Everyone knows that managing content effectively is hard. But not everybody knows that the ways content is being managed are changing.
Many brands are producing content to aid their marketing without real understanding of why it’s being created. For us, content strategy is the framework in which content initiatives are executed. It’s the outcome of an ordered, thoughtful and creative process designed to deliver ongoing value to the way content is produced, presented and maintained. It’s delivered in a way that makes sense to the organisation and to the audience whose problems we’re trying to solve.
It embodies all content-related objectives, processes, and governance, from the selection of tools, technologies, staff, and partners. It also considers how and what content is produced, from ideas to their approval, the publishing processes as well as the ongoing performance and maintenance of content.
The business benefit of a content strategy is focus, consistency, repeatable patterns and - most of all - measureable value.
Everyone is somewhere along a content journey. Whatever the stage of content maturity, we have a methodology for unlocking brands’ content potential.
Our approach deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modelling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content.
Helping brands plan their evolutionary content journey, at their own pace, we tailor an approach that draws from three complementary services:
Some businesses most urgently need help improving the impact their actual content production has on the customer experience. Jointly we’ll add fresh thinking to storytelling as well as establishing a framework for regularly creating and publishing authentic content.
Frequently there is the need to define the optimal architecture for content, from auditing to modelling, hierarchy to flow. We furnish brands with a set of content models that support flexibility, consistency, visibility and accessibility.
At the deepest level of collaboration, we help devise and implement the technical and operational workflows, resources and governance needed to ensure the continued success of content and growth as a content business.