Content Strategy
Great writing comes from clear thinking.
If you’re not sure what it is you have to say, or who it is you’re talking to, I’m here to help.
In today’s attention economy, brands are expected to behave like publishers. They’re under constant pressure to churn out content across an ever-growing list of platforms, just to have something to feed the beast.
There is a smarter way. By putting a content strategy in place, you’ll be set up to create impactful content that’s genuinely valuable to your audience.
Creating a content strategy that works for you
Starting from scratch?
If you’re a new business, or you’re just new to thinking strategically about content, I’ll guide you through the steps to setting up your content strategy.
Already thinking about content?
If you’re an established business, you may have already done some of the groundwork for your content strategy. I’ll build on whatever work you’ve done so far, and fill in the gaps to create a content strategy that’s ready to put into practice.
Stage 1:
Laying the foundations
Defining your brand & messaging
Your brand identity is the starting point for any content strategy. You’ll probably have a good idea of what your brand stands for and where you’re heading; I’ll help you articulate that into your brand story, mission and values. From there, we can develop your unique Tone of Voice and translate your USPs into key messages.
Understanding your audiences
The more you know about the people you want to impact with your content, the better you can tailor it to them. I’ll work with you to segment your audience into key groups, and develop a persona for each group. We’ll establish their traits, motivations and challenges, and where your brand can add value for them.
Setting your content goals
What does success look like for you? We’ll define what you want to achieve with your content and how it ties into your broader business goals. I’ll explain what you need to track in order to measure the performance of your content.
Stage 2:
Audit & Analysis
Content audit
I’ll review how your existing content is performing against your goals and explore how you can build on what’s working well, and improve on what’s not.
Competitor analysis
I’ll analyse your competitors’ content so you know what you’re up against and where the opportunities are to grow your share of voice and build your authority.
Stage 3:
Delivering a bespoke content strategy
Bringing it all together
I’ll distil all the research and insights we’ve gleaned into one, easy-to-follow document. Your content strategy will contain:
Brand messaging
Personas
Competitor overview
Content goals
Content pillars & key topics
Content channels & formats
Tone of Voice guidelines
Content roadmap
“Alex has been an invaluable part of the team as we created our new brand and has helped us differentiate the business in a highly competitive market. Smart, thorough and a genuine delight to work alongside.”
- Nick Constantinou, Alliance Health Group & Kindred