As part of our series of meet the team, we're shining the light on the content team. We get up close and personal with Ruth, our in-house Content & UX Strategist. Ruth tells us why her role is important and some of the reasons why content and branding is so vital to digital marketing.
- Content Strategy
- Content Planning
- Content Generation
- Brand identity and strategy
- Discovery and user experience
WhY is your specialism important?
Content strategy is essential for any business that produces content and wants to get results from it, including sales and engagement. A practical tool, a content strategy document is your brand in action and it establishes how you measure and report on the effectiveness of marketing content, as well as agreeing on internal workflows for content production. A content strategy supports branding by ensuring consistency and high standards across all marketing communications.
Content planning ideally happens with a strategy in place. I work with clients to effectively plan content, using audience insight, previous performance and engagement data, and an analysis of marketing goals. As well as well-crafted content, we plan content with SEO (Search Engine Optimisation) in mind so your content is working for you on all fronts.
Branding is essential for a successful business strategy and we’ve worked with a range of clients to formalise who they are, what they do and why they do it. Your brand is your statement of what you’re about and what differentiates you from competitors. Knowing where you stand and enforcing consistency in your marketing communications is the foundation of building a trusting relationship with your customers and effectively managing their expectations.
The final part of my role is seen mostly at the beginning of the website project process: discovery. This is the requirements gathering phase, where we collect insight from customers, staff and other relevant groups to ensure the website design serves the needs of all audiences.
Another UX service we offer is a health check where we review a website with the view to improving the experience for visitors and optimising the site for conversion. This really helps clients to understand how their website is serving their audiences and implement improvements.
Tell us about your background and industry experience:
I have six years’ experience working in content, communications and digital marketing.
Which clients do you work with:
I work with a range of clients across sectors, from education, technology and ecommerce to finance.
What 3 top tips would you give for a client thinking about starting to use your service?
- Putting a content strategy in place is a chance to reflect on your brand in action and ensure consistency in your marketing communications in a practical way. We can help you with that.
- Approach your web content with two minds: you need copy that is both carefully crafted to engage with your audiences whilst being optimised for search engines (SEO).
- Whether you’re a new or established business, putting fresh brand values and messaging in place ensures your brand resonates with audiences both inside and outside your company in a powerful way.