We create first-class content and brand messaging strategies to help businesses get the most traction from their content.
What is a content strategy? – An excellent content strategy is a high-level ideation and plan for the creation, organization, publication, promotion, governance and measurement of useful and usable content.
We subscribe to a utilitarian content approach – the content must mean something, it must do something, and it must serve a purpose to earn a coveted place on your website. Our agile content strategy is firmly rooted in SEO and will provide value to your users and increase SEO rankings through a holistic approach.
We work in a strategic capacity, training your team on what types of content to create and how to optimize that content to show up in search, and we also create content with the assistance of your team.
Our Content Strategy Process
Step 1: Content Audit
Our content strategy starts with a complete understanding of the current state of your existing content.
Our comprehensive audit includes a page-by-page analysis of your website content, classifying each page into its potential use, flagging some content for repurposing, indicating where some content may be too short or not in-depth enough, or making recommendations on the structure of your current content assets.
We perform this analysis while balancing the qualitative with quantitative and looking at the data on how your content is actually performing. We then examine how we think certain pieces or pages could do better under a different strategy.
Step 2: Gap Analysis
We dive into your content assets to better understand where there are gaps in topics based on competitor analysis and what we call “rounding out the topic.” We work to find answers to questions such as:
- What content is clearly needed on the website?
- Where are their gaps in the current content?
- What type of content may need to be delivered to the audience?
Step 3: Content Structure / Architecture
Content architecture is a crucial part of our content strategy. While you may have certain necessary pieces of content, they may not be structured well, or they may need to be optimized differently to increase traffic and conversions.
We lay out a Content Performance Plan where we put all of your content on watch. Some content will need work right away, while other content might need some adjustments, but these are not as crucial. We make this plan and then adjust it and work through it alongside the overall business plan.
Step 4: Content Roadmap
Combining the results of the Content Audit and the Performance Plan, we work with the SEO team to lay out a Content Roadmap that includes a plan for amplification content, content around keyword themes and additional content noted as necessary for a successful content strategy.
The Content Roadmap is executed on by either an internal or external team, or a combination of the two.
Step 5: Define Workflows and Governance Policies
We work closely with internal publishing teams to uncover and define publishing tools, processes and resources that are crucial to successfully launch and continue content plans within your organization.
We can assist with creating content governance policies, which define how key content decisions are made and how changes are initiated, performed and communicated so all stakeholders are aware of the impact that website content has on SEO and website health.
Step 6: Content Marketing / Amplification Strategy
We utilize content to increase traffic, sales and leads, and for our amplification strategies.
We work with your team to determine:
- Key influencers in your space
- Successful content created previously
- About your services and/or product
Step 7: Measurement
We will work with your analytics team or marketing team and set up reporting that will allow you to see the impact of content optimizations and additions. We track a number of soft metrics and then also track your conversion funnel through Google Analytics to get an overarching view of how the content is performing.
Content Creation (Optional)
As a result of our content audit, we often find gaps in content that will need to be filled through new content creation. Here, we bring in SMEs to help create this content, either on our own or with the assistance of your team. In some cases, your team is the best voice for the content, so we direct you in how to create the type of content needed to fill user gaps and to rank in search.