Agency content strategy
In 2022, I was engaged by a UX agency in Columbus to develop a content strategy to connect with its target business audience. The agency was doing quite a bit with an internal blog and on social media, but they felt they could be doing more and better.
Year: 2022
Client: Columbus UX Agency
Role: Principal, Wordschmidt Consulting
A midsize Columbus UX agency sought to amplify fresh brand positioning through expression and engaged Wordschmidt Consulting to deliver a “quick and dirty” content strategy and extensive content toolkit, a staff handbook for implementing the strategy.
I structured the project in the following phases:
Discovery
Summary of the key business objectives targeted in the content strategy.
Content Analysis
Review and analysis of existing content landscape, including website and social media, and review of competitors’ content practices
Audience Research
Analysis of social media engagement using LinkedIn Analytics and a self-designed analysis of Twitter posts and engagements. Distillation of information gathered from casual peer survey circulated by agency staff. Survey and analysis of target audience using data gleaned from Crunchbase and corresponding LinkedIn profiles of executives.
Organizational Capacity
Visualization depicting how content is created, including workflows, list of in-house capabilities and expertise, and list of external needs
Strategic Alignment Summary
Synthesis of learnings from all previous stages. Defines challenges and opportunities to be mitigated and exploited, respectively, by the content strategy.
Strategy and Toolkit Documents
The content strategy specifies recommendations for the agency to execute content to achieve business objectives. The toolkit explains in plain language how to express the content strategy on appropriate channels. The toolkit detailed tone/voice, style, content governance, content buckets and taxonomy, and editorial calendar creation and management.
Deliverables and takeaways
Hand-compiled raw data of custom analyses
Content audit of agency website
Status reports for each stage in strategy process
Content strategy document
Content toolkit document
Results
Delivered clear, aligned content strategy recommendations to client, on time.
Client hired full-time marketing coordinator to carry forward work we completed together.