Content Strategy

A content strategy is an organised approach to developing, managing and optimising your content. It helps you align all produced work with your audience needs, business objectives and any regulatory requirements. The strategy works to ensure that everything delivered enhances user experience, making it clear, relevant and accessible, meeting the specific needs of your audience at every stage of their journey.

An effective content strategy combines consistent messaging with a strong content framework to maintain alignment across all your channels and touchpoints. By leveraging owned, earned, paid and shared channels, a content strategy will help maximise content distribution and impact, alongside optimising content performance.

With a content strategy you will ensure campaign-wide compliance with regulatory guidelines, drive stronger business outcomes and boost your user retention, delivering an effortless, impactful and compliant user experience.

Our content strategy process involves a series of well-defined stages, each adding to the creation, distribution, and optimisation of the content to connect with diverse audiences. Below you will find a breakdown of the different phases which make up this process:

1. Audience understanding and research

As part of our audience understanding and research phase we segment audiences based on their specific needs. For example, by patients, HCPs, caregivers.

We use social listening techniques to track conversions, any emerging trends and also competitor activities to better understand user concerns and pain points.

Data is leveraged from web analytics to understand and analyse behavior patterns, content engagement and preferred formats.

We combine our research to tailor content that resonates with each audience segment.

2. Content audit, gap analysis and setting goals

The next step starts by reviewing all existing content across channels as part of a content audit. We do this to assess your existing content’s effectiveness and identify any gaps in your offering.

We analyse competitor content alongside this to benchmark user expectations and brand messaging.

The findings are then used to address the identified content gaps and outline improvements to better align audience needs and business goals.

3. Content framework development

Following the content audit we develop a content framework for you to work from. This defines core themes and pillars that align with your business objectives, regulatory standards and audience needs. Examples can include: disease awareness and patient outcomes.

By constructing a framework we work to identify the appropriate content types and formats to suit diverse audiences, such as articles, webinars, videos, infographics, and whitepapers.

Within the framework we develop a set of content style guidelines to foster consistency in tone, voice visuals and ensure adherence to accuracy and regulations.

4. Distribution and promotion strategy

Once the framework is developed, we will work with you to create the ideal distribution and promotion strategy.

For this we will highlight the optimal distribution channels, whether that be owned, earned, paid or shared.

We will help you implement SEO optimisation with tailored target keywords for E-E-A-T alignment and also use content repurposing to break complex topics into small and more engaging formats.

Overall we will maintain an omnichannel approach to your distribution and promotion strategy to ensure consistent messaging and a unified audience experience.

5. Performance measurement and optimisation

Once set up the strategy will move into its performance and optimisation stage. Here we will track key content metrics, such as traffic sources, engagement rates, conversion rates, and HCP interactions to ensure your content is finding its audience.

To source this data we will use tools like Google Analytics and CRM platforms.

In order to refine our data we will conduct A/B testing on specific variables such as headlines, CTAs and content length to see if it improves engagement.
Content performance will be analysed regularly to identify the top performing topics, formats, and channels.

With the data we collected we will adapt the strategy as and when needed. This will help future proof your output, keeping it in line with merging trends and regulatory changes.

Our content strategy service will help you create, manage and optimise your content, aligning with your audience’s needs, goals and regulatory requirements.

Your content will be able to adapt easily to emerging trends and regulatory updates, guaranteeing production that is relevant, compliant and impactful. Overall it supports your broader business objectives, driving engagement, increasing conversions and building long-term trust with your audience.