Content strategy

“Content” is anything on your website that has meaning to your users. The term is too often used in the singular, as if everything on a site’s pages is a single mass, but of course it’s more than that.

In simple terms, “content” comprises:

  • Text: Headlines, articles, posts and other written copy.
  • Visuals: Graphics and photographs.
  • Audio and video: Podcasts and other streaming content.
  • Third-party content: Other online assets your organisation uses including social media, blogs and apps.

Each categry of content needs to be treated differently.

What is a website content strategy?

A plan for posts and updates is a roadmap for success

A website content strategy is a schedule for the articles, news posts, images and other material you’re going to publish on your website.

A website content strategy can cover anything from short-term, one-off changes to long-term multi-staged projects. This plan sets your organisation’s content goals and approach and measures that strategy’s success.

A unified approach to images paints a picture

Content strategy for photographs and illustrations is closely aligned with brand strategy. Webstruxure and its partners work with clients to define their visual goals and establish consistent brand aesthetics (i.e. colours, fonts, tone).

Editorial imagery such as featured images for news posts and articles requires creating, sourcing and licensing material from photographic bureaus to create a library your staff can employ long-term.

Webstruxure coordinates with commissioned photographers and illustrators to ensure the clients’ creative vision meets the technical brief.

We also work with clients to ensure their site design and images meet international accessibility standards.

Audio and video production values communicate value

Whether you’re presenting streaming podcasts, conference panel presentations, corporate video or embedded feeds from social sites like TikTok, technical standards for audio and video on your site need to be consistent in order to build trust, increase engagement and establish your brand authority.

Webstruxure delivers the best solution for your business needs, whether it’s hosting on platforms such as YouTube or Vimeo for reach, cost and SEO, or locally hosted files for control, privacy and customisation.

When audio and visual material is required to meet accessibility standards, Webstruxure produces sites with closed captions, audio descriptions and transcripts to ensure inclusivity.

Third-party content adds functionality and credibility

Properly curated third-party content can boost your brand’s credibility, extend your audience and support your site’s messaging or functionality.

A content strategy for third-party material involves curating quality, relevant external content; adding context to explain its value to your audience; and adding proper attribution.

Past examples of Webstruxure’s utilisation of third-party content for client range from simple applications such as automatic newsfeeds to complex data visualisations such as embedded Microsoft Power BI reports.

How users share your content in turn is equally important. As part of our SEO strategy, Webstruxure helps you plan and implement content sharing.

How do I create a website content strategy?

Planning for the plan

  • Define goals and target audience.
  • Audit existing content and analyse how it meets your goals.
  • Schedule and create new content.
  • Edit: Review for humans and optimise for SEO.
  • Distribute, measure, and refine.

Content planning in the age of AI

Should you use AI to plan and generate content? That’s a great question!

While AI tools are useful for streamlining repetitive tasks such as keyword research and scheduling, ultimately you’re creating a site for people. Your creative and business ideas should be strongly guided by human beings, not algorithms.

Users are quick to spot generic “slop”, filler text and factual inaccuracies that characterise AI-generated content, and reactions to such low-effort content creation are overwhelmingly negative. Don’t be tempted to take the shortcut of having AI plan or write material for you.

Webstruxure takes a human-first approach to websites and content.

We believe that nothing beats traditional planning based on knowing your audience and your business goals. We aim to deliver authentic and “human-first” content for your website and social platforms.

Preparing content for AI

Planning for LLM-based search

In contrast to the backlash against AI-generated content, users are embracing AI search. Features like AI Overviews are core to Google Search. Apps such as ChatGPT and Claude are encouraging users to ask longer, more conversational questions.

AI models have changed how users search for content. To prepare your human-first content for the new technology, focus on creating high-quality, structured, and authoritative information that answers specific user questions directly.

  • Make content machine-readable: Use clear headings, bullet points and concise language.
  • Build trust: Instil personal expertise, data-backed insights and reputable sources.
  • Keep up to date: LLMs are changing search as you’re reading this. Webstruxure can help you keep up with the latest developments.

    Recent work

    We designed a brochure site for Wellington-based kitchen installation company My Joiner that showcases their craftsmanship.

    My Joiner

    My Joiner Ltd is a Wellington-based company specialising in kitchen installations for the medium to high-end market. Trademaster and kitchen installation specialist Ulli Köhler needed a high-quality, low-maintenance site that showcased his work and would stand for years. We designed and built Ulli a WordPress brochure site with high quality images for strong graphic impact optimised it for SEO, with a custom form for ease of contact.
    Photographer Rob Neil needed a practical site that would showcase his work across a range of subject matter.

    Rob Neil Photography

    Photographer Rob Neil is an independent professional photographer covering a range of subject matter. He wanted a site to showcase and promote his work that would have a long shelf-life and be easy to maintain. We designed a multiple-portfolio site with prominent calls-to-action in each section to maximise user response. We built the site in WordPress using native CMS components and the fewest possible plugins. The finished site is a simple, fast and reliable portfolio with no distracting animations or gimmicks. The client is able to manage it himself and has ongoing support from us as part of our standard hosting package.
    Webstruxure built an updated site for housing services provider Te Toi Mahana to support its new corporate strategy.

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    Housing services provider Te Toi Mahana needed to update its website to support its new corporate strategy. We created a new site for them on WordPress that incorporated their brand look-and-feel. We improved the information architecture and UI to shorten user journeys, highlighted news and case studies for relevant audience sectors, and updated contact forms for clients and community to better align with Te Toi Mahana’s business goals. We migrated existing content to the new site and tagged it to improve the site’s SEO. We shifted hosting to our platform on Kinsta to improve the site’s speed and reliability and provided training so Te Toi Mahana staff can develop and maintain the site going forward.
    Fulbright New Zealand wanted to improve the user experience for applicants and stakeholders accessing the wealth of information on their site.

    Fulbright New Zealand

    The site for US-NZ exchange awards programme Fulbright New Zealand is a valuable source of news and information and a key call-to-action for applicants and stakeholders. However, over time the wealth of documentation had become confusing to navigate for public users and difficult for Fulbright staff to maintain. To resolve this we revised the site navigation, information architecture and user interface to improve the user experience. In parallel, we overhauled the site’s backend functionality to make it easier for Fulbright staff to maintain. The updated site is designed to support staff, applicants and grantees into the next decade.
    We built RASNZ a fresh WordPress site that simplified event management and administration duties for staff and increased the organisation's member participation.

    Royal Aeronautical Society NZ

    RASNZ is the New Zealand branch of an international membership organisation and required an updated site to better reflect its local community and highlight member participation. We built a fresh WordPress site with improved look and feel and used an events plugin to simplify the site administration. We configured WordPress admin access levels to allow branch users to create and edit posts. The new site is better patronised by users and can be updated by administrators as required.
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    Inside Out

    National charity InsideOUT Kōaro works to make Aotearoa safer for rainbow and takatāpui people, and required their existing WordPress website to be made fully accessible. We improved the site’s speed by reviewing and removing unnecessary plugins and upgrading its hosting to one of our Kinsta packages. We extensively revised the site’s code and onscreen elements including fonts, colours, navigation, interactive elements and video modules. The refreshed site upgrades the legacy content and functionality so it meets WCAG accessibility standards.
    Living Streets Aotearoa promote walking-friendly communities in New Zealand. The organisation needed to migrate their site to a new platform and bring their CRM with it.

    Living Streets Aotearoa

    Living Streets Aotearoa promotes walking-friendly communities in New Zealand. Their existing site was dated and its Drupal platform was unsupported. Their CRM (CiviCRM) needed to be carried across to a new accessible site along with hundreds of pages of content. Webstruxure delivered new branding for LSA; redesigned and rebuilt a WCAG-compliant WordPress site; supervised the export, review and editing of all content; and reinstalled their existing CRM so staff workflow could continued uninterrupted over the transition. The new site is responsive, accessible, easier to navigate and modernised.
    Webstruxure worked with Kapiti Youth Services to build this award-winning web-based application that provides reporting dashboards for KYS staff, government and health professionals.

    Levo

    Levo is a human-centered client management and insights platform designed to assess, track and measure the wellbeing journeys of taiohi over time. Webstruxure collaborated with Kapiti Youth Services to develop this tool. We rescued and migrated data from an existing system and built a web-based application that provides reporting dashboards for KYS staff, government and health professionals. Levo won the Conporto Health Innovation in Service Delivery award at the 2025 New Zealand Primary Healthcare Awards. Webstruxure provides ongoing support and development for the platform which KYS will license to other organisations.
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