Whether it’s sales, sign-ups, donations, registrations, downloads or simply eyeballs you seek, a powerful content strategy is vital.
Yet no matter how many times we hear the hackneyed adage ‘Content is King’, we consistently see content being treated as an afterthought. Like the piece of the puzzle that slips under the coffee table and gets forgotten until the end.
Our content and digital strategists have years of experience overseeing successful projects and will make sure you’re on the front foot with content. They’ll help you put the processes in place to produce content that’s laser-focused on meeting the needs of your target audience and achieving your objectives.
How we do it
We offer content strategy services to help you develop a roadmap for your content marketing efforts. Starting with a content statement to frame your content efforts to goal setting and content tactics, we will help you build a strong foundation for your content marketing.
Website content audit
Understanding the state of your content is the first step in delivering targeted content that speaks to your audience needs and meets your business objectives. Our content audit and inventory services will provide you with a qualitative insight into how your content is working; whether it is your top 25 pages (based on your data analytics) or a full sitewide content inventory. We analyse your website content against predefined criteria and create a report and recommendations of how to create and manage your content. We can also help with your annual content audit or audit program.
Content strategy
Our content strategists will work with you to set the future direction for your content through the delivery of a content strategy that aligns with your organisation’s business strategy and audience needs. From a single strategy on a page to a full strategy that outlines processes for content production and management within your organisation, your strategy can include: content goals and tactics, content roadmap, recommended content workflow and management model to suit your organisation and tech stack, content governance and guidelines, and synthesis of existing brand voice or creation of a specific brand voice for your website content.
Copywriting and content editing
Whether you need website content, blog posts, email newsletters, whitepapers or other lead generation content assets, we can help. We’ll work with you to understand your brand voice and SEO requirements to create compelling content that speaks directly to your target audience. We can also help support your in-house content efforts with our proofreading and copy editing services. Often it helps having a fresh or external pair of eyes to look over your content. Our copy editing services can be used in conjunction with our copywriting services or as a standalone content service.
Content modelling
Understanding the different kinds of content you have on your website and documenting them helps to create alignment across your website development and efficiencies in content creation. Alongside our UX team (or your internal UX team) we can help break down content types into their component parts, describe them in detail and map how they relate to one another.
Content governance and style guides
Content operations can sometimes become unwieldy and siloed when they exist outside a content strategy framework. We work with you to assess your existing content approach to define content governance and style guides that help you deliver consistent and efficient content delivery processes.
Content writing workshop
Our content specialists can deliver practical tips on creating compelling UX content for your website that includes ways to structure your content, use of plain language principles and the basics of SEO writing, and ways to test your content.
And the proof?
A snapshot of our content services clients
Eftsure: APAC’s first site built on Optimizely SaaS
Eftsure, a leading provider of payment fraud prevention software, partnered with Luminary to rebuild its website on a modern enterprise CMS. The project delivered a highly performant, content-rich experience powered by Optimizely’s new SaaS platform.
ReMade in Australia
ReMade in Australia is a non-for-profit organisation administered by Australian Made Campaign Limited, that will certify products and construction projects made with recycled content.
The Australian and New Zealand College of Anaesthetists (ANZCA)
The Australian and New Zealand College of Anaesthetists (ANZCA) is one of the largest specialist medical colleges in Australia and New Zealand.
SILK Laser Clinics
SILK Laser Clinics engaged Luminary to undertake a discovery project that would identify key digital transformation opportunities and lay the foundation for a future-proof online experience.
RedZed
Empowering borrowers with a transparent digital experience: RedZed partnered with Luminary to deliver a user-centric online experience that addresses the needs of both brokers and direct loan customers.
BYD Discovery
Electric vehicle manufacturer BYD engaged Luminary to provide it with a digital strategy to enhance its online presence and consolidate its positioning as a leading EV brand in the Australian market.
The Fred Hollows Foundation
A dynamic, user-first digital experience: Fred Hollows' website transformation delivers a more cohesive, accessible platform to enhance donations and better serve diverse audiences.
Beyond Blue
Beyond Blue needed to transition away from a legacy CMS which was preventing it from supporting the mental health of the community in the best possible way.
Interrelate
A deep discovery engagement resulted in a blueprint for digital transformation for relationship services provider Interrelate.
The Salvation Army Discovery Project
A deep discovery engagement with Luminary has helped lay the foundations for a far more user-centric website for The Salvation Army.
Yarra City Council
The City of Yarra is a local government area (LGA) in the inner eastern and northern suburbs of Melbourne, with a population of 91,543 residents. Some of Melbourne’s most iconic suburbs belong to the City of Yarra, including Richmond, Collingwood, Fitzroy and Carlton North.
NGS Super
NGS Super was looking for a platform that would provide security and stability, as well as empowering its staff to be self-sufficient in managing the site.
Head Start – Clipsal Consumer Promotion
Clipsal by Schneider Electric was looking for a creative way to expand its subscriber database.
Simplot
Simplot has been serving up convenient, balanced meals for decades, found on the shelves of major supermarkets and in the pantries of Australians and New Zealanders.
Holding Redlich
Law firm Holding Redlich was looking for a site that would convey a sense of approachability and provide easy access to the firm's substantial library of content.
Avant
Avant’s website rebuild has resulted in a comprehensive portal that serves as a premier destination for healthcare professionals.
Kapitol Group
Kapitol Group’s digital transformation and growth-geared website.
Fuso
Fuso approached Luminary seeking to significantly improve customer engagement through the enablement of personalised product matching, and a greatly enhanced enquiry experience.
Adviceline Injury Lawyers
Adviceline Injury Lawyers needed a website that would reflect its position as a leading personal injury practice and put control of the site back in the hands of content editors.
Ivory Coat Food Check
Ivory Coat is an Australian pet food brand that prides itself on using high quality, natural ingredients.
Legalsuper
legalsuper approached Luminary following a significant brand refresh and was faced with the predicament of redesigning and redeveloping their existing website or investing in a new build on a more suitable technical platform to suit their future needs.
Australian Apprenticeships Pathways
This streamlined site is an amalgamation of two complex sites into one, where the journey is tailored to the needs of discrete user groups.
Our expertise
Key team members and musings from our blog
Emma Andrews
Strategy Director
As Strategy Director, Emma's primary task is to ask lots of questions of our clients and transform the responses into a blueprint for success.
Victoria Whatmore
Content Strategist
Victoria helps clients develop a roadmap for how content can contribute to achieving their business goals.
Shayna Burns
SEO and GEO Principal
Shayna oversees Luminary’s SEO and generative engine optimisation (GEO) services from audit and strategy through to execution and training.
Sarah Crooke
Data Analytics Consultant
Sarah investigates client performance and creates data-driven insights that improve digital products.
Adam Griffith
Managing Director & Owner
Adam is a trusted advisor for our clients, and welcomes new clients to the Luminary community.
Tami Iseli
Marketing Manager
Tami looks after all of Luminary's internal content and marketing, as well as assisting our clients with their content strategies.
4 min read
7 reasons why content calendars fail
A content calendar can be an extremely powerful tool – if well set-up and maintained. Content Strategist Tami Iseli outlines some of the factors that can reduce the chances of abandonment, along with a downloadable content calendar spreadsheet that automatically syncs your content ideas to a Google calendar.
5 min read
Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
7 min read
5 content-related ‘crimes’ against accessibility
Content Strategist Tami Iseli exposes some of the most common accessibility mistakes that content creators make – and how to avoid them.
Handy resources
Check out the handy resources below for downloadable guides, checklists and templates to help you achieve your digital goals.
8 min read
How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
9 min read
Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
10 min read
WTF is GEO? A guide to staying visible in AI search
Feeling overwhelmed by all the new acronyms flying around in search and content marketing? You’re not alone. From GEO to AIO and AEO to SXO, it’s hard to know what’s what – and what you actually need to focus on.
6 min read
How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
5 min read
How to perform a website audit
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
6 min read
How to brief a digital agency
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.
The Marketer's Guide to Headless CMS
Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.
A Guide to Digital Product Design
Everything you need to know if you're considering developing and launching a digital product.
5 min read
Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
