People-focused contentTips, tools and advice to make your content strategy work
PROMISE:1. Challenge your thinking about content.2. Show you that content is an asset worth investing in.3. Explain how to...
So far, a lot of this…
With not enough focus on this…
Content ≠ copy   2000 – 2012   Blind faith in technology.
Content ≠ format    2000 – 2012
Content ≠ messaging      2000 – 2012
So, what is content…really?       2000 – 2012       Blind faith in technology.
Content:The essence and substance ofyour brand’s conversations.      2000 – 2012
HUH?!
Think of it like this…    2000 – 2012    Blind faith in technology.
This is Brad…                      …he wants a new car.            2000 – 2012
?       2000 – 2012Here                 Here
Brad’s Journey
Brad has questions…                      ?       ?       ?             ?    ?                      ?        ?             ...
This is CONTENT
If   ?     = CONTENT     2000 – 2012
What is content strategy?      2000 – 2012
the SUBSTANCE               the ESSENCE  content                      strategy> What should we say?        > Why are we do...
Content Strategy:Content strategy plans for the creation,publication, and governance of useful,usable content.          20...
THE PROCESS?
THE PROCESS?
But there are tools &approaches…
Here’s ours…          People-focused          content strategy               2000 – 2012                Blind faith in tec...
1                          2                         3  Define                    Strategize                    Plan• Busi...
DefineGathering everything we need for the strategy.
Why?What are the objectives underpinning your strategy?
The tools:             Market analysis reports                                       Competitive                          ...
Is this a good objective?Get more visitors to our website.
Get more visitors to our website.    Increase the number of sale-    qualified leads.
Identifying True Objectives    BUSINESS                   MARKETING              COMMUNICATION • Reinforce the brand as   ...
The makings of a good objective:   Measurable: Can be measured with a certain degree of    accuracy.   Focused: Places e...
Who?What audiences are we trying to connect with?
The tools:                   Audience research                                       Customer journeys        Personas
Unpacking the briefThe Brief                                The InsightsGender: Men and Women (note that                  ...
Unpacking the briefThe Brief                                The InsightsGender: Men and Women (note that         Doing the...
Unpacking the briefThe Insights                              The GoalsDoing their homework online, but          > Make a d...
Getting to know our audiences:Data                         InsightsDemographics                 BehavioursHypotheses      ...
What?What content do we currently have?
The tools:   Content   Inventory               Scorecard
Audits Done Right Establish criteria      Look for sources What you’ll inventory   Where you’ll look  Name               ...
STRATEGIZE       Pulling it all together
The tools:             Content Strategy             Deliverables
Mapping objectives They want to…                      We want to…> Make a donation online.           > Tell the story of t...
Mapping objectives They want to…                      We want to…> Make a donation online.           > Tell the story of t...
Finding Overlap                                Business     User Goals                 Objectives             2000 – 2012 ...
Spell it outA single destination to learn about, support and donate                   to Save the Trees.
Strategy Statement Everything in one place. Bring all the                                      Just for them. Anyone who i...
Understanding the Model                 The nature of the      Business                       Audience                   c...
Identifying content types    User goal   Type (Model)    Format    Read more                   > Video    about the   Insp...
Find Gaps User goal   Type (Model)       Format             Reuse                                                    ?Read...
PLANMapping out how to get it done
The tools:                 Editorial calendarTone and voice    Contentguidelines        requirements
Setting up a matrix                      All the content we                      need to produce,                      edi...
Content RequirementsThe Purpose:Where is the source content?What are the copy points?Where are the wireframes?Who creates ...
Governance             How do we             maintain the content?
And… breathe ;)
Here’s what we learned: Content is powerful: It’s the substance of theconversations you have with customers. Content is ...
Ready for the next level?Download the whitepaper.contentmaturity.com         Blind faith in technology.
People focused content Strategy: Tips and tools to get your strategy off the ground.
People focused content Strategy: Tips and tools to get your strategy off the ground.
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People focused content Strategy: Tips and tools to get your strategy off the ground.

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This step-by-step approach to content strategy is designed for beginners and more advanced content strategist. It breaks down the steps needed to build out a content strategy -- all with a focus of putting people first.

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People focused content Strategy: Tips and tools to get your strategy off the ground.

  1. 1. People-focused contentTips, tools and advice to make your content strategy work
  2. 2. PROMISE:1. Challenge your thinking about content.2. Show you that content is an asset worth investing in.3. Explain how to think about content strategically.4. Arm you with an approach to content strategy.
  3. 3. So far, a lot of this…
  4. 4. With not enough focus on this…
  5. 5. Content ≠ copy 2000 – 2012 Blind faith in technology.
  6. 6. Content ≠ format 2000 – 2012
  7. 7. Content ≠ messaging 2000 – 2012
  8. 8. So, what is content…really? 2000 – 2012 Blind faith in technology.
  9. 9. Content:The essence and substance ofyour brand’s conversations. 2000 – 2012
  10. 10. HUH?!
  11. 11. Think of it like this… 2000 – 2012 Blind faith in technology.
  12. 12. This is Brad… …he wants a new car. 2000 – 2012
  13. 13. ? 2000 – 2012Here Here
  14. 14. Brad’s Journey
  15. 15. Brad has questions… ? ? ? ? ? ? ? 2000 – 2012 ? …we have answers.
  16. 16. This is CONTENT
  17. 17. If ? = CONTENT 2000 – 2012
  18. 18. What is content strategy? 2000 – 2012
  19. 19. the SUBSTANCE the ESSENCE content strategy> What should we say? > Why are we doing this?> Which format do we use? > What are the right channels?> How should we sound? > Who are we talking to?> How do we create it? > How will we measure it?> How will we maintain it? > Why are we saying it?
  20. 20. Content Strategy:Content strategy plans for the creation,publication, and governance of useful,usable content. 2000 – 2012 – Kristina Halvorson
  21. 21. THE PROCESS?
  22. 22. THE PROCESS?
  23. 23. But there are tools &approaches…
  24. 24. Here’s ours… People-focused content strategy 2000 – 2012 Blind faith in technology.
  25. 25. 1 2 3 Define Strategize Plan• Business objectives • Overlap in goals • Matrix• Audience insights • Strategy statement • Requirements• Content review • Identify formats • Tone and voice • Align existing content • Editorial calendar • Identify gaps
  26. 26. DefineGathering everything we need for the strategy.
  27. 27. Why?What are the objectives underpinning your strategy?
  28. 28. The tools: Market analysis reports Competitive Reviews
  29. 29. Is this a good objective?Get more visitors to our website.
  30. 30. Get more visitors to our website. Increase the number of sale- qualified leads.
  31. 31. Identifying True Objectives BUSINESS MARKETING COMMUNICATION • Reinforce the brand as • Create a unified web • A legitimate charitable a legitimate charitable presence that allows organization organization donors, information seekers and grant • Show how easy giving applicants to engage can be and how small • Increase donations with the brand monthly contributions from $140,000 to add up. $200,000 in 2013 • Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount
  32. 32. The makings of a good objective: Measurable: Can be measured with a certain degree of accuracy. Focused: Places emphasis on a single goal. Business impact: The objective is moving the business forward in a meaningful way.
  33. 33. Who?What audiences are we trying to connect with?
  34. 34. The tools: Audience research Customer journeys Personas
  35. 35. Unpacking the briefThe Brief The InsightsGender: Men and Women (note that ?84% of Canadian men also reportmaking regular donations to charities,compared with 86% of women)Age: 45-54 and 55-64 (younger andolder boomers)Education: University educatedAvg. annual contribution: $725Size of the market: 570,000 Canadians
  36. 36. Unpacking the briefThe Brief The InsightsGender: Men and Women (note that Doing their homework online, but84% of Canadian men also report interacting offline. Boomers are moremaking regular donations to charities, likely to research a charity beforecompared with 86% of women) making a donation – generally on the organization’s website.Age: 45-54 and 55-64 (younger andolder boomers) A personal connection is often the key to giving. Boomers respond moreEducation: University educated generously to personal requests to give (i.e. charitable events). But theAvg. annual contribution: $725 likelihood that the donor is somehow personally connected to the causeSize of the market: 570,000 Canadians significantly increases the likelihood they will give.
  37. 37. Unpacking the briefThe Insights The GoalsDoing their homework online, but > Make a donation online.interacting offline. Boomers are morelikely to research a charity before > Read more about the charity.making a donation – generally on theorganization’s website. > Learn more about the projects they support.A personal connection is often thekey to giving. Boomers respond moregenerously to personal requests to give(i.e. charitable events). But thelikelihood that the donor is somehowpersonally connected to the causesignificantly increases the likelihoodthey will give.
  38. 38. Getting to know our audiences:Data InsightsDemographics BehavioursHypotheses MotivationsAssumptions Goals
  39. 39. What?What content do we currently have?
  40. 40. The tools: Content Inventory Scorecard
  41. 41. Audits Done Right Establish criteria Look for sources What you’ll inventory Where you’ll look  Name > Websites  Location > Collateral  Format > Call Centre Scripts  Creation date > Archives  Brand > Social Media  Focus > Design files  Notes > Warehouses
  42. 42. STRATEGIZE Pulling it all together
  43. 43. The tools: Content Strategy Deliverables
  44. 44. Mapping objectives They want to… We want to…> Make a donation online. > Tell the story of the brand online, building a deeper relationship with> Read more about the existing and prospective donors,charity. increasing the likelihood of donation frequency and amount.> Learn more about theprojects they support. >Increase donations from $140,000 to $200,000 in 2013. > Show how easy giving can be and how small monthly contributions add up. 2000 – 2012
  45. 45. Mapping objectives They want to… We want to…> Make a donation online. > Tell the story of the brand online, building a deeper relationship with> Read more about the existing and prospective donors,charity. increasing the likelihood of donation frequency and amount.> Learn more about theprojects they support. >Increase donations from $140,000 to $200,000 in 2013. > Show how easy giving can be and how small monthly contributions add up. 2000 – 2012
  46. 46. Finding Overlap Business User Goals Objectives 2000 – 2012 Where the strategy lies
  47. 47. Spell it outA single destination to learn about, support and donate to Save the Trees.
  48. 48. Strategy Statement Everything in one place. Bring all the Just for them. Anyone who is looking to have an information about the brand together in a single and impact on their local environment can join in by convenient location. No searching, no hassle. Get it supporting, donating or applying for money. and go.A single destination to learn about, support and donate to Save the Trees. Broad reach, local impact. Save the Trees has an enormous impact in the lives of Canadians, in their communities and across the country. Lets brag a little.
  49. 49. Understanding the Model The nature of the Business Audience conversation What does the conversation sound like? Is it educational? supportive? Etc.
  50. 50. Identifying content types User goal Type (Model) Format Read more > Video about the Inspirational > Project profiles charity. > Tips Make a Instructional > Functional copy donation. > Project stories
  51. 51. Find Gaps User goal Type (Model) Format Reuse ?Read more > Videoabout the Inspirational > Project profilescharity. > TipsMake adonation. Instructional > Functional copy > Project stories ? What does our content audit say?
  52. 52. PLANMapping out how to get it done
  53. 53. The tools: Editorial calendarTone and voice Contentguidelines requirements
  54. 54. Setting up a matrix All the content we need to produce, edit or migrate.
  55. 55. Content RequirementsThe Purpose:Where is the source content?What are the copy points?Where are the wireframes?Who creates it?When is it due?
  56. 56. Governance How do we maintain the content?
  57. 57. And… breathe ;)
  58. 58. Here’s what we learned: Content is powerful: It’s the substance of theconversations you have with customers. Content is for people: Put your audience at theheart of your strategy and it will excel. Content is hard work: But it’s worth it.
  59. 59. Ready for the next level?Download the whitepaper.contentmaturity.com Blind faith in technology.
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