Putting the right information in front of the right audience, at the right time, for the right reasons.
Whether they have a question, need to solve a problem, or just want to be entertained, your customers are looking for content. It could be a blog post, a photograph, a video, or an interactive experience—the right content can build strong relationships. You want to be sure your content has what they need, where they need it, when they need it. A solid content strategy supports your business goals and provides the foundation for any digital marketing project, from creation to launch, from search to conversion, and beyond.
Content strategy plans for the creation, publication, and governance of useful, compelling content. This emerging field encompasses every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, and management. We draw from our clients’ business goals and their specific user needs to audit existing content and then create a comprehensive plan for future content—clearly defining which content will be published and why.
Now that all the research and analysis is complete, we can start on the first step toward building site content: information architecture (IA). IA is essentially the organization and labeling of information to help users complete tasks, easily find what they’re looking for, and fully understand what they’ve found—skills that clients find is easier said than done. We go well beyond foundational IA practices and spend a great deal of time making choices about how to best present and organize content throughout the site to funnel users to the most applicable CTA. The result is a focused sitemap, carefree user flow, intuitive navigational structures, and improved conversion rates.
While we’re always thinking about how our client’s audience will progress through the site, we design user flows to verify our assumptions, refine the sitemap further, and determine navigation structures—all working together to funnel users into the most pertinent CTA. Using each target persona (developed during our initial market research and competitive analysis) combined with the client’s objective, we design flows that are tied to clear goals and a defined buying cycle.
It’s easy to let aesthetics muffle strategy—in fact, all too often, firms and freelancers consider wireframes the first step of design rather than using wireframes as a final step in the planning process. Wireframes are the result of focused research, extensive analysis, and informed information architecture—all coming together as the initial website design begins to emerge.
In many cases, we take wireframes a step further and send clients a prototype of the project, allowing them to experience how the design will function. This enables our designers to spend less time trying to communicate their vision and more time iterating and improving usability.
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THE VIRTUAL MARKETPLACE IS RESHAPING RETAIL
Jul 23, 2019
Unlike e-commerce sites
that involve businesses selling their own products through a website, virtual marketplaces are where third-party sellers can do business. Amazon and eBay are popular examples of virtual marketplaces. Also known as e-commerce marketplaces, such sites may feature individual traders, large-scale manufacturers of goods, or anything in between.
WELL BUILDING STANDARD – THE NEXT BIG THING IN BUSINESS
Jul 19, 2019
Our world is getting greener by the day. As a global community, we are trying vigorously to recycle more, waste less, and become more efficient in everything that we do. Now, with the green building trend towards sustainability firmly in place, the WELL Building Standard is helping to spearhead the next big wave of change – making buildings healthier and greener for those of us who inhabit them.
CRAFTING YOUR CONTENT STRATEGY TO CREATE USEFUL CONTENT
Jul 15, 2019
Not all content types work for all audiences. For example, the content strategy for a B2B could be to create content that requires a considered decision, whereas content for a B2C may be to stimulate an impulse buy. In this case, the B2B content should focus on establishing an authoritative profile for that business and providing more educational resources (quadrant 1). B2C content, on the other hand, should target users with emotion (quadrant 4). This was put best by Richard Vaughn and his FCB grid(3).
READY TO START A PROJECT OR REALLY CURIOUS ABOUT WHAT WE CAN DO FOR YOU? DROP US A NOTE OR GIVE US A CALL (213) 444-2413; WE LOVE ANSWERING QUESTIONS AND BRAINSTORMING IDEAS!