The challenge

The animal charity were struggling with content that wasn’t always pulling in the same direction. There was a lack of clarity about the strategic role of content across the organisation and the website was in need of an overhaul.

The work

We conducted an in-depth content audit, did comparator analysis and presented our recommendations to all levels of staff.

We ran a wide-ranging consultation process, running workshops and interviewing staff and stakeholders. This resulted in a new content strategy that made sure everyone was aligned behind a single vision.

We worked on a new information architecture and content model and created a bespoke editorial style guide.

We also advised on new roles for the team and helped with recruitment, writing job descriptions and interviewing candidates.

It was important that content strategy skills, tactics and understanding were sustainably embedded in the organisation. We ensured this happened by mentoring and upskilling staff.

And we helped to design a project plan and budget for their new website project, making sure that the content strategy foundations were properly built on.

The result

Brooke got evidence, analysis and solutions. They got structures and tools. They got cross-organisational agreement on things where it had been missing before.

The collaborative, inclusive process this was born out of meant they also got internal alignment.

And they got some really solid people- and user-centred foundations to build a new website on.