Content marketing and strategy

You can have the greatest digital platform, but without great content it’s never really going to fly.

Whether it’s sales, sign-ups, donations, registrations, downloads or simply eyeballs you seek, a powerful content strategy is vital.

Yet no matter how many times we hear the hackneyed adage ‘Content is King’, we consistently see content being treated as an afterthought. Like the piece of the puzzle that slips under the coffee table and gets forgotten until the end.

Our content and digital strategists have years of experience overseeing successful projects and will make sure you’re on the front foot with content. They’ll help you put the processes in place to produce content that’s laser-focused on meeting the needs of your target audience and achieving your objectives.

How we do it

We can tailor a content strategy to match your requirements and your budget. A content strategy may include any or all of the following.

Website content audit

Includes compilation of a content inventory, analysis of content against predetermined criteria (e.g. content quality, SEO etc.) and recommendations on how best to deal with existing content and address information gaps.

Information architecture audit and sitemap development

Using our knowledge of best practices for organising content, we will analyse the structure of your site and suggest an improved hierarchy of information.

Channel strategy

We will provide recommendations on appropriate distribution channels and tactics (e.g. email marketing, social media, SEO; repurposing content into multiple formats and optimising for omnichannel distribution).

Content theme generation

Based on an analysis of your user personas and customer lifecycle, we will conduct a workshop with your key stakeholders to develop content themes designed to address your business objectives and the needs of your target audiences.

Editorial calendar development and set-up

We will provide you with an editorial calendar template tailored to your requirements and assist relevant team members in implementing it.

Content evaluation and metrics framework

Based on an analysis of your business and content objectives, we will assist you in defining relevant and workable KPIs and determining methods to help you track your success in achieving these.

Style guide development

This may include anything from a basic Brand Voice Guide (i.e. defining how your brand’s personality is embodied in the way it communicates) to a full Editorial Style Guide, including standards for spelling, punctuation, and style.

Email marketing

We can assist you in developing a strategy for using email to achieve your broader marketing objectives, including template and subscription form set-up, unsubscription flows, integration with CRMs, and advice on frequency and content.

Copywriting and editing

We can also provide copywriting and editing services, including copy editing and proofreading, campaign copy and/or landing pages, blog posts, whitepapers/ebooks, and lead generation assets – e.g. checklists, infographics, cheat sheets, templates etc.