The Breakdown: Content Strategy

Content Strategy Strategy
Maddie Lucas

How We Use Content Strategy at SiteCrafting

Content strategy plays a substantial role in our website development process from the first time we meet with clients to after launching their new site. Content strategy can be overlooked, while simultaneously being one of the most crucial key features to a holistic and well-functioning website. We interviewed our manager of web strategy and expert in content strategy, Angie Carson, to get an inside look on how content strategy can impact a website’s overall effect.

What is Content Strategy?

First, let’s define “content.” Content is the textual, aural and visual parts of a website that gives the site purpose. Content is essentially the “meat” of a website. By strategizing the placement and intention of each content piece, you can prevent content management issues in the future.

A content strategist’s job is to organize all content in a way that:

  • Is visually pleasing
  • Is responsive
  • Reaches the client’s goals
  • Works in harmony with back-end developers’ goals

Every piece of content should be taken into account – from bullet points to photos – to ensure an optimal user experience and a content management system (CMS) that is easy for the client to use.

“Content strategy touches on each part of the entire website development process,” said Angie.

How Content Plays a Role in Our Process

The first step of creating a website with dynamic yet simple content management is meeting with the client in our discovery process. Our content strategy team takes a look at their current website design and content as a whole. They determine what clients want to alter as well as brainstorm ideas while keeping best practices in mind.

Our content strategy team works hand-in-hand with our user experience (UX) team by writing proto content and putting together wireframe prototypes to prepare content for entry once the developers are finished. In addition to working with the UX team, our content strategists organize the website content by creating content inventories, redirecting URLs, and looking at SEO elements.

Next, our content experts connect the dots between the technicalities of content strategy and the elegance of design. They formulate visions for what templates will work best, and, once having a basic understanding of how the templates should look, the content team sends them to our designers who work their magic. From there, our design team hands off the template designs to our website developers.

After the development process, our team uses several tools to compile the new content. One important tool is GatherContent, which lets our strategists transfer content into a “holding place” until they are ready to transfer the material to the new website.

Before launching, our teams review the website with our clients and evaluate each specific content piece to make sure the content is responsive and user friendly. Then comes the exciting part – launching!

However, content strategy does not end after launching. In order to continuously grow the site, ongoing updates are needed to implement the best practices for content and SEO.

“A website is never finished,” Angie explained, regarding the continuous work that goes into a new website.

Challenges and Rewards

It can be challenging to consider what will make the website most optimal for the client, while applying best practices from a professional perspective. However, nothing makes a content strategist’s job more satisfying than training thrilled clients on how to use their new website after watching it come to life.

“Content strategy is like a puzzle. Fitting all of the pieces together in the end to create a finished product is one of the most rewarding parts of my job,” explains Angie.

Our content strategy team is able to bridge the gap between our clients’ and our team’s visions in creating flawless and functional websites.

Follow along with our blog series every other week to read more about our departments:

In the meantime, connect with us on social media to keep up with our team, blog posts, projects, events, and more.