How taxonomy powers modern customer experiences and is the foundation of Digital Success.…
Fractional head of content and contract content strategy support
Engaging a fractional head of content or chief content officer gives you an alternative between a few freelancers to support your team and six-figure director of content.
You get an embedded partner who not only owns the strategic vision, but also isn’t afraid of rolling up their sleeves and diving into the work. It’s like leasing years of content experience in someone who attends all the right meetings, is on you messaging platform, and is accountable for results, but only for the hours you really need. Get the benefits of an in-house leader with the flexibility and cost-efficiency of a contractor—all without the typical agency overhead.
Why Rubicon cx
Judge us by the company we keep
We’ve been lucky enough to do some very cool work with some very cool companies, in a variety of sectors and verticals. The selection of brands below represents a nice sampling of the range of industries where we’ve helped out clients achieve their content and experience goals.
our approach
Content and experience
the Rubicon CX way
Our mission to is help you transform your content into engaging conversations that lie at the heart of an experience. It’s never as easy as you think it may be.
So, we think big and work tirelessly with our counterparts and clients to uncover the best approaches and designs.
We ask questions.
We think, and we ask follow-up questions.
We listen.
We adjust.
We don’t rest until we’ve delivered actionable recommendations and a content and experience design that will not only suit your audiences’ needs, but also enable business users to easily maintain content to optimize it and keep it relevant.
What we consider: the pillars of an effective content strategy
Any content and experience strategy leverages brand knowledge and user insights from all available source to inform what our goals are and how we will use them to align with user needs and larger business goals.
Content experience
Always Consumer-Centric
This is the journey that defines the experience for the end-user. We design a targeted solution supporting a targeting or enterprise Content Strategy. Then, we create compelling content to move users through the funnel and keep them engaged. It’s all about the conversation.
Content delivery
Connected Digital & Print Platforms
The platforms determine the model and system design necessary to acquire, create, maintain, and approve content—wherever it is delivered. Using the back-end to drive toward branded engagement, for customers and business users alike.
Content governance
Ecosystem Evolution
Designs the operational processes and mechanisms that are required to ensure the continued success of content to maintain and evolve the ecosystem, including the roles required and their responsibilities.
The hidden roi of content strategy
The content problem
Too often, companies look at content as the last river to cross for an experience, with little understanding of the content they have or where that content will go—or what the costs may be. Many believe that it will take care of itself in a programmatic fashion.
Unfortunately that just replicates the problems that may lie with the existing content, and it doesn’t take into account how content will fit within a design system, leading to a less-than-optimal experience for the audience and increased and unplanned expenditures.
And ultimately, it will undermine the entire experience because your content lies at the heart of the overall experience.
CASE STUDIES
NASCAR
Content model for Genesis.com
NASCAR had spent many years outsourcing it’s main digital presences to third-parties, foregoing any syndication and advertising opportunities and ceding editorial control of it’s wealth of existing content to that third party. They merely provided images and data from action at the tracks.
Upon deciding to take control of their digital footprint by taken the sites in house and standing up Adobe Experience Manager (AEM) from scratch, they engaged with a team to lead the content and experience strategy of the site. As lead content strategist, Tim Truxell, took the lead performing an existing state audit, supplemented by further reasearch, which then lead a suite of content activities and deliverables to inform not on the new experience design, but also site maintenance and management once the site had launched. These activities spanned all three content strategy pillars (content experience, content delivery, and content governance):
Content Experience
The following experience deliverables were completed: A full set of content recommendations based on a comprehensive audit to information the user experience and visual design, as well as further content work; a voice and tone for the NASCAR brand to act as its voice in the digital realm; and Editorial Guidelines to guide the creation and maintenance of site content on a day-to-day basis
Content Delivery
The following delivery deliverables were completed: A comprehensive content model to guide AEM development and provide editors and authors the system driven constraints necessary to ensure the integrity of the overall experience design; and a taxonomy and content and asset tagging strategy and metadata specification to guide the future appearance of dynamic and personalized content on the site.
Content Governance
The following governance deliverables were completed: a governance model to guide the continuing maintenance process, including the introduction of recurring content audits for content optimization; a comprehensive set of editorial workflows to guide content reviews during maintenance, including detailed editorial processes beyond the general systemic workflow steps.
GENESIS
Content model for Genesis.com
Rubicon CX was tasked with completing the content model for the relaunch of Genesis.com on the latest version of Adobe Experience Manager (AEM).
Over eight months, we provided a content design that incorporated both business goals and user needs. We designed the following for development in AEM:
– 6 reusable widgets that could be incoporated into core components
– 3 content fragments that could be called throughout the site
– 4 experience fragments for commonly used content blocks
– 7 page templates to ensure the design integrity of the experience
– 29 content components for presentation on those templates
In addition to the content design, we also created authoring guides for a representative page for each template to ensure that business users and content authors would have the information they would need to maintain and populate content on the site.
We also contributed to the page-level content strategies for each page type.
Finally, as part of the run up to launch in August 2023, we shouldered the load of authoring content into the system, leading a team of content authors to make sure the site launched on time.
GENUINE PARTS COMPANY
Content discovery and strategy for NAPA Online
Rubicon CX was tasked with completing a complete discovery project for NAPAOnline for Genuine Parts Company aimed at improving the content and experience strategy of the NAPA Online property.
To do this, we performed a full inventory and audit of GPC’s digital property and conducted high-level internal research to determine the business goals for the future state experience. Over 20 stockholders were interviewed for initial readout as well as store walks to ascertain product organization within the store.
A competitive audit was also performed including competitors in the auto parts space as well as best-of-breed experiences in other ares based on content features and goals.
Using the information gathered in the initial phases, Rubicon CX prepared a high-level content and experience strategy for the next evolution of NAPA online.
This content strategy included ecosystem consolidation, content quality improvement, content maintenance process improvement, and identifying new content to bring NAPA Online up to par with modern digital experiences for all of its audiences.
This tactical guidance culminate in a content strategy playbook around each major template and content type required for the NAPA Online experience to support not only business goals but customer needs.
KENNESAW STATE UNIVERSITY
Comprehensive content strategy
For the better part of 2020, Rubicon CX worked with Kennesaw State Unversity on a comprehensive, end-to-end content strategy for their digital presence.
This, of course, started with a full inventory and audit of the existing content and digital ecosystem for KSU. The results of this and of primary research with many stakeholders (around 40) then informed a content strategy brief that informed the creation of a voice and tone for the experience included in a larger set of editorial guidelines for content creation and maintenance moving forward.
Once this direction had been set, we transitioned to more tactical matters, including page-level content strategies for each template to be included on the site and a key messaging frameworks for each primary audience of the site.
To further support content delivery, we designed a foundational taxonomy for the tagging and presentation of content as part of an overall metadata and tagging strategy and specification.
Finally, and perhaps most importantly, Rubicon CX worked closely with KSU stakeholders to come up with a proposed, more streamlined governance model for site content and experience in the future state. This included a proposed starting and organizational model, roles and responsibilities, and editorial workflows.of-breed experiences in other ares based on content features and goals.
Using the information gathered in the initial phases, Rubicon CX prepared a high-level content and experience strategy for the next evolution of NAPA online.
This content strategy included ecosystem consolidation, content quality improvement, content maintenance process improvement, and identifying new content to bring NAPA Online up to par with modern digital experiences for all of its audiences.
This tactical guidance culminate in a content strategy playbook around each major template and content type required for the NAPA Online experience to support not only business goals but customer needs.
CERENCE
Product launch content strategy & copywriting
For the better part of 2020, Rubicon CX supported Cerence, the leader in providing AI solutions within your vehicles. First, we helped an overall content strategy, including a digital voice and tone to support their overall brand. This strategic effort also included page-level content strategies for the solutions landing nd product detail pages level templates.
With these foundations in place, Rubicon CX help Cerence implement a a repeatable product-launch content creation process. Each launch consisted of a press release, web content for the solutions and product pages, and a white paper of fact sheet to support he launch.
This resulted in a number of successful product launches supported by content on the web, both as page copy and downloadable PDFs. We focused on the product section and created content to support approximately 75% of the content that is currently live at Cerence.com, including the copy and fact sheets (below) in the following product areas:
1. Core Technologies
2. Cloud Services
3. Voice & Beyond
4. Mobility Platforms
5. Platform Developers
POLLSITION
Fractional Chief Content Officer and content strategist
Rubicon CX’s principal engaged as the Chief Content Officer for this app. The app is designed for U.S. citizens to more deeply involve themselves in our democracy by making their views on the issues known, the can choose to share their participation socially and with their representatives.
In the initial phases, we not only provided a scalable content strategy using publicly available sources organized in a citizen focused structure, but we also established a voice and tone to align with the overall forward-looking brand.
Tactically, we provided a messaging framework to align with the brand and strategy, along with key messages for pre and post launch in the app stores. Finally, we provided UX writing oversight and support for the app.
what clients say
Howie Chen
Founder and CEO, Pollsition
Tim is a superb content strategist. A true poet, he is incredibly thoughtful and expert in the nuance of language. He is a joy to work with in collaboration and a strong leader in teams. He is and always will be my go-to resource for content strategy work.
who drives rubicon cx
Timothy Truxell
Founder, Executive Director of Content and Experience
Tim is one of the original content strategists (circa 1998). He has worked not only for large digital agencies—the majority of his career to date, but also for a Fortune 50 company managing and creating compelling. content strategies that drove growth and created large cost savings for his clients.
THE LATEST FROM THE CROSSINGS BLOG
How big tech stole everything to build AI empires, trampling creator’s rights along the way.…
A brief history of content strategy as I have lived it, part one.…
CONTACT RUBICON CX
Reach out to learn more
Where we work
We are located in Atlanta, but are well accustomed to doing business in a number of different times zones, ranging from IST to PST.
Office hours
Monday to Friday: 8:00 AM to 6:00 PM (EST)
Saturday: By appointment
Sunday: Closed
Contact details
Address: 1437 McPherson Ave. SE, Atlanta, GA 30316
Phone: +1 404.550.4561