Content strategy
Content strategy sets the future direction of your content. It’s about creating the right things, not necessarily more things.
Our content strategy services give you a roadmap for your future content, underpinned with deep audience insights to help you align your content to their needs.
Our experienced team specialise in delivering long-term strategy with your audience at the heart.
Our clients
What is a content strategy?
An audience-led content strategy is a roadmap for all future content creation based on an agnostic assessment of how you can meet user needs through content. It provides recommendations for content based on users’ needs and the potential impact.
What is a content audit?
An audience-led content audit is a temperature check for current content. It identifies the content that’s working for users and highlights areas for improvement, including where there are clear content gaps and the identification of the content that can be removed.
Callum Grantham
Head of Content and Research
Fresh Egg
The importance of focusing on your audience
Understanding your audience will help you prioritise and create content that truly resonates, helping you reach your business objectives.
The real difference between you and your competitors is how well you understand your audience and the unique value your brand can deliver.
By structuring content around the words and information users need, we create a better user experiences that deliver more:
engagement
conversions
loyalty
What are the benefits of content strategy?
In terms of users and performance, content strategy helps you create a consistent, relevant experience across user journeys that can lead to:
increased traffic
more conversions
higher levels of reengagement
improved customer satisfaction and stronger loyalty
For the organisation itself, a well-delivered content strategy:
creates clarity about what to create and publish, and the priority – reducing friction points in an organisation
saves time and money – by ensuring that effort is targeted to the right areas and resource isn’t wasted on ineffective, misaligned content
helps you understand gaps in resource – if users are demanding content that you can't give them
Talk to us about content strategy
Your content strategy is just that – yours. Tell us about what your organisation needs and where you are now.
What does a content strategy include?
Understanding your organisation
We’ll start by capturing your knowledge of your users and organisation, doing things like stakeholder workshops and interviews. This helps us learn about your operations and organisational blockers or pain points.
User research
Next, we need to learn more about your users and their needs. We’ll review your existing research and personas, then do any extra research that’s needed. This will be a mixture of primary research, like user interviews, and secondary research like looking at how people search online.
Analysing your content and competitors
We’ll audit your content to look at how it’s performing against user and organisational needs. At the same time, we’ll look at some of the wider context around your organisation, like your competitors.
Core strategy creation
Working with you, we’ll create your core strategy – defining the mission for your content and how it helps users.
Delivery
We’ll pull it all together to create a strategic summary with recommended key tasks to help you deliver it. We’ll run a delivery workshop to prioritise tasks with you, creating a realistic roadmap to put your strategy into action.
Implementation
We can help you deliver your roadmap, whether that's creating content directly, staying on hand for strategic support and consultancy, or a mix of the two.
Talk to us about your content challenges
Whether you need a new content strategy, a refresh, or just some help to understand where you are now, we can help.
Reasons to set, optimise and improve your content strategy
Knowledge drives outputs
You want to understand your audience and their content needs better to improve ROI
No big picture overview
People across your business are creating content for various stages of the user journey without strategic alignment
Strategy not fit for purpose
You have a skilled team, making ‘good’ content, but none of it is working
Unsure of audience needs
You’re not sure what your audience needs from you across all stages of their journey
No long-term plan
You’re about to launch a campaign but you’re not sure about what you need to create in the long-term
Unsure what the 'right' content is
You’ve undertaken some audience research but you need some help to fill in the gaps and identify the right content to meet your users’ needs
Ongoing content support
Consultancy and support
We work alongside your team, providing guidance and sharing our knowledge and methods. We love to help teams upskill so they can maintain and improve their content performance.
Alongside this, we can help you with practical support across content and UX, including user research and ongoing UX optimisation.
Content delivery
We can work as an outsourced member of the team to expand your capacity, whether you need:
clear, researched briefs
support creating content, including wireframes and prototypes
publishing support
We have clear processes and workflows that integrate seamlessly into your ways of working.
Reporting and analysis
We can help you:
review analytics on an ongoing basis to spot trends, weaknesses, and opportunities
review new changes to ensure they don’t jeopardise user experience or search performance
forecast the impact of specific actions, to give you a benchmark to measure against
Our data team can also make sure that your data is in good shape and everything's tracked accurately.
Putting your strategy into action
Setting out your strategy is just the beginning. We can help you implement recommendations with flexible ongoing support that lets you lean on us as much as you need across the content cycle.
