The core strategy is what connects all the other components
of your content strategy together: It provides the all-necessary
“guiding light” that keeps you moving in the right direction, no
mater what might happen along the way.
Achieve: What does your content strategy need to accomplish
(for the organization, for your industry, for your product, etc.)?
Be: What “content product(s)” will we create? (In other words,
what will we produce for our users/consumers? How will those
content products be valuable to the users/consumers?)
Do: What will the organization need to do to support the
DEVELOP & DEFINE A CORE STRATEGY
Substance: What content do you need and why?
Structure: How will your content be prioritized, organized,
formatted, and displayed?
Audience: Set some parameters and
priorities about who your content is for.
Messaging: Primary, Secondary, Details
Purpose: Persuade, inform, validate instruct, entertain
Voice and tone: how it feels, what values live behind it, the
different media in which it might manifest; Combine that with
what you know about the user’s native voice and the objective
of the specific website or channel content you are creating
CONTENT: FACTORS TO CONSIDER
Primary message: The single most important thing you want
the user to know after viewing your content. Tis message is
applicable to all of your audiences.
Secondary messages: A group of key messages that support
the primary message and provide context. These messages
often highlight the things that are competitive advantages or
differentiators. They may or may not be applicable to every
Details: All of the various proof points behind the primary and
secondary messages. Topic maps help.
Primary message: AwesomeCo is the best-kept secret in
We don’t sell products. We sell systems tailored to your needs.
We use open source technology, so you’re never held hostage to
We work with 83 companies in the Fortune 100, new startups, and
everyone in between.
We don’t do marketing; we’re too busy making software. Our
business comes from word of mouth.
Aggregated: from other websites or sources (which, of course,
must be accurately credited)
Curated: research and curate content with an editorial point
Licensed: created by a third-party publisher
User-generated: invite users to create it themselves
What are the best formats to communicate (and demonstrate)
your key messages?
Are these formats achievable?
Where are your audiences?
How “portable” should your content be?
KEY CONTENT-FOCUSED QUESTIONS
Content is updated often and tagged with keywords
Natural, readable URLs are used.
Importance is placed on the first paragraph, heading, and title
The content is text-heavy so that it is not hidden behind Flash
introductions or video.
Provide a platform
1. How does Texas Tech use Facebook, Twitter, and LinkedIn?
2. How should the MSPWTC program propose using Twitter,
blogs, Facebook, Linkedin, photosharing and podcasting for
the MSPWTC ? What overall campaign objectives might each
advance or marketing need might it meet?
3. What unique feature or inherent strength of each particular
media makes it optimal for its proposed use.
4. What weakness or dilemma might using each pose?
5. Draw a conceptual model of how you might integrate the
media. How will the content and aims of one arm feed the
others? What content will be shared? What content will be
unique to each platform? How will the efforts on one
platform amplify or augment efforts on the others?
ANSWER THE FOLLOWING