Process

As a content strategist, I work at the intersection of content design and systems design. Image: Brain Traffic’s content strategy quad.

Whenever possible, I use iterative processes to make the work rapid and flexible rather than drawn-out and linear.

Research

Discovery activities are the foundation of successful strategies. These activities include:

  • Analytics review

  • Comparative and competitive reviews

  • Content inventories and content audits

  • Desk research

  • Digital ecosystem maps

  • Heuristic analyses

  • Interviews

  • Journey maps and service blueprints

  • Mental models

  • Preference testing

  • Surveys

  • Usability testing

Vision, strategy, and design

Good strategies identify the most important challenges facing an organization, product, or team and offer a focused, realistic way to overcome problems. I ensure that strategies are clear and effective by identifying or designing the following elements:

  • Business objectives

  • Users' needs

  • Business model maps

  • Core strategies

  • Minimum viable products

  • Digital roadmaps

  • Message architectures

  • Design principles

  • Information architectures

  • Priority guides

  • Content types

  • Content models

  • Templates

  • Digital governance frameworks

  • Policies

  • Standards

  • Processes/workflows

  • Guidelines

Optimization

After launching a digital experience, I help teams implement it and monitor its performance. This involves creating feedback loops to identify problems and test new solutions.

  • A/B testing

  • Analytics

  • Content testing

  • Preference testing

  • Usability testing

  • User feedback

I've implemented digital experiences, monitored results, and optimized approaches at the macro and micro levels:

  • Digital ecosystems

  • Websites

  • Knowledge management systems

  • Social media accounts

  • E-mail marketing

  • Print publications