1. Content prioritisation
Slideshare.Net/Colebrook
@Sam_Colebrook
Sam Colebrook
iCrossing

2. …the ongoing process of
transforming business objectives
and goals into a plan that uses
content as a primary means of
achieving those goals.
Marketmuse.com
Content strategy is…

3. 40% of marketers don’t have a
documented content strategy
Semrush.com / State of Content Marketing 2022 Global Report

4. 42% of those that do,
admit they’re on their first steps
Semrush.com / State of Content Marketing 2022 Global Report

5. What’s stopping your content strategy?
1. Organisational structure

6. What’s stopping your content strategy?
2. Channel silos

7. What’s stopping your content strategy?
3. Time

8. What’s stopping your content strategy?
4. Documentation

9. What’s stopping your content strategy?
5. Tools and resources

11. Approaching infinite ideas
Agencies Contributors Government Businesses
Visit Wales

12. …with finite resource
Agencies
Visit Wales Contributors Government Businesses

13. …requires prioritisation
Agencies Government Businesses
Contributors
Visit Wales

14. A content prioritisation model
acts as a bridge between
strategy and execution

15. How to design a
content prioritsation model

16. Step 1
Define your questions

17. What value will this content bring
to our brand and audience?

18. Define your priorities
1.Value
a. Products Can we talk about our products?
b. Audience Can we learn more about our audience?
c. Balance Does this piece fit with the rest of our content?
d. Diversity & Inclusion Does this piece show we’re inclusive?
e. Stakeholders Will this content benefit key stakeholders?

19. How much effort will it take to
bring this content to life?

20. Define your priorities
2. Effort
a. Research How much research is needed?
b. Voice Whose voice will it be written in?
c. Media & assets What assets will need creating?
d. Refresh vs create Does this content already exist?
e. Length How much will we need to write?

21. What chance will this content have
to be visible to the right people?

22. Define your priorities
3. Visibility
a. Demand Can we target high-volume terms in time?
b. Competition Are we able to rank highly?
c. Position Will we be building on existing visibility?
d. Longevity When will this content go out of date?
e. Promotion Does it align with our promotional plans?

23. Step 2
Score your answers

24. Score your answers
5
HIGHEST
4
HIGH
3
MEDIUM
2
LOW
1
LOWEST
VISIBILITY
Does the topic of the content have search volume and can it be created
in time to publish before a peak in demand?
Use the colour-coded sticky notes to:
List the different questions you will need to answer for each piece of content
Give examples of the types of answer to each question
Call out where answers to each question can be found for example:
Internal resources
External resources
Resource owners and contacts
1.
2.
3.
Demand
5 mins 1. QUESTIONS 2. ANSWERS 3. RESOURCES
What questions will we need to answer for
each piece of content?
How can we answer these questions?
Yes/no? With numbers?
Where might we find the answers
to these questions?
Can the content be
optimised for
organic keywords?
Yes
What is the total
search volume of the
keywords this content
is relevant for?
When is search
demand at is
highest?
No
1,000+
Google Keyword
Planner
Google
trends
Keyword suggestion
tools (e.g. Answer
the public)
500-999
100-499
10-99
Paid keyword tools
(e.g. SEMRush,
AHREFs)
6
months
+
3-5
months
1-2
months
Less
than 1
month
iCrossing
Google keyword
planner
Visit Wales
Guest editor
Plot the questions,
answers, and
ways to answer
Rank possible
answers based on
priority

25. Step 3
Weight your priorities

26. 5
HIGHEST
4
HIGH
3
MEDIUM
2
LOW
1
LOWEST
WEIGHTINGS 10 mins
3. VISIBILITY
2. EFFORT
1. VALUE
PRODUCTS
LOCATIONS
STAKEHOLDERS
INCLUSIVITY
BALANCE
COPE REFRESH/CREATE
MEDIA & ASSETS
RESEARCH
AUTHORS
LENGTH
PUSH VS. PULL
AUDIENCE
DEMAND
COMPETITION
PROMOTION
POSITION
LONGEVITY
Weight your priorities
Visit Wales
iCrossing
Guest editor
Rank your priority
elements based
on importance

27. 5
HIGHEST
4
HIGH
3
MEDIUM
2
LOW
1
LOWEST
WEIGHTINGS 10 mins
3. VISIBILITY
2. EFFORT
1. VALUE
PRODUCTS
LOCATIONS
STAKEHOLDERS
INCLUSIVITY
BALANCE
COPE REFRESH/CREATE
MEDIA & ASSETS
RESEARCH
AUTHORS
LENGTH
PUSH VS. PULL
AUDIENCE
DEMAND
COMPETITION
PROMOTION
POSITION
LONGEVITY
Weight your priorities
Visit Wales
iCrossing
Guest editor
…this will become
the maximum
score for each
element

28. Step 4
Create resources

29. Create resources
Self assessment guides

30. Create resources
Self assessment guides

31. Create resources
Self assessment guides

32. Create resources
Score submission form

33. Create resources
Priority score tracker

34. Create resources
Model Measure Monitor

35. What you’ll gain
1. Strategy baked into execution

36. What you’ll gain
2. Everyone on the same page

37. What you’ll gain
3. Time spent more efficiently

38. What you’ll gain
4. Better communication between teams

39. What you’ll gain
5. A shared understanding of valuable content

40. Phone:
Email:
Adress:
iCrossing UK
iCrossing UK
Scan me
Slideshare.Net/Colebrook
@icrossing_uk
/icrossing-uk/
@icrossing_uk