Marketing Content Strategy

Decide what the content is for, then where it lives.

Content planned with the site or platform that publishes it, and the program that keeps it going.

Content strategy decides what an organization publishes, for whom, in what form and how often, and how that content is structured so it can be found, reused and kept current.

We usually do content strategy as part of building a site or platform, where the decisions shape the information architecture, the content model and the templates editors will use. Depending on the engagement, we can also run the program that follows: the editorial calendar, the writing and the reporting.

What Lift does

Content strategy that ends up in the build

Content plans tend to stall the week someone has to publish the third article. We design for that week.

Audiences and their questions

What each audience needs to know, what they search for, and which pages and formats answer them, drawn from user research where the project includes it, and the site’s own analytics.

A content model editors can work in

Structured content types, templates and CMS fields that make good content easy to publish and reuse across the site, email and social.

AI written into the workflow

A voice guide AI tools can work from, so first drafts arrive close enough to edit, and AI translation where content runs in more than one language, checked by your own people where needed. People decide what gets published.

Why structure matters now

Content that gets described accurately

People increasingly meet an organization through an AI tool’s summary of whatever it has published. Clear, consistent, well-structured content is how an organization gets described the way it would describe itself, so the structure we build matters as much as the articles.

Before launch, we agree how you’ll know the content is working and build the reporting into the platform. We stay on to support the platform and develop it as the content grows.