Content Strategy

The process, from a high level, is similar to what we do for content strategy, but with additions meant to be hyper focused to the digital, everything from types (email, web copy, blogs, ads, social, etc.) to the device it engaged on (phone, laptop, watch, voice assistant, etc.).

• Digital Content Audit & Analysis

• Digital Content Creation & Production

• Digital Content Types & Placement

• Digital Content Channels & Distribution

• Digital Content Marketing

Digital Content Audit & Analysis

We typically start every digital content strategy engagement with a complete audit and analysis of a client’s digital content situation, looking at creation, production, types, placement, channels, distribution, audience reach, branding, competition, etc. to provide a baseline and identify gaps. As part of our digital audit and analysis we will also look at things like SEO, SEM, social media, device engagement, email, reputation, authority, etc. to really get a full picture of your digital content presence.

Digital Content Creation & Production

Providing direction on what content should be created, who should be creating the content, how much content should be produced, tailored specifically to digital environment, needs and consumption. Topics, tone, voice, length, relevance, personality and more are all taken into account.

Digital Content Types & Placement Strategy

Determining what kind or types of content should be created and where it should be located to provide the most positive impact possible starting with the digital experience.

Digital Content Channels & Distribution Strategy

Help identify and make decisions on what channels to be leveraged (owned, earned and paid) and how much, along with the promotion of it for digital experience, engagement and consumption.

Digital Content Marketing Strategy

Helping with the strategic digital marketing approach to creating, distributing and promoting content to a specified and clearly defined audience group that will ultimately lead to a positive customer experience and revenue generating interaction.

Content strategy is the focus on the planning, creation, delivery, and governance of content. Today’s content goes well beyond words on a page to also include imagery and multimedia. The ultimate goal of a content strategy engagement is to create meaningful, engaging, cohesive, and sustainable content that can be consumed and serves a purpose.

Lifecycle Approach

Producing compelling and sustainable content means that your organization needs to understand and follow a regular content lifecycle, which can ultimately be boiled down to these five stages:

• Audit and Analysis: Content stakeholder interviews, competitive analysis, customer and prospective customer experience, audience reach, objective analysis and evaluation of the current content situation (site(s), partner content, social sites, collateral, etc. ) in terms of production and promotion.

• Strategy Creation: Determine topical ownership areas, audience segmentation taxonomy, process, content production workflows, sourcing plan, voice, tone and brand definitions

• Planning: Resourcing recommendations, content channels and customization requirements, reach plan, internal and external communications plan, migration of assets plan

• Produce: Written content, recorded content, video content, creative content, asset production, content governance guidelines, search engine optimization, search engine marketing, social media, promotion, channels, quality assurance, etc.

• Maintenance: Create a plan for regular auditing and analysis, determine targets for success measures, utilize testing for optimization

Creation Best Practices

With every piece of content that is created, no matter the format its in or the channel it will go on you should try to:

• Reflect the goals of the business

• Account for user and customer needs

• Understand your audience

• Make communications easy to understand

• Be relevant and useful

• Be as accessible as possible

• Maintain consistency with the brand

• Be discoverable