Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Hilary Marsh, Content Company, Inc., profile picture
Uploaded byHilary Marsh, Content Company, Inc.
16,009 views

What is content strategy?

The document provides an introduction to content strategy, outlining its evolution and fundamental concepts, including user-centered design and the importance of content organization and accessibility. It defines content strategy in relation to business goals and details various content types and formats, as well as the roles and responsibilities of content strategists. Additionally, it emphasizes governance, technology integration, and the collaboration necessary across different functions to effectively manage content.

Marketing◦Business◦
Related topics:
Content Strategy• digital-strategy•Content Management Insights• Content Marketing•
Downloaded 235 times
Introduction to Content Strategy How did we get here, and what is content strategy, anyway?
In the beginning…..
S"ll  live  at  h+p://www.dpgraph.com/    
S"ll  live  (for  posterity’s  sake)  at  h+p://www2.warnerbros.com/spacejam/movie/jam.htm    
MTV’s  home  page  in  1996  
R.R.  Donnelley  corporate  intranet,  1998  –  the  globe  was  really  spinning!    
Then came IA •  User-centered design (what a concept!) •  Organized content into buckets •  Considered how people would travel through an online experience to accomplish their goals •  Created and tested experiences
•  How does content get to the site? •  How long should content stay live? •  How can we make sure that people create content so it can be found and used? •  How much content is there in each section and how often it gets added to? •  How can we bring together similar content from different parts of an organization? What about the content?
•  How good is the content that currently exists – how relevant is it to the audience, does it help the organization meet its goals? •  What’s missing? •  Who is posting the content, vs who’s creating it? •  Is the system working to help make publishing and finding content easier, or is it making things more difficult? What about the content?
•  How can we make sure people can get what they’re looking for on any device? •  How can we proactively share information with our audience most effectively through ever-increasing digital channels? What about the content?
Enter Content Strategy
Definition •  Who, what, when, where, why, and how of publishing content online •  A strategic statement tying content to business goals •  The people, processes, and power to execute that statement
What is “content”?
There are many types of content •  Policies •  Session descriptions •  Product details •  Course catalog listings •  Executive biographies •  Press releases •  Newsletters •  Online magazines •  Individual articles •  Etc., etc., etc.
Content can take different forms •  Web pages •  Blog posts •  Infographics •  Images •  PDFs •  Video •  Audio
What do content strategists do?
Editorial •  Content inventory •  Content assessment •  Editorial style •  Voice and tone
Strategy •  Content strategy vision statement •  Selling content strategy to management •  Showing ROI of content
Marketing •  Editorial calendar •  Audience understanding •  Analytics
Governance •  Who is in charge of your content? •  Who reviews and approves it? •  Who makes sure it is tagged correctly? •  Who can say “no”? •  What processes do (or should) exist to ensure that the right content is published? •  How will content be archived, and what does “archived” mean?
Technology •  Content design and modeling •  Taxonomy and metadata •  Content management systems •  Mobile
Content Strategy Partners •  UX •  Design •  Communications •  Marketing •  Technology •  Internal SMEs