Bust the seven big content problems

Over the past 15 years I have worked with the three levels of government, tech, travel, for purpose, GLAM and financial services sectors. No matter the industry or sector I see the same content strategy problems coming up again and again.

We are professionals right, we know magic bullets don’t exist. Complex problems require complex and nuanced responses. However if we are able to get a firmer grasp on common problems there are some opportunities to fast track mitigation.

Elle Geraghty content strategy - 7 big content problems.png

Content, including text, photographs, videos, infographics, illustrations and voice scripts, are the core of any digital experience.

Common content problems

  1. Not understanding your audience

  2. Not understanding how your content maps to strategic pillars - aka your key business

  3. Not employing the right people

  4. Underinvesting in content

  5. Not knowing what content you have 

  6. Not measuring your content in a meaningful way

  7. Not using the right tech

Books and links


  • Top tasks - http://gerrymcgovern.com/books/top-tasks-a-how-to-guide/

  • Core model - https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results/

  • Strategy mapping - https://www.ellegeraghty.com/blog/2019/business-strategy-for-content-strategy

  • DTA content strategy guide - https://guides.service.gov.au/content-strategy

  • Content cost calculator - http://www.lagomstrategy.net/content-production-calculator

  • Lead with content ebook - https://books.gathercontent.com/lead-with-content

  • Google analytics academy - https://analytics.google.com/analytics/academy/

  • Screaming frog - https://www.screamingfrog.co.uk/


  • The content strategy toolkit - Meghan Casey

  • Content strategy for the web - Kristina Halvorson and Melissa Rach

  • Designing connected content- Make Atherton and Carrie Hane

  • Content strategy for mobile - Karen McGrane

Sketch note by Deb from Sketch Group at UX Australia

Sketch note by Deb from Sketch Group at UX Australia