/ Content strategy

Avoid the content abyss. Start with a content strategy.

As content strategists, we know the value of thinking before doing. Before we write a single word of copy, we work to understand your brand, what you’re trying to communicate, who you’re trying to reach and why. Once we’ve audited your business and your content requirements, we’ll use the insights we’ve gained to create a content strategy that delivers maximum visibility and value for your brand.

But that’s not all. Unlike many agencies, our work doesn’t end once we’ve delivered the content we’ve crafted.

We keep working to ensure your content is engaging, attracting visitors to your website, and increasing the likelihood of converting visitors into customers. Our approach is called Think. Do. Review.

Content strategy is the method of organising content so the most relevant information is available to your target audience, in the place they’re most likely to look for it. This might be to encourage a purchase or increase brand engagement.

The following should help you decide if you need a content strategy, as will a call with one of the team if you’d prefer to talk things through. To put together your content strategy, we take the following four steps.

Step one – Audit
By starting with an audit of your existing content, we can:

  • understand what messages you’re pushing out. Are they consistent or contradictory? Is there a theme/common thread? Are they strong and clear?
  • establish where your content is being published and determine whether your target audiences use those channels
  • identify opportunities for more effective copy. It could mean doing more, doing less, changing channels, honing your message or mixing up the format.

Step two – Strategy
Based on the results of the audit and discussions with you around these, we’ll plan the right content for the right channels. Not only does this show everyone within your business what the proposed actions and intended outcomes are, but it also prevents your staff from writing content without clear purpose. Instead, everyone will write content with purpose, or as we like to call it #contentwithcontent

Step three – Ideas
In line with the content strategy, we’ll deliver a steady stream of ideas around relevant topics and formats from writers and journalists with industry and subject expertise.

Step four
Click through to find out about the final and most important step in bringing together your content strategy.

Already have a content strategy? Give it legs, let it run.

 

Read more