Content Strategy
Deciding what a business should say, to whom, in which format and through which channels — so that content supports the brand and the decisions buyers are making.
Content, positioning and the customer journey
Content is where a brand’s positioning becomes concrete. The claims a business makes about itself are only as convincing as the information it publishes to support them.
Different content serves people at different points in a decision. A content strategy maps those points and makes sure each one is covered, rather than producing more of whatever is easiest to publish.
Becoming aware
Where the reader isRecognises a problem or need, and is looking for a way to understand it.
Content that helpsArticles, guides and social content that address the problem directly and show that the business understands it.
Comparing options
Where the reader isKnows what kind of help is needed, and is deciding who to approach.
Content that helpsClear service pages, explanations of approach, answers to common questions and evidence of expertise.
Deciding
Where the reader isIs close to choosing, and wants confidence and a simple next step.
Content that helpsStraightforward information on how working together operates, what to expect and how to get in touch.
What a content strategy includes
The depth of each part depends on the scope agreed. Content production can be added where required.
- Audience and communication objectives
- Who the content is for, what they need to know and what the business wants each piece of content to achieve.
- Content themes and messaging
- A small number of themes the business can speak on with authority, and a messaging framework that keeps the core points consistent.
- Editorial planning
- A practical calendar setting out what will be produced, when, by whom and for which channel — sized to the resources actually available.
- Structure and distribution
- The right format for each message — web page, article, email, social post, guide — and how each piece will reach its audience.
- Consistency across channels
- Tone of voice and messaging that hold together across the website, social media, email and sales materials.
- Review and refinement
- A simple framework for reviewing content against its objectives and deciding what to update, continue or stop.
Contact
Discuss your content.
Tell us what you publish at the moment, who it is meant for and what you would like it to do. We will suggest where a strategy would make the biggest difference.