Articles

Getting to the core of a content strategy

  • ByTeam CSI
  • |
  • Oct 23 2017
Categories: |Toolbox
Topics: |Plan & design |How-to
Getting to the core of a content strategy Photo by 贝莉儿 NG on Unsplash

Roll your content strategy up into one sentence

The idea of a core content strategy statement comes from Brain Traffic’s content strategy quad. Melissa Rach describes the statement as “the central idea for using content to achieve an organization’s business goals” and around which are the components substance, structure, workflow, and governance.

In our new model for content strategy, the core statement is central to the strategy component.

It’s a guiding statement that connects business goals to audience and/or employee needs. In practical terms, your core content strategy statement should inspire and align your content team. It keeps the strategy clear and the people on board.

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From audience research to content tools: Content mix

  • ByTeam CSI
  • |
  • Sep 25 2017
Categories: |Toolbox
From audience research to content tools: Content mix Photo by Mike Petrucci on Unsplash

Find the right balance with a content mix

Content mix is all about proportions. Your research-based personas and audience messaging cards specify priority content considerations for your audience. The content you’ve mapped to your customer journey lays out which content your audience wants at which points of their experience with your company.

What’s missing is how much of each type of content. What’s the ratio of articles to infographics? Of topics for Sue to topics for Tom? This is what your content mix answers.  It helps you find the right balance of different elements of content, taking into account your company strategy, audience needs, and available resources.

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Messaging across the customer journey

  • ByTeam CSI
  • |
  • Sep 18 2017
Categories: |Toolbox
Topics: |Plan & design |How-to
Messaging across the customer journey Photo by Samuel Zeller on Unsplash

Communicate concepts through messaging

Messages are concepts being communicated and are not actual page copy.

Messages can be conveyed both explicitly, through tag lines, headings, or text, or implicitly, through underlying context and imagery. 

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Case study

TELUS Customer support

Governance

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Case study

Adoptive Families Association of BC

Website content strategy

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