Content Strategy

The lifecycle of a content strategy stays consistent while the content itself is in constant flux. This is where I live— I analyze, strategize, plan, create, and maintain content with an eye for opportunity, innovation, and accessibility.

WALKS

This company experienced incredible growth in a short amount of time. Transitioning from a small to medium-sized organization came with growing pains. Content was recycled into variations that no longer served the brand strategy. In addition, the company was acquired and needed to begin the process of merging its brand with the parent company.

CHALLENGE

Audit antiquated content to serve brand strategy and standards.

SOLUTION

Align published content with brand strategy and adjust for full impact.

CONTRIBUTIONS

Analyzed, strategized, planned, and created content that aligned with the content strategy.

To set the foundation for the audit, I executed the following:

Approached stakeholders to quantify the audit and receive buy-in.
Reviewed content strategy, noting elements that fit into the current environment.
Evaluated the company's goals, revealing threads with the parent company. (Where did they communicate?)
Worked with the research department to define an updated client persona.

Next, I mapped where content lived and prioritized based on workload, traffic, and resources available.

Before content curation, I needed to establish procedures to avoid content becoming as diversified as it historically had.

I considered:

Who were the stakeholders and could I finetune responsible engagement?
How could I execute this audit while avoiding major disruption to the workflow?
Who would need access and what tasks would access grant?

To answer these, I:

lead interviews to understand how employees engaged with the content.
received buy-in from stakeholders, making slight shifts in responsibilities.
established a timeline for execution that wouldn't interrupt the flow of business.

I converted the former content library into a content storage platform, Magpie. Only the most up-to-date content, consistent within the parameters of the brand's style guide would live here.

I audited and adapted all B2B and B2C copy for voice, tone, content, and grammar. I also implemented the following changes.

I eliminated the use of industry terms.

I simplified.

I standardized.

RESULTS

The audit re-established the brand voice and tone. The content strategy became refocused.

The Guest Experience (GX) department began to state consistent, up-to-date information about the company and its products, managing client expectations. Inquires were answered with confidence. New GX employees completed training quicker. The verbal communication matched the digital experience.

Within 60 days client reviews rose from an average of 4.2 to 4.6.

Interested in what I can do with Client Communication? Check it out