Content Strategy Services
Get the right content to the right people at the right time.
Content Auditing & Gap Analysis
What do you have vs. what do you need?
Full catalog of existing content, plus strengths/weaknesses assessment.
Content Journey Mapping
What story should you be telling?
Journey narrative mapping themes and content types to buyer needs for key personas at each funnel stage.
Persona Development
Who are you really talking to?
Persona assessment and refresh (if needed) to inform targeted content creation.
Content Measurement
How do you measure success?
Framework prioritizing KPIs for each content-type, depending on your strategic priorities.
Taxonomy & Content Management
How do you wrangle so much content?
Taxonomy reconciliation, plus content platform hygiene and implementation support.
Templatization
How do you keep your story straight?
Template iteration for assets like data sheets or product pages, balancing consistency vs. flexibility.
Editorial Calendar Planning
How will you bring it all to life?
Content model fully populated with topics to support journey narratives and address top priorities.
Verbal Branding
What’s your organization’s voice?
Core brand pillars, plus voice, tone and style guidelines across personas and content types.
SEO Strategy
How do you get your content seen?
Content promotion, link building, keyword targeting and technical SEO optimization.
Featured Strategy Projects:
Enterprise Brand Refresh — Led verbal branding for major corporate brand refresh, developing new core brand pillars, including the refresh of 2,000+ global assets. (Rackspace)
Developed new brand pillars, voice and tone guidelines, core communication goals, look-and-feel and corporate boilerplate, in conjunction with executive leadership and agency partners.
Wrote high-profile assets exemplifying the new brand voice, including copy for the homepage and “Why Rackspace” pages, as well as key customer stories featured in the brand launch campaign.
Helped direct the refresh of thousands of assets in the new look-and-feel (1,400+ global webpages, including translations and net-new pages; 50+ branded data sheets; 20+ customer stories; 70+ videos; signage at offices across the world; and many assets for internal-facing properties).
Content Strategy Direction — Led content development for midmarket machine-learning firm, defining brand voice guidelines, orchestrating a full website rewrite, building a repeatable process for effective customer story creation, and creating scalable templates to support a bevy of new service lines.
End-to-End Content Roadmap — Developed a comprehensive “zero-to-sixty” content roadmap for a top SaaS ecommerce platform provider, from content auditing and gap analysis to detailed content journey mapping and editorial calendar planning.
Content/Campaign Alignment — Generated vision, themes and implementation strategy for the two baseline campaigns of 2019 ($1.5M budget apiece), then worked with teams across the company to secure alignment and build a detailed content plan for the year. (Rackspace)
First-Call Deck Refresh — Created global and industry-specific pitch decks in close collaboration with frontline sellers and executive leadership teams, with modular templates balancing messaging consistency vs. seller flexibility. (Rackspace)
Content Ideation Framework — Built out a content brief and pitching process to drive content from ideation to execution, accelerating the scoping process and empowering both creatives and marketers to take more ownership of content creation. (Rackspace)