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Bruce Lee Guide to Strategic Content (Extended Cut)

Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance in place. The path to useful, usable and findable content is often narrow. Getting there can be a serious challenge. Sometimes you feel like people in the process are against you. There are a lot of adversaries and hurdles to overcome.

Even worse is the job of cat herding IT, stakeholders, marketing, sales and writers to work together to create the kind of strategic content that will speak to their target consumer and build their content brand. The end result is all too often boring sales fluff that no one ever reads. In the end, you find yourself doing a Chinese fire drill to create a bunch of last minute ad hoc content that is seldom on brand and more often than not fails to tell the client’s story.

It doesn't have to be this way if you choose to take a stand during the early planning phases of a project and stress the importance of a content strategy. Turn adversaries into allies with a strategic approach to your content. It won't be easy. It can get political.

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Bruce Lee Guide to Strategic Content (Extended Cut)

  1. 1. By Richard Ingram
  2. 2. Coca-Cola Content 2020
  3. 3. Read This (if you haven’t already)Content Strategy For The WebElements of Content StrategyContent Strategy at Work
  4. 4. Read This (if you haven’t already)Content Strategy For The WebElements of Content StrategyContent Strategy at Work
  5. 5. Read This (if you haven’t already)Content Strategy For The WebElements of Content StrategyContent Strategy at Work
  6. 6. Read This (if you haven’t already)Content Strategy For The WebElements of Content StrategyContent Strategy at Work
  7. 7. A Blog Is NOT a Content Strategy.Content Strategy is a decade +old emerging practice.Differentiate Content Strategyfrom Content Marketing.Research and Apply ThePrinciples of Content Strategy (ifyou do not already) for Win.
  8. 8. Use Client Profiles Organize all client insights, messaging, documentation in one place for the team working on it. Get client / stakeholders to sign off on all campaign goals and communication documents early on in the process. Content Analysis Tool Web Content Audit Tool Google Xpath Content Matrix LucidChartsAdwords Tool, Google TrendsSocial Crawlytics, Quantcast,Compete, Open Site Explorer,LinkDex, SEMRush, Topsy,Facebook Ads, Link Detective
  9. 9. Buyer PersonasUsability TemplatesContent TemplatesUsertesting.comBlasamiq MockupsSEOMozAhrefsMajesticSEOSearch MetricsWordPress SEOCS Generator ToolMindjet & ConfluenceWP Editorial CalendarEasy Content Templates,Kapost, Trello, DivvyHQ,Raventools, Contently,Compendium
  10. 10. Google AnalyticsCrazyEggKissMetricsClickTaleClickHeatConcept FeedbackSilverBackFivesecondtestOpen HallwayOptimizelyUnbounce
  11. 11. Take Advantage of Social Search Like Topsy, Social Mention, Kurrently& Others to Uncover Audience Interests and Potential Content IdeasBased on Those InterestsResources:Social Media Can Generate Strong Story Ideas5 Free Social Search Tools
  12. 12. Use Alchemy API to quickly extract semantic meta-data fromexisting web pages. Use the results to speed up the creationof metadata frameworks during content planning phases.Using AlchemyAPI for Semantic Analysis and Text Mining - axz.mx/alchemyapis
  13. 13. Use Google Drive’s XPATH capabilities to audit webpages for your content inventories.How To Build Agile SEO Tools Using Google Spreadsheets - axz.mx/agile-content-audits
  14. 14. 1. Content Strategy For The Web by Kristina Halvorson – Link2. Elements of Content Strategy by Erin Kissane – Link3. Content Strategy at Work by Margot Bloomstein – Link4. Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link5. Metadata Workshop by Rachel Lovinger – Link6. Complete Beginner’s Guide to Content Strategy by Andrew Maier – Link7. Build Agile SEO Tools Using Google Spreadsheets by Tom Critchlow – Link8. Using AlchemyAPI for Semantic Analysis and Text Mining by Mike Reich – Link9. Content Templates to the Rescue by Erin Kissane – Link10. Building Your Content Strategy with a Message Architecture by Margot Bloomstein – Link11. Difference Between Content Strategy & Content Marketing? by Colleen Jones – Link12. Psychographics Deconstructed: What We Look Like to… by Marty Weintraub – Link13. Social Media Can Generate Strong Story Ideas by Kylie Jane Wakefield – Link14. The New SEO Process (Quit Being Kanye) by Mike King – Link15. 11 Savvy Ways to Use Buyer Personas… by Rebecca Corliss – Link16. Fusing Content Strategy with Design by David Gillis – Link17. An Introduction to User Journeys by Jason Hobbs – Link18. Doing a Content Inventory by Jeffrey Veen – Link19. 5 Free Social Search Tools by Steve Floyd – Link
  15. 15. 21. Client Profile Template By AXZM – Link22. Content Strategy Generator Tool V2 by SEO Gadget – Link23. The Content Matrix Template by Kevin Nichols – Link24. Website Content Template By Brody Dorland – Link25. The Epic List of Content Strategy Resources by Jonathon Colman – Link26. Slide # 9 Graphic by Brain Traffic – Link27. Slide #11 From Caroline Kealey’s “Message Architecture Worksheet” - Link28. Slide # 13 Image From The White Paper – Why Securing Communications and Content is a Critical Best Practice by Proofpoint – Link*All Photos of Bruce Lee Are Property of The Respective Copyright Holder
  16. 16. For the last decade I have beencreating digital marketing solutionsfor businesses large and small. In thattime I’ve learned a few things aboutthe governance and creation of webcontent and how that content ties intoother marketing channels. Content is Steve Floydoften swept aside as the last part of a Founder / Principle at AXZMproject, when I believe it should be twitter: @nawlreadyone of the very first things addressed, phone: (214) 272-9109even before design. www.axzm.com

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