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Content Strategy

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Making content work better for your business.

The scale, variety and speed of content being produced means brands need to focus increasingly on content operations, rather than content marketing

A lot is now expected of content. As well as being engaging, it needs to fuel your brand’s digital marketing channels, delivering high impact experiences across your customer journeys - whether that’s ranking highly in search engines, converting prospects into loyal customers, or supporting them with their problems.

The acceleration of digital transformation has meant that managing content, along with the experiences the content facilitates, has become a challenge.

In many organisations, content is still designed by specific teams for specific channels and purposes. These publishing silos have no single source of truth to guide decision-making or common standards to base improvements on. This means opportunities are easily missed, while efforts to prove the value of content become harder.

We believe a good content strategy starts with ‘the why’ of content, before considering the ‘what.’

Our measurement-led approach works back from your brand’s digital, marketing, and business objectives, to define what success really means and ensure stakeholders are aligned.

Identifying where revenue can be grown or costs can be saved helps unite internal teams around a common goal, and provides your business with a measure of success it will value.

Our content strategy and consulting team has a broad range of expertise. From clarifying the content needs of digital audiences, and defining enterprise-wide content strategies, to embedding processes and governance to support composable architectures. We plan and oversee content migrations to support re-platforms, and develop content measurement plans to enable continuous improvement after launch.

Content Audits & Specifications
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From defining the role of content across all your digital touchpoints, to creating standards and specifications that promote the re-use of content and high-value assets, we'll help you:
  • Audit existing channels to determine what content needs to be created, reused, improved, or removed
  • Create specifications and page briefs that describe content hierarchies, whilst developing tone of voice rules for potential re-use
  • Identify opportunities and measurement plans that prove the value of content to the wider business
Content Structure & Taxonomies
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We'll help you define the best ways to organise content, so your customers can easily find and understand it online. We'll help you:
  • Develop content taxonomies and attributes used for search
  • Define navigation structures and schemas for digital channels, and logical pathways between relevant touchpoints
  • Organise your products and services, so that they can be found effectively across your digital estate
  • Assess the performance of new or existing structures with customers 
Content Management & Governance
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We establish and embed internal operating models that enable greater visibility, collaboration, and control over content developed at scale. We:
  • Review the way content is commissioned, created, published, and managed across the current lifecycle
  • Identify opportunities for greater re-use or role for technology
  • Develop plans and workflows that streamline how content is developed and managed within your existing systems

"We enjoyed working with DCX and have been impressed with their strategic insight, creativity, and focus on better outcomes. The campaign has been well received by the Met Office and our partners, and has helped engage and build understanding of the accuracy of our forecasts amongst the public."

Caroline Patterson, Strategic Communications Manager, Met Office 

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