AI has made content production fast and cheap. It has not made it good. The gap between organizations producing volume and organizations producing work that actually builds trust, converts audiences, and reinforces their brand is wider than ever.
We design content systems—the strategy, editorial architecture, voice standards, and production workflows that govern what gets made, why, for whom, and how. The output is a content operation that produces high-quality, on-brand work at sustainable pace, using AI where it accelerates the work and human judgment where it protects the voice.
This includes editorial calendar design and management, messaging frameworks that connect content to positioning, channel strategy across web, email, social, and print, and the integration of content workflows with tools like Asana, HubSpot, and WordPress. We build the system, train the team to run it, and write cornerstone content ourselves when the stakes require it.
Content is the visible expression of everything an organization has decided about who it is and who it’s for. When the positioning is right and the systems are built, content stops being a scramble and starts compounding.
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Case studies
OfferUp
The Next Us led positioning, messaging, brand voice development, and cross-channel content and editorial guidelines for this fast-growing, mobile-first P2P marketplace. OfferUp was named by Forbes to be one of the Top 5 Hottest Startups of 2015, and the company reached a $1B valuation in September 2016.
Community Youth Center San Francisco
The Next Us has worked with CYC continuously since 2019 as strategic advisor and consulting Head of Development and Marketing. Over the past six years, our key responsibilities have included:
- Leading the rebranding, repositioning, website redesign, and messaging development for the agency’s 50th anniversary
- Leading the design and execution of the Richmond Community Hub capital campaign
- Creating serial cornerstone content assets, including multiple annual reports, Executive Director and board speeches, annual gala materials, and major donor brochures
- Leading the business requirements, design, and/or configuration of key development and marketing systems: Asana, WordPress, Classy, Slack, Constant Contact, Salesforce NPSP, ChatGPT, iWave
Coral Reef Alliance
For the CORAL website relaunch, The Next Us led positioning and messaging, sitewide content development, UX strategy, and WordPress development. Long-time partner Todd Schulte Design led the gorgeous visual design work. The new website helped CORAL break its online and general giving records for the 2021 annual campaign.
Small Magic
The Next Us worked with Small Magic (formerly Birmingham Talks) for a 4-year engagement on positioning, marketing and communications strategy, development strategy, internal capacity development, and brand. For the renaming and relaunch of the brand in January 2024, we led the content strategy and site map for the new website and referred Todd Schulte Design and CloudCatch, who led the exceptional design and WordPress development for the new site. The Next Us also assisted Small Magic with functional management of marketing and the optimization and integration of key operational systems including Asana, Salesforce, Slack, and ChatGPT.