Documenting and Refining Your Content Strategy
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It can be daunting enough to create or deliver a content strategy. But what happens next? In the race to complete the deliverable, we often overlook how strategic initiatives will function in our company’s unique ecosystem. This presentation will provide perspective and an actionable roadmap for documenting your strategy, socializing it within your organization, and how to update and upgrade your content initiatives over time.
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Documenting and Refining Your Content Strategy
- 1. HOW TO DOCUMENT AND REFINE YOUR CONTENT STRATEGY Matthew Grocki @mgrocki #intelcontent
- 2. LeftImageSlide B A S I C S L I D E #intelcontent@mgrocki • Cofounder + Strategist - First Chair Partners • Principal + Owner - Grass Fed Content • 20 year content nerd • Avid digital behaviorist
- 4. Today content strategy is… recognized by executives widely known and understood receiving more funding
- 5. disparate strategies increasing complexity vague metrics …which comes at a price questionable value
- 6. S. S. Blog
- 7. “George, get me THE content strategy!”
- 8. #intelcontent@mgrocki “IT DEPENDS” IS NOT AN ACCEPTABLE ANSWER
- 10. #intelcontent@mgrocki CONTENT IS NOT A PROJECT PROBLEM, IT’S AN ORGANIZATIONAL ASSET OR A GIANT PAIN IN THE BUTT
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- 28. ARE YOU ALONE? DEFINING YOUR STRATEGY ARE THEY READY? WHO’S ON BOARD? WHAT’S THE ENDGAME?
- 37. pic of a fantasy scene
- 38. TheStatement DOCUMENTING YOUR STRATEGY Attributes: • Short • Memorable • Evergreen • Consistent Useful for: key decision makers c-suite project managers sales writers editors DOCUMENTING
- 39. Componentsofavaluestatement DOCUMENTING YOUR STRATEGY - Easily repeatable - Matches content goals to business goals - Highly shareable - Validated by research - Provides context DOCUMENTING
- 40. TheBrief DOCUMENTING YOUR STRATEGY Attributes: • Sales driven • Visual-based • Tells a story • Easily socialized Useful for: key decision makers c-suite project managers sales writers editors DOCUMENTING
- 41. Componentsofabrief DOCUMENTING YOUR STRATEGY - Summarizes: Research User journeys/personas KPIs and metrics Editorial direction Supporting strategies - Can stand alone - Value statement in context - Maps content value to product/service/organization - Provides a roadmap to achieve content goals DOCUMENTING
- 42. TheReport DOCUMENTING YOUR STRATEGY Attributes: • Long form • Validated by research • Can include multiple deliverables Useful for: writers editors project managers upper management sales DOCUMENTING
- 43. DOCUMENTING YOUR STRATEGY Componentsofareport Content ecosystem Current/future state By LOB By Content type Ownership Editorial process Analytics Content recommendations Content goals Metrics and KPIs Internal and external Research Approach Findings Opportunities Competitive analysis Audience needs Personas User journeys DOCUMENTING
- 44. ThePlaybook DOCUMENTING YOUR STRATEGY Attributes: • Highly instructional • Visual-based • Uses design artifacts • Living document • Includes related deliverables such as the core strategy statement Useful for: writers editors project managers upper management sales DOCUMENTING
- 45. DOCUMENTING YOUR STRATEGY Componentsofaplaybook Style Plain language Terminology Audiences Needs Condensed personas Distilled user journeys Writing guidelines Mobile considerations Static/dynamic content Personalized/Anticipatory guidelines Writing best practices Reference materials Intended audience Value statement Measurement Metrics and KPIs Supporting strategies Editorial Messaging Voice Personality Tone Emotional states Strategic themes Accessibility Marketing objectives Goals Calendar Content models View templates Objectives Audience Content guidelines Page attributes Required CTAs Suggested text Content hierarchy DOCUMENTING
- 46. SCALE DELIVERABLES DOCUMENTING YOUR STRATEGY FIDELITY MATTERS SOCIALIZE C.O.P.E
- 48. YOUR AUDIENCE YOUR ORGANIZATION FRONT OF THE HOUSE BACK OF THE HOUSE
- 49. @mgrocki ORGANIZATIONAL APPROACHES TO CONTENT #intelcontent TACTICAL This EVOLVING NOT THEIR BUSINESS IMPERFECT
- 50. “By putting people at the heart of corporate strategy we must acknowledge the very humanness of this resource." - Dr. Lynda Gratton Living Strategy: Putting People at the Heart of Corporate Purpose
- 54. “the books got thicker, the printing got more sophisticated, the covers got harder and the drawing got better” - Jack Welch on the evolution of business strategy
- 55. CONSOLIDATE REFINING YOUR STRATEGY MEASURE FOCUS ON CRAFT REDESIGN
- 57. REFINING MEASURE
- 58. 1. Are you producing more or less content? 2. How engaged are your content teams? 3. How dialed-in is upper management? 4. Does it align with new projects? 5. Has content funding increased or decreased? REFINING
- 62. GROWING AND SUSTAINING YOUR STRATEGY ASK CONSOLIDATE MATCH ITERATE
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