This document provides an introduction and overview of content strategy. It discusses how content strategy has evolved from a body of knowledge to a full methodology. It outlines the typical components of a content strategy, including auditing existing content, developing a content plan and strategy, building content specifications and templates, and growing content over time through an editorial calendar, style guide, and ongoing development. The document emphasizes that content strategy is about planning for the effective creation, publication, and governance of content. It is meant to help organizations better manage their content and publishing efforts.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
I recently took part in the Brilliant Noise webinar 'The Vision Gap: content strategy for brands'. I talked about eight trends that I think will have an impact content strategy and content marketing. You can watch the full webinar here http://brilliantnoise.com/vision-gap-notes-video-content-strategy-webinar/
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
I recently took part in the Brilliant Noise webinar 'The Vision Gap: content strategy for brands'. I talked about eight trends that I think will have an impact content strategy and content marketing. You can watch the full webinar here http://brilliantnoise.com/vision-gap-notes-video-content-strategy-webinar/
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
In which Richard will tell you about some things you should never (probably ever) do to or in Python. Warranties may be voided. The recording of this talk is online at http://www.youtube.com/watch?v=H2yfXnUb1S4
Enterprise architecture (EA) can potentially promote a common business vision within your organization, provide guidance to improve both business and IT decision making, and improve IT efficiencies. Unfortunately many EA teams struggle to provide these benefits, often because they are perceived as ivory tower or being too difficult to work with.
The adoption of disciplined agile and lean strategies that are based on collaboration, enablement, and streamlining the flow of work are the keys to EA success. Disciplined strategies that produce light-weight, yet still sufficient, artifacts are the key to your success. This presentation explores both the success factors and failure factors surrounding EA, pragmatic strategies for a lean/agile approach to EA, and how EA is supported and enhanced by the Disciplined Agile framework. This isn’t your grandfather’s EA strategy.
Enterprise SEO & Content Strategy: STOP THE PAIN!Jonathon Colman
Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN!
Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers!
Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Getting Started with Content Strategy | General AssemblyMelanie Seibert
I taught this introductory Content Strategy course at General Assembly in 2015-2016. It focuses on what makes content usable, and how to incorporate Content Strategy into all phases of a User Experience Design process.
Want to learn more about Content Strategy? Sign up for my free email course on Becoming a Content Strategist: http://prosekiln.com/courses/become-a-content-strategist/.
Interactive Session: Build a Performance-Driven 2015 Content CalendarClevelandHUG
As organizations plan for 2015, marketers are charged with the development and execution of an effective content strategy—one that is based on historical performance and the customer journey, and designed to support business goals.
This presentation discusses best practices in content marketing—buyer persona development, mapping out your sales cycle and organization of a publishing calendar. Additionally, it features HubSpot tools that support content marketing efforts—personas, content calendar and SEO tool.
From our Future of Content Strategy: Accessible, Personalised and SEO Friendly webinar on February 11th 2021.
Discover the Cyber-Duck way for establishing a future-proof content strategy that works at scale.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Solo Content Strategy: Lesson for Lone Ranger & Tiny TeamsMalaika Carpenter
Learn how your solo or tiny content team can create a structured approach to producing high-quality content at the speed and volume you need to be successful. Malaika Carpenter presented this talk as a speaker at 2017 Confab Higher Ed. #ConfabEDU
This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.
Digital has changed customers’ relationship with brands. Content is the key area where this shift is being played out. Rather than having to ‘push’ your message on a customer, content offers the alluring possibility that they will want to ‘pull’ it to them.
For that pull to happen, you need to create the right kind of content: high-quality, engaging, and customer-focused.
The vision is clear, but in reality it seems a long way off. How can brands integrate paid, owned and earned media, overcome legacy marketing systems and organisational structures to win in the digital age?
Why a Content Hub should be at the heart of your Content Marketing Strategy. A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Content Marketing - Link building through scalable strategies and processesDominique Seppelt
Structured processes are crucial to performance-driven content marketing. Stand-alone infographics as well as blog posts and guest contributions no longer scale or resonate with target groups and therefore need to be envisioned on a larger scale.
Comprehensive strategies for content are necessary to achieve measurable success within organic search. But how can content marketing remain efficient and how far is campaign success plannable?
Dominique presents best practice workflows that lead to successful linkbuilding, social interaction, traffic and (offline) coverage.
Similar to Predicate | Our Capabilities: The Predicate Approach to Content Strategy (20)
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This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
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Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Predicate | Our Capabilities: The Predicate Approach to Content Strategy
1.
2. Capabilities AND
CONTENT STRATEGY
PRIMER
Jeffrey MacIntyre v8.0
Predicate, LLC
3. Introductions
I’m an independent content strategist in
NYC. My background: editorial
and management consulting.
‣ Jeff MacIntyre, Principal
@jeffmacintyre
4. (Publishing is Pivotal)
‣ Everything I know
about content
strategy I learned
from being a web
editor.
6. Predicate ...
‣ Works independently and directs
project teams with clients;
‣ Partners with agencies; and
‣ Advises organizations on growing CS
capabilities internally.
14. Louis Rosenfeld:
Kill Redesign
‣ “Redesign must die”
‣ “Every large website
is a complex Credit: “Redesign Must Die “, louisrosenfeld.com
adaptive system.”
17. Why? Part I
A generation into
the web, we still
don’t do content
right.
It’s our open secret.
And it shows. Credit: Blogger.com circa 1999
18. Why? Part II
Old problems. No ownership or expertise.
CMS. Archive. Postlaunch erosion. Lack of
standards.
New problems. Deeper and wider
inventories. Richer offerings. Revenue
models. SEO. Social. Multichannel. Partners.
UGC. Technologies galore.
19. Introducing Content Strategy
‣ What? Product
development for content.
‣ How? CSes, like product
developers, sit between
“product” and “plumbing”.
20. Big Need,
Few Practitioners
RFPs are requiring it.
But content strategists are only ~1% of UX
community.
Courtesy A List Apart Web Design Survey 2009.
22. Getting Oriented:
CS is Multidisciplinary
Credit: Richard Ingram
At minimum, it’s adjacent
to interaction design,
development,
copywriting, information
architecture, business
analysis and content
management.
23. Getting Oriented:
CS is a Lifecycle
“Content Strategy plans for the
creation, publication, and
governance of useful, usable content.”
--Kristina Halvorson
“If information architecture is the spatial design of
information, I see content strategy as the temporal side
of that same coin.” --Louis Rosenfeld
24. Old Testament
‣ The web is a publishing medium.
‣ Content is integral (to experience).
‣ Content producers = de facto publishers.
‣ To users, the web is awash in content.
Site owners feel the floodwaters, too.
So, sink or swim. Filter or be flooded.
25. New Testament
‣ Why? Because
publishing is hard. Credit: Jessica Hagy
Consider the masthead.
‣ Curation is king. The filter on the firehose
as an editorial function.
26. “The Day 2 Problem”
Postlaunch is a
project phase.
Nothing shines a light on the good
faith agreement between client and
consultant than thoughtful aftercare.
Editorial strategy is about caring for
content after launch day. Credit: Flickr Commons
35. Our Methodology
1. Audit
content audit Discovery and diagnostics
content to effectively scope
inventory for a content strategy.
gap analysis
36. Content Audit
‣ What: Qualitative analysis of existing offering.
‣ Why: Sets early direction.
‣ How: Like a creative brief, it begins to indicate
your position on the offering--its constraints
and potential.
‣ FYI: Your best scope tool. You can already be
prioritizing your recommendations here.
37. Content Inventory
‣ What: Detailed quantitative analysis of existing
offering, AKA the ultimate discovery and
budgeting tool.
‣ How: Be as exhaustive as resources allow.
‣ Why: Comprehensive understanding of offering’s
potential. Sift gems from trash. Let the data do the
talking. Pivot tables are great insurance for later.
‣ FYI: Don’t do manually. Use SiteOrbiter or DIY
crawlers to index.
38. Gap/Competitive Analysis
‣ What: Highly targeted competitive analysis of
specific digital properties or products/services.
‣ Why: It enables close study of brand/market
competitors. Good for scope.
‣ How: Like a spreadsheet version of an audit. Can be
very difficult to gather competitor data.
‣ FYI: Start studying veritcals of interest. These are
rare today but will become commonplace as content
strategy benchmarking grows.
39. Our Methodology
2. Plan
content
strategy Strategy development:
migration plan the heart of a content strategy.
metadata
schema
40. Content Strategy
!
‣ What: The strategies and tactics to
realize a new content offering at launch
and beyond.
‣ How: Think “product strategy.” Develop
lifecycles for every content type.
From objectives to operations.
‣ Why: The indisputable
centerpiece of any content
strategy. Establishes terms of success.
41. Migration Plan
‣ What: A “plan for a plan.” A strategic
framework and guidelines for migration.
Rarely a workplan.
‣ Why: Scope! Schedule! Budget! Iceberg!
‣ How: Use your inventory and apply mix
of bulk and manual workflows.
‣ FYI: David Hobbs’ Migration Handbook
(http://migrationhandbook.com/).
42. Metadata Schema
‣ What: A technical plan for
supporting project objectives with
metadata.
‣ Why: Because technical resources
overlook nuances of the content
requirements. And you’re the expert.
‣ How: Specify key content attributes + relationships.
‣ FYI: Critical to any dynamic content experience.
43. Our Methodology
3. Build
content
specification Detailed implementation,
copy deck technical development
and integration.
44. Content Specification
‣ What: An index of all content
elements and their editorial and
technical function.
‣ How: Cousin document to the
Copy Deck. Map content reqs
from wireframes and sitemap.
‣ FYI: Also a production plan to
line-item associated at-launch
inventory of content required by
this doc.
45. Copy Deck
‣ What: Documents all
user-facing content
requirements.
‣ Why: Self explanatory
(messaging strategy).
‣ How: Smartly sequenced.
‣ FYI: The standard issue
web writing deliverable.
46. Our Methodology
4. Grow
editorial
calendar Editorial product development
style guide and postlaunch content delivery.
content
development
47. Editorial Calendar
‣ What: All content activities (e.g.,
production and curation)
documented and scheduled. !
‣ Potential: The CMS of CS! A dashboard tool for
planning, trafficking and measuring editorial flow.
Great for generating metrics.
‣ How: Think web databases, forms, spreadsheets.
‣ FYI: A “Basecamp for editorial calendars” is
inevitable. (dlvr.it: a social curation approach?)
48. Style Guide
‣ What: Editorial conventions
documented.
‣ Potential: Detailed production
guide for all content modules,
intended for owners/authors.
‣ Why: Because your metadata
strategy is nothing without
execution. Governance is real here.
‣ FYI: Entirely unmerited bad rap.
Not a “writers’ thing.” Think training!
49. Content Development Credit: Webbmedia Group
‣ What: Actual content
production, limited time or
ongoing.
‣ Why: If you do traditional
editorial or branded content,
you live here.
‣ FYI: Tread carefully. Content production is expensive,
but it’s an easy mistake. (UGC might be cheap, but glut is
glut.) ROI is tricky but key, requires an editorial strategy.
50. Content Strategy FYI
‣ CS, the Knol
‣ CS, the Google Group
‣ #contentstrategy on Twitter
‣ @jeffmacintyre and @PredicateLLC
56. What’s In It for You?
Content strategy is meaningful when...
‣ The potential of your deliverables is marred
by poor execution, inconsistency & inaction
‣ New tools require process & org. change
‣ Measurement matters
‣ You need the big picture
‣ Governance & standards are incomplete
‣ It’s time to tune, not redesign
57. Where It Will Take You
Instilling a new postlaunch pride:
‣ bolder measures of success
‣ enduring results for your clientele;
lasting influence for your vision
‣ vanguard case studies