Audience research, digital channel evaluation, brainstorming and ideation, competitive positioning, information architecture, developing pillars, defining success, writing briefs, big thinking about content’s purpose, and the expertise/proof needed to create great content.
ke it or not, it's up to us, the people who enjoy making things, to advocate for what we value and to value what we create. We must, on a base level, understand our numbers.
It doesn't matter how well or efficiently your content workflow is designed because no one ever sees it; it matters how customers perceive the output of your product and your brand. The Gestalt, or the whole, is the brand, not the individual post.
With Natural Language Processing evaluating most content online, keyword research is more important than ever. Here's everything we've ever published about it.
