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And Engage Your Audience
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Content Strategy and Copywriting Solutions
The Right Words Can Boost Your Digital Appeal
The journey to great content begins with an understanding of the territory to be covered. We begin a content strategy project with a thorough understanding of the current situation. The goal is to understand what content exists (offline as well as online). The content inventory details
- How much content there is
- The format of the content
- Where it is stored and managed
- Who within the organization is responsible for it
- How it gets published (workflow)
Once all the content has been located and catalogued, we do a content audit. In this step, we’re looking at the content from a qualitative perspective, assessing how well the content
- Meets the needs of your business
- Reflects your brand positively
- Facilitates user tasks
- Is current and accurate
- Is engaging and informative
In the auditing process, we assess the content against these criteria, looking at the current state vs. the desired future state and create a gap analysis. A gap analysis identifies the areas where content is missing or inadequate.
Pulling together all the knowledge gained from the previous activities, we create a content strategy brief that details what is necessary to move your content from current to future state—the content that may need to be created, revised, or removed; the processes that may need to be put into place to ensure ongoing review and continuous improvement; and the implications for overall site structure.