The document discusses key components of an effective content strategy, including developing a core strategy to guide all content efforts. It outlines factors to consider like audience, messaging, topics and content sources. Messaging should have a primary and secondary messages along with details. Content formats and where audiences are found need to be addressed. Content should be updated, use keywords and be text-heavy for search engines. Social media can be used to listen, join conversations and provide a platform for engagement.

1. ENG 4340WEEK 5

2.  The core strategy is what connects all the other components
of your content strategy together: It provides the all-necessary
“guiding light” that keeps you moving in the right direction, no
mater what might happen along the way.
CORE STRATEGY

3.  Achieve: What does your content strategy need to accomplish
(for the organization, for your industry, for your product, etc.)?
 Be: What “content product(s)” will we create? (In other words,
what will we produce for our users/consumers? How will those
content products be valuable to the users/consumers?)
 Do: What will the organization need to do to support the
content effort?
DEVELOP & DEFINE A CORE STRATEGY

4.  Substance: What content do you need and why?
 Structure: How will your content be prioritized, organized,
formatted, and displayed?
CONTENT STRATEGY

5.  Audience: Set some parameters and
 priorities about who your content is for.
 Messaging: Primary, Secondary, Details
 Topics: Maps
 Purpose: Persuade, inform, validate instruct, entertain
 Voice and tone: how it feels, what values live behind it, the
different media in which it might manifest; Combine that with
what you know about the user’s native voice and the objective
of the specific website or channel content you are creating
 Sources
CONTENT: FACTORS TO CONSIDER

6.  Primary message: The single most important thing you want
the user to know after viewing your content. Tis message is
applicable to all of your audiences.
 Secondary messages: A group of key messages that support
the primary message and provide context. These messages
often highlight the things that are competitive advantages or
differentiators. They may or may not be applicable to every
single audience.
 Details: All of the various proof points behind the primary and
secondary messages. Topic maps help.
MESSAGING

7.  Primary message: AwesomeCo is the best-kept secret in
business soft]ware.
 Secondary messages:
 We don’t sell products. We sell systems tailored to your needs.
 We use open source technology, so you’re never held hostage to
proprietary code.
 We work with 83 companies in the Fortune 100, new startups, and
 everyone in between.
 We don’t do marketing; we’re too busy making software. Our
business comes from word of mouth.
EXAMPLE

8. TOPIC MAPS

9.  Original
 Co-created
 Aggregated: from other websites or sources (which, of course,
must be accurately credited)
 Curated: research and curate content with an editorial point
of view
 Licensed: created by a third-party publisher
 User-generated: invite users to create it themselves
CONTENT SOURCES

10.  What are the best formats to communicate (and demonstrate)
your key messages?
 Are these formats achievable?
 Where are your audiences?
 How “portable” should your content be?
KEY CONTENT-FOCUSED QUESTIONS

11.  Content is updated often and tagged with keywords
 Natural, readable URLs are used.
 Importance is placed on the first paragraph, heading, and title
text.
 The content is text-heavy so that it is not hidden behind Flash
introductions or video.
SEO STRATEGIES

12.  Listen
 Join
 Provide a platform
IDEA GENERATION

13. 1. How does Texas Tech use Facebook, Twitter, and LinkedIn?
2. How should the MSPWTC program propose using Twitter,
blogs, Facebook, Linkedin, photosharing and podcasting for
the MSPWTC ? What overall campaign objectives might each
advance or marketing need might it meet?
3. What unique feature or inherent strength of each particular
media makes it optimal for its proposed use.
4. What weakness or dilemma might using each pose?
5. Draw a conceptual model of how you might integrate the
media. How will the content and aims of one arm feed the
others? What content will be shared? What content will be
unique to each platform? How will the efforts on one
platform amplify or augment efforts on the others?
ANSWER THE FOLLOWING