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Content Strategy: 1. The planning,
development, and management of content — written or in other media 2. What content you’re using, where it goes and when, who uses and manages it, and why it matters 4
‣ 2006: Two web nerds
with a dream ‣ Built Drupal sites, then planned them ‣ Training, workshops, consulting ‣ …Then building bigger sites. ‣ 2014: We’re ~50 strong ‣ Devs, designers, strategists, project managers… 7
Goal Increase the purchase rate
on expensive products. ! Strategy Get shoppers to imagine how the products will ﬁt into their lives. ! Tactics Take product action shots around the ofﬁce, publish several each week. 14
Inventory A list of content
resources the client currently has, whether they’re online, ofﬂine, tucked on a shared drive, or trapped old Word Docs. ! …And what they’ll need to execute the plan. 15
Oh, the spreadsheets you’ll meet…
‣ Content inventories and audits ‣ Current and future publishing channels ‣ Content gap analysis ‣ Many, many, many spreadsheets …And some spreadsheets 16
Content model The types of
content they’ll need, what properties they have, how they relate to each other, and what they should accomplish. 17
Model and map 40 NAMM
Foundation Site NAMM Fou Your Community Best Communities Data† Survey Promotion Music Teacher Finder† Music Merchandiser Finder† Why Music MResources for Educators Recruitment and Retention Tips for Success Downloadable Teaching Tools Blog posts for Educators What We Do Get Involved Webcasts Sign up Action Kits and Downloadables Advocacy Blog Posts Donation Partner Orgs and other Resources*