1) The document discusses how to effectively manage content creation and strategy. It provides tips for setting up teams for success.
2) It recommends clarifying roles and responsibilities for all those involved in content production, including content strategists, writers, editors, and legal and executive approvers. It also stresses the importance of identifying a content scheduler.
3) Regular meetings just about content are advised to discuss templates, character counts, and calls to action, as well as establishing realistic timelines for editing and approvals.
13. When thinking about content
What do I need on the:
•People
• Process
• Technology
Side of things to be considered successful?
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14. TODAY: Set up for success
1. Pick the right type of content strategist or professional
2. Define clear roles and responsibilities
3. Identify a scheduler
4. Weekly meetings about content ONLY
5. SHOW editing & approval timelines
6. Define collaboration; not technology
7. Get in the same space
8. Checklist when things go wrong
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18. #1: Pick the right type of content
strategist or professional
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19. What business problem are you trying
to solve?
•Messages
•Formats: Text, audio, video and visual
•Delivery
•Navigation
•Usability
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22. Who is in charge?
•Project Manager: What is your job? Explain it to the content people.
•Content Strategist: EXACTLY what are you in charge of doing?
•Writers/Content Creators:
• Who sources your material?
• Who writes it?
• Who edits it?
• Who approves it?
• Who gives legal approval? (In highly regulated industries?)
• Who gives executive approval?
•Who quality assures the content once it is up?
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29. #4: Separate meetings about content
Content is a separate entity in a project. Treat it like that.
Discuss:
• Templates
• Character counts
• Calls to action
• “The No Man’s Land of Content Development”
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36. Make sure you start the clock properly
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37. Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Content
Planning
• Persona Development
•Messaging Architecture
• Identity Pillar
Identification
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Build OR
clarify the
business
case
Content
Auditing
Discovery
YOU ARE
HERE
45. Checklist of how to avoid disaster
1. Identify the bottleneck(s)
2. Hold an emergency “yellow light” meeting
3. Inform higher ups that timelines will slip if you keep repeating this disastrous content
pattern
4. Bring in reinforcements (Who can help clean up this mess?)
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