Your strategy should be unique to you, so the exact scope of your content strategy will depend on your needs and budget but it will include all or some of the tactics from each of the following overlapping stages:
1. Kick-off workshop
We start with a workshop where we draw on your knowledge of your customers to identify your audience segments and to complete empathy maps and content journey maps for those groups. We often follow up from these sessions with stakeholder interviews to get further in-depth insights into your organisation.
These mapping techniques are also great frameworks to help you plan campaigns and content production going forward.
2. Audience research
The scope of research will depend on what you want to achieve, your audiences, and your budget but research at this stage includes audience interviews, search intent, social and media monitoring to identify how users are interacting with and talking about the brand, competitors and relevant products/services online, surveys, and focus groups.
3. User testing
At this stage, we use our experts to user test your current content and journeys. This stage can also include testing of competitor content against your own.
4. Data and landscape
We complement audience research with a look at your data and the wider landscape around your brand, including search landscape and competitor analysis, backlink research. This helps us further contextualise users’ experiences.
5. Strategy delivery workshop
We pull all our research together to create a strategic roadmap with recommended key tasks to help you deliver it. Depending on the scope of the project, this can include suggested designs and prototypes of new content. We use a workshop format to prioritise tasks with you, creating a realistic task roadmap to deliver against.
Then, it’s all about…