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Gravitate’s content strategy services bring structure, intent, and alignment to content ecosystems that have outgrown their original assumptions. We focus on how content is planned, organized, governed, and experienced so your site can evolve without breaking under its own weight.
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A page gets added to satisfy a stakeholder request. A campaign launches with its own messaging logic. Navigation expands to accommodate edge cases. Each addition makes sense on its own, but the structure underneath was never designed to support sustained growth.
Over time, the site becomes what we half-jokingly call a Frankenstein site—stitched together from well-intentioned parts, built without a shared system, and increasingly difficult to manage. Pages overlap. Navigation paths feel arbitrary. Teams hesitate to remove anything. Usability, clarity, and performance quietly erode.
That’s not a writing problem. It’s a strategy problem.
Our content strategy services bring structure and purpose to expanding content ecosystems. We focus on planning, organizing, governing, and experiencing content so your site can evolve without collapsing.
Working with Gravitate has been an excellent experience from start to finish. As the Marketing Director, it was essential to have a platform that allows us to update and change content confidently, without the risk of breaking the site. The custom block system provided just the right amount of control, so we no longer need to rely on developers for every minor update. This flexibility has made all the difference. Equally important was partnering with a team we can build a long-term relationship with. Gravitate has been responsive, supportive, and easy to communicate with every step of the way. You truly listened to our needs and delivered a solution that works.
Working with Gravitate is a good business decision. Their team brings a blend of teamwork, critical analysis, and clear communication. They take the time to understand our needs and deliver thoughtful, strategic solutions that consistently exceed our expectations. We’ve appreciated their collaborative approach and their ability to break down complexity. Above all, they are just good people—genuine, dedicated, and a pleasure to work with. We look forward to continuing this strong partnership.
Content strategy is often misunderstood because “content” is framed as a volume problem—something you fix by producing more. In reality, it’s one of the most structural disciplines in digital work.
At its core, content strategy is the planning, structuring, and governance of content to align business goals, user needs, and digital experiences. It defines what content belongs in your ecosystem, the role each piece plays, and how it supports real user behavior over time.
This work happens before pages are written or campaigns are launched. Retrofitting structure after the fact is how systems fail.
A strong content strategy forces clarity early. It requires teams to define what a page is meant to solve, who it’s for, what action it should support, and how it fits into the broader experience. It also establishes ownership so content stays accurate, intentional, and maintainable.
When that clarity is missing, content sprawl follows. Pages compete. Messaging drifts. Navigation grows defensively. Users feel the confusion immediately, even if internal teams struggle to articulate what’s wrong.
Content strategy and content marketing are related, but they solve different problems.
Content marketing focuses on execution and distribution—blog posts, email campaigns, landing pages, lead magnets. Content strategy defines the system those efforts live inside. Without strategy, content marketing becomes reactive and fragmented. With strategy, it compounds.
UX and design don’t fail because teams lack talent. They fail when structure and intent are undefined. Decisions about what belongs on a page, what matters most, and what a user should do next are content decisions first.
Navigation labels, page hierarchy, section order, and calls to action all flow from that intent. Design gives those decisions form, but it shouldn’t be responsible for inventing their logic.
When content strategy is missing, UX and design are forced to compensate. Pages try to serve multiple goals at once. Structure varies from section to section. Experiences may look polished while still feeling inefficient or confusing.
When intent is clear, downstream decisions become obvious. UX teams aren’t guessing. Design isn’t masking structural problems. Each interaction supports decision-making instead of getting in the way.
Since 2016, we’ve partnered with CariFree to evolve their digital strategy. In 2023, that work culminated in a strategic site split—creating consumer and professional platforms with tailored messaging, clearer user journeys, and focused ecommerce strategies that drive stronger engagement, improved conversion, and scalable growth across B2C and B2B channels.
To help Grover stand out from big-box competitors, we translated their expert, service-first approach into a modern website. The result is a scalable platform with localized content, flexible publishing tools, and clear storytelling that drives in-store engagement and helps customers feel confident before they arrive.
Gigya leads customer identity management for 700+ brands worldwide. The team struggled to explain complex solutions to buyers. Gravitate redesigned the website and simplified complex ideas. Visitors understood Gigya’s value and their platform’s benefits.
Structure alone doesn’t make content effective. Content only works when it’s built for a specific audience trying to accomplish a specific goal.
Our content strategy work is grounded in persona-based messaging and validated through user flows. Instead of designing pages in isolation or guessing what might resonate, decisions are anchored to clearly defined audience types and tested against real journeys.
Personas aren’t marketing theater. They’re decision-making tools. We define personas around motivation, context, and intent—not demographics for their own sake.
Each persona represents a different reason someone shows up, a different level of familiarity, and a different outcome they’re trying to achieve.
Once defined, personas become the filter for major decisions:
User flows give teams a shared reference point. Instead of debating preferences or reacting to individual screens, teams can evaluate decisions against intent.
Questions change:
Decisions feel less subjective because they’re tied to behavior, not taste.
Designing for “everyone” usually results in content that connects with no one.
User flows are how we test assumptions before they harden into structure. A user flow maps the path a specific persona is expected to take through the site to accomplish a specific goal.
It’s not a sitemap and it’s not a wireframe. It answers a simple question: If this person shows up with this intent, what happens next?
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Flows reveal breakdowns early:
We approach content strategy as infrastructure. The goal isn’t to improve individual pages in isolation, but to build a system that can absorb change without breaking.
Our audits focus less on what exists and more on how content behaves under real-world use. We identify where pages overlap, where messaging contradicts itself, where performance stalls, and where users are forced to hunt for answers they expect to find quickly.
The outcome isn’t a static inventory. It’s a set of clear actions: what to improve, what to consolidate, what to retire, and where genuine gaps exist. For many teams, this diagnosis alone removes more complexity than a redesign.
Once strain points are visible, planning becomes possible. Content is mapped to audience intent and decision stage using persona-based user flows, not abstract diagrams.
Each piece is assigned a role. Educational content supports early research. Validation content reduces hesitation. Conversion-focused pages guide action. Pages stop trying to do everything at once, and the experience starts to feel guided instead of overwhelming.
Information architecture is where strategy becomes enforceable. We define how content is grouped, named, and prioritized through page hierarchy, navigation logic, naming conventions, and internal linking. These rules shape menus, URLs, breadcrumbs, and how users mentally model the site.
Strong IA improves usability and lowers long-term maintenance costs by giving teams a framework for future decisions.
Strategy only matters if it survives implementation. We translate planning into page-level content briefs and modular copy blocks designed to live inside wireframes and design systems. Each page is defined by purpose, primary audience, hierarchy, and CTA logic before visuals are finalized.
This reduces rework and keeps intent intact through design and development.
Search performance is a byproduct of clarity, not a separate layer. We align content to search intent, topic relationships, and SERP opportunities so discovery feels natural rather than forced. That includes deciding where depth belongs, how topics connect, and how internal links reinforce relevance instead of competing.
We also account for how AI-driven search and discovery tools interpret content. Clear structure and intent ensure content holds up as search behavior evolves.
Revitalizing Bullhorn’s global brand, we expertly navigated a comprehensive redesign—managing 12k pages across eight international sites, ensuring intuitive content creation, and improving user experience and SEO. The result is a powerful, flexible, user-friendly website that ranks and underscores Bullhorn’s true industry supremacy.
Netrush partners with premium brands to control Amazon sales. They had a splash page and needed a new site to show their full value. Gravitate built a custom site with solution-focused content and clear user paths. The experience showcases the team, surfaces services, and guides visitors to contact Netrush.
To elevate Multnomah University, we audited complex stakeholder needs and mapped persona-based user journeys. Through improved IA, clearer navigation, and a robust CMS structure, the redesigned site better serves prospective students and campus audiences while giving the marketing team greater content flexibility.
Strong content strategy is built on evidence, not assumptions.
Our research phase brings together audience insight, competitive context, search behavior, and performance signals so decisions reflect how people actually evaluate, navigate, and decide.
Our research phase is designed to turn insight into direction your team can use. Here’s how our research connects inputs to decisions:
The Gravitate team has been truly wonderful to work with. They are quick to respond and excellent at communicating and explaining. I’m so grateful they partnered with us to improve our eCommerce site. With their help, our customers have an easier time finding us online which is having a direct impact on our sales.
We especially love how everybody we worked with at Gravitate hasn't kept us in the dark. You guys have been super transparent about the whole process, and we feel like you're skilling us up in our own internal capacity for things and understanding things as well. On the development side, Blake has been just amazing with that. It's just been a fantastic experience overall. And the level of customer service that we get from you guys, it's been amazing.
Content strategy fails when it ignores context. Buying cycles, compliance requirements, organizational size, and audience expectations all shape how content needs to work. Our approach adapts to those differences instead of forcing everything into the same framework.
B2B buying cycles are long, nonlinear, and rarely driven by a single decision-maker. Content has to support education, validation, and internal consensus over time.
We help B2B and SaaS teams map content across the full funnel so each page supports a specific stage of evaluation instead of trying to close too early. That includes:
The result is a B2B content strategy that builds confidence gradually and supports momentum instead of forcing it.
In healthcare and nonprofit environments, content carries more responsibility. Accuracy, accessibility, and trust matter as much as persuasion, and messaging has to balance clarity with care—clear without being reductive, compliant without feeling cold, and supportive of users who may already be under stress or uncertainty.
Strong nonprofit content planning helps users understand what to do next without overwhelming them or oversimplifying complex issues.
Our content strategy work in these spaces focuses on:
Large organizations face a different challenge: scale. Content is often created by many teams, updated unevenly, and organized around internal structures instead of user needs. Without strategy, sites grow into disconnected ecosystems that are difficult to manage and even harder to navigate.
We support enterprise content strategy efforts by:
For eCommerce and local businesses, content has to work fast. Users arrive with clear intent, limited patience, and specific questions. Content strategy in these environments focuses on removing friction and guiding action without unnecessary detours.
When structure is right, users find what they need quickly and move forward with confidence.
We focus on:
Gigya entered the project with a strong product and a fresh rebrand, but the website wasn’t doing the work required of it. Messaging shifted by page, structure didn’t reflect how different audiences evaluated the platform, and the site wasn’t built to support long-term content marketing or vertical expansion.
The issue wasn’t audience definition. It was how engagement unfolded across the experience.
Gravitate partnered with Gigya to define how different users should encounter messaging, move through the site, and progress toward action. We created strategic documentation that informed user flows, page roles, messaging hierarchy, and future content creation.
The strategy stayed flexible, collaborative, and durable—designed to guide both the website and ongoing digital marketing efforts.
Gigya gained a content system that could support its rebrand and scale with future initiatives.
User flows clarified evaluation paths, messaging aligned more closely to intent, and the strategy documentation became a shared reference point for marketing, content, and vertical growth.
The site stopped being a snapshot and became a foundation.
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Messaging strategy defines positioning, audience language, and message hierarchy before content is planned or written.
It ensures content strategy has a clear point of view to work from, so pages don’t drift in tone or purpose as volume increases.
This work clarifies what needs to be said, to whom, and in what order.
Copywriting translates strategy into page-level execution.
Content is written to fit real layouts, support hierarchy, and guide users through defined user flows.
This approach keeps copy aligned with intent and structure instead of forcing design to adapt after the fact.
SEO and GEO services align content to search intent, topic clusters, and internal linking patterns.
Pages are mapped to clear roles so discoverability supports evaluation and conversion rather than competing with it.
This includes planning for traditional search, paid overlap, and emerging AI-driven discovery.
UX and wireframing integrate content decisions directly into page structure.
Hierarchy, labeling, and interaction patterns are shaped by intent instead of placeholders.
This reduces rework and keeps strategy intact through design and development.
If your site feels harder to manage than it should, content strategy services are usually the missing layer. Whether you’re planning a redesign, struggling with SEO performance, or watching content sprawl faster than it’s maintained, the right strategy creates clarity before more work gets added.
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A content audit or information architecture review is the fastest way to see where structure, messaging, and intent are breaking down. We’ll evaluate how your content is organized, how it performs, and where pages compete or confuse users. You’ll walk away with clear priorities and a practical roadmap, not a theoretical report.
If you’re exploring a broader engagement, a discovery call helps define scope and fit. We’ll talk through goals, constraints, and where content strategy can have the most impact across your site and marketing efforts. From there, we can outline next steps, timelines, and what a content strategy proposal would look like.
If you’re ready to hire a content strategist or want a grounded content strategy consultation, this is where the conversation starts.
Content strategy defines the system. Content marketing executes within it. Strategy determines audience intent, page roles, structure, and messaging hierarchy. Content marketing uses that foundation to publish blogs, campaigns, emails, and landing pages without reinventing logic every time. One prevents chaos. The other produces output.
Yes. We provide copywriting and content creation when it makes sense, and we do it inside the strategy, not alongside it. That means copy is written to fit defined page roles, user flows, and hierarchy. If your internal team handles writing, we support them with briefs, standards, and review so execution stays aligned.
Closely, and early. Content strategy works best when stakeholders, marketers, designers, and developers are aligned before decisions harden. We work alongside internal teams to define intent, pressure-test assumptions, and keep the strategy grounded in how work actually gets done.
That’s expected, not optional. We integrate directly with UX, design, and development so content decisions survive implementation. Strategy informs wireframes, navigation, and page structure before layouts are finalized, reducing rework and late-stage friction.
It depends on the problem, not the preference. Common inputs include content audits, analytics, search data, heatmaps, competitive analysis, and user flow mapping. We focus on methods that reveal behavior and intent, not tools that generate noise.
Most content strategy engagements take between four and eight weeks, depending on site size, complexity, and scope. Audits and IA reviews can move faster. Larger, enterprise-level planning efforts take longer. Timelines are defined up front so teams know what to expect and when decisions will be ready.