Learn how to develop an organized process for moving content (e.g., video, email campaign, etc.) from planning to publish without losing your mind. This presentation is designed for anybody who is working alone to produce content marketing or a part of a very small team.

1. SOLO CONTENT STRATEGY:
LESSONS FOR LONE RANGERS & TINY TEAMS
Malaika Carpenter
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WELCOME

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YOU’RE IN THE RIGHT PLACE IF…
You’re a solo or small team.
And constantly asked…
“What if you
also make…?”
“How soon can
you finish?”
“Can you make
[content item]
real quick?”
“Could you
also add…?”

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AND IF YOU’VE BEEN HERE BEFORE…
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CONTENT PRODUCTION WAS MANAGEABLE UNTIL…

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But the content team does not grow at
the same rate.
Audience steadily grows.
More email campaigns
are released.
Content-heavy features
are developed.
New user on-boarding
flow launches.
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CONTENT VOLUME STARTS TO GROW QUICKLY

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SOON, PRODUCING CONTENT BEGINS TO FEEL LIKE….
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AND POTENTIAL FOR ERRORS & FEAR OF FAILURE RISE
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THERE’S ONE YOU, MANY TASKS
You have…
Many pieces of content to create.
Many channels of content to manage.
Many users’ needs to consider.
Many stakeholders to satisfy.
Many projects and priorities to juggle.
Ultimately, there’s more tasks
than time to complete them.
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www.malaikacarpenter.com
@MalaikaInk
I don’t have time to create or
document a content process.”
ASSUMPTION:
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@MalaikaInk
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Content process helps you
create STRUCTURE so you
can SCALE your content &
SAVE your time.”
- Malaika Carpenter
THE REALITY:

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THE
SOLUTION
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THE SOLUTION
1. Document your content strategy.
2. Map your workflow.
3. Build tools (templates, guidelines, formats) for
producing content.
4. Start small and measure content effectiveness as you go.
5. Educate your stakeholders.
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DOCUMENT YOUR CONTENT STRATEGY
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WHY?
To prioritize your work with a plan of action.
WHAT?
A written plan that everyone can see.
HOW?
Let’s discuss.

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CREATING A DOCUMENTED CONTENT STRATEGY
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MISSION
GOAL
TACTIC
WHY are you doing this? And for
WHOM?
KPI HOW will you measure the success of
your goal?
HOW will you measure the success of
your tactic?
HOW will you achieve goal? And
execute your plan of action?
METRIC
WHAT do you want to accomplish?

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CREATING A DOCUMENTED CONTENT STRATEGY
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MISSION
GOAL
TACTIC
WHY are you doing this? And for
WHOM?
KPI HOW will you measure the success of
your goal?
HOW will you measure the success of
your tactic?
HOW will you achieve goal? And
execute your plan of action?
METRIC
WHAT do you want to accomplish?

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CREATING A DOCUMENTED CONTENT STRATEGY
MISSION
GOAL
TACTIC
WHY are you doing this? And for
WHOM?
KPI HOW will you measure the success of
your goal?
HOW will you measure the success of
your tactic?
HOW will you achieve goal? And
execute your plan of action?
METRIC
WHAT do you want to accomplish?

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THE SOLUTION
1. Document your content strategy.
2. Map your workflow.
3. Build tools (templates, guidelines, formats) for
producing content.
4. Start small and measure content effectiveness as you go.
5. Educate your stakeholders.
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KNOW YOUR CONTENT WORKFLOW
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WHY?
To get real with yourself and your stakeholders!
WHAT? A workflow or map of your tasks, time,
resources, and stakeholders.
HOW?
Let’s discuss.

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MAP YOUR CONTENT PROCESS
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COMMON TASKS
PRODUCTION STEPS
PRACTICE & PROCEDURES
What are the common content items you
create? List them.
From start to finish, what are actions and
steps you take to create this item?
➤ Who is involved?
➤ How much time is required?
➤ What are the content requirements?
➤ What are the metrics that define
success?

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THE SOLUTION
1. Document your content strategy.
2. Map your workflow.
3. Build tools (templates, guidelines, formats) for
producing content.
4. Start small and measure content effectiveness as you go.
5. Educate your stakeholders.
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BUILD OPERATIONAL TOOLS (TEMPLATES, GUIDELINES, FORMATS)
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WHY?
To create once and repeat or re-use.
WHAT?
Create tools that support your workflow (e.g.,
content model for organization; message
architecture for storytelling; and templates for
formatting).
HOW?
Let’s discuss.

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CONTENT MODEL
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Defines the elements that make up a piece of content and how
information is organized and presented.
Content
Elements
Content
AttributesContent
Relationships

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MESSAGE ARCHITECTURE
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Maps and communicates key brand messages and overall product
story.
Who/ what we are.
What we do.
Value we deliver.
How we show it.
Key Message
Brand Attribute
Key Feature
Key Benefit
Evidence/ Support
At [brand name], we provide [feature/ service]
to [primary customer] so they can [benefit].
Positioning Statement

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EXAMPLE OF MESSAGE ARCHITECTURE
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Easy
Join calls w/ 1-click.
Saves time.
Join from calendar.
Key Message # 1
Brand Attribute
Key Feature
Key Benefit
Evidence/ Support
Positioning Statement
At XYZ Co., we provide video
conferencing to large companies so
they can connect with every employee.

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TEMPLATES
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Preset format and guidelines for creating a piece of content that
can be re-used to save time.
Examples from Life.io

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THE SOLUTION
1. Document your content strategy.
2. Map your workflow.
3. Build tools (templates, guidelines, formats) for
producing content.
4. Start small and measure content effectiveness as you go.
5. Educate your stakeholders.
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WHY START SMALL, MEASURE & ITERATE
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WHY? Save time, keep costs low but walk away with
results and learning.
WHAT? Define the minimum viable content you need to
create for proof of concept and meeting goals.
HOW?
Let’s discuss.

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MINIMUM VIABLE CONTENT
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Get user feedback early!

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DREAM BIG, DELIVER IN PHASES
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MEASURING CONTENT EFFECTIVENESS
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FIRST THINGS FIRST: IDENTIFY YOUR KEY PERFORMANCE INDICATORS (KPI)
➤ Unique page views
➤ Time on page
➤ Leads generated
➤ Conversion rates
➤ Downloads
➤ Subscribe/ Register
Heat maps to track
website activity.
A/B test message copy,
format, and structure.
Focus on one content
element at a time.

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THE SOLUTION
1. Document your content strategy.
2. Map your workflow.
3. Build tools (templates, guidelines, formats) for
producing content.
4. Start small and measure content effectiveness as you go.
5. Educate your stakeholders.
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EDUCATE YOUR STAKEHOLDERS
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WHY?
To keep leadership informed and engaged.
WHAT? Routinely meet with leadership to share
documentation, preview content, and discuss
results.
HOW?
Let’s discuss.

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EDUCATE YOUR STAKEHOLDERS
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CLOSING
THOUGHTS
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@MalaikaInk
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A content process—like
creating a financial budget
—helps you operate within
your means.”
- Malaika Carpenter

36. CONTACT MALAIKA
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Subscribe for
more insider tips!
www.malaikacarpenter.com
/malaikacarpenter
@MalaikaInk
HOW CAN I HELP YOU?
✴Content Strategy
✴User Engagement
✴Brand Story Development