LinkedIn content for leadership and company pages. Long-form pieces like blog posts and case studies. Employee advocacy drafts so teams can amplify without having to write from scratch. Community management that builds relationships beyond just posting.
marketing that
doesn’t stall.
What happens when you stop paying someone to execute and start paying them to think.
We’ve seen it too many times: a company paying for marketing support but still doing their own strategic thinking.
Still coming up with the ideas. Still figuring out how to position themselves in the market.
That’s not a partnership. That’s paying someone else to execute the easy part.
One of our retainer clients—a managed IT provider—came to us after years of that arrangement. Their brand wasn’t the problem. Clients described their experience in remarkably consistent terms: partnership, honesty, responsiveness, people who actually care. The problem was that the outside world didn’t see it yet. They’d grown almost entirely through referrals. The thought leadership position they should own wasn’t visible to people who didn’t already know them.
Another client—a specialty manufacturer—had a different version of the same challenge. Projects kept stalling. Not because of lack of interest, but because the day-to-day demands of running a successful operation didn’t leave room for marketing reviews and approvals. LinkedIn presence was inconsistent despite good intentions. Trade shows happened the same way every year without strategic improvement.
Both needed the same thing: a partner who would take the reins.
cobey
cobey
cobey
Clients
Tactics
Why retainers work.
Project-based work has a fundamental flaw: every time a project wraps, momentum is lost. Context fades. Months pass. When the next project comes up, everyone’s partially starting over.
A monthly retainer solves this.
Regular touchpoints keep us current on what’s happening in the business—new opportunities, market shifts, internal developments worth communicating.
Proactive recommendations mean we bring ideas to the client instead of waiting for them to come to us with fully-formed concepts.
Consistent execution keeps things moving instead of perpetually sitting on the to-do list.
Accountability on both sides—they’re investing in the time, which creates natural incentive to use it. We’re committed to delivering value every month.
A dedicated account manager who knows the business, knows the team, and knows what’s been tried before. When clients need something, they have one person to call. No confusion, no endless email chains, no wondering who’s handling what.
What retainer clients can expect.
Every retainer starts with strategic foundation work—understanding the business deeply before creating anything. That might mean a brand framework that captures positioning, audiences, and messaging. It might mean a marketing plan that maps the year ahead. It always means getting aligned on what success looks like before we start executing.
With the foundation set, ongoing work typically includes some combination of:
Email Marketing.
Client communications that reinforce relationships. Prospect nurturing that educates rather than sells. Periodic touchpoints with referral sources that keep the company top of mind.
PR and Media.
Ongoing pursuit of podcast appearances, guest articles, and press coverage. Pitch development and interview preparation when opportunities arise.
Case Studies and Proof Points.
Capturing client stories as projects complete. Turning one interview into a landing page, a sales PDF, an email campaign, and weeks of social content.
Video.
Short-form content that humanizes the brand—authenticity over polish. Larger quarterly initiatives like webinars or client conversations.
Strategy and Consultation.
Monthly sessions to review performance, discuss what’s happening in the business, and plan the work ahead. Proactive industry intelligence so clients don’t have to track their competitors themselves.
The mix flexes month-to-month based on priorities. Some months lean heavily into content development. Others focus on a trade show campaign or a case study push. The investment stays consistent while the work adapts to what the business needs.
A content engine, not a collection of tactics.
The retainer isn’t a menu of disconnected activities. It’s a unified system where everything builds on everything else.
A quarterly case study becomes a landing page, a downloadable PDF for sales, a reason to send an email to the database, and raw material for weeks of social content. A podcast appearance becomes social clips, a blog recap, and quote graphics. A client conversation becomes a LinkedIn post, an email insight, and a testimonial snippet.
We create once and make it work ten times over.
For our manufacturing client, that means case studies fuel the entire marketing presence—supporting LinkedIn, newsletters, sales materials, and trade show collateral. Nothing is created in isolation. For our IT client, leadership thought leadership content gets repurposed across personal accounts, the company page, email, and long-form articles.
The result: consistent presence without constant content scramble.
copeland
copeland
copeland
What success looks like.
At 3 months: Content engine running smoothly. Voice established and consistent. Baseline metrics captured. Workflow proven.
At 6 months: Measurable growth in audience and engagement. Case studies published and in use. Leadership visibility strengthening.
At 12 months: External presence matches internal reality. Prospects who discover the company online see the same organization that clients experience. Marketing feels like something that’s handled—not something constantly on the to-do list.
The ultimate measure: when someone in your target market thinks about what you do, does your company come to mind—even if they’ve never worked with you?
Let’s Connect
Let’s Connect
Riveted?
Retainer partnerships are for clients who want more than execution—they want a team that thinks proactively about their business, brings ideas instead of waiting for assignments, and builds momentum over time. We become an extension of your team, with dedicated hours, regular touchpoints, and a deep understanding of what you’re trying to build.
