"Contechxt Media" is a content-based technological start-up business plan that specializes in content marketing and strategy for emerging small and mid-sized creative and non-creative companies within the tech sector.

1. Contechxt Media
By
Priyamvadha Ramakrishnan
A thesis submitted in partial
fulfillment of the requirements for the
Master of Science Media Management Program
THE NEW SCHOOL
May 05, 2017

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TABLE OF CONTENTS
Project Profile………………………………………………………………………………………………….…..2
Executive Summary & Business Proposal Overview………………………………….………....5
Industry Landscape………………………………………………………………………………………….….11
Content Marketing Strategy Process Overview…………………………………………….……..13
Strategic Recommendations……………………………………………………………………………..…16
The Creative Process……………………………………………………………………………………………22
Our Unique Cutting-Edge Approach…………………………………………………………………….24
Needs Analysis Approach for Clients……………………………………………………………………26
Our Unique Selling Proposition……………………………………………………………………………29
Organizational Culture………………………………………………………………………………………...34
Content Return on Investment…………………………………………………………………………….37
Key Performance Indicators…………………………………………………………………………..…….38
Organizational Structure ……………………………………………………………………………...……..40
Target client audience base………………………………………………………………………..………..42
Financial Overview and Budgeting……………………………………………………………..…………43
Tools leveraged to conduct content assessments and plans…………………..…………....46
External Analyst Relations…………………………………………………………………………………….47
Why You Should Work With Us?............................................................…................48
References……………………………………………………………………………………………………….…..49

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PROJECT PROFILE
1. Capstone Project title: Contechxt Media
2. Project type: Business Proposal
3. Personal Goals: My proposed capstone project would enable me to advance my
first-hand practical knowledge across the domains of digital marketing, content, strategy,
integrated media sales and creative business management, help challenge my own
understanding about how these functions operate in the real-world scenario, provide
me a platform to contribute my perspectives, enhance my managerial problem-solving
skills and provide me with a better context and purpose-oriented direction for dealing
with crisis within the creative business.
4. Capstone Project goals:
● Provide a well-documented, creatively integrated, purpose-driven, data-centric
and humanized strategy to better enhance the overall content and marketing
objectives of small and medium-sized media tech companies and evolve their
brand voice and positioning.
● Help align the overall business goals with the intended content marketing goals
of the target companies and thereon evolve into an organization best practice for
other competitive tech companies to incorporate.

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5. Audience: My target audience would involve senior C-suite executives and strategic
partners of the target companies including the chief strategy, product, sales, marketing
and revenue officers because I feel that my company’s solutions approach would entail
a very holistic and integrated approach that factors in the combined roles and
responsibilities of all these integral internal stakeholders, whose common consensus
and synergized efforts will help carry forward the proposal.
6. Professional profile: Priyamvadha is a passionate media, content and
communications enthusiast, with an undergraduate background in Visual
communication and Electronic media, an advanced diploma in Mass Communication
from Singapore and a current graduate candidate in MS Media Management. Having
spent several months of internship at various reputed print, digital, creative agencies
and digital marketing start-ups like The Hindu, Ogilvy and Mather, JWT and Social Beat,
Priyamvadha holds expertise in creative writing, interactive design, content strategy,
digital media, social media marketing, advertising, and data and analytics. The
experiences thus far have landed her the role of a program marketing strategist at The
New School’s Marketing and Communications department currently and also as a
Content marketing strategy associate with Contently, a content marketing technology
start-up based in Manhattan.
7. Career goals: To establish a full-time content/media/digital marketing/creative
advertising role within a medium to big sized start-up or firm within New York City, USA.

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8. Headshot photo:
9. Company Logo:

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EXECUTIVE SUMMARY
Tech companies have long known for leveraging their marketing power in creating a
variety of content not for their audience, but for their products. The overtly cluttered
media tech landscape is currently in a tipping point as far as content marketing strategy
is concerned with all the industry players having an adrenaline rush to do more of the
same thing without competitively differentiating. Owing to the fact that the creative
tech sector often has long sales cycles and a complex multi-layered buyer’s journey, it
becomes a mandate for technology and media marketers to focus on micro-moments
and consistently repurpose their content strategy for a humanized and distinctly unique
on-brand experience. As an ingrained content marketing challenge, this presents a huge
opportunity for a strategic consultant start-up firm such as Contechxt Media to help
these brands strategically rebuild their core creative content credo, integrate and
amplify their sales-marketing efforts. Identifying this sweet spot inspired me to take on
this start-up business plan that will be engendered to scrutinize content marketing
opportunities for small and mid-sized tech startups. By identifying potential loopholes
and whitespaces in emerging tech players’ content marketing strategy, we would help
unravel the hidden secret sauce needed to create a humanized, well-documented and
personalized content marketing strategy. Our holistic solutions would further help
socialize their business, engage mid and lower funnel audiences and offer a seamless
unique on-brand experience across every consumer touchpoint that counts.

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BUSINESS PROPOSAL OVERVIEW
With the vision of a better media and content world, my business proposal will be based
on creating a well-documented and integrated content marketing strategy for a
technology company. In a highly content saturated world, the need to amplify and
humanize a tech company’s unique proposition is the key to ensuring a distinct
competitive advantage, as well as sustained engagement and loyalty in the long run. In a
recent survey conducted by the Content marketing Institute, almost 30 percent of an
organization’s marketing spend is allocated to content marketing alone.
In order to cut through the clutter and favorably reposition its own brand, any company
in a highly fragmented and always-on competitive landscape needs to create and
amplify content not for the brand or products, but for its audience. The need to have a
proper documented content strategy has arisen like never before, especially so, within
the massively cluttered techspace. The days of interruptive marketing are long gone,
and replaced by content. 78% of today’s CMO’s see custom and personalized content as
the future of marketing. To add to the fuel, the overall content marketing spend is
expected to hit a whopping $300 billion by the end of 2019. With that said, it definitely
is not about the “Future of Content Marketing”, but the future is Content Marketing.

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Top B2B Martechnologies. The above image shows a comprehensive breakdown of the current
as well as future top critical marketing technologies that would be leveraged by B2B content
technology marketers. The insights inform that content marketing is and will continue to be the
top most prioritized strategy for small and emerging technology companies and startups alike.
Source: e-Marketer
The above survey conducted recently by eMarketer puts a lot of things in perspective
when it comes to the viability and long-term sustainability of this business plan. Content
Marketing is consistently ranked to be the most significant and high ROI-driven digital
marketing tactics to be leveraged according to B2B and technology marketers.

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Also, its potential to build scalability and audience engagement across all stages of the
funnel, and scope for overall business profitability for the long-term add immense value
to its proposition. Competition within the tech sector continues to escalate faster than
the total growth of the entire market. Investment in integrated content marketing
capabilities and consistently leveraging a humanized content strategy for
customer-facing and client-centric tech brands have become an absolute imperative. In
a digitally enabled world, 82% of consumers tend to have a brand-positive opinion and
convert through effective and strategically aligned content marketing strategies than
other traditional marketing techniques.
With that said, the overall business objective will be to create a well-informed, robust
and humanized content marketing strategy for small and medium-sized tech startups
within the industry that are creatively struggling to break through the clutter and make
that distinct cut. Contechxt Media Solutions would align the marketing and content
goals to the overall business goals, ensure a consistent on-brand experience across all
consumer touchpoints and ultimately, aid in pushing customers to the bottom of the
sales funnel and help evangelize new prospects.

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Top challenges in content marketing. The above image shows a graphical overview of
some of the current key challenges faced within the content marketing techscape, which
informs that technology clients often are faced with the issue of time, money and
resources when it comes to content marketing, and lack sufficient knowledge to
undertake it in-house, Source: Techvalidate survey
Fusing technology and content marketing into a single capsule inevitably presents a
hoard of challenges from a strategy standpoint, some of the top ones being lack of
coherence and consistence across multiple branding touchpoints, a very complicated
and multi-layered buyer’s journey, long sales cycles, lack of proper alignment and
integration of multiple departments, a non-humanized and product-centric marketing

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approach, lack of a well-documented content strategy and finally, oversight when it
comes to the importance of storytelling.
Company’s unique values. The above image represents the various facets that drive the
company’s mission and vision to produce content that really matters and works by leveraging
management principles, inspiration from competitor players, networking with top industry
leaders, audience insights, measurement data and analytics along with a well-entrenched
content strategy.
Source: Newscred
Contechxt Media’s unique business value would be attributed to our very own unique
content marketing approach that symbiotically fuses holistic content management,
human-centric inspiration, thought industry leadership, data-driven measurement,
robust audience targeting with engagement and a well-documented content strategy
together.

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INDUSTRY LANDSCAPE
Top B2B content marketing technologies. The above survey conducted by e-marketer highlights
the top marketing tactics and technologies leveraged by B2B technology companies to ensure
maximum ROI. This informs that content marketing is and will continue to be the most effective
tactic that yields highest returns, Source: e-Marketer

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The tech landscape is rapidly undergoing tumultuous changes, emphasizing the need to
test the waters before launching any new product or service into the marketplace. This
necessitates the for a well-rounded tech consultancy firm to act as a guiding force for
emerging small and mid-sized media tech brands.
Within this highly volatile and rapidly evolving industry, it becomes a mandate for tech
brands to sought “strategic advice” from a brand consultant in order to institutionalize
an efficient content strategy and put a proper methodology to do so in practice. For
brands that have partially or intermittently implemented a content marketing strategy,
my business would act as a strategic brand advisor on how best to make the already
engendered process more efficient and effective than it currently is. Such a high
magnitude consultation would entail expertise, talent, resources, data and technology,
all of which would be morally fabricated into the roots of Contechxt Media.

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CONTENT MARKETING STRATEGY OVERVIEW
Tech marketers with a content strategy. The above image shows a comprehensive overview of
the percentage of technology marketers and companies that leverage a well-documented
content strategy. This informs that close to 50% are unaware of the need to document a content
strategy whereas a rough 15% lack the knowledge to produce an effective content marketing
strategy of their own, Source: Content Marketing Institute
Defining a strategic content marketing process comes underway by firstly identifying the
missing pieces and in rightly doing so, Contechxt Media Solutions has found out that a
majority of technology marketers (about 50%) lack a well-documented content strategy.

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Adding to it, the negligence on part of the emerging tech market towards recognizing
the need to have a documented process in place has created a huge opportunity for my
business to address.
Content marketing budget spend by tech companies. The above image shows the percentage
estimate of the total marketing budget that technology content marketers spend on content
marketing on an annual basis. About 44% of the marketers only spend roughly about 1-9% of
their total marketing budget on content. This informs the need to create awareness about the
necessity of strategic budgeting and financial planning that needs to be done around content
marketing activities, Source: Content Marketing Institute

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Closely in line, we notice that the lack of formulating a cohesive content marketing
strategy in place is seen as a perennial pain point among most tech companies in the
market today. For companies that are pivoting “content marketing” as one of their focus
points clearly lack knowledge about how much monetary and non-monetary resources
need to be allocated to extract the fruits of it in the long run. The above graph clearly
extrapolates that most technology marketers are missing the big picture view when it
comes to integrating a comprehensive content strategy approach into their overall
marketing stack.
Contechxt Media seeks to bridge this widening gap and fabricate a 360 degree
smart-solutions approach that helps technology marketers rethink the way they use
content marketing within their products and services today. The core focus of this
company would be to conduct an exhaustive 360-degree content marketing strategy
analysis for small and mid-sized media and technological brands within New York,
identify potential loopholes and white spaces, and accordingly devise strategic content
recommendations & innovative creative marketing management tactics. Such a holistic
and robust approach will help the target companies break through the clutter, gain a
stronger and strategic content foothold within the industry space and eventually
redefine their overall brand positioning and content voice in the tech market.

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STRATEGIC RECOMMENDATIONS
In today’s age and time, building sustainable brand loyalty extends well beyond just
producing engaging content to retain and grow audiences. Internalizing a shared growth
mindset within the four walls of a rigid technological company becomes an imperative
to continually remain on the cutting edge and disruptively innovate. Contechxt Media
would implement a content management process cycle, conceptualized as below:
Content marketing engine. The above image shows the iterative cyclic process of an ideal
content marketing engine that will be leveraged by the company. This process will help
streamline a commonality across all of the company’s disparate marketing teams and aid in
symbiotic cross-functional integration for better synergy and direction. Source: Original

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The company understands that any new or existing tech brand within a competitive
landscape would bring to the table a basic set of attainable goals that include attracting
new leads, gaining conversions, increasing engagement, establishing credibility and
consistent on-brand voice, delivering authentic content and ensuring a distinct
competitive advantage.
Conducting an exhaustive needs analysis for the clients who come to us from different
backgrounds will be the first and most important part of the content assessment
process that Contechxt Media will leverage upon. By closely integrating human
resources, analytics, content strategy and marketing automation, Contechxt Media’s
approach will holistically combine purpose-drive storytelling, highly unique brand credo,
customer-centric content, data-driven marketing tactics so as to ensure
performance-based return on investment. The company will optimally focus and invest
equally on both inbound as well as outbound marketing for ensuring qualified leads
across all stages of the funnel.

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Following are an outline of the core strategies that will encompass the overall content
marketing framework that Contechxt Media aims to build:
● Fusing Art With Science: At Contechxt Media, we believe any well-entrenched
content marketing will lie at the forefront of strategically coalescing robust data
insights with a strong creative hybrid of stories and graphics. Our expert team of
designers, strategists and managing editors will extensively leverage the art of
collaborative working in order to delve deeper into both the artistic and scientific
elements using innovative inputs from both the analytic and creative
departments. These inputs will then be transformed into actionable insights that
can be applied across every client interaction to allow for effective connection,
action and revenue for the company.
● Making Timeless Modern: By incorporating such disparate creative functions into
a single operation, it helps eliminate organizational silos and allows for
multilateral flow of ideas, thoughts and communications across the company’s
entirety. That way, every role within the four walls of the company will leverage
insightful lessons from the rest of the management and in turn use those to
create content that converts, while pushing boundaries beyond the status quo
with innovative formats, channels, topics and domains.

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● Taking the Road Less travelled: Contechxt Media firmly believes technology
marketers who choose paths less traveled consequentially arrive at a distinct
competitive advantage sooner than later. By helping them let loose of their
tunnel vision and incorporating a disruptive content strategy that explores
non-indigenous topics of content development as against a sustained approach,
the business would enable clients adopt strategies that are not mainstream but
challenge the status-quo in order to ensure better ROI that extends beyond just
traction or customer captivity to long-term loyalty, engagement and conversions.
● Synergizing Data, Content and Cross-functional collaboration: The business
understands investing in data-driven strategies that lead to concurrent and
actionable insights can have a direct impact in what technology content
marketers fundamentally do and serve as a company. This can make a world of
difference in ensuring the client’s overall strategy pursuit consistently remains a
passion, not just a velleity. The need for media content to remain continually new,
different and engaging is a very iterative process, the importance of which
technology marketers often turn a blind eye to.
This is where Contechxt Media will act as a strategic brand consultant to ensure
clients break their comfort shell to experiment new breakthrough ideas. The

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company aims to achieve this by cross-collaborating with other marketing, design,
sales, content and account managers, while at the same time leveraging data
analytics and letting “content strategy” as a whole do the heavylifting of building
the fundamental framework.
● Positioning the Target company as a Thought Leader: It would be Contechxt
Media’s major responsibility to ensure “thought leadership”, as a critical
marketing strategy component, is morally fabricated into the overall strategy of
all our tech clients’ marketing activities. This would be accomplished by pulling
comparative analysis of competitive players’ strategy, identifying loopholes,
capitalizing on areas of opportunity, repurposing existing content in new and
interesting formats and techniques, establishing a consistently unique brand
voice on top of a cohesive professional content outlook.
● Humanizing Content and the Art of Storytelling: Taking forward the Hedgehog
concept, helping the clients focus on one big non-core breakthrough idea outside
of their core functionality will form a crucial service offering, that would help the
clientele’s audience gravitate towards the focal point of the business especially
within a competitive environment. The motive will be to not just fabricate a
comprehensive strategy that ensures market share, but goes a little further to

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achieve share of voice and mind from the client’s standpoint. Our team of
strategists will have periodical client review sessions every month to sensitize
them of the need to leave behind the comfort and safety of their expertise in
order to delineate creative non-technological storytelling.
● Enabling clients to place customers at the core: Contechxt Media’s primary
objective would be to ensure the clients have a thorough understanding about
who their core customers really are and identifying what really matters to them
along with how, where and why they're consuming what they're consuming. I
believe this will be the bottomline towards ensuring a consistent, on-brand
experience for the client’s audience across every touchpoint that matters.
This strategic approach helps humanize the entire process of devising an
insight-driven actionable content plan.
● Integrating Passion With Emotion: With the threat of new entrants consistently
on the rise within the tech sector, re-engineering the emotional quotient of every
client’s core technological credo would be a top-of-mind priority for the
company’s strategists and marketers alike. While the passion component
pertains to disruptive creativity, the emotional attribute appeals to creating
human-centric content and in concert, the company believes the two aspects can

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help solve the ongoing challenge of retaining loyalty of engaged audiences, which
is a predominant challenge as far as technological content marketing is
concerned.
● Adopting a Holistic Solutions-oriented Framework: Contechxt Media’s
proprietary analytics, content workflow, marketing automation and content
management platform would allow for a holistic framework that helps clients
blacklist redundant strategies and approaches, identify unearthed problems,
convert challenges into opportunities, identify potential loopholes and
whitespaces, and systematically create an overhaul of their existing content
marketing tactics.

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THE CREATIVE PROCESS
Contechxt Media’s four tools for success. The above images depict the four core content
essential tools that will be extensively leveraged by the company to facilitate the
creative process. Source: Original
The company will validate all of its major marketing and client-facing activities by
extensively incorporating a systematic schema of content-essential tools that include
high-end technology for data and analytics, a well-outlined content methodology,
vetted creative talent to produce and distribute content and skilled expertise in
strategy.

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Contechxt Media’s major value proposition will lie at the core of recruiting a highly
skilled network of Content Strategists, whose experience and expertise would bring to
the table innovative design solutions, efficient editorial workflow methodologies and
effective content recommendations for top tech brands and publications alike. The
team of content strategists would work in concert with product marketing executives,
account managers, graphic designers and martech specialists to deliver strategic
solutions in the following key content areas:
● Audience definition/targeting
● Content assessment and audit review before client onboarding
● Content plan after client onboarding post every quarter and before client
renewal
● Competitor and Opportunity Analysis
● Editorial team building, content recommendations and brand voice analysis
● Objectives, KPIs, Insights and Analytics for measuring success
● Market and Industry research, Other Compliance Monitoring and regulation

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OUR UNIQUE CUTTING-EDGE APPROACH
Contechxt Media’s unique approach towards the Content Marketing and Management
process would combine devising an actionable content plan in conjunction with building
a platform for ongoing optimization and personalization. This strategic process would
entail the following for broad functions in essence:
Four core stages of the content marketing strategy process. This will be utilized by the
company to undertake an effective and efficient content marketing strategy. This process will
inform the overall business approach and guide the overarching marketing framework that the
company intends to follow. Source: Original
● Completing an exhaustive content audit for the target tech firms that scrutinizes
real-time white spaces, content gaps and potential opportunities for introducing
or bettering the content marketing management process.
● Identifying the content sweet spot and maximizing it with the help of a
documented and well-entrenched content marketing strategy
● Streamlining an editorial workflow process and institutionalizing account-based
marketing by focusing content creation for curated segments and channels

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● Automating content allocation based on segmented audience profiles and
content pillars, undertaking content outreach, paid distribution and social
promotion
● Formulating a cohesive content analytics process management to measure
impact, optimize and iterate.
Contechxt Media’s unique 3-C approach. This approach involves the three core components of
Content, Channel and Contributors, each of which will undergo the cyclic process of creation,
connection and consistent optimization. The process will derive insights and data from the four
pillars: audience, objectives, resources and market.
Source: Original

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NEEDS ANALYSIS APPROACH FOR CLIENTS
At Contechxt Media, We believe tech clients can emerge from both experiential as well
as non-experiential backgrounds, so understanding the exact need, scope, resources
and end objectives of the company will be a strong mandate during the prospecting
stage. With that in mind, I have developed a unique 3C approach, where a thorough
needs analysis of every client will be conducted early-on and a full-fledged content
assessment will be documented and filed for the organization’s universal view and use.
By touching upon the intended content, contributor and channels that the client wishes
to leverage and market, Contechxt Media will prepare a documented strategy that
would be presented in tandem with the concerned account managers and sales
development representative, who thoroughly understand the client and would be in a
favourable position to offer constructive recommendations and corrections across
every stage of the client’s content marketing journey.
Contechxt Media’s four core strategic pillars. Data from these pillars would be cohesively
leveraged and integrated across all stages of client interaction including the creation of content
plans, assessments and monthly analytics. Source: Original

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Every content assessment and plan would be conceptualized and documented,
following a thorough well-rounded needs analysis of the client with respect to content
and marketing objectives, resources, intended audience profiles and general
competitive market overview.
Contechxt Media’s distinct 3-C components. The image displays what functions each of the
three components will entail, whose primary objective will be to answer the underlying
questions across every client-facing function, Source: Original
Contechxt Media’s overall business proposition would essentially involve targeted and
personalized solutions to the below three major marketing buckets, namely:
● Contributors: Identifying who will be majorly responsible to create the required
content will form a compulsive part of the 3-C strategy, the process of which
includes vetting third-party content providers, creative freelancers as well as
in-house creative talent.

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● Content: This component is crucial to understanding what an effective and
efficient content management program entail as a whole entails, and delineating
the essential sub-elements like the preferred network (Facebook, Twitter,
Instagram, LinkedIn, etc..), content format (list post, infographic, interactive
video, etc.), content length (longform, shortform, etc.), content topics and other
related content strategy and marketing properties.
● Channels: This component answers the question of how the intended target
audiences will be impacted across every touchpoint. This process will majorly
involve a content distribution framework, that dissects the various channels of
projecting the content story and messaging using a multitude of image, story and
headline combinations.
These three critical components, in concert with one another, will seek to attain the
overarching goal of creating a potential need for “content marketing and management
strategy” (Why?) along with a coherent outline of the overall timeline (When?) and
budgeting resources required for implementation, execution and optimization of the
content creation, distribution and optimization campaigns.

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CONTECHXT MEDIA’S UNIQUE SELLING PROPOSITION
Owing to the fact that the content market is saturating with a number of emerging
competitive business offering enterprise content marketing and management services,
Contechxt Media’s distinct competitive advantage will lie at the core of revolutionizing
“strategic content engagement” by adopting a well-entrenched and robust practice, that
would entail the following 3-C stages.
Contechxt Media’s 3-C Mantra:
● Create to Curate: Personalized content creation will lie at the core of every
strategic recommendation and marketing tactic that the company typically rolls
out at every stage across the client’s funnel. Any type of content recommended
will essentially be curated to suit the client’s individual goals and parameters.
● Connect with Context: The created content will then be strategically connected
with contextual reference to each of the specified ROI metrics chosen by the
client to ensure maximum yield and a results-oriented content campaign. This
performance-centric approach will be a differentiating aspect of Contechxt
Media’s content marketing and strategic consulting services.

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● Consistently Optimize: Once the content has been allocated for distribution, the
company’s core team of strategy, editorial and distribution associates will
consistently work towards optimizing the content campaigns across all search,
direct, referral, social and paid content distribution platforms right from the first
day of campaign launch. Such a well-defined iterative optimization process will
be a crucial part of our service offering, which will have its own monetization
schemes depending on the quantum and intensity of content to be distributed.
Top challenges for tech content marketers. The above image scrutinizes top five challenges for
B2B and B2C technology content marketers. Contechxt Media’s content strategy approach is
designed with a motive to address the potential content challenges and increase the ROI
effectiveness of clients across the aforementioned parameters.
Source: e-Marketer, 2016

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In accordance to the above research finding by the Content Marketing Institute on the
top five cascading challenges for B2B technology industries in today’s volatile media
marketplace, it was anatomized that producing engaging content consistently and
measuring effectiveness for scale and attainable ROI were the most pressing ones.
Contechxt Media would be fundamentally designed to tackle these challenges across all
stages of the client’s (user) journey to ensure maximum meaning and impact, and with
that in mind, the three outlined process statements would be morally fabricated across
the functioning of the entire business across all integrated teams and departments.
Streamlined content breakdown across five different pillars. Each of these pillars will have a
recommended set of content resources and formats that will be utilized in strategic combination
for every content proposal, assessment and plan, Source: Contently

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Below is an overview of the content formats and types that will be systematically
leveraged for syndication and optimization across all client touchpoints. In addition to
selecting the appropriate content formats suited to the client’s specific needs and
interests, a complimentary “content brand tone and voice analyzer” service would be
extended as part of the content management process, supervised by the Enterprise
Services team. Using IBM Watson’s proprietary tone analyzer software, a tone analyzer
documentation highlighting the brand’s tone of voice in relation to its competitors
would be extrapolated along with recommendations to improve language, style,
emotion, tonality and social tendencies within every piece of content created.
Comprehensive content breakdown by type, format and description. This table would be
leveraged as part of the core content creation process, Source: Contently

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ORGANIZATIONAL CULTURE
Formulating such an open, transparent and collaborative work structure by eliminating
silos and promoting holacracy would be one of the defining aspects of the culture inside
Contechxt Media Solutions. The company’s unique selling proposition would thus be
positioned in the following manner:
● An Integrated Sales-Marketing Approach: Infiltrating the sales process within the
larger marketing stack and bundling the various inbound and outbound
marketing tactics into the overarching scope and scale of the sales department
would allow for a symbiotic “Smarketing” approach that significantly influences
customers’ purchase decisions, improves organic search results, grows more
inbound links, drives qualified leads, and nurtures those leads into sales, all of
which are top content marketing goals of any tech brand in general in today’s
broader marketing scenario.
● Streamlined Editorial Workflow and Content Management Process: Enabling the
client ideate, create, manage and iterate on content that’s focused on building a
relationship between the customer and their brand is a critical component of
Contechxt Media Solutions’ workflow process. Intertwining with an editorial
content calendar that manages talent, content, resources, finances, technology,
data and analytics all under one roof systematizes the entire content

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management process, that makes this business very unique with a distinct
competitive advantage in the cluttered marketplace.
Mechanism to identify the content sweet spot. This image is extracted from the conventional
people-process-technology model, where the process will involve a documented content
strategy, the technology would utilize martech insights, data and resources, and the people
component will entail cross-functional collaboration across crucial gravity centres. Together in
concert, these three broad buckets will help the business identify the content sweet spot for
each of the target client, Source: Original

37. Priyamvadha Ramakrishnan
, 36
● The Consulting Edge: In the capacity of a strategic brand consultant, Contechxt
Media Solutions would provide for an open-source two-way platform whereby
across all client touchpoints, our technology, analytics, talent and expertise
would curate the entire methodology to fit every company’s individual needs and
KPI objectives. Our team of managing editors, content strategists and martech
advisors would be involved throughout the client lifecycle starting from
prospecting content marketing and management issues to building a strategic
gameplan for the long-term.
Top 3 content stats leveraged during sales and consultation. The above image graphically
extrapolates three critical content marketing strategy statistics, that will be leveraged by
Contechxt Media’s account managers during the process of consulting and prospecting
potential clients. By acting as a strategic consultant, the company will capitalize on these
thematic concepts to attract clients as part of both inbound as well as outbound activities.
Source: Original

38. Priyamvadha Ramakrishnan
, 37
CONTENT RETURN ON INVESTMENT
At Contechxt Media, the most important metrics that will be considered to ensure
optimum performance of client content, sales lead quality, client retention and
maximising overall client spend (Monthly recurring revenue) will be branched down
into three pivotal measurement pillars that address all three stages of the buyer’s
journey with the help of top, mid and bottom funnel content and marketing tactics.
Top performance metrics leveraged by most technology content marketers of today.
Contechxt Media will curate and select from the above the prominent ones significant to each
client through a thorough needs analysis, content assessment and ongoing content optimization
process, Source: e-Marketer

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, 38
KEY PERFORMANCE INDICATORS
Taking a cue from the industry standard and metrics best-practices, Contechxt Media
has developed its own set of parameters, that will be pitted against each of the metrics
of engagement, reach, community interaction and brand perception. In accordance to
the overall generic objectives of technology companies, the business has identified
brand awareness, industry thought leadership, lead generation and conversions to act
as the key performance indicators for all content marketing campaigns.
METRIC Brand Awareness Industry Thought
Leadership
Lead generation/
Conversions
ENGAGEMENT Total Attention Time Avg. Attention Time
Per Person
Return Visitor Rate
REACH Total People Engagement Rate # of Content
Downloads
COMMUNITY
INTERACTION
Total Social Actions Avg. Finish Rate # of Signups
BRAND
PERCEPTION
Share of Voice Avg. Engaged
Stories per Person
# of Inquiries/
Demo calls

40. Priyamvadha Ramakrishnan
, 39
Contechxt Media’s top 4 ROI factors. The above image shows a consolidated overview of the
top return on investment factors that will be ensured with a well-documented and informed
content marketing strategy in place. Each of these results will vary by slight margins across
clients depending on the level of investment, quantity of content required to be produced, level
of intended promotion and duration of content campaigns across the annual fiscal year.
Source: Original

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, 40
ORGANIZATIONAL STRUCTURE
The internal structure of the organization will be functionally broken down into the
following divisions. From an operation standpoint, these departments will not work as
siloes, but will predominantly allow plenty of room for cross-functional and
interdepartmental collaboration, considering the fairly small size of the company. The
formatting of the organizational chart would coalesce two similarly operating functions
under a single umbrella to facilitate better communication flow and synergized
productivity.
● Sales and Business Development: As the building blocks of the company, a total
of 6-8 full-time sales development representatives at entry, mid and senior level
would be hired.
● Marketing and Technology: Owing to the fact that martech would fabricate a
dominant role within the scope of our business, 2 senior-level marketing
technology managers, 3 well-experienced digital marketing specialists and 2 open
and collaborative roles for content management, distribution, outreach &
promotion, technical reporting and enterprise services would be hired for.
● Strategy and Editorial: Considering strategy, data and analytics will lie at the core
of what the business functionally does, the content strategy team will comprise
of 2 full-time mid-level content strategists, 2 full-time designers and 2 full-time
managing editors with 4-5 part-time and freelance editors/writers.

42. Priyamvadha Ramakrishnan
, 41
● Data analysts and tech engineers: The core technical team will comprise of 2
full-time data science engineers, 1 business intelligence analyst and a small team
of developers that will scale in relation to the volume of clients and intensity of
workload.
● HR and Finance: Overseeing client accounts, billing, payroll, overall marketing
revenue, staffing and new recruitments, a team of 3 executives including an
experienced technical recruitment manager would be hired within the first three
months of business.
● General Administration and Events: An entry or mid-level manager to coordinate
general administration, office records, events and other related logistics would
be hired on a full-time basis.
● The Executive Board: Assuming the role of the CEO, a well experienced and
qualified senior executive to head marketing operations, content and enterprise
services would be hired, with a future scope and provision to hire a ‘Chief
Development Officer’ after the initial 10 months of business to monitor client
success and overall company growth.

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, 42
TARGET CLIENT (AUDIENCE) BASE
Considering the above market share and size of B2B/B2C technology companies within
the current highly competitive sector, Contechxt Media’s primary target audiences for
both inbound as well as outbound marketing and prospecting will consist of micro, small
and mid-size startup firms and companies.
Size of Contechxt Media’s potential target audience. The above image highlights the current
size breakdown of technology companies into small, micro, midsize and large. This will help
inform the business’s revenue strategy, the number of account managers, strategists and
editors required to be allocated for the incoming clients and the complexity of content
recommendations to be made.
Source: e-Marketer

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, 43
FINANCIAL OVERVIEW AND BUDGETING
The client onboarding process would entail a minimum contract period of 3 months,
with a monthly recurring revenue of over and above $4,000. At the end of the
contractual 3 months, a second-tier content assessment plan would be generated to
track content performance thus far and strategize a futuristic course of action. In most
cases, an ideal scenario would involve expanding the client’s existing spend across more
services (increased and intensified content creation) or renew the same agreement to a
six or nine-month duration, depending on the client’s needs. The 3-month binding
period would enable a flexible platform where all the proposed content marketing
strategies and measurement tactics can be tried, iterated and optimized, while also
allowing enough room to test the waters with experimental tactics.
The content allocation scheme would follow a similar format for all the clients
regardless of their relative company size or maturity within the tech sector. The MRR
would be calculated based on service allocation across the four broad content pillars:
Productivity, SEO/SEM strategy, Design and audio/video/visual content and Ecommerce.

45. Priyamvadha Ramakrishnan
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Client spend breakdown across top 4 content pillars: productivity, SEO strategy, design and
e-commerce. These will form the four integral components for any technology client’s overall
content marketing objectives. It shows the estimated annual client spend and the percentage
split, the number of recommended content pieces and the relative unit price for each content
type required to be produced, Source: Original
The key objective of the above table is to offer a comprehensive sample view of how a
client’s annual content allocation spend would be determined and fixed on the basis of
the nature, volume and complexity of contentload.

46. Priyamvadha Ramakrishnan
, 45
Furthermore, paid content distribution across Taboola, Outbrain, Facebook, LinkedIn
and Twitter would incur additional charges on a per month basis depending on quantity
of content to be distributed, number of designated channels and amount of content
analytics or monthly reporting required by the client. The minimum content distribution
spend (managed by a separate team of two associates) would be set at $30,000 for a
period of 3 months. The final spend would be framed and decided based on the
estimated number of clicks, guaranteed number of engaged audiences and total time
spent engaging with the content across all social, paid, direct and referral platforms.
(Refer to Contechxt Media’s budgeting and financial reporting sheet for Year 1, Year 2 and Year
3 at the end of the document)

47. Priyamvadha Ramakrishnan
, 46
Estimated average monthly gross revenue per client. The above table shows the average
revenue per user (ARPU) on a monthly basis for each new client and upselling of existing clients
including the potential loss in revenue for every client churn or downsizing of client services.
Source: Original

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, 47
TOOLS LEVERAGED TO CONDUCT CONTENT AUDITS, ASSESSMENTS AND PLANS
Top media analytic and content management tools. These tools will be extensively leveraged
by Contecxt Media to conduct all of the content marketing assessments, plans and other
strategy related activities, Source: Google
● Amazon Alexa: Taxonomy organization of technological companies across verticals,
specializations and core competencies
● Buzzsumo: Content research/ideation, top content pieces analysis
● IBM Watson: Content tone and brand voice analyzer
● Similar Web: Social, search, direct, referral, paid and other content traffic sources
● SpyFu: SEO, Keyword analysis, industry-specific competitor analysis

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EXTERNAL ANALYST RELATIONS
In order to ensure that the tech industry and the market in general understand the
business value of our expertise and talent in the best light possible, Contechxt Media
will essentially partner with some of the leading research and corporate communication
analysts within the martech space, namely Forrester, Gartner and Sirius Decisions. By
fostering these analyst relationships, the company hopes to reach and promote its
innovative content marketing tech solutions to wider audiences, prospective clientele
and venture capitalists alike. Going forward, this will also help gauge where exactly the
company stands amidst other market competitors and identify the most distinct
competitive advantages that are making the cut.
Company logos of the top three research analyst companies: Forrester Research, Gartner and
Sirius Decisions. Contechxt Media will potentially partner with for media analyst relations and
overall company growth and futuristic scope at the end of every quarter.
Source: Google

50. Priyamvadha Ramakrishnan
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WHY YOU SHOULD WORK WITH US?
For decades together, the advertising and marketing industries alike have relied on
cold-calling and interruptive sales pitches instead of well-crafted, valuable, interesting
and humanized stories that customers truly enjoy and engage with. The biggest
challenge in today’s as well as the future of marketing will undeniably be the need to
adopt a content-first approach in a highly volatile and cluttered techspace, and more
and more marketers will struggle to remain relevant and get their brands to constantly
be on top-of-mind of their customers, if they fail to recognize the necessity to have a
well-documented content marketing strategy in place early on. That’s where Contechxt
Media comes in to solve the equation. By assuming the capacity of a strategic consultant,
my business is uniquely institutionalized with the required enterprise technology, robust
content resources, specialized talent, technical know-how of the industry and market
space, and a thorough comprehensive understanding about the client’s content
marketing needs and objectives. Essentially, our team of content strategists and account
managers will effectively help the client tell his/her brand story as a creative media
evangelist in the most humanized, personable and engaging way possible. We, at
Contechxt Media believe that today’s audience knows better. We help ensure that our
tech clients are best equipped to act as responsible product and service facilitators
within today’s competitive tech media landscape by enabling them to “show” rather
than just “tell” what they have to offer.

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REFERENCES
1. http://contentmarketinginstitute.com/2016/07/technology-smarter-content/,
July 13,2016
2. https://blog.kissmetrics.com/art-science-content-marketing/, May 11 2016
3. https://www.webpagefx.com/content-marketing/content-marketing-for-tech-co
mpanies.html, June 2015

52. Contechxt Media's Budget and Financial Overview
An Overview of Contechxt Media's Financial Picture and 3-year breakdown of Revenue and Expenditure
INCOME YEAR 1 Year 2 Year 3
Client Revenue 500000 2100000 3800000
Advertising Revenue 100000 200000 450000
Branded Content
Revenue
150000 350000 500000
Data Analyst Revenue 500000 550000 620000
Partner Fees 90000 160000 180000
Total Income 1340000 3360000 5550000
Profitability by end of Year 3 - $1.07 million approx.
EXPENSES YEAR 1 Year 2 Year 3
Staff

53. CEO (Chief Executive
Officer)
140000 160000 200000
VP of Technology 100000 120000 150000
CMO (Chief Marketing
Officer)
110000 130000 145000
Admin/Office Manager 40000 55000 65000
VP Accounts -
Marketing/SDRs
360000 1050000 1800000
Human Resources 45000 110000 150000
Content Strategists 195000 255000 400000
Data Analysts 75000 210000 250000
Total Staf Expenses 1065000 2090000 3160000
Other Expenses
Accounting Service 25000 40000 60000
Analyst Relations Fees 30000 35000 41000
Business Cards,
Stationary
1000 2500 4000

54. Printed Brochures, Sales
Materials
3000 4500 6000
Digital Brochures 1700 2500 5000
Rent 96000 144000 250000
Office Furniture 70000 50000 650000
Office Supplies 2000 3000 4000
Computers 15000 15000 30000
Internet Connection 6000 9000 11000
Employee Benefits 5000 15000 25000
Business Liability
Insurance
4500 4500 4500
Utilities 1000 2500 3500
Bad Debt 10000 7000 10000
Travel 2000 5000 8000
Entertainment 0 2000 4000
Meals 0 2500 4500
Marketing / Advertising 45000 60000 80000

55. Business Set-up Expenses 50000 5000 0
Intellectual Property
(Propreitary analytics
software)
10000 0 0
Security 1000 3000 5000
Trade Shows / Events 0 3000 8000
License Fees 7000 5000 3000
Dues + Subscriptions 2000 5000 10000
Bank Charges 5000 8000 15000
Taxes (Payroll, Business,
etc.)
20000 50000 75000
Total 412200 483000 1316500