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Content strategy is not just about content. It’s about aligning people, processes, and technologies. It’s about understanding your business goals and your customer needs. It’s about recognizing where you are, and where you need to be. And then using content to get there, one step at a time. We partner with large corporations and mid-sized companies to improve customer experience, reduce operating costs, and increase quality of service.

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Content Strategy Inc.

Our servicesContent Strategy Inc. provides comprehensive content strategy services to organizations with complex content problems. We take on specific projects and provide ongoing content strategy services for:- Website content strategy- Enterprise content strategy- Cross-channel content strategy- Content governance strategy- CMS integration- Workshops and training- Content metrics and measurement

CS Inc. helps @TelusSupport customers

    Helping customers solve their own problems  Whether providing mobile devices and services to Canada, or Internet,  landline, and television services to home owners in the western  provinces of the country, TELUS has a reputation for superior customer  service. But when they realized customers were getting stymied in the  “Support” section of the website, they looked to CSI for help.   Too much content, not enough governance  Product manager Samantha Bahrini said that that data analytics made  it clear that customers couldn’t find the information they needed.  “There was also a lot of negative feedback on the articles,” she  admitted. “But we didn’t know why.” To make matters worse, Bahrini said there was also a governance  problem. There were multiple content creators involved in the process,  she said. “There was no clarity around how the content was getting  created. Or vetted. Or evaluated afterwards.” Tim Hassed is the director of the online customer experience for  TELUS. He knew there was a “massive volume” of support content (there  were 679 pages in the section). He also knew that the problem wasn’t  going to be solved with a new information architecture or edited  articles. “It’s everything,” Hassed said. “The structure, the navigation, the  actual content elements. And then the words and the content on the page  itself.”  A new content team champions organized, revised content  The digital team at TELUS works within an agile framework, and an  earlier version simply presented the same content in a new design. “We didn’t move the needle at all on the key performance indicators  that we had established,” said Bahrini. “It made it easier for people to  get to articles, but it just exposed the content problem more.” An early CSI recommendation was to label that section of the website “Support”. Previously it had been named “Get help”.  We conducted a content audit, which identified some 450 pages that could be removed from the site. The remaining pages were then edited for accuracy, voice, and tone, and worked into new content structures we developed. Each of those articles was then tagged using a taxonomy we developed to provide a hierarchy for the support articles and make them easier for customers to find.  During this time, we were able to test the governance framework that  we proposed, which involved the creation of a formal content team as  part of TELUS digital. We also established new, consistent processes to  be used in the creation and maintenance of content.  Customers exploring more, stakeholders satisfied  Bahrini said that when the first batch of reworked content was  released, there was an instant impact. Rather than looking at one  support article and leaving the TELUS website, customers were now  exploring further, reading related articles that were suggested based on  the taxonomy.  There’s a reduction in customer interactions, Bahrini said. There was a 50% reduction in the number of customers visiting the “Contact us” page after visiting an article in the support section.  And more than 70% of the customers directed from “Contact us” to the  support section do not return to the contact page, indicating they’ve  solved their problem. The governance model that we helped establish is also a success.  “It’s been fantastic,” said Hassed. “The governance piece is in place  and it’s working well.” The content team is meeting regularly with the product team to talk  about upcoming releases, and each product owner now has real-time access  to the performance of their content within their portfolio.  “Everything’s been really clearly laid out,” said Bahrini, “from content  creation to measurement.”         

Our services Content Strategy Inc. provides comprehensive content strategy services to organizations with complex content problems. We take on specific projects and provide ongoing content strategy services for: - Website content strategy - Enterprise content strategy - Cross-channel content strategy - Content governance strategy - CMS integration - Workshops and training - Content metrics and measurement

Content Strategy Inc.

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