Content Strategy

Content is inextricably linked with every aspect of your marketing, across every channel, and it strongly shapes how your customers connect with your brand. Create the best possible experience and interaction by working with Masthead to develop a powerful and seamless Multi-Channel Content Audit & Strategy.

We start with an assessment of your content landscape across every relevant channel, working together to clearly define goals, challenges, and target audiences. From there, we’ll analyze your current content effectiveness, identifying the strongest areas of opportunity and areas for improvement. Finally, leveraging highly relevant data and stakeholder insights, we’ll craft a highly customized strategy that’s designed to optimize content creation, distribution, and promotion across channels.

AI’s integration into search across Google and LLM platforms like ChatGPT, Claude, and Perplexity has changed how organic visibility works. Answers are now synthesized from trusted sources, often before users ever click through to a website. Brands that fail to adapt risk losing traffic, influence, and consideration upstream.

Masthead assesses your brand’s exposure to AI-driven traffic displacement and evaluates how you appear across generative search experiences. We identify structural gaps in visibility, analyze competitor inclusion, and uncover opportunities to strengthen authority signals across owned and external sources. You’ll receive strategic recommendations to align content with true user intent, improve semantic clarity and machine readability, and position your brand for retrieval and recommendation in the evolving AI discovery landscape.

Nothing in the content space evolves as quickly (or completely) as social media. That’s why it’s essential to take a critical look at even the most successful programs frequently.

Our Social Media Strategy begins with a deep dive into your current social positioning and presence. We’ll assess how effectively you’re engaging with audiences across platforms, comparing performance against past metrics and your current competitive set. From there, we’ll spotlight easy wins and out-of-the-box opportunities for growth and improvement. Drawing upon data and emerging trends, we’ll also provide updated guidelines for content creation, community management, influencer partnerships, and new, attention-grabbing campaigns.

Visual and audio have gone from a “nice to have” to absolutely essential for brands. Not only are search engines prioritizing multimedia content—audiences are much more likely to remember and engage with brands that use it. Our Video & Audio Strategy is designed to leverage the power of multimedia storytelling to create stronger connections with your customers.

We’ll start by viewing your current video and audio assets with a critical lens, analyzing their effectiveness and audience engagement metrics. From there, we work collaboratively with you to define your video and audio content goals (e.g., increasing brand awareness, driving conversions, or enhancing customer experience). Leveraging our expertise in content production and distribution, we craft a comprehensive strategy that includes content ideation, production, optimization, and distribution across relevant platforms.

Algorithms may limit your reach on social and search, but your messaging stands a much greater chance of “landing” when delivered through email. After all, this audience already opted in and wants to hear from you, but in a way that’s relevant and helpful.

Through our Email Audit & Strategy, we’ll thoroughly review your current email marketing practices, analyzing quantitative metrics like open rates, click-through rates, and conversion rates, but also qualitative factors like voice, tone, organization, design, and overall reader experience. This all leads up to recommendations for crafting personalized, visually arresting, and compelling email content that strengthens connections with subscribers and inspires them to take specific action.

In today's AI-driven landscape, developing a distinct brand Voice and Tone Strategy is more crucial than ever. That’s because both search engines (and “real person” audiences) are becoming a whole lot savvier about sussing out generic bot-created copy. Both gravitate toward and reward brands that create trustworthy original content from a real, authentic human perspective.

We’ll help you find your distinct voice (and tone) through this strategic service designed to illuminate your brand’s true personality—and establish clear, easy-to-activate guidelines for how they would sound in real-world situations and in every place that your customers like to interact.