Content strategy isn't just for big business, agencies and tech companies. The principles of content strategy can help anyone create meaningful, memorable content that works.
10. There’s really only one
central principle of good
content: it should be
appropriate for your
business, for your users,
and for its context.
Appropriate in its method
of delivery, in its style and
structure, and above all in
its substance. "
11. Content strategy is the
practice of determining
what each of those things
means for your project—
and how to get there from
where you are now.
Erin Kissane
@kissane"
13. Isn’t this just another name for __________?"
Information architecture
user experience
branding strategy
marketing planning
customer relations
that last “new thing”
"
14. Isn’t this just another name for __________?"
Information architecture
user experience
branding strategy
marketing planning
customer relations
that last “new thing”
"
Yes."
20. The U.S. content marketing
sector is now a $41 billion
industry.
The average company distributes
content 403.8 times per year —
more than daily."
Brafton.com!
21. The biggest mistake is
thinking that “content”
is just newfangled sales
materials. Most content
marketing fails on the
utility scale.
Content that is
inherently useful is
inherently successful.
Jay Baer
@jaybaer"
27. But I’m not a Content Strategist?"
Do you need to be a Writer to send
email?"
"
Do you need to be a Salesman to
sell products?"
"
Do you need to be a Manufacturer
to make things?"
28. But all the writing about
content strategy is from
enterprise organizations,
national agencies and
big tech companies."
29. But all the writing about
content strategy is from
enterprise organizations,
national agencies and
big tech companies."
They have the budgets, the means
and the motivation to distribute
content about content strategy."
31. WHEN YOU:"
"
• Do content marketing"
• Send email"
• Write documentation"
• Have a website"
• Create print collateral"
• Use social media"
• Blog"
You can use the principles of content
strategy to make your content work better."
33. Preparation"
1. Read a LOT."
2. Ask lots of questions (especially
“Why?”)."
3. Give yourself time to think."
4. Set goals. Define what success
looks like."
5. Be realistic."
36. Content Strategy
Documentation"
What do deliverables look like?"
"
How do I document that?"
"
How do I share it with someone else?"
"
How can I show this to my boss?"
"
How do I get paid for this?"
38. The Message Brief
(Architecture, Hierarchy, Strategy)"
• Prioritize your messages!
!
• Define audience needs and
expectations!
!
• Guidelines for all content creation
after this point!
44. Customer Personas"
…we cannot advocate for those whom we do not
know—or, even worse, those whom we assume we
know. So we go to the source: we interview, we learn,
and we determine who, exactly, these mystery users
are. In doing so, we answer the two most important
questions of the discovery stage: who are our
audiences, and what do they want from our website?!
!
!
- Cory Vilhauer!
“Audiences, Outcomes and Determining User Needs” !
A List Apart!
47. Content Audit"
Accounting for all of your current web content in a
single, authoritative document (unfortunately, typically
a spreadsheet).!
!
• Quantitative!
• Qualitative!
• Benchmarking!
• Maintaining!
• Documenting!
!
48. Content Audit"
Accounting for all of your current web content in a
single, authoritative document (unfortunately, typically
a spreadsheet).!
!
• Quantitative!
• Qualitative!
• Benchmarking!
• Maintaining!
• Documenting!
!
50. Site Map"
Similar to the content audit, but typically for new
websites or complete restructures.!
!
• Document all pages!
• Identify main sections!
• Show connections among and between pages!
• Everything in its place!
!
57. 0.0 HOME
Page Topic:
Page Objective:
Page Title
Primary Content
Secondary Content
Intro copy for sub pages,
sideboxes, etc.
Third Level Content
Primary Call to Action
Additional Assets
Content Creation:
- This content should provide a number of paths for users to follow to the information they
need. But the design/organization should be structured so that the most important path is
most prominent. Assuming that would be the Request a Quote/Get Assessment
Maintenance:
- Regularly update blog articles and features, fresh content with important keywords.
Outstanding Questions/Concerns:
- Is there going to be enough content to rank for the keywords you want? With so many
topics and links, will it be too scattered to rank well for anything?
58. Editorial Calendar"
Plan and organize upcoming topics, content creation,
social media and deployment.!
!
• Main topic!
• Target audience!
• Audience benefit!
• Call to action!
• Owner/creator!
• Medium!
!
!
61. Countless Others"
There are templates for anything you need, if you look
around or ask.!
!
Resources:!
!
Brain Traffic Blog!
h:p://blog.braintraffic.com/2010/06/a-‐big-‐ol%E2%80%99-‐list-‐
of-‐content-‐strategy-‐resources-‐for-‐you/
Rahel Bailie’s Intentional Design!
h:p://intenMonaldesign.ca/2010/06/16/skills-‐to-‐transiMon-‐to-‐
content-‐strategy/
!
!
!
62. The"
What is it?"
Giving your audience what they
want, expect and need."
Why"
Who"
Where & When"
Howof"
63. The"
What "
Why do it?"
Knowing when, where and how
to spend your budget."
Who"
Where & When"
Howof"
64. The"
What "
Why "
Who can/should do it?"
You! (also, everybody)"
Where & When"
Howof"