Process

Content strategy plans for the creation, delivery, and governance of useful, usable content. The process includes research, strategic planning, and implementation.

Whenever possible, I use low-cost research methods and iterative processes to make the work rapid and flexible rather than drawn-out and linear.

Research

Successful content strategies are guided by research. A content strategy should take into account not only your content but also your stakeholders, audiences, and competitors. I use low-cost research methods to inform content strategies:

Strategic planning

Good strategies identify the most important challenges facing an organization and offer a focused, realistic way to overcome problems. Content strategies in particular should provide a way to achieve organizational objectives by serving users' needs.

I ensure that strategies are clear and effective by documenting the following components:

Implementation

After launching a content strategy, I help teams implement it and monitor its performance. This involves creating feedback loops to identify problems and test new solutions.

I've implemented strategies, monitored results, and optimized approaches at the macro and micro levels:

  • Digital ecosystems
  • Websites and microsites
  • Knowledge management systems
  • Social media accounts
  • E-mail marketing
  • Print publications