Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

#Howto do a content strategy

1,853 views

Published on

Perfect guidelines to create a content strategy

Published in: Social Media
  • I have always found it hard to meet the requirements of being a student. Ever since my years of high school, I really have no idea what professors are looking for to give good grades. After some google searching, I found this service ⇒ www.HelpWriting.net ⇐ who helped me write my research paper.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • My personal experience with research paper writing services was highly positive. I sent a request to ⇒ www.WritePaper.info ⇐ and found a writer within a few minutes. Because I had to move house and I literally didn’t have any time to sit on a computer for many hours every evening. Thankfully, the writer I chose followed my instructions to the letter. I know we can all write essays ourselves. For those in the same situation I was in, I recommend ⇒ www.WritePaper.info ⇐.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

#Howto do a content strategy

  1. 1. HOW TO DO CONTENT STRATEGY Kristina @Halvorson Coauthor, Content Strategy for the Web CEO, Brain Traffic and Founder, Confab Events
  2. 2. What is content strategy?
  3. 3. 2009
  4. 4. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  5. 5. Not just... • What
  6. 6. But … • What • Why • How • When • For whom • By whom • With what • Where • How often • What next
  7. 7. 2012
  8. 8. Content strategy guides planning for the creation, delivery, and governance of content… …plus a whoooole lot of caveats.
  9. 9. Brief aside: Content strategy vs. content marketing
  10. 10. @halvorson Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action… – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  11. 11. @halvorson
  12. 12. But … • What • Why • How • When • For whom • By whom • With what • Where • How often • What next
  13. 13. How I talk about content strategy
  14. 14. Core strategy: States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.
  15. 15. Substance: Story, topic, brand elements, voice and tone Structure: Organization, categorization, component elements CONTENT
  16. 16. Substance… …fulfills business objectives by meeting audience needs. Structure… …makes content findable and usable for users, and manageable for technology. CONTENT
  17. 17. Workflow: Roles, processes, tools Governance: Policies, standards, guidelines PEOPLE
  18. 18. Workflow... ...creates efficiencies across content properties. Governance… ...empowers, facilitates, and aligns. PEOPLE
  19. 19. What kinds of content strategy are there?
  20. 20. @halvorson Content Strategy for UX Guides planning for the creation, management, and oversight of useful, usable content. Infographic published by IBM Customer-Facing Solutions.
  21. 21. @halvorson http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png Adaptive Content Strategy
  22. 22. @halvorson Enterprise Content Strategy • Governance policies and standards • Content management ecosystem design • Organizational structure and content roles
  23. 23. What does a content strategist do?
  24. 24. Point of View: Content Strategy by Kevin Nichols
  25. 25. Point of View: Content Strategy by Kevin Nichols
  26. 26. Point of View: Content Strategy by Kevin Nichols
  27. 27. How do I do content strategy?
  28. 28. @halvorson Content Strategy Process 1 : Assessment and Analysis 2 : Strategy 3 : Architecture and Design 4 : Implementation 5: Maintenance
  29. 29. Set the Stage
  30. 30. @halvorson Set the Stage PROJECT GOAL: What are the concrete outcomes? What are success metrics? PROJECT TEAM: Who lives where on your DACI chart? TIMELINE: When will activities, deliverables, and sign-offs happen?
  31. 31. @halvorson Project Goals: Example Our goals for this project are to: •Align stakeholders on a content strategy for our website content that’s based on defined institutional goals and known user needs. •Determine the appropriate messaging and content organization frameworks to support the strategy. •Assess current content and identify content gaps to develop a roadmap for creating or revising content. •Develop content standards for creating and maintaining content.
  32. 32. @halvorson Project DACI team: Example WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED ANALYSIS AND STRATEGY EDITORIAL PLANNING AND WRITING IA AND MODELS CONTENT ENTRY AND LAUNCH
  33. 33. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  34. 34. @halvorson Business objectives Current technology Project objectives Functional requirements User research Cross-platform initiatives Stakeholder interviews Industry trends Usability testing Competitors Design research Content inventory Typical Discovery Checklist
  35. 35. Content Inventory
  36. 36. @halvorson Content Inventory: Uses • Find content ROT (redundant, outdated, trivial) • Identify orphan pages • Get a ground-level look at your site’s structure • Clean up or add metadata • Assign content ownership • Scope a project • Build a business case (“here’s how much of a mess things REALLY are”)
  37. 37. @halvorson Content Inventory: sample output
  38. 38. @halvorson Content Inventory: sample output
  39. 39. @halvorson Content Inventory Easy to automate. Here are a few tools to get started. • Content Analysis Tool [Kristina’s favorite] • Blaze • Clarity Grader • …check with your friendly CMS administrator
  40. 40. User Research (non-negotiable)
  41. 41. @halvorson User Research: Why We Need It • We create content that’s for ourselves, not for our users. • We organize content the way we’re set up internally, not the way people think about what they need from us. • We want to tell everyone everything, just in case. • We can’t prioritize content because we haven’t prioritized our audiences, so people are fighting for real estate on the home page. • We make decisions based on our own assumptions.
  42. 42. @halvorson User Research: It’s not that hard. • Do an online poll. • Create an online survey and invite people via email, social media, website banners. • Try a Top Tasks workshop. • Do some online user testing. • Interview your customer support people. • Interview your sales people.
  43. 43. Stakeholder Interviews
  44. 44. @halvorson Content ROT √ Stakeholder agenda Current style guide Content owners Content readability Workflow and timelines Search analytics Metadata integrity Legal requirements Translation requirements Channel requirements Accessibility requirements Stakeholders (Hopefully) Know This Stuff
  45. 45. @halvorson Finding Your Stakeholders WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED ANALYSIS AND STRATEGY EDITORIAL PLANNING AND WRITING IA AND MODELS CONTENT ENTRY AND LAUNCH
  46. 46. @halvorson Some Good Content Questions • Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date? • Structure: Where is your content? How is it organized? What does your metadata look like? How do people find your content? Are you delivering content on multiple channels and platforms? • Workflow: How does content happen (from creation to deletion)? Who is involved? • Governance: What are your policies, guidelines, and standards? Who owns that?
  47. 47. @halvorson Stakeholder Interviews: How To Listen • Don’t complete their sentences. • Don’t try to solve the problem right there. • If you feel yourself getting defensive, take a breath. This time is not about you or your needs. • Don’t try to earn trust by talking about your experience. • Learn how to take notes while mostly maintaining eye contact. • Get full clarification. (“Let me just repeat that back to you so I’m sure I understand correctly.”) • Get comfortable with silence.
  48. 48. Pulling It All Together
  49. 49. After the Assessment: Your Analysis Report
  50. 50. After the Assessment: Your Analysis Report
  51. 51. EXAMPLE ONLY EXAMPLE ONLY
  52. 52. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  53. 53. @halvorson What is a content strategy? • A strategy is the path you’ll take towards meeting your goals and fulfilling your vision. It may be one of a few parallel paths towards the same goals. • A strategy helps define what you WILL do and what you WON’T do. • All tactical initiatives must map back to your strategy. • Your strategy should force you to prioritize and to say “no.”
  54. 54. OBJECTIVE STRATEGY TACTIC
  55. 55. Case Study: junglebox.com
  56. 56. @halvorson “We will become the industry leader in the pet frog supplies arena by providing everyone with informative content, real- time opinions, multiple touchpoint engagement opportunities, and our ever-increasing commitment to defining the pet frog lifestyle.”
  57. 57. • Rewrite “About Us” copy • Curate articles about dart frogs • Create interactive company history timeline • Restructure home page around top tasks vs. top interests • Do Facebook, Twitter, and Pinterest • Start a daily blog
  58. 58. Content Strategy Statement
  59. 59. 65 Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Content strategy statement
  60. 60. 66 This year’s plans and resources will specifically prioritize website content. We’ll be highly conservative about the content we plan for and create. The content we feature will be exclusively about dart frogs. We’ll create “Dart Frog 101” content for people who are curious about what it’s like to raise and breed our frogs. We’ll keep topics timely and fresh for the advanced dart frog keeper. Our content is never “nice to have.” Everything we share on our website can be tied directly to a product we sell. Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Content strategy statement
  61. 61. • Rewrite “About Us” copy • Curate articles about dart frogs • Create interactive company history timeline • Restructure home page around top tasks • Do Facebook, Twitter, and Pinterest • Start a daily blog
  62. 62. Example 1: CS document intro
  63. 63. Example: Guiding Principles
  64. 64. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  65. 65. Messaging Architecture
  66. 66. PRIMARY SECONDARY PROOF POINTS “Is this what I want?” “How can I be sure it’s what I want?” “Why should I choose you?” MESSAGING PYRAMID
  67. 67. @halvorson Junglebox Primary Message We make it possible for you to experience the joy of owning, breeding and raising exotic frogs.
  68. 68. PRIMARY SECONDARY PROOF POINTS “We make it possible for you to experience the joy of owning, breeding and raising exotic frogs.” • You love frogs. So do we. • You might not know everything about frogs, but we can help out. • You have found your frog people. • Our owner has been studying and caring for frogs since forever • Testimonials tell the story • All product descriptions are written and edited by our own experts • We offer 360º service JUNGLEBOX
  69. 69. Voice and Tone Guidelines
  70. 70. @halvorson Voice and Tone The voice of your content embodies who you are as a company: not just products, not just brand, but the mind and heart of your story. Your tone will vary depending on audience and circumstance.
  71. 71. Smart These tiny springtails float on the water’s surface, which makes it easier to remove them for feedings. Due to their tiny size, springtails float on the surface of water. This trait can be exploited when attempting to remove the springs from their culture for feedings. Helpful Have questions? I’m happy to help out however I can. Should you have questions or concerns regarding our live specimens, products, shipping or other subject, please contact us so we may be of assistance. Enthusiastic Our new vivariums have us hopping up and down with excitement. OMG! Check out our awesome new crop of Dendrobates Tinctorius!! Seriously, you’ll freak out over these. FREAK. OUT. Junglebox is… Like this. Not this.
  72. 72. Content Requirements
  73. 73. http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/
  74. 74. @halvorson • What • Why • How • When • For whom • By whom • With what • Where • How often • What next Step on in, content strategist.
  75. 75. @halvorson Content Requirements: IMPORTANT Content requirements are more than labels on the site map. Content requirements commit us to living, breathing text, images, sound, video, and all other content … content that must be consistent, compelling, and cared for over time.
  76. 76. 82 This year’s plans and resources will specifically prioritize website content. We’ll be highly conservative about the content we plan for and create. The content we feature will be exclusively about dart frogs. We’ll create “Dart Frog 101” content for people who are curious about what it’s like to raise and breed our frogs. We’ll keep topics timely and fresh for the advanced dart frog keeper. Our content is never “nice to have.” Everything we share on our website can be tied directly to a product we sell. Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Junglebox.net content strategy statement
  77. 77. high level tree frog audit
  78. 78. Template for a User Journey Map
  79. 79. FEATURED FROGS Buy Dart Frogs Buy Supplies Our Gallery Watch & Learn Jasper’s Frog Blog Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Contact Jasper Herpetology the way you like it. Flexible space #1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur FROG 1 FROG 2 FROG 3 Our Story Login | Checkout JUNGLEBOX
  80. 80. Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves. Page Table
  81. 81. Qualitative Audit
  82. 82. @halvorson Content Audit A qualitative process. Determine if what you already have is what you need, and if it’s any good. • On brand • Readable • Maps to user journey/needs • Legal requirements • Appropriate voice and tone • etc. Useful for gap analysis, rewrites, and content migration.
  83. 83. 90
  84. 84. Template for a User Journey Map
  85. 85. 92
  86. 86. Content Models
  87. 87. @halvorson Content Models A content type is a kind of content used repeatedly that has a standardized (agreed-on) structure. • They give content creators patterns of organization (maybe even templates) to work with, simplifying their job and ensuring that they include all necessary content elements. • They provide a common communication tool for content creators, UI developers, stylesheet creators, and print and publishing people. • They give consumers a consistent – and, therefore, more pleasant and helpful – experience. • They create opportunities for content reuse that don’t exist when content is left unstructured. • They prepare content for automation. http://contentmarketinginstitute.com/intelligent-content/blog/content-types-noz-urbina/
  88. 88. Example: Content Model
  89. 89. Example: Wireframe Based on Content Model
  90. 90. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  91. 91. Example: Content Strategy Roadmap
  92. 92. @halvorson Workflow Workflow means understanding not only what processes and tools you’ll use to create, deliver, and care for content throughout its lifecycle. Workflow also means ensuring clarity of roles and responsibilities.
  93. 93. Example: Enterprise Workflow
  94. 94. Example 1: Team Structure
  95. 95. Example 2: Team Structure
  96. 96. Roles breakdown (annoying but useful)
  97. 97. Types of Governance Models https://www.whitehouse.gov/digitalgov/digital-services-governance-recommendations
  98. 98. WORKFLOW TECHNICALEDITORIAL STRUCTURE INFORMING  STRATEGIES PRODUCT DIGITAL CONTENT  STRATEGY BRAND • What  is  the  Voice   of  Junglebox?     • What  tones  do  we   use,  and  when? • What  is  our   messaging   architecture?   • How  is  it  applied   across  audiences? • What  are  the  roles   and   responsibilities  of   people  across  the   content  lifecycle? • What  system(s)  do   we  use  to  support   the  content   lifecycle? • Where  do  we  host   our  content?   • Who  has   publishing  rights? • What  is  the   metadata  schema   that  will  organize   our  information   and  data? METRICS • What  are  KPIs  for   our  content   properties  and   channels? • What  are  our   benchmarks  for   content  quality? • What  are  the  tools   and  processes  that   move  content   through  its   lifecycle? LEGAL • What  are  our  legal   and  regulatory   requirements? • What  are   accessibility   requirements? • How  is  the  content   structured  for   front-­‐  and  back-­‐ end  findability? OVERSIGHT • Who  gets  to  say   “no”? • Who  sits  on  the   content   governance   council?   • How  often  do  they   meet? UX • What  are  the   content   requirements   cross-­‐channel? • What  are  the   primary  “buckets”   of  information,   internally-­‐  and   externally-­‐facing? ORG  STRUCTURE • What  are  the   primary  functions   and  drivers  of   each  team? • What  does  the   RACI  structure   look  like? Adapted  from  website-­‐governance.com 108 Sample Governance Model
  99. 99. How do you make the case for content strategy?
  100. 100. @halvorson Pain points. • “We’re struggling with too much content across our digital properties, with more being produced every day.” • “We don’t know who owns the content.” • “Our content is inconsistent, off-brand, outdated, even incorrect in places.” • “We’re partway through a website redesign and suddenly have major content problems.” • “We’re duplicating work efforts in digital and print content.” • “People in our company all talk about content and content strategy in totally different ways.” • “There are lots of politics and opinions that make progress very difficult.”
  101. 101. @halvorson Unanswered questions
  102. 102. @halvorson Opportunities DIGITAL SERVICES IMPROVEMENT • Reduced content operations cost • Reduced content approval cycle time • Decreased content redundancy • Increased flexibility of content production and distribution CUSTOMER VALUE IMPROVEMENT • Higher content quality, lower error rates • Increased customer satisfaction • New customer interactions • Increased direct bookings
  103. 103. How will you bring content strategy to your business?
  104. 104. You can find all sorts of tools and templates in here.
  105. 105. More Ideas: Books and Articles - How To Create a Clear Project Plan - Auditing Big Sites Doesn’t Have To Be Taxing - Audit Sampling: It’s a Numbers Game - Good Kickoff Meetings, by Kevin Hoffman - Moments of Impact: How To Design Strategic Conversations that Accelerate Change - “Interviewing Humans” - Just Enough Research - Good Strategy, Bad Strategy - What Is Strategy and Does It Matter?
  106. 106. Kristina @Halvorson GET IN TOUCH! Coauthor, Content Strategy for the Web CEO, Brain Traffic and Founder, Confab Events

×