Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy * useful, actionable details your organization can take advantage of immediately
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
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experts in the gear they sell.
And although not all employees have summited
Mount Everest, they all can help customers find
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REI employees are recognized throughout the
outdoor industry for their product knowledge
At Room & Board, we partner with small,
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We're committed to helping these artisans
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Late content is consistently one of the
reasons for project delays.
The task itself and resources needed to
complete the task are seriously
Accept it. Plan for it. Charge for it.
— Web Redesign 2.0: Workflow That Works
Kelly Goto & Emily Cotler
Business Web Analyst Developer
Strategist Specialist Programmer
Web Editor Admin
Align on business objectives and user goals
Identify success metrics
Define risks and how to mitigate
Create a strategic foundation for content
Brand and messaging
Competitor site audits
Government or regulatory requirements
Current content assets
Global business and communications strategies
Stakeholder roles, skill sets, agendas, politics
Relationship to other sites, databases, campaigns,
brand strategies, print materials
What content do we need, and why?
How will the content be structured?
How will users find your web content?
How we will get from today to launch?
What's next once the content is "out there "?
How do these recommendations impact our business?
Better user experience
Greater brand consistency
New operational efficiencies
Better risk management through better controls
Improved SEO and analytics
More effective personalization and targeting