Editorial strategy and content planning
We understand your audiences, objectives, priorities and available evidence, then turn them into a practical content plan, publishing schedule and approval process.
Website Content Management
Website Content Management & Digital Communications
Your website should remain accurate, useful and active after it launches.
Cross Digital plans, creates, edits, publishes and improves content across websites, social media and email, supported by clear workflows, quality checks and useful performance reporting.
Based in Exeter, we help organisations outsource the content work needed to keep established websites useful and up to date.
A managed content service
More than occasional website updates
Maintaining a content-led website takes more than uploading the occasional article. Content needs to be planned, researched, written, checked, approved, published and promoted. It also needs to remain accurate, accessible and easy to find.
We provide a structured service covering the full content cycle. An agreed content plan provides the backbone, while a visible priority list allows us to respond to news, opportunities and changing organisational needs.
1Plan what matters
2Create and edit
3Check and approve
4Publish and promote
5Measure and improve
What we can manage
One team across content, channels and reporting
Website writing, editing and publishing
We create, edit, prepare and publish website pages, blogs, articles, interviews, case studies, news, events, opportunities, landing pages, images and supporting digital assets.
We work with WordPress, Webflow, Shopify and other content management systems.
SEO, accessibility and content quality
Before publication, we can check factual accuracy, readability, tone, links, permissions, page structure, metadata, on-page SEO, image descriptions and accessibility requirements.
Useful answers and clear headings also help search engines and AI-powered discovery tools understand the content.
Social media and email
We extend the reach of website content through social-media planning and publishing, graphics, carousels, short-form video, email campaigns, sequences and coordinated landing pages.
Analytics and improvement
We use available website, email and social-media data to understand what is working. Reporting covers agreed KPIs, audience behaviour, content performance and recommended next actions, including the limitations in the evidence.
Technical coordination
Where content changes require technical work, we define the user or content need and coordinate with your developer or hosting provider. Our in-house capability can also provide supplementary support.
How we work
A clear workflow from planning to improvement
Our approach connects planning, production, approval, publishing and performance review. Shared plans, schedules, approval records and documented handovers support continuity.
Understand
We begin with your organisation, audiences, existing content, priorities, channels and measures of success.
Plan
Each item has an agreed brief, owner, source material, deadline and approval route in the production calendar.
Create and publish
We research, write, edit or design, then check facts, links, permissions, metadata, SEO and accessibility. Unresolved points are clarified, not guessed.
Measure and improve
We review delivery and audience evidence, identify improvements and strengthen the next content cycle.
If a new request could affect an agreed deadline, we raise it early, explain the likely impact and agree the appropriate priority with you.
Experience you can check
Ongoing content and digital delivery
The Farmer’s Dog and Basil’s
Three-year, multi-brand digital programme
Cross Digital migrated both brands to replacement websites we designed and built. After launch, we provided website updates, content strategy, editing and publishing, blogs and articles, email campaigns, social-media content, SEO, analytics and regular reporting.
481,247website visits
14,000+customers added
£136,520email revenue
6.41xblended ROAS
Figures are from November 2023 onwards. Results reflect the wider partnership with the client team, with Cross Digital responsible for the website, editorial and digital-marketing services described above.
Top Dog Food and Supply
Website recovery, modernisation and ongoing management
Cross Digital audited and resolved problems affecting Top Dog Food and Supply’s online checkout before modernising its website.
We subsequently provided website management, content updates, technical support, blog and email campaigns, social-media content, SEO, paid-media management, analytics and performance reporting.
The team behind the service
Clear responsibilities and accountable delivery
Geraldine Aku Addo Adamu
Geraldine oversees delivery planning, reporting, risks, communication and agreed actions.
Toby Venning
Toby leads editorial planning, research, writing, editing, CMS publishing and final content quality assurance.
Zoe Olma
Zoe leads social-media planning, campaign content, visual design, email activity, analytics and optimisation.
Caleb Adamu
Caleb provides supplementary website and technical support where content changes require development input.
Cyber Essentials
Cyber Essentials Plus
Disability Confident Committed
The Cyber Essentials certifications cover the whole organisation. Learn more about Cross Digital.
Frequently asked questions
Website content management FAQs
What is website content management?
Website content management is the ongoing planning, creation, editing, publishing and improvement of website content. It can include routine updates, articles, case studies, campaign pages, SEO, accessibility preparation and performance reporting.
Can you manage our existing website?
Yes. We support established websites using WordPress, Webflow, Shopify and other content management systems. We can manage the content without requiring a redesign or rebuild and work alongside your developer, hosting provider or internal team.
Can you write and promote the content?
Yes. We can research, write and edit website pages, blogs, articles, case studies and campaign content. We can also create supporting social-media, email and visual content to reach the relevant audience and bring people back to your website.
How will we know whether the content is working?
We agree suitable KPIs, review available website and channel analytics and provide clear performance reporting. Reports explain what has happened, any limitations in the data and the practical actions we recommend taking next.
Ready to improve your website, marketing or digital product?
Tell us what you want to improve and we’ll come back with practical next steps.
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