4. Educational Resources: Tools and materials from partners supporting the content topics.

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Results

While the strategy is in the implementation phase, it provides:

• A clear roadmap for creating valuable and engaging content.
• A structured approach to lead generation via downloadable resources.
• A framework for building authority and trust within the community.

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Conclusion

This content strategy demonstrates how a mediation company can leverage diverse content types and pillars to educate, engage, and attract its target audience. By focusing on tailored topics and actionable resources, the company is well-positioned to establish itself as a leader in the mediation field.