10 things every business person should know about content strategy
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The document outlines 10 things that every business person should know about content strategy. It discusses defining goals and metrics for content, assigning oversight of content to an advocate, and planning for content creation by understanding the environment, documenting the ecosystem, estimating effort, and assembling a content team. It also stresses the importance of ongoing maintenance of content, quality assurance, and preparation for change through governance plans.
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10 things every business person should know about content strategy
- 1. 10 THINGS every business person should know about content strategy
- 3. VOCABULARY
- 8. INFORMATIVE
- 10. ENTERTAINING
- 11. OR ALL THREE
- 13. WHAT IS CONTENT STRATEGY?
- 17. 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
- 20. 1955
- 21. 1956: INFORMATION AGE
- 23. 1990: INFORMATION SUPERHIGHWAY
- 26. MEASUREMENT MYTH
- 27. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
- 28. 2. CONTENT NEEDS DEDICATED OVERSIGHT.
- 29. Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
- 31. 1955
- 32. Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
- 34. No.
- 35. TO DO: ASSIGN A CONTENT ADVOCATE.
- 36. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
- 37. SEXY
- 40. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
- 41. 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
- 45. TO DO: CONTENT FACTORS ANALYSIS
- 46. 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
- 47. Twitter Print brochures Call center script Advertisements Web Site Annual report Blog In-person conversations YouTube channel Manuals Direct Mail Newsletter Events Packaging Signage Press release
- 50. TO DO: CREATE CONTENT MAPS AND AUDITS
- 51. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
- 55. 5 hours
- 57. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
- 58. 7. ASK WHY. START SMALL.
- 65. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
- 66. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
- 69. TO DO: CREATE A RESOURCE/WORKFLOW PLAN
- 70. 9. CONTENT NEEDS CARE AND FEEDING.
- 71. I need constant attention!
- 74. I’ve been ignored since 1999!
- 77. TO DO: EDITORIAL CALENDAR
- 78. Nobody likes me!
- 80. TO DO: CONTENT QUALITY ASSURANCE PLAN
- 81. I’m incorrect or embarrassing!
- 84. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
- 85. 10. BE PREPARED FOR CHANGE.
- 88. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
- 89. IN SUMMARY
Editor's Notes
- Find out what you have Define how and when people use each piece of content Draw a map of how all of your content works together
- What needs to be updated and when Who does creates, reviews, approves, publishes… When does content die How long do updates take Budget
- Web – analytics software User research Ask your customer service or call center staff Ask your salespeople
- Document what you have Schedule regular reviews Track what changes Define criteria for quality Define trigger “events”