Content strategy services

I help organisations to make sense of their digital publishing activity, make better publishing decisions, and get their content achieving the results they need.

From auditing content and carrying out user research, to reworking content substance and structure, to developing internal content processes and governance — I’ll guide your organisation to plan, publish, manage and measure content that supports business goals and user needs.

My content strategy process


Content audit: taking stock of existing content and evaluating it against business goals, user needs and best practice heuristics.

User research: understanding who your users are, how they interact with your content, and what they need from you.

Business analysis: establishing business requirements, content challenges, and existing content processes and capabilities.


Content strategy vision statement and principles: articulating what you’re going to publish, for whom, why, and how it will support your business goals.

Content goals: translating business priorities into achievable and measurable content objectives.

User personas and experience maps: visualising who you’re trying to reach, and how they interact with your content.


Content roadmap and projects plan: mapping out specific phases of content strategy activities. Including things like:

  • copy rewrites
  • new content types development
  • information architecture redesign

Content style guidance and governance plan: establishing internal content roles and responsibilities, publishing processes, standards and guidelines for content creators — and plans for addressing resource gaps.

Content measurement and reporting: setting up systems for  collecting, sharing, and acting on content usage and performance data.

Who I've worked with


With absolute focus on the business value as well as the customer needs of good content, Joe helped us to wrestle sense and structure into our new website. His content strategy vision continues to guide our governance and improvement efforts to this day.

Sarah Corney

Head of Customer Experience, CIPD

Joe, from the start, showcased his deep knowledge and passion for all things content. His copywriting showed creative flair and Joe also thought about the science of content. He used his knowledge of SEO, UX and analytics to produce digital journeys that worked hard for customers. Joe is an asset to any content team, I would hire him again in a heartbeat.

Helen Andreou

Head of Customer Experience, The AA

Joe worked with us to audit our content and create a strategy that moves us to becoming more user centred. Joe's work on this has put us in a position to transform how we do content and how we make it work for our users. 

Paul Turner

Head of Digital, Office for Product Safety and Standards (BEIS)

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About Joe

Digital consultant, passionate about content strategy and user-centred design.

I'm passionate about helping organisations to make sense out of their digital channels, understand their audiences, and create user-led digital experiences that get results.

Read my guest posts