"Our site’s just grown organically – we’ve got to take a more strategic approach to our content"

Great content starts with a plan. We take a strategic approach to the development of your content, mapping it to both your commercial objectives and your customers’ needs. We’ll then help you develop the editorial formats, skills and guidelines to produce relevant, engaging, web-friendly copy that persuades and retains customers.

How does the process work?

To make sure your website features appropriate content that’s great to read, we can:

  • audit your current content to see how well it supports your business objectives, communicates your brand and serves your users
  • make sure you have a distinctive tone of voice that works online
  • brainstorm great ideas for new content 
  • identify content types and give each a distinctive, repeatable structure, called a content format or genre (see below)

What will you get?

  • a web editorial strategy that connects content types, audiences and objectives as required
  • web-writing guidelines and training to leave your team self-sufficient in content creation

What are content formats?

Formats (also known as genres) are a great way to help you organise your content into recognisable families. We can adapt existing formats – buyer’s guides, top tips, case studies – to suit your needs, or develop new formats of your own.

For each format we develop, we provide annotated execution guidelines that your content authors can use to develop new items of the same type. The benefits of formats include:

  • usability: repeatable structures encourage a sense of convention and familiarity for scan readers
  • seo: formats typically feature lots of sub-heads, where keywords can be worked in unobtrusively
  • comparison shopping: a strong product page format helps users browse and compare, enabling them to navigate your range with ease, encouraging them to buy
  • content planning and strategy: formats can be developed to map to specific audiences and business objectives
  • multiple authorship: we provide annotated format guidelines to leave you self-sufficient in content creation and help you maintain consistency even across multiple authors and large volumes of content