The content process
Below is a process to reliably convert content into targetted results.
It is not a black art. It is a comprehensive approach designed to accommodate all types of client, project and objective.
At such a high level it inevitably misses detail around governance, communications and content creation.
But followed with diligence and good judgement, it delivers hardworking, engaging content.
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Generate interest and set expectations within your organisation about the project |
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Gather organisational needs and pinpoint the objectives which your project will meet |
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Document and understand the nature, creators and tracking systems behind all of your existing content - online, offline, internal and external |
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Partner with all customer-facing departments to identify your user types and plot their interactions with your organisation |
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Partner with relevant colleagues to discuss technical landscapes, partnerships, limitations and possibilities |
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Research to discover what, within the boundaries of the organisation's objectives, your users want |
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Map the following onto each other:
- user types
- user touchpoints
- user wants
- business objectives
- existing content
- content creators
- repurposed content
- channels
- formats |
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Intelligently analyse the above to generate a prioritised content map |
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Investigate the latest thinking, providers and technologies behind the most important content |
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Synthesize results and execute |
My job is to tailor this process around clients' projects. If you would like to know more, contact me.
