Content strategy
We look at the big picture, from long-form articles to the microcopy on your app.
Your brand + our brains
Got a brand identity, but no idea what kind of content you need? You’ve come to the right place.
Research
We find out what your users want to know.
Structure
We make sure your site is set up logically.
Mapping
We determine the best place for your content.
Research
With the rise of AI-assisted searches and a reliance on social media (looking at you, Reddit!), users have myriad ways to find the answers they need. We use a combination of methods to develop a complete picture of the content you should have.
SEO research
It’s not enough to just look at keywords. You need to look at the search intent of those keywords. We use a variety of SEO tools to determine the best keywords for your brand, and then work them into your content naturally.
Competitor research
We look at all the industry leaders to see what they’re doing — but we’re not here to copy your competitors. We’re here to do it better.
Social media listening
We’re lurkers. We read, we analyze, and we come back with the conversations users are having about your products, services, and brand on the social media platforms they’re active on.
Site structure
Guide users through your site so they don’t get frustrated, lost, or confused.
When we consult on site structure, we create visual site maps. This is one way we bring together UX and SEO: we target appropriate keywords (in the copy and the URL) while maintaining the integrity of your website and user journeys.
Websites that fail to look at their site holistically often end up with a spaghetti site structure that’s too complicated to untangle. We’ve all been on those sites: trying to find something, but failing and resorting to Google, ChatGPT, or social media to figure it out — places where the company itself can’t control the answers.
Your users shouldn’t have to go somewhere else to learn about you. Simplify their journey!
Content mapping
Before we create anything new, we’ll make an overview of what, where, why, and how you should create content. This step ensures every piece of content is relevant, complete, easy to navigate, and necessary.
We employ templates in our content mapping process. Content calendars, copy decks, web pages, social media posts, you name it — we ensure content creation is efficient and easy.
Example
You’re launching a new product, which is an upgrade of an existing product you already have. The old version will still exist, but you want to encourage users to purchase the new one. Of course, you need to provide support for the old one.
Some brands will simply duplicate content or create product detail pages that aren’t harmonized across the two versions. This leads to difficulty in comparison, uncertainty, and, ultimately, an abandonment of the purchase.
Instead, we map every piece of content to its appropriate location, such as its presence in the navigation, the structure of the FAQs, and even how long it should be live on the site.