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Foundations of content strategy - for content marketing and strategy consultants
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Foundations of content strategy - for content marketing and strategy consultants


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5 principles for selling in big content strategy; from audit to optimization.

5 principles for selling in big content strategy; from audit to optimization.

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  • Push now for better context later. This process brings you closer to a business than most businesses are internally  comms meets marketing meets editorial meets B2B etc. Push back the sections of a website and you have business owners. You can pretty much guarantee that there are politics behind every content audit, and different stakeholders, and a microsite you weren’t planning on, and a blog here, a leaflet there – content is huge. Doing a content audit blind makes it really hard to come up with any sort of good strategy, but it’s something you have to have the confidence to diplomatically push for. Because I’ve generally been asked to do these when I’m the only one who knows that inputs are > than a website.
  • Push now for Better context later
  • Audit last week and showed only one screen capture from it, the rest was qualitative insights, recos. Process documentation doesn’t sell in ideas.
  • Push now for Better context later
  • The Cox communication bear. Insights are unpredictable, and web projects are never ever perfect. In fact there are almost always in beta.
  • The Cox communication bear.
  • Transcript

    • 1. Content Strategy Fundamentals © Justine Cowell Digital Content Strategist
    • 2. Discovery The Auditing Phase The auditing phase is a time for SWOT analysis as much as for meticulous site mapping. A good content audit becomes an opportunity database that maps the road ahead. GATHER CONTEXT TO BUILD A CASE
    • 3. Know What to Show Process documents don’t sell ideas EUREKA! THE POTENTIAL IS SO CLEAR BUT IT’S ALL IN MY HEAD & THIS XLS BUILD THE VISION (WITH PROOF) Audit-immersion leads to valuable business insight and subject matter expertise. The next challenge is to build a convincing vision of improvements to the current content ecosystem, with data to support hypotheses.
    • 4. Find the Interesting Guided by business objectives and target audience THIS IS THE CONTENT YOU SEE THIS IS WHAT YOU’RE LOOKING FOR The journalistic side of content strategist is the ability to find interesting angles on any topic, in any vertical. The content marketing side sets that content topic up in a context that will guarantee its success.
    • 5. Connect the Dots Setting the stage for ecosystem success THIS IS THE CONTENT VISION THIS IS THE START OF THE ECOSYSTEM The content tone, territory, and topics are the backbone of the strategy, and inform the plan for channels, cadence, KPIs & SEO.
    • 6. Plan to Optimize Use analytics and scheduled iterations A content strategy is a short term vision that will need course correction. Analytics provide the feedback loop to build on what’s working and weed out what still needs help.
    • 7. Questions & Comments? Let me know with a comment, share or tweet @mrsjpirate