This document discusses content strategy frameworks and provides examples. It begins with an introduction to Elle Geraghty and then outlines an agenda to cover frameworks, applications, and position descriptions. A framework is presented with three levels: page view for day-to-day publishing, section view for holistic organizing, and org view for high-level strategic negotiation. Each level is defined and different competencies are listed. The document emphasizes that frameworks are a starting point and there are no crisp edges between levels. It concludes by encouraging building a reference base of frameworks.

1. WEB CONTENT
COMPETENCIES

2. Radio producer
ABC radio
BA Comms
Project manager
Guide Dogs
Amnesty International
NSW Government
MA, Information and knowledge management
Content strategist
First Australians Capital
HBF insurance
Woolworths
Art Gallery NSW
ASIC
IAG
Sydney University
City of Sydney
Australian Museum
Qantas
Atlassian
NSW Government
Virgin Mobile
Foxtel
Dip, Graphic design
Grad cert, Artificial intelligence
HELLO,
I’M ELLE
2

3. 3
RESOURCING
IS HARD!

4. 4
AGENDA
1. FRAMEWORK
2.APPLICATIONS
3.POSITION DESCRIPTIONS

5. 5
Framework
FRAMEWORKS ARE FAB!
BUT THEY ARE JUST A STARTING PLACE

6. 6
1.
Page
view
Day to day publishing.
2.
Section
view
Wholistic organising
3.
Org
view
High-level strategic
negotiation

7. 7
NO CRISP EDGES

8. 8
1.
Page
view
1. Publish someone else's content
2. Edit and review own content (no stakeholders)
3. Write content to brief
4. Write brief
5. Take photographs
6. Brand wash photography and other rich
content assets
7. Prepare images and videos for publishing
8. Create editorial calendar
9. Optimise content based on user and
stakeholder feedback
10. Optimise content based on editorial feedback
11. Provide editorial feedback to colleagues
12. Create monthly analytics report
13. Optimise for SEO/ Accessibility
14. Apply style guide and other content standards

9. 9
Section
view
1. Shephard content through legal/risk/compliance
etc
2. Review and improve workflow
3. Audit content
4. Measure content quality
5. Analyse and apply test data and analytics to make
improvements to content
6. Create governance plans (content operations)
7. Content experiments (eg A/B)
8. Commission rich content assets
9. Decommission content
10. Apply personalisation
11. Apply localisation
12. Build and test IA
13. Develop taxonomy
14. Map users' journeys (content)
15. Craft style guide and other content standards

10. 10
Org
view
1. Team and people leadership
2. Procure funding/resources for content initiatives
3. Senior stakeholder management and comms
4. Measure content value (not quality)
5. Identify problem state(s)
6. Develop content pillars from user research and
strategic plan
7. Provide recommendations/requirements for new
technology platforms
8. Articulate current/future state content ecosystem
9. Articulate value/advocate for content strategy
10. Prioritise major content work/roadmap
11. Situate content strategy within organisational
structures
12. Secure budget for head count and inform position
description for content team member(s)
13. Sign off content governance (content opps)

11. 11
CONTENT STRATEGY DOMAINS
Stakeholder management
Users, project and business
1
Communication planning
Audience, cadence, segmentation etc
2
Analysis and evaluation
Spreadsheets, pivot tables, measurement, graphs,
hypothesis experiments
3
Change management
Appetite and resistance to change
4
Storytelling and visualisation
Narrative, presentation decks, diagrams
5
Project management
Outcomes, time, budget, milestones
6
Content strategy is much more than just content management. You also need the following skills.

12. 12
Page
view
Day to day publishing.
Section
view
Wholistic organising
Org
view
High-level strategic
negotiation
Apply voice and tone Develop voice and tone Build the business case for
the voice and tone and
secure budget
Develop content priority
road map
Audit content to provide
insights for road map
Write words Build page IA structure
NA
NA

13. CONTENT STRATEGY ELEMENTS
Content
Users
Business
Tech
13
Resources

14. Content
Users
Business
Tech
Resources
Page
view
Day to day publishing.
Section
view
Wholistic organising
Org
view
High-level strategic
negotiation

15. 15
1
Day to day publishing.
Writing, editing and
improving content.
PAGE VIEW
3
High level strategic negotiation.
Directing, synthesising, leading,
advocating and promoting.
ORGANISATION VIEW
HEADCOUNT AND COST
2
Wholistic organising.
Systems thinking, analysis
and organising.
SECTION VIEW
Headcount
Role cost
Total team
cost

16. 1
Day to day publishing.
Writing, editing and
improving content.
PAGE VIEW
3
High level strategic negotiation.
Directing, synthesising, leading,
advocating and promoting.
ORGANISATION VIEW
HEADCOUNT OVER TIME
2
Wholistic organising.
Systems thinking, analysis
and organising.
SECTION VIEW
Initial
headcount
BAU
headcount

17. 17
1 2 3
Day to day publishing.
Writing, editing and
improving content.
PAGE VIEW
High level strategic negotiation.
Directing, synthesising, leading,
advocating and promoting.
ORGANISATION VIEW
BUSINESS VALUE
Wholistic organising.
Systems thinking, analysis
and organising.
SECTION VIEW
Level 1 Level 2 Level 3
Difficulty
Return

18. 18
BUILD YOUR
REFERENCE BASE

19. 19

20. 20

21. 21
RESOURCING
IS HARD!
FRAMEWORKS ARE
YOUR FRIEND

22. 22
Framework
FRAMEWORKS ARE FAB!
BUT THEY ARE JUST A STARTING PLACE

23. www.ellegeraghty.com
@ellengeraghty
WEB CONTENT
COMPETENCIES