WEEK 2: START AT THE END: WEB MARKETING STRATEGY Mission and function Components of a strategy Documentation and scope

1. IMD 323: WEB MARKETING
Matt Chandler, Instructor
http://matthewchandler.net/webmarketing
chandler@matthewchandler.net
@mattchandl3r

2. START AT THE END
WEB MARKETING STRATEGY

3. WEB MARKETING STRATEGY

4. WEB MARKETING STRATEGY
Mission and function
Components of a
strategy
Process

5. WHAT IS CONTENT
STRATEGY?

6. WHAT IS CONTENT
STRATEGY?
Content: text, data, graphics, video and audio

7. WHAT IS CONTENT
STRATEGY?
Content: text, data, graphics, video and audio

8. WHAT IS CONTENT
STRATEGY?
Content: text, data, graphics, video and audio
Strategy: holistic, well-defined plan for
obtaining a specific goal or result

9. MISSION AND FUNCTION

10. MISSION AND FUNCTION
Creation: What will be created and why? Where
will content come from? Who will create it?

11. MISSION AND FUNCTION
Creation: What will be created and why? Where
will content come from? Who will create it?
Delivery: How will content get online? Who will
review, edit and approve it? How and where will it
be delivered?

12. MISSION AND FUNCTION
Creation: What will be created and why? Where
will content come from? Who will create it?
Delivery: How will content get online? Who will
review, edit and approve it? How and where will it
be delivered?
Governance: Who maintains content? How is it
updated and archived? How is content evaluated?

13. THE END RESULT

14. THE END RESULT
Make informed recommendations:

15. THE END RESULT
Make informed recommendations:
What content do we need to create and
why?
How will content be structured?
How will users find content?
What happens after launch?
How will this impact our business?

16. THE END RESULT

17. THE END RESULT
Make actionable, achievable recommendations
for creation, delivery and governance

18. THE END RESULT
Make actionable, achievable recommendations
for creation, delivery and governance
Describe how recommendations will impact
organization and users

19. THE END RESULT
Make actionable, achievable recommendations
for creation, delivery and governance
Describe how recommendations will impact
organization and users
Confirm all stakeholders understand and agree

20. ANALYSIS

21. ANALYSIS
Why are you doing this project?

22. ANALYSIS
Why are you doing this project?
What are we trying to achieve?

23. ANALYSIS
Why are you doing this project?
What are we trying to achieve?
What do users want and need?

24. ANALYSIS
Why are you doing this project?
What are we trying to achieve?
What do users want and need?
How will we measure success?

25. ANALYSIS
Why are you doing this project?
What are we trying to achieve?
What do users want and need?
How will we measure success?
What can we do with available time, talent and
budget?

26. ANALYSIS

27. ANALYSIS
Define objectives, assumptions, risks and
metrics for success

28. ANALYSIS
Define objectives, assumptions, risks and
metrics for success
Examine all internal and external influencers on
content

29. ANALYSIS
Define objectives, assumptions, risks and
metrics for success
Examine all internal and external influencers on
content
Anything that may inform or affect
recommendations for creation, delivery and
governance

30. ANALYSIS: GOALS

31. ANALYSIS: GOALS
Far-reaching impact

32. ANALYSIS: GOALS
Far-reaching impact
increase revenue
increase market
share
improve customer
experience

33. ANALYSIS: TACTICS

34. ANALYSIS: TACTICS
Specific features,
functions or activities

35. ANALYSIS: TACTICS
Specific features,
functions or activities
add photos, change
database, have
content approved
by legal
department

36. ANALYSIS: REQUIREMENTS

37. ANALYSIS: REQUIREMENTS
Pre-existing factors affecting project

38. ANALYSIS: REQUIREMENTS
Pre-existing factors affecting project
Budget, timeline, technology, legal requirements

39. ANALYSIS: THE ECOSYSTEM

40. ANALYSIS: THE ECOSYSTEM
Brand: what do people
think of us?

41. ANALYSIS: THE ECOSYSTEM
Brand: what do people
think of us?
Messaging: what do we
want people to know?

42. ANALYSIS: THE ECOSYSTEM
Brand: what do people
think of us?
Messaging: what do we
want people to know?
Channels: how do we
distribute brand messages?

43. ANALYSIS: THE ECOSYSTEM
Brand: what do people
think of us?
Messaging: what do we
want people to know?
Channels: how do we
distribute brand messages?
Source content: what do
we already have?

44. ANALYSIS: WORKFLOW

45. ANALYSIS: WORKFLOW
Workflow = Governance

46. ANALYSIS: WORKFLOW
Workflow = Governance
Roles

47. ANALYSIS: WORKFLOW
Workflow = Governance
Roles
Content workflow

48. ANALYSIS: WORKFLOW
Workflow = Governance
Roles
Content workflow
Maintenance and
oversight

49. ANALYSIS: WORKFLOW

50. ANALYSIS: WORKFLOW

51. ANALYSIS: USER NEEDS

52. ANALYSIS: USER NEEDS
User research

53. ANALYSIS: USER NEEDS
User research
Web analytics

54. ANALYSIS: USER NEEDS

55. ANALYSIS: USER NEEDS

56. ANALYSIS: USER NEEDS

57. ANALYSIS: COMPETITION

58. ANALYSIS: COMPETITION
How are their sites
organized?

59. ANALYSIS: COMPETITION
How are their sites
organized?
What are they talking
about?

60. ANALYSIS: COMPETITION
How are their sites
organized?
What are they talking
about?
What is their brand
and messaging?

61. ANALYSIS: COMPETITION
How are their sites
organized?
What are they talking
about?
What is their brand
and messaging?
Where else are they?

62. ANALYSIS: COMPETITION

63. BRAND AND MESSAGING

64. BRAND AND MESSAGING
Content brings brand to life

65. BRAND AND MESSAGING
Content brings brand to life
Voice and tone

66. BRAND AND MESSAGING
Content brings brand to life
Voice and tone
Style guidelines

67. BRAND AND MESSAGING
Content brings brand to life
Voice and tone
Style guidelines
Messaging drives story and
structure

68. BRAND AND MESSAGING
Content brings brand to life
Voice and tone
Style guidelines
Messaging drives story and
structure
Primary and secondary
messages

69. CREATION

70. CREATION
What content do we
need to create and
why?

71. CREATION
What content do we
need to create and
why?
Map content to
messages

72. CREATION
What content do we
need to create and
why?
Map content to
messages
Align with
requirements

73. STRUCTURE

74. STRUCTURE
How will content be
structured?

75. STRUCTURE
How will content be
structured?
Site map

76. STRUCTURE
How will content be
structured?
Site map
Page templates

77. STRUCTURE
How will content be
structured?
Site map
Page templates
Wireframe

78. FINDABILITY

79. FINDABILITY
How will users find
content?

80. FINDABILITY
How will users find
content?
Metadata

81. FINDABILITY
How will users find
content?
Metadata
Keyword
taxonomy

82. FINDABILITY
How will users find
content?
Metadata
Keyword
taxonomy
Proper linking

83. PROCESS

84. PROCESS
What happens after
launch?

85. PROCESS
What happens after
launch?
Schedule

86. PROCESS
What happens after
launch?
Schedule
Future iterations

87. PROCESS
What happens after
launch?
Schedule
Future iterations
Maintenance

88. PROCESS
What happens after
launch?
Schedule
Future iterations
Maintenance
Responsibilities

89. IMPACT

90. IMPACT
How will this impact
our business?

91. IMPACT
How will this impact
our business?
Brand and messaging

92. IMPACT
How will this impact
our business?
Brand and messaging
New technology and
platforms

93. IMPACT
How will this impact
our business?
Brand and messaging
New technology and
platforms
New content

94. IMPACT