Authentic, relevant content that resonates

Content is everything. From long-form articles and stories to web page copy and metadata, it’s everywhere, and the demand is endless. What’s your maintainable plan for producing, managing, publishing, and measuring valuable content?

I can help research, plan, produce, and market your content. My experience ranges from brand strategy messaging to writing microcopy for user interfaces. Whether you need a writer to produce an ongoing stream of digital content or a consultation on a website revamp, I can help you go from overwhelmed to in control.

Connecting with Your Audience

Content Strategy
Who are you trying to reach, why, and with what content? A content strategy answers the questions of how useful and usable content will be created, shared, and maintained. By understanding your audiences’ goals, pain points, information needs, and preferences, you can support them with content at every phase of the customer journey. A content strategy identifies content issues, recommendations, priorities, and process.

Content Marketing and Planning
Whether you want to attract better customers or increase revenue, content marketing can help your business reach its goals. Mapping content to the stages of the customer journey identifies the audience situation, content types, channels, and metrics. A content plan outlines the editorial calendar and identifies topics, distribution channels, and calls-to-action to match your audiences and goals.

Messaging and Positioning
Strategic frameworks that capture positioning, brand pillars, and reasons to believe are essential to the development of messaging, creative concepts, and content plans that connect with audiences. For branding, this work typically includes defining the brand vision, values, promise, and story.

Voice, Tone, and Style Guidelines
Make sure your brand and company’s voice is consistent across the organization by aligning communications from the CEO’s leadership message to the CSR’s thank-you sign-off during live chat.

 

Copywriting and Editing

I am a storyteller, information architect, and UX strategist. As a writer, that means I know how to talk about complex ideas in accessible ways. To resonate and be relevant, content needs to be tailored to the audience and channel. Here are some of the formats I have experience with writing and editing:

  • Advertisements
  • Articles
  • Blogs
  • Case studies
  • Documentation
  • E-books
  • Educational guides
  • Email
  • Internal communications
  • Landing pages
  • Microcopy and UI text
  • Presentations
  • Request for proposal responses
  • Paid search ads and on-page optimization
  • Social media posts 
  • Thought-leadership pieces
  • Training materials
  • Webinars
  • Web content and digital content (see below)

 

Website and Mobile App Content 

Digital content projects require specialized content strategies, planning, and production elements. This is a sweet spot for me along with user experience and information architecture work.

  • Content audits and inventories
  • Content migration plans
  • Content mapping and models 
  • Website architecture, site maps, navigation
  • Taxonomy and nomenclature
  • Process and workflows
  • SEO audits
  • Keyword mapping
  • Web writing and content optimization
  • Requirements and specifications (business, user, functional, technical)
  • Conversation design
  • Microcopy and user interface content
  • Onboarding
  • Content management system research

Content Processes and Deliverables

Varies by project but above items may also require or include:

  • Audience research
  • Competitive audits
  • Personas
  • Buyer’s journey mapping
  • Content inventories and audits
  • Editorial calendars
  • Content creation and curation
  • Content marketing and promotion plans
  • Content governance plans
  • Style guides
  • Creative briefs
  • Concept testing

View industry and client experience.

Useful and Usable Content

The best content in the world can’t overcome a user interface that no one can understand or easily use. Learn how I can help with improve user experience and information architecture.