This document outlines 10 things every business person should know about content strategy. It discusses how to treat content as a critical business asset, ensure content has dedicated oversight, understand the content environment, document the content ecosystem, estimate content creation efforts, start small and measure against goals, assemble a content team, care for and maintain content over time, and plan for change. The overall goal is to make content useful, usable, purposeful and profitable.

1. 10 THINGSevery business person
should know about
content strategy

2. INTRODUCTIONS
• Melissa Rach
• Director of Content Strategy, Brain Traffic
• Journalist, marketer, information architect,
writer, etc.

3. VOCABULARY

4. CONTENT IS….
Available in a wide variety of formats:
• Text
• Graphics
• Videos/demos/animations
• Games/widgets
• Audio

5. CONTENT IS…
Created by just about everyone:
• The publishing industry/media
• Businesses and organizations of all kinds
• YOU!

6. CONTENT IS…
Just about everywhere.
• In print
• Online
• On signs
• On the radio
• Etc.

7. CONTENT IS…
How we communicate knowledge, it is:
• Informative
• Instructional
• Entertaining

8. INFORMATIVE

9. INSTRUCTIONAL

10. ENTERTAINING

11. OR ALL THREE

12. STRATEGY IS…
A plan for obtaining a specific goal or result.
This includes…
• Tactical recommendations and ideas
• Communication and enrollment overview
• Guidelines for smart decision making
• Change management and sustainment plan

13. WHAT IS CONTENT
STRATEGY?

14. “Content strategy plans for the
creation, publication, and
governance of content.
Kristina Halvorson
Brain Traffic

15. TWO BIG COMPONENTS
• Business value
• Messaging/storytelling
• Structure
• Creation workflow
• Publishing
• Maintenance/governance
Content
Stuff
People
Stuff

16. THE GOAL IS TO MAKE
CONTENT…
• Useful
• Usable
• Purposeful
• Profitable
User
Stuff
Business
Stuff

17. 1.
TREAT CONTENT LIKE A
CRITICAL BUSINESS
ASSET. (IT IS ONE.)

18. “Because there isn’t a $1, $5, or
$10 denomination stamped on
the front of Web content, it’s
often difficult to know exactly
how valuable content is to your
company.
Bryan Eisenberg
Future Now

19. Adam Smith
Says value is:
• Exclusive
• Transparent
1776

20. 1955

21. 1956: INFORMATION AGE

23. 1990:
INFORMATION
SUPERHIGHWAY

24. CONTENT SAVES MONEY
Content optimizes conversations with your:
• Your customers
• Vendors
• Employees

25. CONTENT MAKES MONEY
• Influences customers decisions
• Builds trust
• Provides purchase-path instructions
• Upsells
• Solicits feedback

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

35. TO DO:
ASSIGN A CONTENT
ADVOCATE.

36. 3.
IT’S NEVER TOO EARLY
TO THINK ABOUT
CONTENT.

39. IMPACT OF 11TH
HOUR CONTENT
• Rework (IA, design,
database, etc.)
• Delayed timelines
• Over budget
• Frustrated
stakeholders
• Stressed employees
• Bad content
• Bad usability
• Unhappy users
• Unsuccessful project

40. TO DO:
INVITE YOUR CONTENT
ADVOCATE TO YOUR
PROJECT KICKOFF
MEETING

41. 4.
UNDERSTAND YOUR
CONTENT’S
ENVIRONMENT.

42. ON THE INSIDE
• Existing communications ecosystem
• Branding
• Technology/infrastructure
• Resources
• Political considerations
• Contracts/requirements

43. ON THE OUTSIDE
• User needs/wants
• Competitors
• Government regulations
• Environmental issues
• Economic climate

44. ALIGN STAKEHOLDERS
• Present risks and opportuntities
• Negotiate solutions
• Revisit goals and success factors

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 channelManuals
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.

52. CONTENT IS
COMPLICATED
1. Strategize
2. Analyze Source
3. Categorize
4. Structure
5. Create
6. Stakeholder Review
7. Edit
8. Legal Review
9. Edit
10. Approve
11. Publish
12. Test

54. JUST TO GET STARTED…
1. Strategize
2. Analyze Source
3. Categorize
4. Structure
5. Create
6. Stakeholder Review
7. Edit
8. Legal Review
9. Edit
10. Approve
-----------------------
7. Publish
8. Test

55. hours

57. TO DO:
CREATE A DETAILED TIME
AND BUDGET ESTIMATE

58. 7.
ASK WHY.
START SMALL.

59. HOW CONTENT GROWS
• “Our competitors have XYZ, so we should, too.”
• “Every department needs equal representation.”
• “The CEO wants a community.”
• “This new widget is so cool.”

60. “Small websites are easier to
manage than big ones.
Since this is obvious, why don't
more sites choose to be smaller?
David Hobbs
WelchmanPierpoint

61. LESS CONTENT IS OFTEN…
• More user friendly

64. LESS CONTENT IS OFTEN…
• More user friendly
• Better quality
• Cheaper to create
• Easier to manage

65. TO DO:
MEASURE ALL CONTENT
REQUESTS AGAINST
BUSINESS GOALS.

66. 8.
ASSEMBLE THE CONTENT
TEAM BEFORE THE WORK
BEGINS.

67. THE DREAM TEAM
• IA
• SEO/Metadata
• Brand
• Writing/Multimedia
• Design Rep
• Technology Rep
• Usability Rep
• Legal Rep

68. CREATION PROCESS ROLES
• Creator/Originator
• Editor
• Reviewer
• Approver
• Publisher

69. TO DO:
CREATE A
RESOURCE/WORKFLOW
PLAN

70. 9.
CONTENT NEEDS CARE
AND FEEDING.

71. I need
constant
attention!

73. TIME-SUCK
TECHNOLOGIES
• Blogs
• News feeds and newsletters
• “Product of the month”
• Communities

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.

87. LIFE HAPPENS
• Brand and business goals change
• Competitors up the ante
• Measurement and audit results come in
• Budgets or resources get cut

88. TO DO:
CREATE A GOVERNANCE
PLAN AND COMMITTEE

89. IN SUMMARY

90. 1. Treat content like a critical business asset.
• Define real goals and success metrics.
2. Content needs dedicated oversight.
• Assign a content advocate.
3. It’s never too early to think about content.
• Invite your content advocate to your project kickoff
meeting.
4. Understand your content’s environment.
• Content factors analysis.

91. 5. Document your content ecosystem.
• Create content maps and audits.
6. Don’t underestimate the content creation effort.
• Create a detailed time and budget estimate.
7. Ask why. Start small.
• Measure all content requests against business goals.
8. Assemble the content team before the work
begins.
• Create a resource/workflow plan.

92. 9. Content needs care and feeding.
• Content quality assurance plan.
• Schedule regular audits of all content.
10. Be prepared for change.
• Create a governance plan and committee.