The Content Technologist approach

Our six-step process—reflected in how we categorize our website content—addresses the practical realities of what it means to create digital content.

The Content Technologist is a consultancy that helps agencies, brands and emerging publishers develop digital content strategies using flexible but replicable methods to ensure consistency in the face of changing online behaviors and algorithms.

Our services are rooted in our approach, which addresses six discrete areas of the strategic content development process. We believe that you can't just make a creative plan for content success based on what's worked in other media, or even digital strategies from five years ago. The specific behaviors of digital audiences, the limitations and advantages of platforms, and measuring the end results of content performance are necessary to build lasting connections on digital channels.

Our strategic approach to digital content

Our approach comprises six distinct but interdependent areas of developing strategic and effective digital content. Each pillar describes loosely grouped areas and processes of digital content development from conception to distribution.

Strategy

Defined: Content strategy defines why, how, where, and for whom a company creates content. It comprises the activities that connect business goals with audience (aka consumer, customer, user, or client) needs, defines content’s purpose in an organization, and specifies the conditions that make content successful. Here's how we got to our new definition of content strategy as well as some new dimensions to think about for 2020s content strategy.

Activities include: Audience research, digital channel evaluation, building knowledge graphs, brainstorming and ideation, competitive positioning, information architecture, developing pillars, defining success, writing briefs, big thinking about content’s purpose, and developing the expertise and proof needed to create great content.

Administration

Defined: Content administration determines who gets the work done, how it’s paid for, and what impact it’s expected to have on the business. The administration phase is nestled between strategy and production, designed to set expectations so both executives and creative departments are aligned. Here's how we think about admin.

Activities include: Choosing content management systems, identifying collaborators, sustainable planning, requirements gathering, scoping and resourcing, software and tool selection, financing and budgeting, and the how-does-it-get-done of content.

Production

Defined: Content production comprises the operational and creative processes of developing individual pieces of content that support an defined strategy.

Activities include: Implementing vision to produce brilliant assets, developing useful templates, digital versus analog challenges, the material circumstances of craft and content creation, iteration, balancing creativity and strategic direction while actually making the work.

Distribution

Defined: Content distribution is the process of getting previously created content out to its intended audience via email, search, social media, or websites.

Activities include: Navigating social and search algorithms, entity optimization, influencers and public relations, link-building, anticipating distribution trends, researching hashtags, community management, SEO, and publishing strategies.

Style

Defined: Content style reflects and amplifies the values of a business as they appear through communications efforts. The effect of style doesn't have to be perfect, but it has to work over a long period of time. Style connects seemingly disparate parts to the whole of brand.

Activities include: Voice and tone, style documentation and pattern libraries, visual approach, the art of storytelling, incorporating trends, and maintaining brand consistency.

Measurement

Activities include: Assessing content performance, metrics and dimensions, determining KPIs and OKRs, the nuances of measuring content performance and audience behavior, assessing content groupings, comparing channel performance, writing reports that get results, and creating analytics dashboards.

Our approach informs every piece of content we create under The Content Technologist brand, as well as our services and training programs