Elle Geraghty content strategy

Elle Geraghty | Content Strategy is a specialist agency focussing on large website redesign, digital strategy and information architecture.

We can help you with the following:

  • Website redesign
  • Information architecture
  • Digital strategy with emphasis on communication and engagement
  • Project management for content redesign
  • Analytics recommendations
  • Sustainable resourcing models
  • Conducting and interpreting user research
  • Content modeling
  • Content ecosystem maps
  • Assessing content value
  • Content governance
  • Workshop facilitation
  • Communication plans
  • Author experience optimisation
  • Coaching authors to co-create better content

Confab Central 2015

Confab Central 2015

Ladies that UX 2017

Ladies that UX 2017

Sydney Content Strategy Meetup 2014

Sydney Content Strategy Meetup 2014

UX Australia 2013

UX Australia 2013

Content Strategy

Content strategy is a practice with the objective of planning, managing, organising, and measuring digital content that meets both the needs of users and business. This practice can be applied to websites, content ecosystems, social media and more. It combines approaches from strategic design, project management and design thinking.
— Elle Geraghty's definition of content strategy

About Elle

I take an evidence-based approach to content strategy, using research and analytics to link the needs of users and authors with business objectives. I have worked with content for over 15 years as a content strategist, information architect, analyst and journalist. I love working in tight teams with product owners, designers and devs to create awesome user experiences. Organising teams and content is my main driver and source of professional meaning.

Sharing with the content strategy community is very important to me. For example, I shared the content canvas I developed at Atlassian at CSforum in Melbourne in 2016. I also shared original research into the essential, but often underplayed qualities of an excellent content strategist and designer at UX Australia in 2015. See a full list of presentations and conferences below.

I organise the Sydney Content Strategy meetup because I think coming together and talking about our field of practice is one of the best ways to get better at it, both for individuals and for the practice as a whole.

I have a Masters in Knowledge and Information Management and a BA in Communication (Journalism).

I also love making photographs.

I have worked with the following companies and agencies:

  • The Art Gallery of NSW
  • The Australian Museum
  • Atlassian
  • Qantas
  • NSW Department of Education
  • NSW Department of Transport
  • Syfte
  • Virgin Mobile Australia
  • Foxtel
  • Amway Asia Pac
  • The Cooperative Research Centre for Low Carbon Living
  • The National Association of Visual Arts
  • Amnesty International
  • Guide Dogs
  • ABC Radio

My approach to Content Strategy


I experiment, I try new things, I ask questions, I make guesses and I watch people do things. I put these guesses and assumptions to the test. I look for trends and I describe themes. I want to know what is going on and why.


I find order out of confusion. I seek problems that can be untangled. I like patterns and I like categorising. I love to organise, be it content, assets, people, events or photos. I analyse and interpret data. I make evidence-based decisions. I expect tenacious focus on what is most important. I am a straight talker. I think a reduction of content is a great way to get clarity.



I am constantly learning. I seek out experts, books, websites, classes and meetups to learn more. I love learning with other people and dedicate time to be with people who know things about stuff. Learning and teaching mingle - I learn as I teach and vice versa. I expect to learn at every engagement and it is learning that gives me meaning and satisfaction. I run the Sydney Content Strategy meetup to facilitate learning and sharing.


I draw out the achievements of other people through formal management pathways and leadership opportunities. I use narrative and exploratory questioning to understand people. I provide them with a framework and incentive to articulate and act on their objectives.

I help people see what they need to do.



A sustainability plan is integral to what I do. Will it be sustainable over time? Do you have the right people to make it happen? Do you have the funds to see it through? Does your business value it? What is possible given your current restraints? Is it worth it? I know when to say “No”, provide a meaningful explanation, and encourage focus on what really needs to be done.


Conferences, panels and conversations


2018 Feb - Write the Docs