Whether you’re planning to create a strategy, or you already have one, we’ve got resources to help you.

Content strategy in 8 simple steps

The content strategy process isn’t complex.The challenge is in mustering the commitment and willpower to do it. Here are eight surprisingly simple steps for you to follow if you’re serious about implementing a content strategy.

Content leaders: Manager, strategist, or practitioner?

In a job interview for a mid-level position, I was once asked “When you move into a senior role, do you see yourself as a strategist, a manager, or a practitioner?” Until that moment, I hadn’t realized that there are different paths that people can take to grow their skills and build their career. Now, […]

Content toolkit: Decision trees

Decision trees support decision-making by clearly laying out the questions that should be asked about content, and presenting the array of responses and consequences. This can be a really effective tool if your content team finds itself in these situations:

Content tool: Persona template

We recently wrote about personas for our blog series It’s all about the audience: From research to content tools. To help you get started creating your own, we’ve put together a persona template and quick instruction sheet.

From research to content tools: Personas and scenarios

Audience findings aren’t useful if they’re filed away on someone’s hard drive. Gathering content insights is just the beginning. It’s time to take the next step and start building out tools for your content team. Personas are a great place to start. They’re fictional archetypes that represent your company’s distinct customer groups. These customer groups would […]

From research to content tools: Online surveys

Online surveys are a great method for measuring attitudes or behaviours around content. They’re ideal for putting numbers behind the content insights you gathered during audience interviews.

From research to content tools: In-person interviews & focus groups

Start your audience research journey with a qualitative method. Speak to a sample of your audience in person to gather insights on their content experiences, attitudes, wants, and needs. Make sure you begin with a blank slate. This is your chance to uncover insights you might never have thought of – not to confirm your […]

It’s all about the audience: From research to content tools

The clients we work with typically understand how helpful audience research can be. They know research gives their audience a voice and aligns their stakeholders. Often, organizations we work with either have their own customer experience team, or partner with people who specialize in user experience research.

Evergreen or campaign content: which do I need?

It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns. For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. […]

Overcoming 5 sneaky pitfalls in audience and stakeholder interviews

In any content strategy effort, you’ll inevitably need information that other people have, whether they know it or not. Interviewing people can be hard work (which is why we have some general pro-tips). To help you get the most valuable information possible, we’ve come up with five sneaky challenges that often pop up and our […]

Kickstarting a content strategy for Flatev

We love tacos. So we were excited for the challenge when we were approached by the New York- and Zurich-based creators of Flatev, the at-home tortilla making appliance, to develop a content strategy for their Kickstarter page and accompanying microsite.

How to design an effective content toolkit

One of the critical components in executing a content strategy is building out a tailored content toolkit. A content toolkit contains all of the supporting materials that people use at every stage of the content lifecycle.

Two ways to share content ownership in large organizations

If you own content, you’re the one with the authority to say yay or nay to any publishing decision. For large corporations, content ownership is a complex issue that can get even more complicated when you oversimplify things by assigning content only one owner.

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