Content strategy

Attract, convert and stay in touch with customers

Make your content work harder

Targeted, quality content attracts customers to your website; it makes you look credible and memorable; it communicates the value of your product to a customer; it persuades them through your sales funnel; and it keeps them in touch with you so they will come back to buy more.

However, many companies struggle to strategically produce content that will appeal to their customers without wasting a lot of time and money. Here at Artios we’ve pioneered the emerging discipline of content strategy, because we think it offers our clients the best way to attract and convert customers in a sustainable manner.
Our content strategy packages also encompass user experience, content marketing, conversion rate optimisation and copywriting.

High-quality web content that’s useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online. – Kristina Halvorson, Content Strategy for the Web

What we do

These packages are available separately or as a bundle, although we’ll advise which options will offer your business the best results.

Insight and planning

Insight and planning

Where are you at the moment and where do you want to be? How can you get there? This stage helps us find answers to these vital questions.

It includes these deliverables:
  1. Full or partial content audit and inventory to establish exactly what content you have on your site and whether it is doing a good job
  2. Mathematical appraisal of your website to discover underperforming pages that can then be reviewed by a content expert (most effective for larger websites)
  3. Appraisal of your analytics and KPIs
  4. Targeted content strategy plan suggesting practical short-term, medium-term and longer-term actions that will help to grow your business.
  • Discover practical short-term, medium-term and longer-term actions that will help to grow your
  • Make sure all your content now, and in the future, is useful, usable and enjoyable
  • Improve your website now so that an investment in SEO or online PR yields results

Branding and user research

Branding and user research

What key qualities about your brand do you want to convey to your customers? How can you ensure they will remember you rather than a competitor? This stage helps us refine your branding strategy in tandem with user research.

It includes these deliverables:
  1. Two-hour onsite card sorting workshop involving all key stakeholders to determine message architecture
  2. Message architecture report based on the workshop results.
  3. User flow diagrams x 3 to establish who your users are and whether you are fulfilling their needs
  4. Appraisal of site architecture and suggestions for improvement

Extras: in-depth user research and creation of key branding messages

  • Make it easy for your team to produce consistent, quality content that communicates exactly what you want
  • Stand out from your competitors
  • Increase your site conversion rate by understanding what information your users need at what point on your website

Conversion rate optimisation

Conversion rate optimisation

Increasing the percentage of site visitors who convert is an effective way of generating more revenue as well as maximising the value of your investment in PR and content marketing. We will:

  1. Appraise your KPIs and website analytics to work out which pages need optimising most urgently
  2. Make changes to those pages based on our experience of what works in your industry
  3. Test these changes to decide which make the most difference to your conversion rate – either using a/b testing for sites with enough web traffic or qualitative testing for lower-traffic sites.
  • Increase the number of customers who buy from your website
  • A/B test to find out what definitely works and what doesn’t
  • Improve the value of your SEO and PR activities

Copywriting and wireframing

Copywriting and wireframing

You know what you need to change on your website and that small changes can make a big difference. The only problem is you don’t have the time or perhaps the expertise. Let us help. We can provide:

  1. Wireframes of key pages, meaning that you can get early stage feedback and make sure that your entire team are on the same page in terms of what you want to achieve
  2. Editing, copywriting and content creation for key web pages
  3. Liaison with your technical team – or you can use our in-house team
  • Free up your team to concentrate on core business while we assist with extra projects
  • Save time and money down the line by improving your website and workflow now

Content Marketing

Content Marketing

Content marketing is a great way to keep in touch with existing customers, attract new ones and position your business as an industry leader. We provide:

  1. A content marketing plan, which identifies content ideas that will appeal to your target market and suggests affordable ways of implementing them. More content isn’t always better content.
  2. An initial editorial calendar so you produce targeted content, some of which can be reused later down the line.

Extras: ongoing content marketing assistance and a social media strategy

  • Generate leads online, where millions of your potential customers interact daily
  • Grow your reputation as a market leader; it’s easier to sell to someone who recognises the quality of your brand

Future planning

Future planning

Content strategy is “the practice of planning for the creation, delivery, and governance of useful, usable content”. We leave you with the means to keep creating on-budget content that will fulfil key business objectives. To do this, we provide:

  1. A style guide that means your team or freelancers can keep creating consistent, quality content
  2. Content templates for key pages – they are a simple way of making sure you get the information that you need from members of your team or freelancers
  3. Advice on the production and governance of content, including when to archive outdated content so it doesn’t embarrass you in search results.
  • Content production has to be sustainable: avoid expensive website redesigns by planning to create only necessary content, reuse existing content and archive outdated content
  • Make sure your team and any freelancers can consistently produce quality branded content, saving your content director expensive rewrites/li>

Xoomworks Procurement Consulting

Content Strategy case study

Xoomworks Procurement Consulting are Europe’s largest reseller of the Coupa supply chain management platform.

Read the case study