Bill’s input was invaluable to our project success.
Bill’s deep understanding of SEO best practices and their relationship to content strategy ensured we had sound recommendations for clients as well as internal case studies to promote both practices within the company.
I relied heavily on Bill to ensure our remote teams stayed in sync and had open communication. His input was invaluable to our project success.
Derek Phillips, Content Strategy Director, Connective DX
Our Content Process
We know that for brands to compete they must adopt a “brand as publisher” approach to engaging consumers. Simply put, your business can’t be a thought leader if you don’t put your thoughts in writing and get that content in front of audiences that matter.
Our content strategy includes 7 phases that help analyze, define, and provide ongoing guidelines for publishing and marketing content that earns traffic, builds brand value, and helps users.
Content Inventory & Audit
Our content strategy campaigns start with understanding the current state of your content sets. This audit will start with answering the question, “What content sets does your website currently have?”
Then, based on qualitative and quantitative data, we answer the question, “How are your current content sets performing?”
We will then dive into your content sets to better understand where there are gaps in topics and communication. We will be working to find the answers to the following questions: “What kind of content do we need to create (topics, types, sources, etc.)?”, “Where are the gaps in current content sets?”, and “What messages does content need to communicate to our audience?”
Not all content is created equal or has the same goal. Our Information Architects (IAs) will work with you to better understand where each piece fits in the overall business plan. We will strive to understand how the content is prioritized, organized (content architecture), optimized (for search engines), formatted, and displayed.
We will work closely with your teams to uncover and define processes, tools, and resources that will be required for content initiatives to launch successfully and maintain ongoing value to users.
We will work with your team to find the most efficient path and plan for executing your content strategy. We will define variables such as how key decisions about content and content strategy are made and how changes are initiated and communicated to key team members.
Content Marketing and Optimization
We will work with your teams to define the channels that will be used to amplify your content sets to key users with the goal of driving traffic and building brand value signals. This includes both SEO strategies and outreach strategies.
We will work with your analytics team to determine how best to measure the impact of changes and content optimizations. We help you determine if your success ought to be determined by your bottom line or vanity metrics.