Key Deliverables for Organize Phase
Content Style Guide and Messaging Frameworks
- What is it? A content style guide captures your voice and tone requirements to communicate your brand’s, product’s, and service’s promises and positioning to your audiences. A messaging framework aligns your communication to your overarching brand and business strategy.
- Why are we doing it? To ensure your communication is on-brand, and effective in meeting your audiences’ needs.
- How will it be used? As a standard for all your future communication efforts and content used by copywriters, content creators, and content production teams.
Mapping Cross-channel User Journeys and Content
- What is it? A detailed end-to-end mapping of specific user tasks (e.g., creating a profile, opening an account) across every digital and physical touchpoint. It bridges the high-level strategy from the Plan phase with the functional requirements needed for design and development.
- Why are we doing it? To project and identify an assumed path(s) a user takes to complete a task, maps content necessary to support each step in the process and identifies opportunities to personalize content. The journey also identifies and eliminates friction points in the user experience. By visualizing the end-to-end task flow, we ensure the content and technology support the user’s intent and expectations at every micro-moment.
- How will it be used? It provides a model with which to make decisions for future content priorities. It informs recommendations around personalization as well as what types of content are most valuable and useful for consumers.
Content Model
- What is it? A comprehensive model that captures content types, business rules for content within an experience, and content structure regarding templates and modules within them. The content model captures all decisions made for specific content solutions, such as a content management system.
- Why are we doing it? To capture the content requirements, templates, and the components within a template and to identify the structure, labels, and rules for use of each.
- How will it be used? A technology development team can use content models to implement the correct and necessary content requirements.
Metadata Recommendations
- What is it? Defines the administrative, descriptive, and structural tags—including schema markup and SEO attributes—required to make content machine-readable and highly discoverable for internal and external search.
- Why are we doing it? To ensure your content can be found, tracked, and measured accurately. o ensure your content can be found, tracked, and measured accurately. It also provides semantic information to allow for cross-pollination of content in personalization engines and for content generated on the fly for content rendering engines.
- How will it be used? It is often used together with a taxonomy to utilize tagging capabilities within a content management system or any system that needs to communicate with other systems or functionality such as, federated search, personalization engines, CCMS outputs, and marketing automation applications. It acts as the data blueprint for developers and content platforms to dynamically serve targeted content variations based on real-time user behavior.
Taxonomy Recommendations
- What is it? A set of specific recommendations focusing on the structure and labels of your website, enterprise, or other taxonomy. This could include the development of new taxonomies to support your content structure and labeling. We create the hierarchical structure and controlled vocabularies that allow your CMS, CCMS, federated search tool, AI agent, personalization engine, and/or marketing automation tool to categorize and relate different pieces of content, enabling dynamic filtering and intuitive navigation. These hierarchical classification systems and controlled vocabularies define how content assets are structured, related, and categorized. This work includes designing robust backend taxonomies and mapping them seamlessly to user-facing structures.
- Why are we doing it? To create an organized, scalable content ecosystem. It bridges the gap between how your internal teams manage content assets in the CMS and how your audience intuitively navigates and filters for that content on the frontend.
- How can it be used? It provides the basis for technical requirements and tagging. Taxonomies facilitate personalization and findability of content internal and external to an organization.
Content Calendar
- What is it? A traffic-planning tool, but much more than that. When treated as a strategic tool, the calendar enables the strategy promise by identifying and scheduling the right content for the right audience at the right time. The content calendars we build for clients do not sit on a shared drive collecting dust — they are connected to the strategy, fed by data, and revised against performance.
- Why are we doing it? Most content calendars are spreadsheets that get little attention. Built once, they often live in traffic management or production, disconnected from the strategy they were meant to enable. We deliver content calendars fueled by editorial strategy and by regular meetings where content, product, marketing, analytics, and customer experience teams come together to weigh in on what the next month brings.
- How can it be used? As a single view and source of truth for what publishes and when. Leadership uses the quarterly and monthly lens to verify that the future content releases reflect their initiatives and priorities. Content, marketing, and product teams use it for both strategic decisions — what must come next — and tactical coordination across campaigns, channels, and audiences. Content strategists and data scientists use it as the feedback loop: What existing content reveals about audience behavior, and then how that shapes what comes next.