MY STRATEGY & PROCESS

How I turn content challenges into business growth

Great content isn’t created by accident. Great content is built on process, empathy, and data. Here’s how I approach every content strategy project, from discovery to measurable results:

1. Discovery & research

  • Conduct stakeholder interviews, audience surveys, and competitive audits to clarify business goals and identify audience content gaps.

  • Surface hidden insights using analytics platforms like Adobe Analytics and Hotjar.

  • Accelerate research with AI-powered assistants (Perplexity AI, ChatGPT, Claude) to uncover trends, voice-of-customer data, and new topic opportunities fast.

2. Content audit & mapping

  • Analyze existing content to assess performance, consistency, and alignment with user journeys.

  • Map out content touchpoints across channels (web, email, app, support) to ensure a seamless experience.

  • Identify “quick wins” for optimization and areas needing fresh strategy.

3. Ideation & strategic planning

  • Facilitate ideation sprints/workshops, using collaborative digital tools and AI brainstorming for creativity at speed.

  • Build actionable content roadmaps that prioritize business value, audience needs, and channel-specific SEO/social opportunities.

  • Develop editorial calendars with defined ownership, KPIs, and measurement frameworks.

4. Creation & optimization

  • Create messaging frameworks and modular content design templates for scalable, high-quality output.

  • Write, review, and iterate—obsessing over clarity, accessibility, tone, and brand voice.

  • Maximize results with A/B testing, SEO optimization, and actionable AI-driven recommendations.

5. Measurement & continuous improvement

  • Track performance with dashboards—measuring engagement, conversion, and business KPIs.

  • Deliver actionable reporting and insights to stakeholders.

  • Partner with teams to iterate on strategy, leveraging what works and learning from misses.

Tools & methods I use along the way:

  • Generative AI: ChatGPT, Claude, Perplexity to accelerate research, ideation, and first drafts

  • Analytics & Heatmapping: Adobe Analytics, Hotjar for quantitative and behavioral data-driven decisions

  • Collaboration & Planning: Jira, Asana, Figma and Google Docs / Microsoft Word.

  • Content Design: Modular templates, messaging frameworks, and UX writing best practices

See how this process delivers results → Explore my work

What my coworkers say about me

I’ve partnered with Chris on dozens of projects, and his engaging personality and let’s-get-this-done attitude drive great results every time. He consistently creates strong, performance-driven content. He leverages his deep understanding of UX and content design to produce exceptional user experiences. Over the last eighteen months, working with Chris has been a pleasure and I’ve learned a lot from him.

Amy Vogelgesang | Digital Experience Coordinator at USAA