Remember Who You’re Talking To
Judy’s approach to all aspects of her work focuses strongly on the audience. Who are they and what do they want? What do they expect from the organization’s online offerings? How do we support their needs and expectations as they interact with the brand at each stage of their digital experience throughout the customer-business relationship?

Craft Effective Content Strategies

Judy’s role as content strategist and copywriter involves close collaboration with business strategists, user experience specialists, interface designers, and technical architects, and typically includes the following exercises:

• Identify and prioritize audience types. Conduct in-depth exploration and analysis of target audiences to gain valuable insights into their needs, intentions, and expectations as they interact with an organization in the digital space.

• Craft carefully considered audience journeys. Use insights from the previous step to inform the structure of the content experience for each audience type throughout their journey, from the completion of their initial tasks to the accomplishment of broader goals, and beyond.

• Create multi-dimensional, audience-centred content strategies. At this stage, the big-picture content strategy roadmap takes shape, aligning the audience findings with the business strategy, technology architecture, and overall project vision.

• Prepare the content development playbook. The detailed content effort begins with identifying and assessing existing content to reorganize, strengthen, and transition to the new digital experience. It continues with determining any gaps and new opportunities for future content development, and tagging redundant, stale, and outdated content for the archive. 

• Collaborate across disciplines. At the same time, Judy collaborates with the user experience architect to identify and inform content groupings, develop and refine the content structure, and design the content templates blueprints. Similarly, she provides technical developers with direction on front-end requirements for the content management system’s design elements, including in-depth details, behaviours, and functionality needs for content types, templates, and workflows.

• Get hands-on. Whether working on her own or with a team, Judy adapts to a range of content creation and development staffing needs. To ensure the smoothest execution of this heavy-duty content development stage, she creates a bespoke toolbox of references, including brand-specific web writing  guidelines and SEO standards, content creation checklists, localization task lists and tracking documents, development schedules and tracking documents, marketing calendars, and other templates as needed for the project. 

• Coach the creators. To help set up in-house content contributors for success, she also provides coaching on user-focused writing best practices, as well as on implementing the new content strategy  for the future.