Content strategy
Content is the expression of your identity on the web. With your unmistakable content and your attitude, you show your character. We support complex characters in presenting themselves convincingly.
Our communication behaviour has changed and the competition for attention and relevance in the digital space has intensified: traditional advertising and the mere provision of information are no longer enough. Concrete benefits, credibility, dialogue and dynamism are expected from online content. Content must increasingly offer emotional added value and prioritise the interests and needs of users - without losing sight of the company's goals.
And yet content is still often neglected and its influence on the concept, design or strategic planning underestimated. But content is the basis of your communication and interaction with users. Content allows you to reach the public. Content allows you to make contact. It is your interface to your customers. This is where you need to be convincing - credible, self-confident and likeable to attract attention for yourself and your services and products.
Content should inspire, entertain, educate, inform, help and reward - and thereby retain users. The best way to achieve this is to clearly define the goals of your communication and align them with the needs of your users. This is precisely the core of the content strategy.
Focus and user-centred approach
Content strategy is the combination of methodical analysis, planning and implementation of digital content - including success monitoring and process management. It combines your business goals with targeted content creation and makes it possible to measure success in the first place. This involves everything that serves to communicate with users. From naming the navigation to the newsletter, the multimedia company feature, photos, infographics, podcasts and everyday social media posts.
We support you in the development and implementation of a content strategy - from target group and topic analyses and strategy workshops to content audits, content production in our in-house editorial department and content marketing measures. Our holistic content strategy not only makes your messages available, but also brings them to life. And it creates the appropriate structures to ensure consistent quality.
It's not about more content and correct language, it's about the right language - and the right approach. You are only on the right track if your content appeals to your customers and competently communicates your services and products. And the stronger your content is, the better.
Support in all content processes
What do you have to say? How do you want to be perceived? What types of content do you need? What messages does your content need to convey to help your audience? How is your content prioritised, organised and communicated? And how do you manage to take a more systematic approach to content as a whole?
As an experienced content strategy agency, we support our partners in all content processes with expertise, methods and resources. To do this, we take stock of existing content, identify relevant topics, analyse the target group structure and define the communication goals and information architecture accordingly. We help with the development of narratives and the translation of information into images and the desired tonality. We also ensure target group-appropriate playout in the appropriate channels and work with our clients to establish editorial and technical processes to ensure consistently high quality in the creation and publication of your content.
Content strategy step by step
The content strategy comprises four phases in which we support you - either conceptually or specifically in the implementation. If required, we also offer individual services along the entire process, e.g. in setting up editorial teams, in author management, through coaching, analysis and monitoring or in the development of individual campaigns.
Content analysis: What content is available and in what quality? How relevant is this content for your target groups? Are there any topics and content that you could do without? The audit uncovers weaknesses and shows how "successfully" your content is being received by users.
Content planning: What do you want to achieve with your content? By combining corporate identity and target group needs, we determine the communication goals and means of communication and develop concepts, guidelines and workflows for implementation.
Content production: This is where all the results from the analysis phase come together - communication goals and target group needs; requirements for tonality, SEO and accessibility. We support you in content production and are at your side as consultants and coaches.
Content management: Sustainable handling of your content is important in order to stabilise standards, processes, planning and production. Content controlling makes it possible to measure success. This allows us to identify weak points and make adjustments accordingly.