content creation


Content, in online parlance, is anything that you share, in order to engage, educate, illustrate, entertain, or inform. Most clients dealing with a crisis want to use content to stop harassment or online abuse, inform the media and the general public as to the facts of a situation, and to engage or create a supportive community. Clients involved in some aspect of investigation and litigation often have the added need of illustrating how they have been harmed, in a way that is easy for a judge or jury to fully comprehend. Creating a strategy to achieve those goals involves the creation of appropriate, authoritative content that is easy to understand and consume and that is unassailable.

From internal audio, video, web, graphic, and written content, to content that is created by third parties, including reputable reporters, producers, documentarians, and other professionals in the industry, we pride ourselves in creating exceptional content that helps protect our clients and restore their reputation and brand.


foundation content

Foundation content is content that provides basic, unbiased, factual information, typically released as a website. When a client is being scrutinized by the media, or is the focus of intense public interest, being able to provide factual, unemotional information, especially legal documents, evidence, and reputable 3rd party, reports can be an important step towards quieting abuse.

At Merrell Strategy, creating a foundation website is often one of the first steps in reputation remediation. Done correctly, it can provide information that is easily verifiable for the media and answer questions for the interested public. It doesn’t necessarily end abuse, but it can go a long way in countering an extortionist’s claims.

While we often build sites inhouse in order to better control the narrative, we can also work with existing site developers in order to create or rebuild an existing site into an easy-to-understand, fact based foundation upon which to build.


litigation content

Whether a client is pursuing justice in court or defending themselves against false allegations, being able to show the personal and professional effects of online abuse, to a judge and/or jury can be challenging. Many in positions of authority are older people, perhaps unfamiliar with the current reality that online perception equals offline perception and a person who is being harassed, defamed, and abused online, suffers “real world” consequences.

Being able to illustrate the sheer level of abuse and it’s effects can often be achieved through visual representation. It may be difficult for a jury to conceptualize 14,000 harassing posts or threats metered out by an extortionist or stalker. But a judge in his/her 60’s in New York City would be able to visualize that those 14,000 posts equal 16 old “NY Yellow Pages.” A jury would be able to understand the sheer volume of abuse when compared to 7 copies of Black’s law Dictionary (roughly 2000 pages each) which would stack 21 inches high. Creating content that assists in making online abuse relatable to the offline world, in legal battles is an important aspect of achieving justice.

In addition to helping litigators create a visual strategy for the courtroom, we also provide complete cataloging of online harassment posts, audio, and video, to ensure that litigators have a full accounting of the abuse as well as easily to reference content, without having to maintain the harassment online. We can catalog abuse and then work with platforms to remove it, without compromising a clients ability to prove it’s existence.


remediation content

While foundation content focuses on the sharing of unemotional, fact based, information, remediation content often includes a way in which victims can tell their personal stories. At Merrell Strategy we can create or facilitate the creation of multiple types of remediation content. This can be as simple as a single, written statement that is posted on a foundation website or social media or as complex and in-depth as a long-form print or on-camera interview with an reputable news outlet.

We can also create audio and video options that allow clients to share their experiences in a more personal way. Ultimately that content can be translated into podcast, speaking engagements, video, news reel, documentaries, and other media.

content creation services


content strategy -

creation of content strategy

strategic content releases

3rd party content creation and integration

content monitoring and rapid response

specialist content -

litigation content

explanatory video creation and authentication

in-house documentary content

in-house podcast creation

in-house content creation -

in-house website, SEO, and social media creation

domain guarding

statement, article, and response creation

audio and video creation

3rd party content –

3rd party documentary/TV producers

ghost writers/agents/publishers

speaking engagements and speech writing

publicist services to liaise with appropriate media