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
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?
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?
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
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?
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
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?
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