Polaris Impact
Content Strategy for
Purpose Driven Organizations
Why content strategy?
Content is the backbone of communication for businesses, telling us vital information, ideas and messages about a brand through mediums like text, images, audio and video. The best content draws your audience to you to learn, solve problems, find the solutions they need, and—if done exceptionally well—build community.
But great content doesn’t just happen. Even experienced teams need a map to know where they’re going, clear objectives and plans to keep them focused, and the big picture for inspiration.
That map is a content strategy grounded in your business goals and audience needs.
Services
From discovery and research, I help you create a content strategy that lets you engage your audience, build community, and achieve the impact you want.
​Discovery
Discovery begins with your mission, vision, and values, your functional business goals, and assessing what you already know about your audience. This stage will give you a deeper understanding of your market, highlight your needs, and help you hone the outcomes you want.
Activities I undertake in discovery often include content and brand audits, SWOT analysis, defining your competitive landscape, and evaluating information architecture and accessibility.
Research
My research process is rooted in design thinking, because no matter what's measured - UX, CX, KPI, SEO - there's a person behind every piece of data.
Depending on your needs, I gather qualitative insights with ethnographic tools that might include 1:1 interviews, contextual inquiries, focus groups or usability tests.
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To support findings and identify opportunities for improvement, I use common survey tools, Google Analytics and HubSpot.
Content Strategy
Bringing life to our discovery and research, we’ll pull together the substance of your content (what you need and why), and its structure (how it will be prioritized, organized, formatted and displayed) with its people components (workflow and governance).
In addition to documenting your content goals and the activities you’ll engage in to achieve them (like emails, social media posts and blogging), this will include processes, tools, and resources for launching and maintaining successful, quality content initiatives.
​Researcher’s mind. Storyteller’s heart.
A former global health researcher and longtime writer and editor, I’ve always had a talent for connecting research and analysis with practical, compelling, and entertaining communications.
For over two decades, I’ve used these skills to help purpose-driven organizations gain strategic clarity and deliver products, programs and communications that yield results. Former partners and clients include Intuit and Microsoft, Continuum Coffee, Oze, CFSI, CDC, USAID, Clinton Global Health Initiative, and The Gates Foundation.
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Leading public relations for a global clean energy campaign early in my career, I developed the skill and passion I still hold for creating communications that build genuine connection with an audience. Having since worked with technologists, physicians, educators, community and business leaders, my approach is collaborative, user-centric, and holistic.
Let’s chat.
Let’s meet for a virtual coffee to see
how I can support you in making the most of modern, digital sotrytelling.
