Content Strategy
Content strategy is at the core of my expertise and passion. My work spans the full continuum of content strategy, including brand positioning and messaging, content pillars and requirements, processes and governance. The foundation of a successful content strategy starts with discovery to understand brand goals, user needs, and available content assets through a content inventory and audit. These are key pieces to developing a content roadmap to engage users at the right time and through the right channels. I have led content strategy teams and have developed successful content strategies for several brands on the client and agency sides.
Content Development
Content comes in many forms. My experience includes developing video scripts, social media content, web and email copy, content for infographics, magazines, and more. I love writing and editing just as much as I love strategizing. I enjoy making complex information accessible and search-friendly so readers can find it easily. Many years of experience as a writer and editor also mean I fully understand the content development process, from planning to publication.
Website Redesign
A brand’s website is often times the first point of interaction with users. User experience, consistent, strong branding and relevant, engaging content may determine whether your audience will stay or move on. I have led major website redesign efforts, focusing on understanding user needs and brand goals. My work included content inventories and audits, content mapping, content requirements to determine points of conversion, content development, content migration management, content management system requirements and more. In large scale projects, I have worked closely with UX designers to determine information architecture and taxonomy and collaborated with designers, SEO experts, web analysts and developers to ensure a successful launch.
Digital Marketing
Successful digital strategies entail understanding audiences and channels, and delivering the right content when and where your audience needs it. In the digital world, a user-centric approach will always win. Users are often just one click or swipe away from leaving you or becoming true, loyal fans. This is why I strongly believe in using data insights to develop a content journey that aligns content to user needs and brand objectives—a win-win for everyone.