Content & Copy Production

Creating new, quality and engaging content with frequency is critical in the underlying model of any digital business and product looking to grow.

The market your product plays in could influence the frequency with which new content is produced.

However, the quality of your content should not be dictated by anything other than the truism that excellent, compelling, and engaging content is exactly that, leading to a better user experience and, ultimately, better product performance.

Starting with a good, considered and structured mix designed to engage and move users through your website is a good starting point; metrics will increasingly steer your efforts over time as you grow and improve.

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Why content is such an essential part of our service

Since millennia, the development of a product (e.g. a website) has almost always been exclusively divorced from the content that will be delivered to users.

Products have been designed to deliver content, though not around the content experience.

The typical product and content silos almost inevitably lead to a poor mash, with neither the product or content functions able to solve the experience easily.

Ultimately, content is what your users want from you, and the content experience will determine the content's effectiveness and the product's performance.

Therefore, we believe the product and content functions must be married from the beginning. Content can neither be an afterthought nor something an agency cannot be intimately involved in and excited about.

Content is a central theme and service at our digital agency.

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What are the goals of good, digital content?

In product development, we produce different types of content (words, interactive elements, video, etc) for various purposes:

• To engage and attract users to our product.
• To engage and retain users on our product.
• To drive the performance of our product in terms of conversions, downloads, sales or whatever you are looking to achieve.
• To encourage referral of our product.
• To grow customer revenue from our product.

There are many models, structures, and approaches depending on your content mix. Factors such as time and budget will also play a role.There is then the challenge of being able to measure the performance of your content efforts.Developing your content mix and strategy is a long-term process during which you learn and gain insights into what works and what does not.Developing a product that is more than a series of pages is an excellent start: shaping funnels, guiding users, and answering their needs should be the goal from the outset.Growing this and optimising it is the long-term objective.

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What is Content Production?

Content production, in contrast, involves the intricate process of generating a diverse range of materials. This includes crafting articles, blog posts, videos, infographics, and social media updates, among other things. Essentially, it's the art of continuously nourishing the insatiable digital landscape with valuable, pertinent, and captivating content.

In this digital age, where information is abundant and attention spans are limited, content production serves as the lifeblood of online engagement. It's not just about creating content for the sake of it; it's about producing content that matters. This means content that informs, educates, entertains, or inspires your audience. It's a dynamic process that adapts to the ever-evolving preferences of your target audience, ensuring that what you offer remains relevant and compelling in the fast-paced online world. Content production is akin to being a storyteller, an educator, and an entertainer, all rolled into one, as you strive to provide your audience with the valuable content they crave in the digital realm.

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What are the types of content we produce?

The sophistication of your content strategy will marry to the sophistication of your digital product.

Some of our clients have evolved to content themes (distinct content funnels around various topics). Content themes involve experimentation and metrics to drive content decisions to extract the most from content, which can include different user experiences.

It can also instruct content restructures over time as customer journeys are better understood.

Let's start with the basics to answer what types of content we produce. Let's assume you’re developing an MVP and must get out of the gate.

Our Growth team primarily oversees and produces content for our clients, working with and informing our Planning (Research) and Execution teams. Content is not an afterthought; it is a forethought.

We have expert capabilities in copy production, with particular expertise in SEO.

We have expert capabilities in image production to help support and animate our copy production.

We work with excellent partners in animation, video and audio production (such as podcasts), and user-generated content.

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1. Copywriting

The backbone of a digital product and its user experience is often the written word: the copy or copywriting users can read and consume.

We tend to view copywriting through the prism of search and SEO, though not simply for keyword rankings.

Good copy leads to user engagement and time on the site, which drives improved search rankings.

We also understand that time-to-market is a critical success aspect of product development, and content typically lags, so we prioritise and seek to own it.

Articles, newsletters, guides through to clever content and snippets designed to keep users moving through your website.

Clients can fully or partially utilise our copywriting capabilities.

Whatever the utilisation, we will seek a leadership role in shaping the copywriting efforts of our client products.

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2. Blogging-as-a-service

To be clear, blogs don’t have to look like blogs.

However, whatever they look like, blogs remain an excellent and clear channel for growing content without necessarily disrupting the broader content mix. When timely, they can inexpensively drive search, email and social traffic.

We offer blogging-as-a-service to clients as a primary or supplementary way for clients to continue adding quality, informed content to their product.

We can also work with clients to meet regulatory and oversight requirements as their content requires.

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3. Creative content

Creative content can directly correlate to time on site, so developing creative content for our clients is a key service.

This creative content could be primary or supporting content for your product or across channels such as social or email.

Your business’s research could be launched using a mix of content, including visual content such as infographics. 2024 research found that whilst video content usurped infographics as a medium for telling stories, infographics were still enormously powerful:

• Infographics are 30x more likely to be read than a written article alone.
• The drive to read increases 80% when an infographic is included in an article.
• Articles that contain infographics produce up to 178% more inbound external links.

Visualising your content will have a measurable ROI, and we can help.

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4. Downloadables

How we access and consume content has evolved, and downloadables (e.g., PDF, PowerPoint) should be part of your content mix.

Downloadables have several advantages as a medium for content delivery:

• They’re shareable amongst teams and colleagues.
• They’re portable and accessible.
• They offer exceptional searchability and navigation.
• They can contain interactive content.
• They are a cost-effective way to bundle significant amounts of content.

We can help you and your team develop and deploy downloadables.

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5. Video

We work with several video and studio partners to produce professional video content for our clients.

This service can include end-to-end production and is ready for snippets across social channels.

And, of course, platforms such as YouTube extend your SEO reach.

Videos command the highest engagement and user retention level compared to other digital media.

Adding video to your website will increase visitors and engagement.

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6. Audio

We also work with some excellent audio partners.

Australians are amongst the world’s most avid podcast listeners, with 43% of respondents to one study in 2023 (Statista) having downloaded and consumed podcast content in 2023.

When combined with video, podcasts offer an inexpensive and powerful way to add credibility and engaging content to your website.

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Let’s discuss your digital content requirements.

Content should not be a secondary consideration.

Content is a critical part of the user experience you deliver. The best products consistently have excellent content.