No matter how amazing your product, service, idea or organization, how your message is delivered is often equally, if not more so, important to your audience. A single interaction with your brand can shape a user's every perception moving forward, and can have real impact on whether or not they continue to engage with you through purchases, social media, website views and more.
A leading content strategy can ensure that message will be delivered appropriately, consistently, on the right platforms and to the right people. My process carefully considers the work you've put into your brand thus far, using that foundation alongside top communication tactics to drive your message and help achieve your goals.
AUDIT THE LANDSCAPE
Before executing any plan of action, I survey the existing landscape, creating dashboards that clearly inform me on my clients' audience members, current communication traffic and competitor profiles. I firmly believe that this is essential to the strategy process, and without it, successful communication is just a shot in the dark.
GOAL REFINEMENT& VISIONING
Using the information gathered in the audits, I will engage my client, their employees and their stakeholders in activities and co-creative processes that refine content goals, outline a clear experience path for their audience and identify core communication tactics that best fit their team's needs. This step is also used to set clear expectations of the partnership and a timeline of work.
With long-term use and diversity in mind, I craft visual elements, copy and content generation tools that won't just work once, but can be used as core assets well into the future. To accompany strong design and bold text, I curate process documents alongside my client's team, so that each element can be used long after our partnership concludes.
USABILITY, ACCESSIBILITY & TESTING
To ensure no surprises upon delivery of materials, I regularly engage my client, their stakeholders and sample audiences to ensure we're in the same head space throughout the communication development process. Following leading usability and accessibility standards, I meticulously check and re-check my content to ensure it is appropriate for all users, encouraging constant feedback and open dialog.
A huge fan of metrics-driven communication, I will develop tools to track the success and progress of each communication piece. Following the first launch, I work with my client's team to demonstrate how these measurement tools can be used to inform future communication choices, allocate funding and adapt strategy if results are not generated.