Everybody is in the content game, whether they know it or not, and it’s a tough game to play.
Between the initial creative brief or editorial strategy, to the production processes, to approving, publishing and maintaining it, content takes a lot of time, care, and energy. Done well, content will help you close sales, build brand loyalty, and make your customers happy. Done poorly, all three of those goals will suffer.
I get alignment on the right path to making content that’s desirable, findable, and useful by answering key questions:
Do you prioritize user needs, brand needs, or business objectives? Do those things align? Should they? (They should!)
What teams should get involved at what point in the process?
How do you structure content for findability? For usabiliy? For ease of authoring?
Do you have the right tools, processes, and governance in place to publish quality content regularly?
I help organizations discover their content goals, pull actionable insights out of user research and analytics, and streamline publishing processes so their content teams do their best work. I’ve worked with companies as diverse as MillerKnoll, KitchenAid, Jenn-Air, Mayo Clinic, and Ally.
I won’t say that I can make content easy, but I can make it less hard.