Content marketing and strategy
You can have the greatest digital platform, but without great content it’s never really going to fly.
Whether it’s sales, sign-ups, donations, registrations, downloads or simply eyeballs you seek, a powerful content strategy is vital.
Yet no matter how many times we hear the hackneyed adage ‘Content is King’, we consistently see content being treated as an afterthought. Like the piece of the puzzle that slips under the coffee table and gets forgotten until the end.
Our content and digital strategists have years of experience overseeing successful projects and will make sure you’re on the front foot with content. They’ll help you put the processes in place to produce content that’s laser-focused on meeting the needs of your target audience and achieving your objectives.
How we do it
We can tailor a content strategy to match your requirements and your budget. A content strategy may include any or all of the following.
Website content audit
Includes compilation of a content inventory, analysis of content against predetermined criteria (e.g. content quality, SEO etc.) and recommendations on how best to deal with existing content and address information gaps.
Information architecture audit and sitemap development
Using our knowledge of best practices for organising content, we will analyse the structure of your site and suggest an improved hierarchy of information.
Channel strategy
We will provide recommendations on appropriate distribution channels and tactics (e.g. email marketing, social media, SEO; repurposing content into multiple formats and optimising for omni-channel distribution).
Content theme generation
Based on an analysis of your user personas and customer lifecycle, we will conduct a workshop with your key stakeholders to develop content themes designed to address your business objectives and the needs of your target audiences.
Editorial calendar development and set-up
We will provide you with an editorial calendar template tailored to your requirements and assist relevant team members in implementing it.
Content evaluation and metrics framework
Based on an analysis of your business and content objectives, we will assist you in defining relevant and workable KPIs and determining methods to help you track your success in achieving these.
Style guide development
This may include anything from a basic Brand Voice Guide (i.e. defining how your brand’s personality is embodied in the way it communicates) to a full Editorial Style Guide, including standards for spelling, punctuation and style.
Email marketing
We can assist you in developing a strategy for using email to achieve your broader marketing objectives, including template and subscription form set-up, unsubscription flows, integration with CRMs, and advice on frequency and content.
Copywriting and editing
We can also provide copywriting and editing services, including copy editing and proofreading, campaign copy and/or landing pages, blog posts, whitepapers/ebooks, and lead generation assets – e.g. checklists, infographics, cheat sheets, templates etc.
And the proof?
A snapshot of our content services clients
Australian Apprenticeships Pathways
This streamlined site is an amalgamation of two complex sites into one, where the journey is tailored to the needs of discrete user groups.
Ivory Coat Food Check
Ivory Coat is an Australian pet food brand that prides itself on using high quality, natural ingredients.
Head Start – Clipsal Consumer Promotion
Clipsal by Schneider Electric was looking for a creative way to expand its subscriber database.
Holding Redlich
Law firm Holding Redlich was looking for a site that would convey a sense of approachability and provide easy access to the firm's substantial library of content.
Metricon Homes
Australia's most trusted new home builder wanted an engaging, responsive online presence that would surprise and delight.
Our expertise
Key team members and musings from our blog
Emma Andrews
Strategy Director
As Strategy Director, Emma's primary task is to ask lots of questions of our clients and transform the responses into a blueprint for success.
Adam Griffith
Managing Director & Owner
Adam is a trusted advisor for our clients, and welcomes new clients to the Luminary community.
Tami Iseli
Marketing Manager
Tami looks after all of Luminary's internal content and marketing, as well as assisting our clients with their content strategies.
7 reasons why content calendars fail
7 reasons why content calendars fail
By Tami Iseli, 4 minute read
A content calendar can be an extremely powerful tool – if well set-up and maintained. Content Strategist Tami Iseli outlines some of the factors that can reduce the chances of abandonment, along with a downloadable content calendar spreadsheet that automatically syncs your content ideas to a Google calendar.
How to do a content audit
How to do a content audit
By Tami Iseli, 8 minute read
A content audit can be a really valuable exercise to identify ways to improve the performance of your website and highlight gaps and opportunities. Here, we offer some guidance on how to do it – along with a downloadable content audit template.
5 content-related ‘crimes’ against accessibility
5 content-related ‘crimes’ against accessibility
By Tami Iseli, 6 minute read
Content Strategist Tami Iseli exposes some of the most common accessibility mistakes that content creators make – and how to avoid them.
Useful links
Check out the handy resources below for downloadable guides, checklists and templates to help you achieve your digital goals.
How to choose the right CMS
How to choose the right CMS
By Adam Griffith, 8 minute read
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
Choosing a martech stack
Choosing a martech stack
By Adam Griffith, 8 minute read
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
What you need to know about moving from Google’s Universal Analytics to GA4
What you need to know about moving from Google’s Universal Analytics to GA4
By Sarah Crooke, 7 minute read
As of July next year, Universal Analytics – the Google Analytics product many of us have come to depend on over the last 10 years – will be replaced by GA4. Here’s what you can expect and how to prepare for the change.
Creating a digital strategy roadmap
Creating a digital strategy roadmap
By Liam Thomas, 6 minute read
A good roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
How to brief a digital agency
How to brief a digital agency
By Liam Thomas, 6 minute read
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable sample digital agency brief to help you get off on the right foot.
How to do a content audit
How to do a content audit
By Tami Iseli, 8 minute read
A content audit can be a really valuable exercise to identify ways to improve the performance of your website and highlight gaps and opportunities. Here, we offer some guidance on how to do it – along with a downloadable content audit template.
How to perform a website audit
How to perform a website audit
By Adam Griffith, 5 minute read
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
Smarter Digital Marketing
Our guide to Xperience by Kentico
Content Spreadsheet for Google Calendar
This incredibly clever Google spreadsheet allows you to automatically sync your content ideas to a Google calendar.
