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Content Strategy


                                 Putting it all together
                                     Stakeholders
                                       Personas
                                  Content Inventories
                                  Competitive Audits



By Jérôme from Rouen, FRANCE (◉ ♥) [CC-BY-2.0
(http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Your Know Your Goals




Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
You Know
Your People




              Image copyright © jonathon colman
              http://www.flickr.com/photos/jcolman/
You
                                                                           Know
                                                                           Your
                                                                          Content


Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
Now You Can




 Give Them a Path
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
Goals Help Us Define Together




Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
Personas Help Us Relate
Image copyright © gatherball
Content Inventories Help Us Find
                      Touch Points




Image copyright © gatherballl
So We Can Map Experiences
                 That Reach Every Path




Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
You can talk to your client about
•   Where they can go
•   Who they can bring with them
•   What they should pack
•   And what they should leave at home
It’s a big world out there




Image copyright © paul watts
Rather, it’s a big ecosystem




Image copyright © paul watts
Reasons to love a competitive audit
Get to know the locals
        and find a way to stand out




Differentiate
                                      Image copyright © paul watts
We can learn the local dialects
                                         and become locals ourselves




      Domain Knowledge
Image copyright © paul watts
We look to others instinctively
This way we get a list we can share




Benchmarking
                                      Image copyright © Save the Rhinos!
Then there’s the competition part…




Image copyright © paul watts




                               Others can inspire us
                                  Or warn us of danger

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You are here, content strategy

  • 1. Content Strategy Putting it all together Stakeholders Personas Content Inventories Competitive Audits By Jérôme from Rouen, FRANCE (◉ ♥) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
  • 2. Your Know Your Goals Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 3. You Know Your People Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 4. You Know Your Content Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 5. Now You Can Give Them a Path Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 6. Goals Help Us Define Together Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 7. Personas Help Us Relate Image copyright © gatherball
  • 8. Content Inventories Help Us Find Touch Points Image copyright © gatherballl
  • 9. So We Can Map Experiences That Reach Every Path Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/
  • 10. You can talk to your client about • Where they can go • Who they can bring with them • What they should pack • And what they should leave at home
  • 11. It’s a big world out there Image copyright © paul watts
  • 12. Rather, it’s a big ecosystem Image copyright © paul watts
  • 13. Reasons to love a competitive audit
  • 14. Get to know the locals and find a way to stand out Differentiate Image copyright © paul watts
  • 15. We can learn the local dialects and become locals ourselves Domain Knowledge Image copyright © paul watts
  • 16. We look to others instinctively This way we get a list we can share Benchmarking Image copyright © Save the Rhinos!
  • 17. Then there’s the competition part… Image copyright © paul watts Others can inspire us Or warn us of danger