From Brand to Back-End Content & Experience Strategy
Content is the beating heart of the user experience. We can inventory and audit the current state of your content to identify opportunities that will lead to actionable recommendations and, if required, a voice and tone for your digital experience to reflect your brand's personality and purpose.
No experience will succeed unless it can be easily delivered. To this end we create create content models to inform system design to ensure that the content author experience is easy to use. We also create taxonomies and metadata specifications to drive personalization and improve site search (as well as providing SEO lift).
Without governance the other pillars that provide for a great experience fall apart. Working with you, we can determine the best content governance model for maintaining and optimizing the performance of your content, including all online and offline
editorial processes. This also includes detailing the roles required.
Too often, companies look at content as the last river to cross, with little understanding of the content they have or where that content will go. Many believe that it will take care of itself in a programmatic fashion and that what they have is sufficient for the overall experience.
Unfortunately that just replicates the problems that may lie with the existing content, and it doesn’t take into account how content will fit within a design system, leading to a less-than-optimal experience for the audience.
We’ll cross that river with you. Our mission to is help you transform your content into engaging conversations. It’s never as easy as you think it may be. So, we think big and work tirelessly with our counterparts and clients to uncover the best approaches and designs.
We ask questions. We listen. And, we continue to do this until we’ve delivered actionable recommendations and a content design that will not only suit your audiences’ needs, but also enable business users to easily maintain content to optimize it and keep it relevant. Ultimately, our goal is to ensure the integrity of the overall experience for everyone involved.
Consider Content Ecosystem Holistically
Ensure that inputs are built into system, including Social, Analytics, SEO, Consumer insights, and that all channels are considered.
Continually Think about Context
Get the right content to the right user at the right time. In the right context. The old truism is that content is king, but without context, it's only an empty promise.
Know Why You’re Doing Something
Understand all the steps within your content lifecycles, know how to evaluate each, and measure them continuously.
Be Timely & Relevant
Leverage editorial calendars and governance models to keep content relevant and timely, while accounting for all content within them, including social properties within the overall content ecosystem (sometimes including your larger community of users).
Always Measure & Optimize
Create, manage, and publish relevant and meaningful content using set structures and schedules and then effectively measure the results of it, and then optimize accordingly to recreate what is working and understand why something may not be working.
Always Evolve & Build Scale
Develop a meaningful platform that is extensible and scalable for the future. Continuously evaluate your content and how it is managed and grow the content platform to meet not only your business needs but also those of your users.
For more information on our approach and a more detailed description of the activities and deliverables that may be applicable to you, we' provided an overview of not only our approach, but also a list of potential deliverables with descriptions of each.