Content strategy is about the
‘how’, the user, the big
picture and the planning.
"the practice of planning the
content creation, delivery,
and governance." Kristina
Halvorson. "The Discipline of
“It's not the content, but the
form of thought that counts.”
“Why waste a sentence
1. Consider the social opportunity in
everything we do
2. Engage in better conversations with
3. Deliver personal experiences, be
authentic, and earn trust
4.Sharing is more important than control
5. Deﬁne clear objectives from the outset
6.Invest and commit to social presences
More here http://goo.gl/aVmXT
1. Inspire participation amongst the very best
2. Connect these creative minds
3. Share the results of our eﬀorts
4. Continue development
5. Measure success
What do you want people to do?
What do want the content to do
How do you need to work?
The places where and tools
with which your create,
publish and amplify your
making and doing
What are your key platforms
for content sourcing, creation,
distribution and ampliﬁcation?
Note some new ones you
would like to try.
The systems and workﬂows
required to create, publish
and evaluate content.
Four content organisation shapes
- Trickle-down: Strong global creative direction, purpose and
principles, light touch governance with independent markets
- Federated: Strong central and regional hubs creating content and
localising for each market. Dedicated editors/community
managers part of a regional team.
- Central: Strong global team and light local resource to
implement / localise content
- Networked: Central resource enables sharing and governance
between strong local/regional teams - best practice and content
travels in all directions.
stakeholders a ﬁnal
chance to sign oﬀ
Editor gives briefs
Content is ampliﬁed. Content is measured
Editor proofs, checks
against the brief,
style and tone of
voice guide, and
group add ideas
material to a
based on user
needs and content
content briefs and
secures sign oﬀ
out of date
Fail to ﬁnd
Content organisation models
- Content department: an in-house or agency team that creates
content for the whole organisation.
- Content centre of excellence: content experts who provide
leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the
organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with crossdepartmental authority.
- Content lead: a person who leads content initiatives, but without
- Executive steering committee: a cross-functional strategic group.
Altimeter Group http://goo.gl/NdxkWC
thinks they own
‘People’ makes the
hierarchy and team
Who is involved in the sourcing, creation,
publishing and evaluation of content?
What skills are needed and how much
What is the organisational structure
How does the team communicate and
The benchmarks for success
and the ways in which you
measure the impact of your
What is your objective? What
metrics will help you see if
you’re meeting that objective?
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, donations,
What are the actions and
outcomes to measure?
What data can be collected?
How is eﬃciency and
eﬀectiveness evaluated and
What changes could be made
with these insights?