The document outlines a content roadmap for a project aimed at developing a comprehensive content strategy. It includes steps for discovery, design, delivery, and measurement, along with goals related to audience engagement and content categorization. Essential elements include content templates, budget planning, audience personas, digital marketing strategies, and performance analysis to enhance content effectiveness.

1. Content RoadMap Version: 1.0
project: Content Strategy Creator: Yves Ferket
Copyright: Nascom
page 2 / 4
Version: 1.0 | Modified: Thu Mar 21 2013
Steps
Discovery Design Delivery Deploy Drive Traffic & Measure
Flow
Goals & Audience: Customer Map content Content Channel Content
Briefing Digital
Objectives Personas Content on Site Templates Inventory
Marketing of
Journey
Content
who what when Partners Search
Meta Info
Goal 1 Goal 2 Goal 3 Goal 4 Goal 5 Ads
Goal Match
Social
E-mail
Content resources
Persona Match Content
Plan
Nascom Digital
Store Marketing Wheel
Content Purpose Content
Analysis
Tone of Voice Budget Content People
Team Member
CMS/DAM DB with API
Content Content Content Gap Content Measure
Inventory Ideation Analysis Keywords
Content
Calendar
1 2 3 4 5 6 7 Version/ Google Facebook Social
Localize Analytics Insights stats
Content Content
Budget Team Measurement feedback loop
▪ Goals & Objectives: Why are whe doing this; What ▪ Map Content on Site: Create a site map where you will ▪ Channel Inventory: What are your online ▪ Content Briefing: ▪ Digital Marketing of Content: Now that we put
would be the outcome assign content catégories channels ▪ Who: assign a person... all the effort in creating the content, let's drive
▪ Audience Personas: What are our different customer ▪ Content Templates: Define content templates which ▪ Facebook: one or more (global) pages ▪ What: to create content traffic to it
types explain: ▪ Twitter: accounts in different languages? ▪ When : by a certain deadline ▪ Nascom Digital Marketing Wheel: Nascom's
Explained
▪ Customer Journey: What questions are we trying to ▪ Meta info: Short descriptive description of the what ▪ Linked In : Linked In company pages ▪ Store Content: framework of promoting your content
answer in the buying process ▪ Goal Match: To which goals will this content contribute ▪ Youtube: or other video channnels ▪ CMS: in a content management system ▪ Measure: Measure the consummation, reach,
▪ Content analysis: What content do we have, would be ▪ Persona Match: to which customer types will this appeal ▪ Content Plan: ▪ DB with API: a Database which can be sharing and engagement across your different
good to have, …and is missing. What keywords? ▪ Purpose : What are we trying to achieve e.g. subscribe, ▪ Budget: which budget for which content accessed by an API channels
▪ Content Budget: What's the budget we can spend on a … ▪ Content: Prioritizing content to the budget ▪ Version Localize: Rework and localize content ▪ Measurement feedback loop: Learn from
regular basis ▪ Tone of voice: informal, eductional, corperate,… ▪ People: External /Internal people if needed measurement and adapt where necessary.
▪ Content Team: Who will be creating, gathering, ▪ Team Member: Who's responsible ▪ Content Calendar: what-where-when Conduct A/B tests where needed
approving, submitting… the content