Content Strategy
Content built for people, not personas
Stop overwhelming your audience with marketing, and start building a better relationship by fitting in exactly where you’re needed.
Approach
How I work
Three principles that shape every engagement. Less methodology, more line in the sand.
01
Restraint is radical
Not every shiny channel, competitor move, or boardroom idea deserves a content strategy. Restraint is knowing when to hold back and when to lean in. Meet your audience with exactly what they want from you. Nothing chased. Nothing wasted.
02
Educate without agenda
You live in your brand. Your customer only visits it. Identify the gaps in their knowledge and build content to make them feel like an expert, not content that makes your brand look like one.
03
People before personas
Behind every ICP is a person whose needs, attention span, and available time shift daily. Treat your customer as someone with the autonomy to choose what they engage with, not a conversion waiting to happen.
Services
Where I plug in
Most engagements end with content. The good ones don’t start there.
01
Assess
Before we plan, let’s look at what you have. I’ll dive deep to understand what you want, what your customer needs, and what’s missing in between.
- Content Audit
- User Journey Mapping
- Gap Analysis
- Stakeholder Research
- User Research
- Competitive Landscape
02
Plan
Here’s where we decide what’s needed, what isn’t, and how it should all come together. I’ll develop a playbook for what to create, who it’s for, and where it lives.
- Messaging Frameworks
- Voice & Tone Guides
- Information Architecture
- Taxonomy Creation
- Editorial Roadmaps
- UX Core Models
03
Do
Now, we create. I’ll execute the playbook, build what needs building, and leave your team with the tools to keep it rolling.
- UX Copy & Microcopy
- Longform Content
- Campaign Copy
- Editorial Calendars
- Governance Guides
- Team Enablement
Clients
Who I work with
Overwhelmed in-house teams
You have the strategy instinct and the institutional knowledge. You don’t have the bandwidth. I plug in to move things forward without adding another stakeholder you have to manage.
Agencies needing a specialist
You’ve sold the work. You need someone who can own the content strategy piece. Whether I work under your brand or as a named partner, I’m there to help you deliver for your clients.
Contact
Tell me about the work
Don’t spare the messy details. What you’re trying to do, where you’re stuck, and when you’d want to start. I’ll reply within two business days.
If we’re not the right fit, I’ll tell you that, too — and point you somewhere better.
— Claire