BEAT: Content planning tool
When it comes to content marketing, 39% of marketers say their strategy falls short because their content lacks clear goals and isn’t aligned with the customer journey (Content Marketing Institute 2025 Outlook).
So, how can marketers create content that drives engagement and moves prospects closer to conversion? It’s a real challenge—that’s why we developed the BEAT methodology. A simple, effective tool for planning content that delivers results.
Watch to see how it works, and get in touch for the full presentation.
Speakers: Roslyn Casey Shaw and Satwant Wishart - Co-Founders of Casey Wishart & Partners
Everyone wants a drumbeat of content but can struggle to know what that should include.
To help, we’ve developed our BEAT methodology.
Here’s how it works:
B is for brand awareness. Your audience needs to know of you before they care about what you do.
This means attracting them with content that speaks to your higher purpose - the real-life problems you are solving.
One of our clients, for example, is a tokenization company, but their business channels finance to social and environmental projects that can change lives so those are the stories we suggested they launched with.
E is for engagement. Once your target audience knows of you, the next step is knowing about you.
There’s a couple of ways to do this. Client case studies which prove that others trust you. Or put your experts on camera so they can look you in the eye and decide if they like you.
Ultimately people buy from humans, not brands. Think B2H rather than B2B.
A is for Authority. Now they know about you, they need to trust you to solve their problems. And thought leadership is key here.
For one client, we wrote articles with deep insight on succession planning to encourage prospects to reach out for wealth advisory.
In this instance, they had proprietary research on the challenges facing high-net-worth families.
But even if you don’t have original research, that’s not a problem. With our journalistic background and contacts, we can find external experts and insight to validate your expertise.
And finally, T is for Top-of-Mind Recall.
The 95-5 rules states only 5% of audiences may be in the market to buy at any given time, meaning it’s important to keep the 95% who are not in buy mode, aware, and interested.
We think the days of one big marquee campaign are over.
Corporates need to be delivering a constant drumbeat of content.
The BEAT methodology is a useful checklist when planning out that calendar.
Endframe: Casey Wishart & Partners. Your expertise. Our journalism.
