Content Strategy
Content earns attention when it answers a specific person's real question. I help you decide what to publish, who it is for, how it is organized and who keeps it accurate after launch.
I have planned and run content for customer-facing websites for twenty years, from a subscription publisher to healthcare. In healthcare, content had to clear regulatory, risk and security review. That history shapes how I work. A content strategy has to survive contact with legal, the CMS and the people who publish after the consultant leaves. I build for that from the first draft.
Content strategy, as I practice it, is a set of decisions written down. It names who the content serves and what they need from it. It decides which pages and topics earn a place and which get retired. It sets how the site is structured so people can find what they came for. It assigns who owns each page, how often it is reviewed and what happens when it goes stale. Those decisions become the brief that design, content and development teams build against.
Content strategy services
Content Strategy and Governance
A documented strategy with goals, audiences, messaging priorities and the governance model that assigns ownership, review cycles and publishing standards.
Learn morePersonas and Customer Journeys
Persona profiles and journey maps built from research, showing what each audience needs at each stage and which content answers it.
Learn moreContent Audits and Inventories
A full inventory of what you have published, scored for accuracy, performance and fit, with a keep, fix, merge or retire decision per page.
Learn moreEditorial Planning and Calendars
A working editorial calendar that ties topics to personas, campaigns and search demand, with owners, deadlines and a review step.
Learn moreInformation Architecture and UX
Site maps, navigation models and page templates that organize content around how people look for it, tested before development starts.
Learn moreHow I approach content
Audience First
Every piece of content exists to help a specific person do a specific thing. I start with personas and journeys, so the plan reflects what people need rather than what the org chart wants to say.
Governance Built In
A strategy without owners decays. Every plan I deliver names who approves what, how often pages are reviewed and which standards apply, including regulatory and legal review where your industry requires it.
Measured and Revised
Content is a program, not a launch. I set KPIs for engagement, discoverability and leads, read them in Google Analytics or Adobe Analytics, and revise the plan on what the numbers show.
Three ways to engage
Every engagement starts with a conversation about goals. From there it usually takes one of these shapes, and it can move between them as the work matures.
Assessment
A fixed scope with a defined deliverable: a review of one area, findings ranked by impact and effort, and a plan your team can start on the next day.
Program
Ongoing work against a roadmap we set together, with KPIs agreed up front and a regular readout on what shipped, what moved and what comes next.
Fractional Leadership
Part-time or interim ownership of the digital marketing function: priorities, roadmap, KPIs and direction for your teams and agencies.
Where this comes from
I have planned and directed content for a healthcare enterprise, a subscription publisher and a powersports brand. At UnitedHealth Group I owned the website roadmap and kept healthcare content within strict regulatory, risk and security standards. At TN Marketing I ran subscription-based instructional web communities, from CMS publishing and on-page SEO to video production. At Polaris I provided strategic direction for campaigns and content on consumer-facing web properties. As a consultant since 2022 I have defined persona-based content strategies and the governance behind them.
See my experienceBrittany is a detailed, organized, well-rounded worker. She takes the word specific to a new level. She compiles research after research to make decisions that will best benefit clients.
Procurement and Strategic Sourcing
Worked on different teams
Frequently asked
What does a content strategy engagement produce?
A written strategy document, a governance model and a prioritized backlog your teams can start on. The strategy covers audiences, goals, messaging priorities and the content types that serve each journey stage. The governance model assigns owners, review cycles and publishing standards, and the backlog turns both into briefs for design, content and development.
Do you write the content as well as plan it?
Mostly I plan, brief and edit, with your writers or agency producing the copy. I deliver the strategy, page briefs and editorial calendar, then review drafts against the brief for accuracy, structure and search fit. Where a team has no writer, I help you define the role and the standards the work should meet.
How does content strategy connect to SEO?
They are two halves of the same plan. Keyword research and topic mapping feed the editorial calendar, and the information architecture decides which page answers each search. I ran on-page SEO alongside CMS publishing for years and still treat search demand as one of the main inputs to what gets written and how pages are structured.
How do you handle content in regulated industries?
I build the review steps into the governance model from the start. That means naming legal and compliance reviewers, defining what triggers a review and keeping a record of approvals so publishing does not stall. At UnitedHealth Group every piece of healthcare content I managed went through that review, so I plan for it rather than around it.
Let's talk about your content
Share your site and the audiences you need to reach. I will tell you where the content is working, where it is missing and what a plan to fix it would look like.