Content Experience

Creating a detailed listing of all current assets and content on the side enables the identification of existing content that can be used in the new experience and pinpoint areas where new content needs to be developed. The audit will be focused on assessing content as it currently exists (scored based on pre-defined criteria) and what content should and should not be leveraged from the existing site. 

A review of competitive and best-of-breed sites will benchmark where your experience sits in the digital landscape. The choice of competitive sites may be based on similar domains, similar functionality, or similar style depending on project needs. Note that this will be an input of a larger deliverable for the Discover Phase Content Strategy Brief.

The Content Strategy Brief will articulate a strategic approach to content, including current state, needs, user and business goals, gap  analysis,  and recommended content, and it will  describe key messages for each audience that maps back to the brand values and experience principles. This includes a view to where the ecosystem of your digital landscape should evolve.

The Content Strategy Brief will articulate a strategic approach to content, including current state, needs, user and business goals, gap  analysis,  and recommended content, and it will  describe key messages for each audience that maps back to the brand values and experience principles. This can include a detailed guide to the voice and tone required, as well as specific usage guidelines to inform content creation.

Future-state page-level content strategies articulate tactical approaches to content flow for each specific page templates or types, including storytelling needs, user and business goals, recommended content, and appropriate next steps. These are then compiled in a Content Strategy Playbook that provides actionable guidance on how to build and maintain pages in such as way that they maintain the integrity of the overall experience.

The Content Mapping and Gap Analysis (or Content Matrix) documents the future state of the content experience. Think of it as an incredibly detailed site map the includes every page that will be present in the future state, as well as what content lives on each page, the source of the said content, and whether any action needs to be taken to update or refresh the content.