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XXX



CONTENT STRATEGY
December 10, 2015
2
TABLE OF CONTENTS
Purpose
Inputs
Content Defined
Content Strategy Progress
Content Strategy Timeline
Content Audit & Research Review
Content Strategy
Content Creation
Content Marketing
Workflow
Measurement
Roadmap
Next Steps
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 14
Page 20
Page 37
Page 46
Page 50
Page 55
Page 59
PURPOSE
The following presentation details the recommended content
strategy, including content creation and marketing, workflow and
measurement for XXX U.S to move the brand into new forward-
thinking and thought leadership territory.
3
INPUTS
The content strategy contained herein is compiled based on findings from:
Competitive Audit
DNA/Social Listening Research
Weekly Competitive Analysis
XXX U.S. Stakeholder Interviews
XXX U.S. Internal Documents provided to Doremus
Doremus Content Insights
4
CONTENT DEFINED
Definitions of commonly used terms as related to content.
Branded Content: Non-disruptive brand messaging created to entertain,
educate or bring value to the intended audience
Content Strategy: Planning, development and management of content
based on research and insight
Content Creation: Production/creative development of content by internal
or external parties
Content Marketing: Publication and distribution of content via paid, owned
and earned methods
5
CONTENT STRATEGY PROGRESS
6
Step 1:
Step 2:
Final Step:
Content Strategy
Step 3:
CONTENT AUDIT 

& RESEARCH REVIEW
8
THE COMPLETE NETWORK
COMPETITIVE CONVERSATION SNAPSHOT
9
Key Insight: The network entities designated below largely communicate about
themselves and their services.
COMPETITIVE CONTENT REPORT CARD
How does the competition stack up according to content strategy and distribution?
Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content
EY-Forward thinking with their use of technology as a content delivery mechanism
PwC-Design-friendly and most willing to take risks, but need to tighten content distribution
XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so
RSM-Content is conservatively made and distributed, not aligned to new brand positioning
KPMG-Creating a wealth of content but content and distribution strategy is off
BDO Seidman-Content is rote and machinated
10
11
BEST-IN-CLASS BRANDED CONTENT
Best-in-class branded content categorically demonstrates themes and trends that make them
stand out in a crowded marketplace. Those themes and trends include:
• Purposeful Content: Branded content strategized, created and distributed with the consumer
in mind to entertain, educate and add value, while also aligning with brand objectives and
considering competitive space
• Emotional Content: The impact of emotional content, especially presented positively, is a
proven content strategy component
• Future Thinking Content: Looking forward to excel and be distinct in the competitive
landscape
KEY INSIGHTS
12
1
2
3A conscious shift has to be made by XXX in order to entice the Transformational Leaders
and Thought Leaders categories by utilizing the themes and trends identified to date.
However, the content shift should feel organic and not forced, staying true to the internal
XXX culture and values in order to be authentic and resonate with the intended audience.
While much of it is slick and attractive, the content the competitive set is serving to its audience does not
align with content proven to resonate with the network audience, XXX included.
4
5
Understand the conversation drivers of the sub-communities in order to create content
pillars, ensuring all communities and network audiences are represented.
XXX is currently positioned within the Tax & Accounting segment of the network. In order to
successfully and strategically shift into new territory, we must understand the themes and conversation
drivers to leverage engagement and then transition into the Transformational Leaders and Thought
Leadership through content.
CONTENT STRATEGY
14
“We need to stop interrupting
what people are interested in…
15
…and be the thing people
are interested in.”
XXX CONTENT STRATEGY 

MISSION STATEMENT
XXX delivers relevant content filtered through a positive purposeful lens
to transformational and business thought leaders, internally and
externally, to engage and collaboratively partner on a meaningful and
lasting impact for a better tomorrow for all, today.
16
XXX CONTENT STRATEGY MISSION
STATEMENT, DIAGRAMMED
XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to
transformational and business thought leaders (3), internally and externally, to
engage and collaboratively partner (4) on a meaningful and lasting impact for a
better tomorrow for all, today (5).
1. Derived from thought leadership audience’s thirst for trending, timely content
2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint
3. Transformational and Business Thought Leaders are the identified audience
4. Best practice is to converse and engage with the audience, as opposed to speaking at them.
Collaboration is also mentioned extensively throughout XXX internal documents
5. Gleaned from potential XXX brand positioning
17
18
CONTENT STRATEGY FRAMEWORK
Create
& Edit
- Asset
Creation
- Governance
- Edits
- Approvals
Distribute
- Publish
- Promote
- Provide to
influencers &
partners
Plan
- Audit
- Audience
Research
- Identify
trends & top
stories Organize
& Curate
- Collect
Internal Asks
- Source 3rd
Party Content
- Editorial
Calendar
Measure &
Optimize
- Measure
- Analyze
- Report
- Optimize
CONTENT CREATION
20
“Either write something
worth reading,
or do something
worth writing about.”
- Benjamin Franklin
THEME VS. TOPIC DEFINED
Theme: The central idea
Topic: Specific subjects to support the idea
Theme = Topic
21
COMPETITIVE THEMES
22
Inward Focus: Themes surround brands and service lines, with little deviation
TRANSFORMATIONAL LEADERS THEMES
23
Entrepreneurial Culture: Enriching business content within the entrepreneurial and tech communities
THOUGHT LEADERSHIP THEMES
24
Breaking News: Global trending subject-matter
INTERNAL BRAND THEMES
25
We are a first mover; we
are way more nimble. I can
make a difference. I can
have a good idea and have
it implemented
immediately. It fits into an
entrepreneurial mindset.
We are not where we want to be
when it comes to diversity, but we
are getting there. We are actively
promoting our women. We don’t
have an active bias, and we are
night and day as compared to our
competitors. In the next decade,
we will really outpace the other
firms – just because we have more
in the pipeline.
26
RECOMMENDED CONTENT THEMES
Competitive Audit DNA/Social Research Interviews/Documents
•  Company Culture
•  Technology
•  Consumer Culture
•  Stories/Testimonials
•  Diversity
•  Industry Trends & Insights
•  POV on global/domestic news & trends
•  Lifestyle & Work/Life Balance
•  Technology
•  Education & Reference
•  Collaborative Change
•  Entrepreneurship
•  Accounting
•  Finance
•  Marketing
•  Diversity
•  Company Culture
•  Values
•  Stories/Testimonials
•  Making a Difference
•  Encouragement & Inspiration
•  Traditional Business/Services & Sectors
•  Collaboration
•  Community
•  Entrepreneurship
27
CONTENT THEME EXAMPLES
Encouragement
& Inspiration
Technology
Company
Culture
COMPETITIVE TOPICS
28
TRANSFORMATIONAL LEADERS TOPICS
29
THOUGHT LEADERSHIP TOPICS
30
31
•  Career Development
•  Team Building
•  Employee Achievements
•  Company Events
•  Employee Benefits
•  Employee Testimonials
•  Client Testimonials
•  Service
•  Cyber Security
•  Mobile Technology
•  Millennials
•  Retail Trends
•  Social Media
•  Big Data
•  Family
•  New Devices/Apps/Operating Systems
•  Travel
•  Industry Events
•  FinTech
•  Holidays & Consumer Events
•  Appropriate Current/World Events
•  Women in the Workplace/Education
•  Healthy Living
•  Internet of Things
•  Women in the Workplace/Education
•  Diversity in the Workplace
•  Employee Achievements/Spotlight
•  Employee, Partner & Client Testimonials
•  Career Development
•  Community Service/Charity Initiatives
•  Mentorship
•  Hyper-local Updates
•  Education on Traditional Business/Services
•  Business Relationship Advice
•  Problem Solving Advice
•  Personal Branding
RECOMMENDED CONTENT TOPICS
Competitive Audit DNA/Social Research Interviews/Documents
32
CONTENT TOPIC EXAMPLES
Millennials
Women in the
Workplace/Education
Holidays/Current Events
33
e-Books, Apps
Presentations, Long-
form Videos, Surveys
Case Studies/Testimonials,
Webinars, Infographics
Short Videos, Podcasts, Images, Factoids,
Blog Posts, Listicles, Influencer/Partner
Content, UGC, Quotes, Whitepapers
Curated Third Party Content Less Effort,
Create More Often
More Effort,
Create Less Often
CONTENT TYPES
REPURPOSING ORIGINAL CONTENT
34
Original content developed and created by XXX can be repurposed, edited, reformatted,
recycled, reused, chopped, compiled and converted into or from any medium and suited for
any distribution channel. This will save time and budget, but also cross-promote XXX owned
channels, as well as the original content it came from.
For example:
Turn Webinars into Video Tutorials
Turn Interviews into eBooks & Quotes
Turn Presentations into Infographics
Turn Infographics into Factoids & Listicles
Turn Case Studies into Testimonials & Tweets
Turn Blog Posts into Podcasts & Images
ORIGINAL VS. CURATED CONTENT
While original content is content developed and created by XXX, curated content is selected,
categorized and presented as the most relevant information to meet your audience’s needs
on a specific subject by parties other than XXX. It is recommended that 25% of published
content be curated of any type.
Why is curating content a good idea?
• Will use less time and resources
• Presents XXX as a thought leader
• Can (and should) be presented with additional commentary or visuals to make it your own
• Lends association with the original author/publisher
• Increases external engagement
• Brings a fresh perspective to owned channels
35
CONTENT
MARKETING
37
“Content is king,
but distribution is queen.
And she wears the pants.”
- Jonathan Perelman, BuzzFeed
38
CONTENT PUBLISHING FREQUENCY
Organic and paid engagement will rise across all channels with
publishing frequency.
39
TYPE INSIDE XXX OUTSIDE XXX SERVICES & SECTORS*
Third Party
Content N/A 5x weekly 5x weekly
Short Videos 1x bi-weekly 1x weekly 1x weekly
Podcasts 1x weekly 1x weekly N/A
Images 10x weekly 5x weekly 5x weekly
Factoids 1x weekly 1x weekly 1x weekly
Blog Posts 2x weekly 2x weekly 1x weekly
Listicles N/A 1x bi-weekly 1x bi-weekly
Partner Content 1x weekly 1x weekly 1x weekly
UGC 1x weekly 1x weekly 1x weekly
Quotes 1x weekly 5x weekly 1x weekly
RECOMMENDED CONTENT CADENCE
*Services & sectors to be targeted to specific, relevant audiences only and not the entire brand audience
40
TYPE INSIDE GT OUTSIDE GT SERVICES & SECTORS*
Whitepapers TBD TBD TBD
Case Studies 1x bi-weekly N/A 1x bi-weekly
Webinars 1x monthly N/A 1x monthly
Infographics 3x yearly 5x yearly 1x quarterly
Presentations 2x yearly N/A 1x quarterly
Long Form Videos 2x yearly N/A N/A
Surveys N/A 2x yearly 1x quarterly
e-Books 1x yearly N/A N/A
Apps 1x yearly/TBD N/A 2x yearly/TBD
RECOMMENDED CONTENT CADENCE (CNT’D)
*Services and sectors to be targeted to specific, relevant audiences only and not the entire brand audience
41
CHANNEL NARRATIVE KEY AUDIENCE CONTENT
Facebook XXX has a collaborative and caring culture
where people thrive
Employees, Potential Employees, Potential Clients
Curated, Short Videos, Images, Blog Posts,
Factoids, Listicles, Partner, UGC, Quotes,
Infographics
Twitter
Real-time conversation, collaboration,
trendspotting and ideas can happen anywhere,
shared by anyone
Transformational Leaders, Thought Leaders,
Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Curated, Short Videos, Images, Factoids, Partner,
UGC, Case Studies, Webinars, Infographics,
Surveys
LinkedIn Business thought leadership and news,
differentiated from the competition
Transformational Leaders, Thought Leaders,
Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Curated, Short Videos, Images, Blog Posts,
Factoids, Listicles, Partner, UGC, Infographics,
Surveys
SlideShare A deeper dive into business thought leadership,
from XXX’s perspective
Transformational Leaders, Thought Leaders,
Partners, Clients, Potential Employees, Potential
Clients
Partner, UGC, Case Studies, Presentations,
Whitepapers, e-Books
YouTube An organized view into XXX’s universe
Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Short Videos, Long-form Videos
xxx.com Where XXX’s culture and thought leadership
expertly collide
Transformational Leaders, Thought Leaders,
Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Short Videos, Blog Posts, Podcasts, Partners, UGC,
Infographics, Case Studies, Webinars, Infographics,
Presentations, Long-form video, Surveys, White
Papers, e-Books
RECOMMENDED CHANNEL MATRIX
42
CONTENT
PRODUC-TION
START
POST DATE APPROVAL
PRIMARY
CHANNELS
SECONDARY
CHANNELS
PAID CHANNELS KPIS
“How to
Collaborate”
Blog Post
11/23/15 12/14/15
XXX.com,
LinkedIn
Facebook,
Twitter, Partner
Search, LinkedIn, Facebook,
Influencer
Clicks, Page Views, Likes, Comments,
Shares, Followers, Retweets, Favorites,
Referral Traffic
Entrepreneurial
Trends
Infographic
11/30/15 12/15/15 XXX.com
Facebook,
Twitter,
LinkedIn,
Partner
Search, Facebook, Twitter,
LinkedIn, Influencer
Clicks, Page Views, Likes, Comments,
Shares, Followers, Retweets, Favorites,
Referral Traffic
Diversity Case
Study 12/1/15 12/16/15
XXX.com,
Twitter
LinkedIn,
SlideShare,
Partner
Search, Twitter, LinkedIn,
Influencer
Clicks, Page Views, Likes, Comments,
Shares, Followers, Retweets, Favorites,
Referral Traffic
FinTech Podcast 12/3/15 12/16/15 XXX.com
Twitter,
LinkedIn,
Partner
Search, LinkedIn, Influencer
Clicks, Page Views, Likes, Downloads,
Comments, Shares, Followers, Retweets,
Favorites, Referral Traffic
Client Testimonial
Video 12/3/15 12/17/15
XXX.com,
Facebook,
YouTube
Twitter,
LinkedIn
Search, Facebook, LinkedIn
Clicks, Views, Likes, Average View Time,
Comments, Shares, Followers, Subscribers,
Retweets, Favorites, Referral Traffic
Service Line
Curated Article N/A 12/18/15 Twitter N/A N/A
Clicks, Comments, Followers, Retweets,
Favorites, Referral Traffic
EDITORIAL CALENDAR EXAMPLE
ORGANIC/PAID CONTENT DISTRIBUTION
43
The average mainstream Hollywood film spends 50-60% of its budget on marketing and distribution.
Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without
paid distribution, your content will not be seen by anyone, let alone the intended audience.
At a minimum, 2/3 of XXX content should be supported by paid media.
INFLUENCERS & PARTNERSHIPS
44
Influencers and partners are an essential part of content, as they both create content as well as
distribute to their audience. As such, it is important to choose influencers & partners who positively
exemplify XXX’s strategy while carrying the message to the right audience.
WORKFLOW
46
“Behind every piece of bad content is
an executive who asked for it.”
- Michael Brenner, NewsCred
47
CONTENT WORKFLOW
Plan
Organize
& Curate
Create & Edit Distribute
Measure
& Optimize
Editorial team
compiles weekly
research
Editorial team
mines project
request box
Does
request fit
content
mission?
YES Request is
approved
Editorial team
plans overarching
themes and topics
NO
Request is rejected
Editorial team
curates third
party content
Editorial team
brainstorms &
crafts weekly
editorial
calendar
Editorial team
coordinates
production
Design/Copy
creates assets
Editorial team
approves/
requests edits
Editorial team
facilitates partner
approval/edits (if
applicable)
Editorial team
sends for legal
review/
communicates
changes with
design/copy
Editorial team
publishes/
schedules
publishing
Editorial team
coordinates paid
promotion &
targets
Editorial team
coordinates
influencer and
partner distribution,
ensuring correct
and timely
publication
Editorial team
measures &
analyzes published
content
Editorial team
compiles weekly
analytics report,
with recommended
optimizations
Editorial team
informs partners of
successes &
challenges
48
Digital Marketing:
Team Leaders
Campaign Editors:
Managing Editors
Design & Copy:
Content Creators
•  Strategy generation
•  Conduct & compile research
•  Theme & topic generation
(leads team)
•  Feedback to team members &
partners, including Request
Box
•  Brainstorms & idea generation
•  Editorial calendar
•  Publishing & distribution
•  Paid promotion coordination
•  Influencer & partner
coordination
•  Measurement, analytics,
reporting & optimization
•  Theme & topic generation
•  Brainstorms & idea generation (leads
team)
•  Curate third party content
•  Editorial calendar (leads team)
•  Creative production coordination
•  Ensures strategies are met
•  Quality assurance
•  Maintains voice/style
•  Conducts primary edits
•  Coordinates secondary edits (team
leads, partners, legal)
•  Ensures production schedules are
met
•  Brainstorms & idea generation
•  Editorial calendar
•  Content Creation
•  Completion of edits to satisfaction
EDITORIAL TEAM ROLES &
RESPONSIBILITIES
MEASUREMENT
50
KEY OBJECTIVES & MEASURES
Lead Generation
• Form Completions
• Downloads
• Subscriptions
• Conversion Rate
• Inbound Requests
Loyalty
• Content Consumed by Existing Employees/Clients
• Employee/Client UGC Submissions
• Employee/Client Retention & Referral Rates
• Client Renewal Rates
• Client Upselling
Brand Awareness
• Website Traffic
• Page Views
• Video Views
• Document Views
• Social Engagement
• Referral Links
Engagement
• Likes/Favorites
• Shares/Retweets
• Clips
• Comments
• Mentions
• Followers
• Forwards
“Behind every tweet, share and
purchase, there is a person. Care
more about the person and less about
the share.”
- Shafqat Islam, NewsCred
51
KEY OBJECTIVES & MEASUREMENTS
Lead Generation
• Form Completions
• Downloads
• Subscriptions
• Conversion Rate
• Inbound Requests
Loyalty
• Content Consumed by Existing Employees/Clients
• Employee/Client UGC Submissions
• Employee/Client Retention & Referral Rates
• Client Renewal Rates
• Client Upselling
Brand Awareness
• Website Traffic
• Page Views
• Video Views
• Document Views
• Social Engagement
• Referral Links
Engagement
• Likes/Favorites
• Shares/Retweets
• Clips
• Comments
• Mentions
• Followers
• Forwards
52
MEASUREMENT ECOSYSTEM
xxx
xxx
KPIS
53
CRAWL WALK RUN
Frequency &
Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly
Estimated
Benchmarks*
• 5,000-8,000 unique visitors/monthly
• 20-50 social engagements/post
• 2+ minutes average time spent/post
• 9,000-70,000 unique visitors/monthly
• 50-150 social engagements/post
• 2+ minutes average time spent/post
• 70,000-200,000 unique visitors/monthly
• 150+ social engagements/post
• 2-5 minutes average time spent/post
*Estimated Benchmarks based upon supposition of paid budget behind most content
ROADMAP
THE PATH AHEAD FOR GRANT
THORNTON CONTENT
55
“Content
Marketing is a
commitment,
not
a campaign .”
- Jon Buscall, Jontus Media
THE PATH AHEAD FOR XXX CONTENT
56
P1 P2 P3 P4
Create
consistent
brand
identity
• Conduct current brand audit
• Create new voice & tone
guidelines
• Incorporate guidelines into
strategic content audit
• Design & launch internal content
training program
• Incorporate strategy and
guidelines into “easy” content
• Apply strategy and guidelines
into more complex content
Craft &
implement
content
strategy
• Conduct competitive/best
practices audit
• Craft content strategy
• Strategic content audit & analysis
• Socialize content strategy
• Begin putting content strategy
into effect
• Prioritize content themes/topics/
types
• Complete semi-annual content
strategy analysis & refresh
• Broaden content prioritization
Strategize &
deploy
governance
framework
• Create shared principles for
content governance
• Begin identifying policy,
standard & guideline
requirements
• Complete governance
requirements
• Share governance plan
• Plan & implement content
research process
• Introduce improvements to
governance guidelines
• Complete semi-annual
governance refresh
Design &
implement
workflow
processes
• Assess current workflow
effectiveness
• Assess employee skills
• Identify knowledge/skill gaps
• Share workflow with affected
parties
• Edit workflow based on feedback
• Explore automation
• Design and lead content best
practices workshops across
organization
• Implement automation
• Identify and correct any workflow
issues
Adopt
data-driven
decisions
• Conduct audience research
• Conduct influencer research
• Identify success metrics
• Socialize research
• Finalize success metrics
• Design weekly/monthly/quarterly
reports
• Launch formalized reporting
process
• Socialize reports with
stakeholders to help optimize
XXX GOVERNANCE CHECKLIST
57
Governance is a set of practices within content strategy that tries to deal with the realities of
creating and publishing content in a real business environment. Immediate considerations
for XXX to determine include:
Create/curate and train editorial staff and partners, where applicable, on policies,
processes and guidelines
Establish content type/volume/cadence/channel priority for staffing & budgeting,
identifying information, skill and resource gaps
Provide documentation on overall content mission, objectives, style guidelines, distribution
methods, content types, research and reporting, and make readily available for all involved
parties
THANK YOUBEIJING
FRANKFURT
HONG KONG
LONDON
NEW YORK
SAN FRANCISCO
SHANGHAI
SINGAPORE

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Example Content Strategy

  • 2. 2 TABLE OF CONTENTS Purpose Inputs Content Defined Content Strategy Progress Content Strategy Timeline Content Audit & Research Review Content Strategy Content Creation Content Marketing Workflow Measurement Roadmap Next Steps Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 14 Page 20 Page 37 Page 46 Page 50 Page 55 Page 59
  • 3. PURPOSE The following presentation details the recommended content strategy, including content creation and marketing, workflow and measurement for XXX U.S to move the brand into new forward- thinking and thought leadership territory. 3
  • 4. INPUTS The content strategy contained herein is compiled based on findings from: Competitive Audit DNA/Social Listening Research Weekly Competitive Analysis XXX U.S. Stakeholder Interviews XXX U.S. Internal Documents provided to Doremus Doremus Content Insights 4
  • 5. CONTENT DEFINED Definitions of commonly used terms as related to content. Branded Content: Non-disruptive brand messaging created to entertain, educate or bring value to the intended audience Content Strategy: Planning, development and management of content based on research and insight Content Creation: Production/creative development of content by internal or external parties Content Marketing: Publication and distribution of content via paid, owned and earned methods 5
  • 6. CONTENT STRATEGY PROGRESS 6 Step 1: Step 2: Final Step: Content Strategy Step 3:
  • 7. CONTENT AUDIT 
 & RESEARCH REVIEW
  • 9. COMPETITIVE CONVERSATION SNAPSHOT 9 Key Insight: The network entities designated below largely communicate about themselves and their services.
  • 10. COMPETITIVE CONTENT REPORT CARD How does the competition stack up according to content strategy and distribution? Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content EY-Forward thinking with their use of technology as a content delivery mechanism PwC-Design-friendly and most willing to take risks, but need to tighten content distribution XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so RSM-Content is conservatively made and distributed, not aligned to new brand positioning KPMG-Creating a wealth of content but content and distribution strategy is off BDO Seidman-Content is rote and machinated 10
  • 11. 11 BEST-IN-CLASS BRANDED CONTENT Best-in-class branded content categorically demonstrates themes and trends that make them stand out in a crowded marketplace. Those themes and trends include: • Purposeful Content: Branded content strategized, created and distributed with the consumer in mind to entertain, educate and add value, while also aligning with brand objectives and considering competitive space • Emotional Content: The impact of emotional content, especially presented positively, is a proven content strategy component • Future Thinking Content: Looking forward to excel and be distinct in the competitive landscape
  • 12. KEY INSIGHTS 12 1 2 3A conscious shift has to be made by XXX in order to entice the Transformational Leaders and Thought Leaders categories by utilizing the themes and trends identified to date. However, the content shift should feel organic and not forced, staying true to the internal XXX culture and values in order to be authentic and resonate with the intended audience. While much of it is slick and attractive, the content the competitive set is serving to its audience does not align with content proven to resonate with the network audience, XXX included. 4 5 Understand the conversation drivers of the sub-communities in order to create content pillars, ensuring all communities and network audiences are represented. XXX is currently positioned within the Tax & Accounting segment of the network. In order to successfully and strategically shift into new territory, we must understand the themes and conversation drivers to leverage engagement and then transition into the Transformational Leaders and Thought Leadership through content.
  • 14. 14 “We need to stop interrupting what people are interested in…
  • 15. 15 …and be the thing people are interested in.”
  • 16. XXX CONTENT STRATEGY 
 MISSION STATEMENT XXX delivers relevant content filtered through a positive purposeful lens to transformational and business thought leaders, internally and externally, to engage and collaboratively partner on a meaningful and lasting impact for a better tomorrow for all, today. 16
  • 17. XXX CONTENT STRATEGY MISSION STATEMENT, DIAGRAMMED XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to transformational and business thought leaders (3), internally and externally, to engage and collaboratively partner (4) on a meaningful and lasting impact for a better tomorrow for all, today (5). 1. Derived from thought leadership audience’s thirst for trending, timely content 2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint 3. Transformational and Business Thought Leaders are the identified audience 4. Best practice is to converse and engage with the audience, as opposed to speaking at them. Collaboration is also mentioned extensively throughout XXX internal documents 5. Gleaned from potential XXX brand positioning 17
  • 18. 18 CONTENT STRATEGY FRAMEWORK Create & Edit - Asset Creation - Governance - Edits - Approvals Distribute - Publish - Promote - Provide to influencers & partners Plan - Audit - Audience Research - Identify trends & top stories Organize & Curate - Collect Internal Asks - Source 3rd Party Content - Editorial Calendar Measure & Optimize - Measure - Analyze - Report - Optimize
  • 20. 20 “Either write something worth reading, or do something worth writing about.” - Benjamin Franklin
  • 21. THEME VS. TOPIC DEFINED Theme: The central idea Topic: Specific subjects to support the idea Theme = Topic 21
  • 22. COMPETITIVE THEMES 22 Inward Focus: Themes surround brands and service lines, with little deviation
  • 23. TRANSFORMATIONAL LEADERS THEMES 23 Entrepreneurial Culture: Enriching business content within the entrepreneurial and tech communities
  • 24. THOUGHT LEADERSHIP THEMES 24 Breaking News: Global trending subject-matter
  • 25. INTERNAL BRAND THEMES 25 We are a first mover; we are way more nimble. I can make a difference. I can have a good idea and have it implemented immediately. It fits into an entrepreneurial mindset. We are not where we want to be when it comes to diversity, but we are getting there. We are actively promoting our women. We don’t have an active bias, and we are night and day as compared to our competitors. In the next decade, we will really outpace the other firms – just because we have more in the pipeline.
  • 26. 26 RECOMMENDED CONTENT THEMES Competitive Audit DNA/Social Research Interviews/Documents •  Company Culture •  Technology •  Consumer Culture •  Stories/Testimonials •  Diversity •  Industry Trends & Insights •  POV on global/domestic news & trends •  Lifestyle & Work/Life Balance •  Technology •  Education & Reference •  Collaborative Change •  Entrepreneurship •  Accounting •  Finance •  Marketing •  Diversity •  Company Culture •  Values •  Stories/Testimonials •  Making a Difference •  Encouragement & Inspiration •  Traditional Business/Services & Sectors •  Collaboration •  Community •  Entrepreneurship
  • 27. 27 CONTENT THEME EXAMPLES Encouragement & Inspiration Technology Company Culture
  • 31. 31 •  Career Development •  Team Building •  Employee Achievements •  Company Events •  Employee Benefits •  Employee Testimonials •  Client Testimonials •  Service •  Cyber Security •  Mobile Technology •  Millennials •  Retail Trends •  Social Media •  Big Data •  Family •  New Devices/Apps/Operating Systems •  Travel •  Industry Events •  FinTech •  Holidays & Consumer Events •  Appropriate Current/World Events •  Women in the Workplace/Education •  Healthy Living •  Internet of Things •  Women in the Workplace/Education •  Diversity in the Workplace •  Employee Achievements/Spotlight •  Employee, Partner & Client Testimonials •  Career Development •  Community Service/Charity Initiatives •  Mentorship •  Hyper-local Updates •  Education on Traditional Business/Services •  Business Relationship Advice •  Problem Solving Advice •  Personal Branding RECOMMENDED CONTENT TOPICS Competitive Audit DNA/Social Research Interviews/Documents
  • 32. 32 CONTENT TOPIC EXAMPLES Millennials Women in the Workplace/Education Holidays/Current Events
  • 33. 33 e-Books, Apps Presentations, Long- form Videos, Surveys Case Studies/Testimonials, Webinars, Infographics Short Videos, Podcasts, Images, Factoids, Blog Posts, Listicles, Influencer/Partner Content, UGC, Quotes, Whitepapers Curated Third Party Content Less Effort, Create More Often More Effort, Create Less Often CONTENT TYPES
  • 34. REPURPOSING ORIGINAL CONTENT 34 Original content developed and created by XXX can be repurposed, edited, reformatted, recycled, reused, chopped, compiled and converted into or from any medium and suited for any distribution channel. This will save time and budget, but also cross-promote XXX owned channels, as well as the original content it came from. For example: Turn Webinars into Video Tutorials Turn Interviews into eBooks & Quotes Turn Presentations into Infographics Turn Infographics into Factoids & Listicles Turn Case Studies into Testimonials & Tweets Turn Blog Posts into Podcasts & Images
  • 35. ORIGINAL VS. CURATED CONTENT While original content is content developed and created by XXX, curated content is selected, categorized and presented as the most relevant information to meet your audience’s needs on a specific subject by parties other than XXX. It is recommended that 25% of published content be curated of any type. Why is curating content a good idea? • Will use less time and resources • Presents XXX as a thought leader • Can (and should) be presented with additional commentary or visuals to make it your own • Lends association with the original author/publisher • Increases external engagement • Brings a fresh perspective to owned channels 35
  • 37. 37 “Content is king, but distribution is queen. And she wears the pants.” - Jonathan Perelman, BuzzFeed
  • 38. 38 CONTENT PUBLISHING FREQUENCY Organic and paid engagement will rise across all channels with publishing frequency.
  • 39. 39 TYPE INSIDE XXX OUTSIDE XXX SERVICES & SECTORS* Third Party Content N/A 5x weekly 5x weekly Short Videos 1x bi-weekly 1x weekly 1x weekly Podcasts 1x weekly 1x weekly N/A Images 10x weekly 5x weekly 5x weekly Factoids 1x weekly 1x weekly 1x weekly Blog Posts 2x weekly 2x weekly 1x weekly Listicles N/A 1x bi-weekly 1x bi-weekly Partner Content 1x weekly 1x weekly 1x weekly UGC 1x weekly 1x weekly 1x weekly Quotes 1x weekly 5x weekly 1x weekly RECOMMENDED CONTENT CADENCE *Services & sectors to be targeted to specific, relevant audiences only and not the entire brand audience
  • 40. 40 TYPE INSIDE GT OUTSIDE GT SERVICES & SECTORS* Whitepapers TBD TBD TBD Case Studies 1x bi-weekly N/A 1x bi-weekly Webinars 1x monthly N/A 1x monthly Infographics 3x yearly 5x yearly 1x quarterly Presentations 2x yearly N/A 1x quarterly Long Form Videos 2x yearly N/A N/A Surveys N/A 2x yearly 1x quarterly e-Books 1x yearly N/A N/A Apps 1x yearly/TBD N/A 2x yearly/TBD RECOMMENDED CONTENT CADENCE (CNT’D) *Services and sectors to be targeted to specific, relevant audiences only and not the entire brand audience
  • 41. 41 CHANNEL NARRATIVE KEY AUDIENCE CONTENT Facebook XXX has a collaborative and caring culture where people thrive Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Quotes, Infographics Twitter Real-time conversation, collaboration, trendspotting and ideas can happen anywhere, shared by anyone Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Factoids, Partner, UGC, Case Studies, Webinars, Infographics, Surveys LinkedIn Business thought leadership and news, differentiated from the competition Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Infographics, Surveys SlideShare A deeper dive into business thought leadership, from XXX’s perspective Transformational Leaders, Thought Leaders, Partners, Clients, Potential Employees, Potential Clients Partner, UGC, Case Studies, Presentations, Whitepapers, e-Books YouTube An organized view into XXX’s universe Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Long-form Videos xxx.com Where XXX’s culture and thought leadership expertly collide Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Blog Posts, Podcasts, Partners, UGC, Infographics, Case Studies, Webinars, Infographics, Presentations, Long-form video, Surveys, White Papers, e-Books RECOMMENDED CHANNEL MATRIX
  • 42. 42 CONTENT PRODUC-TION START POST DATE APPROVAL PRIMARY CHANNELS SECONDARY CHANNELS PAID CHANNELS KPIS “How to Collaborate” Blog Post 11/23/15 12/14/15 XXX.com, LinkedIn Facebook, Twitter, Partner Search, LinkedIn, Facebook, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Entrepreneurial Trends Infographic 11/30/15 12/15/15 XXX.com Facebook, Twitter, LinkedIn, Partner Search, Facebook, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Diversity Case Study 12/1/15 12/16/15 XXX.com, Twitter LinkedIn, SlideShare, Partner Search, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic FinTech Podcast 12/3/15 12/16/15 XXX.com Twitter, LinkedIn, Partner Search, LinkedIn, Influencer Clicks, Page Views, Likes, Downloads, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Client Testimonial Video 12/3/15 12/17/15 XXX.com, Facebook, YouTube Twitter, LinkedIn Search, Facebook, LinkedIn Clicks, Views, Likes, Average View Time, Comments, Shares, Followers, Subscribers, Retweets, Favorites, Referral Traffic Service Line Curated Article N/A 12/18/15 Twitter N/A N/A Clicks, Comments, Followers, Retweets, Favorites, Referral Traffic EDITORIAL CALENDAR EXAMPLE
  • 43. ORGANIC/PAID CONTENT DISTRIBUTION 43 The average mainstream Hollywood film spends 50-60% of its budget on marketing and distribution. Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without paid distribution, your content will not be seen by anyone, let alone the intended audience. At a minimum, 2/3 of XXX content should be supported by paid media.
  • 44. INFLUENCERS & PARTNERSHIPS 44 Influencers and partners are an essential part of content, as they both create content as well as distribute to their audience. As such, it is important to choose influencers & partners who positively exemplify XXX’s strategy while carrying the message to the right audience.
  • 46. 46 “Behind every piece of bad content is an executive who asked for it.” - Michael Brenner, NewsCred
  • 47. 47 CONTENT WORKFLOW Plan Organize & Curate Create & Edit Distribute Measure & Optimize Editorial team compiles weekly research Editorial team mines project request box Does request fit content mission? YES Request is approved Editorial team plans overarching themes and topics NO Request is rejected Editorial team curates third party content Editorial team brainstorms & crafts weekly editorial calendar Editorial team coordinates production Design/Copy creates assets Editorial team approves/ requests edits Editorial team facilitates partner approval/edits (if applicable) Editorial team sends for legal review/ communicates changes with design/copy Editorial team publishes/ schedules publishing Editorial team coordinates paid promotion & targets Editorial team coordinates influencer and partner distribution, ensuring correct and timely publication Editorial team measures & analyzes published content Editorial team compiles weekly analytics report, with recommended optimizations Editorial team informs partners of successes & challenges
  • 48. 48 Digital Marketing: Team Leaders Campaign Editors: Managing Editors Design & Copy: Content Creators •  Strategy generation •  Conduct & compile research •  Theme & topic generation (leads team) •  Feedback to team members & partners, including Request Box •  Brainstorms & idea generation •  Editorial calendar •  Publishing & distribution •  Paid promotion coordination •  Influencer & partner coordination •  Measurement, analytics, reporting & optimization •  Theme & topic generation •  Brainstorms & idea generation (leads team) •  Curate third party content •  Editorial calendar (leads team) •  Creative production coordination •  Ensures strategies are met •  Quality assurance •  Maintains voice/style •  Conducts primary edits •  Coordinates secondary edits (team leads, partners, legal) •  Ensures production schedules are met •  Brainstorms & idea generation •  Editorial calendar •  Content Creation •  Completion of edits to satisfaction EDITORIAL TEAM ROLES & RESPONSIBILITIES
  • 50. 50 KEY OBJECTIVES & MEASURES Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards “Behind every tweet, share and purchase, there is a person. Care more about the person and less about the share.” - Shafqat Islam, NewsCred
  • 51. 51 KEY OBJECTIVES & MEASUREMENTS Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards
  • 53. KPIS 53 CRAWL WALK RUN Frequency & Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly Estimated Benchmarks* • 5,000-8,000 unique visitors/monthly • 20-50 social engagements/post • 2+ minutes average time spent/post • 9,000-70,000 unique visitors/monthly • 50-150 social engagements/post • 2+ minutes average time spent/post • 70,000-200,000 unique visitors/monthly • 150+ social engagements/post • 2-5 minutes average time spent/post *Estimated Benchmarks based upon supposition of paid budget behind most content
  • 55. THE PATH AHEAD FOR GRANT THORNTON CONTENT 55 “Content Marketing is a commitment, not a campaign .” - Jon Buscall, Jontus Media
  • 56. THE PATH AHEAD FOR XXX CONTENT 56 P1 P2 P3 P4 Create consistent brand identity • Conduct current brand audit • Create new voice & tone guidelines • Incorporate guidelines into strategic content audit • Design & launch internal content training program • Incorporate strategy and guidelines into “easy” content • Apply strategy and guidelines into more complex content Craft & implement content strategy • Conduct competitive/best practices audit • Craft content strategy • Strategic content audit & analysis • Socialize content strategy • Begin putting content strategy into effect • Prioritize content themes/topics/ types • Complete semi-annual content strategy analysis & refresh • Broaden content prioritization Strategize & deploy governance framework • Create shared principles for content governance • Begin identifying policy, standard & guideline requirements • Complete governance requirements • Share governance plan • Plan & implement content research process • Introduce improvements to governance guidelines • Complete semi-annual governance refresh Design & implement workflow processes • Assess current workflow effectiveness • Assess employee skills • Identify knowledge/skill gaps • Share workflow with affected parties • Edit workflow based on feedback • Explore automation • Design and lead content best practices workshops across organization • Implement automation • Identify and correct any workflow issues Adopt data-driven decisions • Conduct audience research • Conduct influencer research • Identify success metrics • Socialize research • Finalize success metrics • Design weekly/monthly/quarterly reports • Launch formalized reporting process • Socialize reports with stakeholders to help optimize
  • 57. XXX GOVERNANCE CHECKLIST 57 Governance is a set of practices within content strategy that tries to deal with the realities of creating and publishing content in a real business environment. Immediate considerations for XXX to determine include: Create/curate and train editorial staff and partners, where applicable, on policies, processes and guidelines Establish content type/volume/cadence/channel priority for staffing & budgeting, identifying information, skill and resource gaps Provide documentation on overall content mission, objectives, style guidelines, distribution methods, content types, research and reporting, and make readily available for all involved parties
  • 58. THANK YOUBEIJING FRANKFURT HONG KONG LONDON NEW YORK SAN FRANCISCO SHANGHAI SINGAPORE