0
Content Strategy 
                 for Small Business"#AustinContent              @claydelk!
Sr. Content Strategist"Volusion.com                 @volusion!
Lead Copywriter &
                         Content Strategist"www.yourIFteam.com   !
The"Who"What"When"Where"Why &"How"of"
The"What"Why"Who"Where & When"How"of"
The"What is content strategy?"Why"Who"Where & When"How"of"
What is
Content Strategy?"                     42Jellos/Flickr (cc)!
Content strategyplans for thecreation,distribution, andgovernance ofcontent.


- Kristina Halvorson
@halvorson"
What is
Content Strategy?"                     ABookApart.com!
There’s really only onecentral principle of goodcontent: it should beappropriate for yourbusiness, for your users,and for ...
Content strategy is thepractice of determiningwhat each of those thingsmeans for your project—and how to get there fromwhe...
Isn’t this just another name for __________?"
Isn’t this just another name for __________?"                  Information architecture
                           user ex...
Isn’t this just another name for __________?"                  Information architecture
                           user ex...
Content"  Copywriting
       Editing
    Branding
      Imagery
Audio & Video
 Social Media
               
              ...
Content Strategy"  Copywriting
   Planning"       Editing
  Project Management"    Branding
    User Experience"      Imag...
The"What"Why does it matter?"Who"Where & When"How"of"
It’s about givingyour audiencewhat they want,expect and need."
It’s aboutknowing when,where and how tospend your timeand money."                   Tracy O/Flickr (cc)!
The U.S. content marketingsector is now a $41 billionindustry.

The average company distributescontent 403.8 times per yea...
The biggest mistake isthinking that “content”is just newfangled salesmaterials. Most contentmarketing fails on theutility ...
Differentiate or die."
Publish or perish."
The"What"Why"Who can do it?"Where & When"How"of"
But I’m not a Content Strategist?"
But I’m not a Content Strategist?"Do you need to be a Writer to sendemail?""Do you need to be a Salesman tosell products?"...
But all the writing about content strategy is fromenterprise organizations,   national agencies and 
     big tech compani...
But all the writing about                content strategy is from               enterprise organizations,                 ...
The"What"Why"Who"Where & When "can I use it?"How"of"
WHEN YOU:""•  Do content marketing"•  Send email"•  Write documentation"•  Have a website"•  Create print collateral"•  Us...
The"What"Why"Who"Where & When"How do I do it?"of"
Preparation"1.  Read a LOT."2.  Ask lots of questions (especially   “Why?”)."3.  Give yourself time to think."4.  Set goal...
Copyright 2003!
The"What"Why"Who"Where & When"How do I do it?"(What does it look like?)"of"
Content Strategy                       Documentation"What do deliverables look like?""How do I document that?""How do I sh...
The Message Brief
(Architecture, Hierarchy, Strategy)"
The Message Brief
(Architecture, Hierarchy, Strategy)" •  Prioritize your messages! ! •  Define audience needs and    expec...
The Message Brief
(Architecture, Hierarchy, Strategy)" 1.  Primary Message! !     •  Target audience!     •  Supporting me...
#AustinContent      @claydelk!                       Colleen	  Jones	                   Content-­‐Science.com	  
IF	  marke/ng	  &	  adver/sing	              YourIFteam.com	  
Black	  Star	  Co-­‐Op	    BlackStar.coop	  
Customer Personas"
Customer Personas" …we cannot advocate for those whom we do not know—or, even worse, those whom we assume we know. So we g...
Customer Personas"
Le4BrainDGA.com	  
Content Audit" Accounting for all of your current web content in a single, authoritative document (unfortunately, typicall...
Content Audit" Accounting for all of your current web content in a single, authoritative document (unfortunately, typicall...
Site Map"
Site Map" Similar to the content audit, but typically for new websites or complete restructures.! ! •  Document all pages!...
PREPARED BY:    Clay DelkDATE:CLIENT:PROJECT:JOB NUMBER:DRAFT:          10.0   HOME1.0   PRIMARY PAGE 1      1.1     SECON...
Med.Stanford.edu	  
Page Templates"
Page Templates" Formatted documents to help create content for each page or content area.! ! •  Highlights key information...
PREPARED BY:    Clay DelkDATE:CLIENT:PROJECT:JOB NUMBER:DRAFT:          10.0    HOMEURL:<title> (66 characters):Meta Descr...
Via	  Rahel	  Bailie	  Inten/onalDesign.ca	  
0.0        HOME  Page Topic:  Page Objective:Page TitlePrimary ContentSecondary ContentIntro copy for sub pages,sideboxes,...
Editorial Calendar" Plan and organize upcoming topics, content creation, social media and deployment.! ! •  Main topic! • ...
Editorial	  Calendar	  Wordpress	  Plugin	  
Countless Others" There are templates for anything you need, if you look around or ask.! ! Resources:! ! Brain Traffic Blog...
The"What is it?"Giving your audience what theywant, expect and need."Why"Who"Where & When"Howof"
The"What "Why do it?"Knowing when, where and howto spend your budget."Who"Where & When"Howof"
The"What "Why "Who can/should do it?"You! (also, everybody)"Where & When"Howof"
The"What "Why "Who "Where & When?"Any time, any content, any medium."How"
The"What "Why "Who "Where & When"How do I do it?"Ask questions. Create templates,bend them to your will."
Questions, comments,showering with praise?"
Thank you!"
Content Strategy for Small Business
Content Strategy for Small Business
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Content Strategy for Small Business

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Content strategy isn't just for big business, agencies and tech companies. The principles of content strategy can help anyone create meaningful, memorable content that works.

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Transcript of "Content Strategy for Small Business"

  1. 1. Content Strategy 
 for Small Business"#AustinContent @claydelk!
  2. 2. Sr. Content Strategist"Volusion.com @volusion!
  3. 3. Lead Copywriter &
 Content Strategist"www.yourIFteam.com !
  4. 4. The"Who"What"When"Where"Why &"How"of"
  5. 5. The"What"Why"Who"Where & When"How"of"
  6. 6. The"What is content strategy?"Why"Who"Where & When"How"of"
  7. 7. What is
Content Strategy?" 42Jellos/Flickr (cc)!
  8. 8. Content strategyplans for thecreation,distribution, andgovernance ofcontent.


- Kristina Halvorson
@halvorson"
  9. 9. What is
Content Strategy?" ABookApart.com!
  10. 10. There’s really only onecentral principle of goodcontent: it should beappropriate for yourbusiness, for your users,and for its context. 

Appropriate in its methodof delivery, in its style andstructure, and above all inits substance. "
  11. 11. Content strategy is thepractice of determiningwhat each of those thingsmeans for your project—and how to get there fromwhere you are now.

Erin Kissane
@kissane"
  12. 12. Isn’t this just another name for __________?"
  13. 13. Isn’t this just another name for __________?" Information architecture
 user experience
 branding strategy
 marketing planning
 customer relations
 that last “new thing”
 
 
 "
  14. 14. Isn’t this just another name for __________?" Information architecture
 user experience
 branding strategy
 marketing planning
 customer relations
 that last “new thing”
 
 
 "Yes."
  15. 15. Content" Copywriting
 Editing
 Branding
 Imagery
Audio & Video
 Social Media
 
 
 
 
 
 
 "
  16. 16. Content Strategy" Copywriting
 Planning" Editing
 Project Management" Branding
 User Experience" Imagery
 SEO"Audio & Video
 Analytics" Social Media
 CRM" 
 " 
 
 
 
 
 
 
 
 
 
 
 " "
  17. 17. The"What"Why does it matter?"Who"Where & When"How"of"
  18. 18. It’s about givingyour audiencewhat they want,expect and need."
  19. 19. It’s aboutknowing when,where and how tospend your timeand money." Tracy O/Flickr (cc)!
  20. 20. The U.S. content marketingsector is now a $41 billionindustry.

The average company distributescontent 403.8 times per year —more than daily." Brafton.com!
  21. 21. The biggest mistake isthinking that “content”is just newfangled salesmaterials. Most contentmarketing fails on theutility scale. 

Content that isinherently useful isinherently successful.

Jay Baer
@jaybaer"
  22. 22. Differentiate or die."
  23. 23. Publish or perish."
  24. 24. The"What"Why"Who can do it?"Where & When"How"of"
  25. 25. But I’m not a Content Strategist?"
  26. 26. But I’m not a Content Strategist?"Do you need to be a Writer to sendemail?""Do you need to be a Salesman tosell products?""Do you need to be a Manufacturerto make things?"
  27. 27. But all the writing about content strategy is fromenterprise organizations, national agencies and 
 big tech companies."
  28. 28. But all the writing about content strategy is from enterprise organizations, national agencies and 
 big tech companies."They have the budgets, the meansand the motivation to distributecontent about content strategy."
  29. 29. The"What"Why"Who"Where & When "can I use it?"How"of"
  30. 30. WHEN YOU:""•  Do content marketing"•  Send email"•  Write documentation"•  Have a website"•  Create print collateral"•  Use social media"•  Blog"You can use the principles of contentstrategy to make your content work better."
  31. 31. The"What"Why"Who"Where & When"How do I do it?"of"
  32. 32. Preparation"1.  Read a LOT."2.  Ask lots of questions (especially “Why?”)."3.  Give yourself time to think."4.  Set goals. Define what success looks like."5.  Be realistic."
  33. 33. Copyright 2003!
  34. 34. The"What"Why"Who"Where & When"How do I do it?"(What does it look like?)"of"
  35. 35. Content Strategy Documentation"What do deliverables look like?""How do I document that?""How do I share it with someone else?""How can I show this to my boss?""How do I get paid for this?"
  36. 36. The Message Brief
(Architecture, Hierarchy, Strategy)"
  37. 37. The Message Brief
(Architecture, Hierarchy, Strategy)" •  Prioritize your messages! ! •  Define audience needs and expectations! ! •  Guidelines for all content creation after this point!
  38. 38. The Message Brief
(Architecture, Hierarchy, Strategy)" 1.  Primary Message! ! •  Target audience! •  Supporting messages! •  Key terminology! •  Voice and tone!
  39. 39. #AustinContent @claydelk! Colleen  Jones   Content-­‐Science.com  
  40. 40. IF  marke/ng  &  adver/sing   YourIFteam.com  
  41. 41. Black  Star  Co-­‐Op   BlackStar.coop  
  42. 42. Customer Personas"
  43. 43. Customer Personas" …we cannot advocate for those whom we do not know—or, even worse, those whom we assume we know. So we go to the source: we interview, we learn, and we determine who, exactly, these mystery users are. In doing so, we answer the two most important questions of the discovery stage: who are our audiences, and what do they want from our website?! ! ! - Cory Vilhauer! “Audiences, Outcomes and Determining User Needs” ! A List Apart!
  44. 44. Customer Personas"
  45. 45. Le4BrainDGA.com  
  46. 46. Content Audit" Accounting for all of your current web content in a single, authoritative document (unfortunately, typically a spreadsheet).! ! •  Quantitative! •  Qualitative! •  Benchmarking! •  Maintaining! •  Documenting! !
  47. 47. Content Audit" Accounting for all of your current web content in a single, authoritative document (unfortunately, typically a spreadsheet).! ! •  Quantitative! •  Qualitative! •  Benchmarking! •  Maintaining! •  Documenting! !
  48. 48. Site Map"
  49. 49. Site Map" Similar to the content audit, but typically for new websites or complete restructures.! ! •  Document all pages! •  Identify main sections! •  Show connections among and between pages! •  Everything in its place! !
  50. 50. PREPARED BY: Clay DelkDATE:CLIENT:PROJECT:JOB NUMBER:DRAFT: 10.0 HOME1.0 PRIMARY PAGE 1 1.1 SECONDARY PAGE 1.1.1 TERTIARY PAGE 1.2 SECONDARY PAGE2.0 PRIMARY PAGE 2 2.1 SECONDARY PAGE 2.1.1 TERTIARY PAGE 2.2 SECONDARY PAGE3.0 PRIMARY PAGE 3 3.1 SECONDARY PAGE 3.1.1 TERTIARY PAGE 3.2 SECONDARY PAGEFLOATING NAVIGATION4.05.0
  51. 51. Med.Stanford.edu  
  52. 52. Page Templates"
  53. 53. Page Templates" Formatted documents to help create content for each page or content area.! ! •  Highlights key information! •  Location! •  Goals & motivations! •  Calls to action! •  Inbound/outbound links! •  Wireframes! ! ! !
  54. 54. PREPARED BY: Clay DelkDATE:CLIENT:PROJECT:JOB NUMBER:DRAFT: 10.0 HOMEURL:<title> (66 characters):Meta Description (150 characters):Keywords (12 max):Header/H1:Body Copy:1.0 ABOUT USURL:<title> (66 characters):Meta Description (150 characters):Keywords (12 max):Header/H1:Body Copy:
  55. 55. Via  Rahel  Bailie  Inten/onalDesign.ca  
  56. 56. 0.0 HOME Page Topic: Page Objective:Page TitlePrimary ContentSecondary ContentIntro copy for sub pages,sideboxes, etc.Third Level ContentPrimary Call to ActionAdditional Assets Content Creation: - This content should provide a number of paths for users to follow to the information they need. But the design/organization should be structured so that the most important path is most prominent. Assuming that would be the Request a Quote/Get Assessment Maintenance: - Regularly update blog articles and features, fresh content with important keywords. Outstanding Questions/Concerns: - Is there going to be enough content to rank for the keywords you want? With so many topics and links, will it be too scattered to rank well for anything?
  57. 57. Editorial Calendar" Plan and organize upcoming topics, content creation, social media and deployment.! ! •  Main topic! •  Target audience! •  Audience benefit! •  Call to action! •  Owner/creator! •  Medium! ! !
  58. 58. Editorial  Calendar  Wordpress  Plugin  
  59. 59. Countless Others" There are templates for anything you need, if you look around or ask.! ! Resources:! ! Brain Traffic Blog! h:p://blog.braintraffic.com/2010/06/a-­‐big-­‐ol%E2%80%99-­‐list-­‐ of-­‐content-­‐strategy-­‐resources-­‐for-­‐you/     Rahel Bailie’s Intentional Design! h:p://intenMonaldesign.ca/2010/06/16/skills-­‐to-­‐transiMon-­‐to-­‐ content-­‐strategy/       ! ! !
  60. 60. The"What is it?"Giving your audience what theywant, expect and need."Why"Who"Where & When"Howof"
  61. 61. The"What "Why do it?"Knowing when, where and howto spend your budget."Who"Where & When"Howof"
  62. 62. The"What "Why "Who can/should do it?"You! (also, everybody)"Where & When"Howof"
  63. 63. The"What "Why "Who "Where & When?"Any time, any content, any medium."How"
  64. 64. The"What "Why "Who "Where & When"How do I do it?"Ask questions. Create templates,bend them to your will."
  65. 65. Questions, comments,showering with praise?"
  66. 66. Thank you!"
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