Content Strategy

Today’s digital world creates a tremendous demand for content.  Without continually fresh content in a wide variety of media, your business will lose presence in the online sphere and in the minds of your audience. This high demand for content creates many opportunities, but it is a double-edged sword.  If demand exceeds the ability of an individual or small group, the voice of your company can quickly become diluted and lose impact and clarity.

The key is to create content with “many lives and many legs,” so it can be written once and repurposed with minor adjustments in a variety of ways. It is also important to define a clear, standardized voice for all content to readily identify your business. Canal Branding can define the attributes necessary for content relevancy in your market as well as structured standards for voice and tone, specifically for individual media. We will map integrated communication paths to highlight threads of content touch-points for your audience so they receive varied information in each communication.  And, most importantly, we will align content suggestions to business objectives so your efforts drive more than awareness, they drive results.