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Content Strategy

A content strategy takes the learnings from the content audit and plans for the creation, publication, and governance of useful, usable content.

Content Inventory

The goal of a content inventory is to identify and understand what and how much content exists (offline and online). This is the foundation of conducting a successful content strategy. We will typically inventory your site’s content using a site crawler. This will give us an understanding of how much content we are working with and what kind of shape it is in from a high-level standpoint. An inventory will tell us:

  • How much content there is
  • The format of the content
  • Where the content lives
  • Who is responsible for the content [sometimes this happens during the audit phase]
  • How it gets published (Workflow/review process) [sometimes this happens during the audit phase]

Competitive Analysis

ETR will evaluate up to 6 competitors in regards to their digital content. This is a two-part process. First we will do a high-level content inventory during which we evaluate competitor sites on the following key criteria:

  • • Quantity of each content asset type published (e.g. how many blog posts, how many case studies, how many videos, etc.)
  • Frequency of each content asset type being published (e.g. once a month, once a week, once a day)
  • Key topic areas covered

Then ETR will look at a sample set of pages for each of the competitor sites and evaluate based on key criteria, including but not limited to:

  • • How long is the content?
  • What is the reading level of the content?
  • Is all metadata present?
  • What is the ad density? (if applicable)

Content Audit

We will work with your team to audit the current site’s content to determine what to keep, improve, or remove. There are varying levels of depth to a content audit. How much content you have and your content team resources will play a big role in determining how in-depth of an audit makes sense. The lightest touch is to simply identify which content stays and which content goes. The ideal approach is to evaluate each piece of content on how well it meets the following criteria:

  • Meets a user need
  • Meets a business need
  • Tone and voice is on brand
  • Current and accurate information
  • Informative and engaging

Gap Analysis

After completing the content audit, during which we’ll have identified all of the content you currently have, ETR will then complete a gap analysis to identify imbalances in content and content altogether missing from the site. The gap analysis has two parts:

  1. Create a Content Gap Map. In creating the gap map, we identify key user goals at each step of a user’s journey. We also worth with you to identify key business goals at each step of the user’s journey. By looking at user goals and business goals side-by-side, we are equipped to make better decisions regarding content strategy. This content gap map is intended to be a living document that your team can then utilize going forward beyond our engagement.
  2. Use the Content Gap Map to further evaluate your existing content. We’ll add columns to the content audit spreadsheet for User, User Goal, and Journey Step. This will allow us to ‘see’ the gaps in your content (e.g. which user goals are not being adequately met, which step in the journey has the most content, etc.)

Content Strategy Recommendations

ETR will provide you with a report and/or presentation of our key learnings as informed by the content inventory, content audit, gap analysis, and competitive analysis. Based on these learnings, we will make recommendations about next steps and priorities going forward.

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