The document outlines a content strategy for the William Way Community Center, emphasizing the importance of creating remarkable content specifically targeted at the LGBT audience to improve engagement and visibility. Key recommendations include enhancing existing media, increasing social media activity, and leveraging community input to humanize the brand and tell compelling stories. The strategy aims to foster well-being and acceptance among sexual and gender minorities through various educational and cultural programming while improving overall brand awareness.

1. Content Strategy
For the William Way Community Center
Date: 6/22/2012
Author: Michael King (@ipullrank)

2. CONTENT IS LIFEBLOOD OF THE WEB
For inbound marketing content is the price of admission. Make remarkable content
or you won’t be around next year.
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3. CONTENT STRATEGY + SEO MUST WORK
Content Strategy and SEO go hand in hand. To maximize the effectiveness of each
you should absolutely NEVER have one without the other.
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4. WE BET OUR AGENCY ON IT
Creating remarkable content is required to build links at scale. At iAcquire we’ve
shifted our entire offering to reflect that.
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5. WHAT DOES THIS MEAN FOR WILLIAM WAY?
Brands are the new content creators
of the future
Watch this http://www.youtube.com/watch?v=LerdMmWjU_E
It’s time to become a brand committed
to building remarkable content targeted
at the LGBT audience.
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6. Content Audit
6

7. EVERYTHING IS CONTENT!
I did a complete content audit of assets across the William Way ecosystem….
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8. WHAT I FOUND
41 HTML Pages
(excluding individual calendar entries)
14 PDFs
9 YouTube Videos
4 Vimeo Videos
(2 exclusive to Vimeo)
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9. WHAT WAS LINK-WORTHY?
The only thing link-worthy on the site right now is the annual report PDF. Other things
may be ephemerally share-worthy, but nothing else on the site is likely to naturally
attract links.
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10. THE INTERNET HATH SPOKEN!
Apparently, I’m not the only one who feels this way. Only 3 URLs on the site have
external links and 2 of those are the homepage.
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11. THE INTERNET AGREES AGAIN!
According to this Social Crawlytics (http://socialcrawlytics.com/) report your content
doesn’t get much traction in social media and most activity is in Facebook
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12. BUT!
12

13. …ALL IS NOT LOST
Much of the content on the site can be spiced up with a few engaging additions and
made link-worthy
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14. PUT THE VIDEOS ON THE SITE
Place the videos on the William Way site itself (using Wistia) and leverage transcripts
(using Speechpad.com) and video sitemaps to improve visibility. While you’re at it
put the other 2 videos on YouTube.
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15. MAKE MORE VIDEOS
Video appears to be the strong suit of William Way’s content creation. Leverage the
community create more video assets for every event that happens in the Community
Center.
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16. ADD PICTURES, MAPS
Add richer media to existing
pages to make them more
compelling and share-worthy.
Give them as much of an
experience is possible without
them having to leave the
William Way site.
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17. USE GOOGLE CALENDAR
The Calendar is a large draw to both the site and the community center itself. Place
it on Google Calendar so that it is easily shared and imported by users.
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18. PUSH MORE TO SOCIAL
William Way’s social accounts don’t update as often as events happen. Reminders of
events and live-tweeting of special events should be implemented.
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19. MAKE IT EASY TO SPREAD THE WORD
Incorporate social share buttons that allow people to share the event that they have
signed up to attend
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20. PULL MORE FROM SOCIAL
Black Milk Clothing pulls pictures of
people wearing their garments from
hashtagged pictures on Instagram and
Twitter.
Do the same for event specific hashtags.
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21. THE NEW DESIGN
Make “Donate” Stand out
The new design of the site is great. I
thank you, the internet thanks you.
Only real suggestion I’d give is:
Make the donate button a different color
or size so it draws more attention.
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22. Content Strategy
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23. PERSONAS
MONEYBAGS MONTY LIVELY LISA SELF-CONSCIOUS SUE PROUD PETE
• Moneybags Monty is a 36 year Lively Lisa is 32 year old Self-Conscious Sue is a 31 bi- Proud Pete is a 24 year old out of
old gay suburban home owner social butterfly who is proud sexual recent divorcee mother work college grad who has
who is has an active voice in to let her lesbian “wings” fly. of one, who is very concerned recently told his family he was
the LGBT community. Bob She currently works in about her job and how much gay. “Coming out” has given Pete
works for a Fortune 500 Philadelphia and lives just the housing downfall will a new out look on life, and being
company in Philadelphia and outside of the city. Her main affect her and her family. out of work give him plenty of
has a disposable income which concerns in life is finding Being a single gay time to have a very heavy online
he uses to partake in the finer love, her career and raising a mother, her concerns vary social presence, which is greatly
things in life. While most of his family one day. While she from LGBT political issue as influences by his friends, limited
social beliefs fall in align with does have her hand in all well as social acceptance of budget and being openly gay.
the LGBT community, he is aspects of social media on a lesbians in America. And how
very fiscally responsible. daily basis, LGBT issues her sex life would affect the
However being a fiscal
aren’t the focus of her life. raising of her child
conservative does not hinder
And mostly places her
his willingness to donate to
sexuality on the back burner
LGBT based organizations.
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24. PERSONAS
MONEYBAGS MONTY
KEY INSIGHT
MoneyBags Monty thinks of his involvement as both a
lifestyle and a sociopolitical statement.
He needs to be armed with content that he can use to
• Moneybags Monty is a 36 year make his statement.
old gay suburban home owner
who is has an active voice in
the LGBT community. Bob
works for a Fortune 500
company in Philadelphia and
has a disposable income which
he uses to partake in the finer
things in life. While most of his
social beliefs fall in align with
the LGBT community, he is
very fiscally responsible.
However being a fiscal
conservative does not hinder
his willingness to donate to
LGBT based organizations.
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25. PERSONAS
LIVELY LISA
KEY INSIGHT
Lively Lisa’s participation is like to be
intermittent as she recognizes herself as
part of the LGBT community but she doesn’t
use it to define her everyday life.
Lively Lisa is 32 year old
social butterfly who is proud
to let her lesbian “wings” fly. Capture her regularly with reactions to news
She currently works in
Philadelphia and lives just
outside of the city. Her main
concerns in life is finding
love, her career and raising a
family one day. While she
does have her hand in all
aspects of social media on a
daily basis, LGBT issues
aren’t the focus of her life.
And mostly places her
sexuality on the back burner
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26. PERSONAS
SELF-CONSCIOUS SUE
KEY INSIGHT
Self-Conscious Sue is looking for answers
and is likely to be engaged in social media
daily. She’s like to blog, participate and
share content on her quest to solidarity.
Self-Conscious Sue is a 31 bi-
sexual recent divorcee mother
Self-Conscious Sue is likely to be the most of one, who is very concerned
about her job and how much
active content consumer in the mix. the housing downfall will
affect her and her family.
Being a single gay
mother, her concerns vary
from LGBT political issue as
well as social acceptance of
lesbians in America. And how
her sex life would affect the
raising of her child
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27. PERSONAS
PROUD PETE
KEY INSIGHT
Proud Pete is the quiet supporter who will
become a one of the loudest members of
the audience once he “comes out.”
Proud Pete will ultimately become a large Proud Pete is a 24 year old out of
work college grad who has
consumer and creator of content in this recently told his family he was
gay. “Coming out” has given Pete
space. a new out look on life, and being
out of work give him plenty of
time to have a very heavy online
social presence, which is greatly
influences by his friends, limited
budget and being openly gay.
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28. CORE STRATEGY
“We will develop informative, educational
and entertaining content for distribution
on the William Way site and across social
media channels with the goal of
increasing membership, Share of Voice in
the LGBT conversation and overall brand
awareness in the Philadelphia
community.”
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29. BRAND PROMISE
“The William Way Community Center
seeks to encourage, support, and
advocate for the well-being and
acceptance of sexual and gender
minorities through
service, recreational, educational, and
cultural programming.”
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30. tactics.
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31. The Smartest Thing I Can Ever Say
Eliminate the
distance between
what’s happening
online and offline.
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32. SHOWCASE THE PEOPLE
Chicago’s Center on Halsted focuses
on the people that are a part of the
community and have joined the
center.
Place them front and center and you
will find people are far more likely to
engage.
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33. HUMANIZE THE BRAND
The GSA network does a great
job of putting their team front
and center and showing there
are actual people on the other
side.
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34. TELL COMPELLING STORIES
There’s a variety of ways to tell stories online. Some have used the Storybird.com
children’s book format to create great content around the subject, you can also use
video as well.
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35. PLAY UP DONATIONS
Working on the Big Brothers Big
Sisters “Start Something”
campaign we saw an uptick in
donations after a counter was
installed
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36. COMMUNITY BLOGGERS
Turn members of the community into
thought leaders by leveraging their
writing talents for a daily blog about
all the topics that align with William
Way’s business goals.
Use this to spotlight community
members as well.
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37. USTREAM EVENTS
Broadcast community center events online
so those that cannot be there can enjoy and
those from other cities can see what they
are missing.
You can also use the recordings as content
after the fact.
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38. ENGAGE COMMUNITY IN SOCIAL MEDIA
Tweetups, Google Hangouts and Polls on Facebook are all easy and repeatable ways
to engage the community in social media
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39. VISUALIZE YOUR DATA
Infographics work. Give people
something portable and they will
spread it and link to it.
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40. CREATE GUIDES
Like any other niche the LGBT community can benefit greatly from definitive guides
that educate and entertain.
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41. MORE IDEAS
Add An Online Community
Comment On News
Crowdsource Video
#Tweetups
I wanted to suggest more of these things, but I think we’ve loaded up with enough to
get it started!
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42. HOW DO YOU COME UP WITH CONTENT IDEAS?
ASK EAVESDROP STEAL
Post Questions to Do keyword See what your
your audience in searches in free competitors made
social media social listening and make a better
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tools version of it

43. Keyword Research
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44. INFORMATION ARCHITECTURE
Each page should have 2-3 keywords associated with it.
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45. I’LL START YOU OFF
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46. THE REST IS UP TO YOU
Input a keyword or a URL, set Match Type to [Exact] go for the ones with enough
Local Monthly Searches.
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=100000
0000&ideaRequestType=KEYWORD_IDEAS
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47. MAXIMIZING KEYWORD USAGE
Page Titles should be up to 70
characters, unique, keyword-relevant, start with the
target keyword.
Meta Descriptions should be up to 155
characters, unique, keyword-relevant and include a call
to action.
Heading Tags should be keyword-relevant, there should
be only one H1.
Images should have keyword-relevant filenames and
alt attributes.
URLs should be short and keyword-relevant without
queries.
Body Text should have keywords distributed naturally
and evenly throughout.
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48. INTERNAL LINKING STRUCTURE
Each page owns a keyword. The first time
a keyword or a variant is mentioned on
any page link back to its owner.
Do a quick keyword search in the
Adwords tool when titling your articles
and determining the keyword a new page
owns.
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49. Content Calendar
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50. 6-MONTH CONTENT CALENDAR
July Aug Sept Oct Nov Dec
Content Development
Topic Focus TBD TBD TBD TBD TBD TBD
Plan out themes for the next six months, potentially around LGBT holidays and
create big content around those themes.
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51. CONTENT SCHEDULE
One Blog Post per weekday (minimum)
Weekly Google Hangout
Monthly #lgbtchat tweetup
Bi-weekly Other content launch
(Video, infographic, etc).
Stick to this schedule and push this content out to social at 9am, 12pm, 3pm, 5pm
and 9pm in addition to your mailing list and you will build traction.
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52. EXAMPLE SITES
www.gaycenter.org/
http://www.huffingtonpost.com/gay-voices/
http://www.gaycenter.org/
http://www.centeronhalsted.org/
http://www.centralpalgbtcenter.org/
These are some of the sites I looked at that had elements of great content strategy.
Under this plan William Way is poised to be even better!
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53. MICHAEL KING
Director of Inbound Marketing
www.iacquire.com
mike@iacquire.com
@iPullRank
THANK YOU / Q&A
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