Content strategy for end-to-end customer journeys
Good content gives your customers positive touch points, no matter when they choose to interact with your brand or your product.
It makes up the building blocks of your website, shows off your brand across channels and is a foundation for growth, and provides the guidelines for customer interactions once people have signed up.
But good content is also incredibly hard to get right. This is where we come in.
We are a content strategy consultancy that views content as an ecosystem, essential to both customer experience and business operations.
Founded by Erika Kramarik and Daniel Prindii, we’ve been working with startups and established businesses to transform how they understand and use content to support their growth.
Our approach
We believe a healthy content ecosystem can link your organisation across its departments. It translates your brand's positioning into narratives, turns audience insights into valuable content assets, feeds revenue-generating distribution channels, and gives your team support systems to get work done.
And when it all comes together, you create a consistently positive customer experience, no matter how they engage with your organisation.
Our goal is to help you get there.
A healthy content ecosystem
provides consistent customer experiences across all touch points
has common storylines and original thought leadership to represent the brand across all assets
has clear publishing processes in place, using tools like AI where it makes sense
has reporting in place to support the organisation’s activities and decision making
prioritises quality and curation of the assets being published
is seen as an asset owned by the entire organisation
A struggling content ecosystem
the audience has different experiences depending on the touchpoint they engage
does not stand out from their competition in the digital landscape in the same category
has publishing processes divided between tools, teams or various approval flows
has analytics and reporting on published content assets be confusing or unhelpful
prioritises quantity over quality of assets being published
is siloed in different teams in the organisation
Where better content makes an impact
Brand positioning
We do the work to understand your audience, competitors and alternatives on the market. From there, we go beyond defining your brand positioning. We create brand messaging you can adapt across audiences, products and channels.
Demand generation
We work with you to create a cohesive content strategy across multiple channels that drives lead generation. We anchor editorial plans across all stages of your audience’s buying journey, and optimise content assets for engagement and conversion.
Community experience
A successful community that supports your business can provide beta testers, ambassadors, support or more. But getting there requires deliberate planning. We can develop community systems that promote growth and monetisation, without diluting your community’s human value.
Website experience
Our experience allows us to look at your website holistically, starting from information architecture, to content strategy, SEO, and conversion optimisation. That means we can help you redesign or optimise it to turn it into your strongest digital platform.
Digital product experience
Content as an essential building block of the user experience in products. We help development teams improve them by reviewing feature user flows, onboarding flows, and other microcopy instances to create positive user experiences.
Content operations
We help organisations streamline content publishing with tailored trainings and project management tools. Create more efficient workflows, break down team silos, and make review flows easier to help writers focus on their goals.
How we work with our clients
Getting to a healthy content ecosystem is all about using the right tool in the right context.
You’ll hear us talk about content strategy, content design, information architecture, content marketing, UX, user research, analytics, SEO, digital marketing, messaging, brand and lots of other fancy terms.
If you care about getting hands-on with this kind of stuff, we’re glad to have a partner along for the ride. If you don’t have the bandwidth to understand all the different ways professionals have decided to work with words and media, we’re also in the business of providing solutions.
What we do
Strategic consulting
We advise managers and leaders on how to make better decisions around content to improve their operations, bring in better business results and provide a more positive customer experience.
Product and web content strategy
We help marketing and product teams navigate the complexities of ever-expanding content ecosystems and their various dependencies.
Training and workshops
We show teams how to use content strategy and content design principles to build better websites, design better products, and make better go-to-market decisions.
As long as you care about getting the right words
in front of the right users, at the right moment,
we can get things done together.
Request a discovery call What our clients say about us
Some of our projects
Fractional leadership - Community and marketing
A read-it-later app
Omnivore, an un-and-coming read-it-later app, needed a full content strategy and marketing programme to support its growth.
Our services
product messaging
product content design
content marketing
community design
email marketing
social media management
Outcomes
Omnivore reached 500k users, an increase in Discord engagement and site traffic mainly through organic channels, mentions in relevant tech media sites. The product was acquired by ElevenLabs in November 2024.
Content strategy and website redesign support
Technology company hiring platform
An large tech company hosted their recruitment site on an outdated hardcoded site, which needed a new approach to better reflect the current employer branding practices of the company.
Our services
website content strategy
content creation oversight
website development support
Outcomes
The new website performed better in bringing in organic traffic, did a better job in reflecting the company’s employer branding, and provided a better onboarding experience with an updated mini-site. Time to publish new assets decreased, as the new CMS allowed for content managers to work more hands-on with the website.
