Hi - I’m Elle and I am a Content Strategist :)
I can help you with the following:
- Creating digital strategy with emphasis on communication and engagement
- Conducting and interpreting user research
- Creating information architectures
- Project managing content redesign
- Coaching micro content creation
- Making analytics recommendations
- Advising on sustainable resourcing models
- Recommending content addition and deletion
- Auditing content
- Creating content governance
- Mapping content models
- Facilitating workshops to draw out content objectives and audience priorities
- Developing communication plans
- Improving author experience
- Coaching authors to co-create better content
- Advocating for content improvement
- Advocating for content strategy
- Creating social strategy
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 talking about content strategy. 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 worked with the following companies and agencies:
- The Australian Museum
- Amway Asia Pac
- TAFE NSW
- NSW Department of Education
- NSW Deprtment of Transport
- The Cooperative Research Centre for Low Carbon Living
- The National Association of Visual Arts
- Virgin Mobile Australia
- Guide Dogs
- ABC radio
I have a Masters in Knowledge and Information Management and a BA in Communication (Journalism).
I also love making photographs.
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
2017 August UX Australia - Imagination and Empathy
2017 August Ladies that UX - international UX
2017 Jan Sydney Content Strategy meetup
2016 June Sydney Content Strategy Meetup
2016 June Panel - Content Code and Culture
2015 July Panel - XXUX
2014 June Sydney Content Strategy meetup
2013 July Sydney Content Strategy meetup
2011 May Intranets 2011