Large-scale Editorial and Workflow Engagements
Content strategy has blown the lid off the field of user experience design. Thinking about your customer first—what they are thinking, feeling, needing while engaging with your content makes all the difference in creating soaring, revenue producing content.
Our approach to content strategy is two-pronged:
- Editorial and brand messaging: We create tools that help you define your target audiences, your brand, voice and tone and how often you should be talking in your marketplace, as well as what you should say.
- Workflow solutions: How do we organize our editorial workflows so we produce content in an efficient, repeatable manner? In one content strategy engagement, we were able to reduce the amount of time it took for an internal content team to write a 25-page microsite from 12 months to four months. Those are the results your C-suite needs to see! See more about build effective workflows.
Content Strategy Services
Our content strategy services include:
- Build a business case
- Content audits
- Content planning, including:
- Persona development
- Identity pillars
- Messaging architecture
- Voice and Tone
- Editorial Calendar
- Build effective workflows
- Establish content governance
Build a Business Case
Before we begin a content strategy consulting engagement, we need the basic business case for understanding why an organization needs a content strategy. Armed with that critical information, we can move ahead with implementation, so that content becomes producible in an efficient, repeatable method that is reproducible.
We offer in-depth content audits and assessments that help you build a dashboard of how your content is performing right now. Once we have that data, we can begin to make critical decisions about how to manage your content. Read more about content auditing and assessments.
We build these tools through workshops that help you answer the five brand questions:
- Persona development: We can’t implement a content strategy unless we understand the audience for the content
- Identity pillars: This helps understand which messages and sub messages we want to communicate that are in line with overall business objectives. It also helps organize our editorial calendar because we know which “pillars” to cycle through at appropriate time intervals.
- Messaging Architecture: A clear matrix of the messages you want to communicate about your brand, along with facts so all your writers can use the same information to reinforce those concepts for consumers
- Voice and Tone: How you say it is just as important as what you say. We create a voice and tone grid that helps all of your content creators stay within the brand’s personality, and shift as the situation may demand it.
- Editorial Calendar: When and where do we publish? Which messages are most appropriate for our audiences on different channels? An editorial calendar gives you the power to plan and manage your content effectively.
Build Effective Workflows
Workflows are challenging in any organization, but when you’re dealing with content, which is messy and complex, workflow becomes even more critical. Here are some questions you may be asking that show you need to reevaluate your workflow:
- Do we have the right talent within the organization?
- Do we need to hire new talent?
- Are the content professionals on staff equipped with the right skills or do they need further training?
- Would outside consultants or writers, editors, videographers make sense for certain projects?
Examining these issues moves us forward in understanding how to build effective workflows. In every organization we work with, we recommend at least two to three different editorial workflows, taking into account the talent that is already there and how to harness the organization’s culture for efficiency.
Read about our approach when managing organizational change and content strategy.
Governance is just a thick word for consistent, coherent and controlled content. Some think of governance as a phase of content strategy, similar to plan or create. But, based on our work with a variety of organizations, our philosophy is that governance belongs at the center of any content strategy.
Some of the tools we use to establish strong governance standards within organizations include:
- Shared style guides
- Editorial calendars
- Archiving standards
- Training classes
Ready to improve your content? Contact us today.