This document outlines Diana Railton's workshop on developing a single, unified content strategy. The workshop aims to provide a simple, practical process for working out an effective strategy. The schedule includes discussing strategies, reviewing a process, and applying it. Railton discusses defining the strategy's purpose, aims, how they will be achieved through strategies and tactics, activities, budget, and evaluation. She emphasizes integrating all content around audiences' needs and defining the strategy simply with a memorable statement. The document provides examples and frameworks to help participants develop a cohesive strategic plan.
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How to prepare a single unified content strategy that's truly strategic
1. How to prepare a single,
unified content strategy
that’s truly strategic
Diana Railton
Content Strategy Applied 2013
2. Aim of the workshop
How to prepare and present a single, unified
content strategy that’s truly strategic
so everyone:
· understands it
· respects it
· finds it inspiring
· knows how to act on it
3. Schedule
1. Talk over strategy
2. Look at a simple practical process for
working out a strategy
3. Apply
4. Review the process – and your solutions
5. Continue the discussion
4. Poll: How do you feel about strategy?
· Intimidating
· Confusing
· Exciting
· Not sure – needs must
· Other
11. ‘People who claim to be content strategists
couldn’t strategize themselves out of a box’
From responses to Content Strategy Recruitment Trends survey, 2012
Firehead
www.firehead.net/the-problem-with-hiring-a-content-
12. Some people have
more of a strategy
mind-set than
others
http://warwicksport.warwick.ac.uk/pageassets/officer/strategymeetings/strategy1.jpg
23. “Strategy is a singular thing; there is one
strategy for a given business – not a set of
strategies. It is one integrated set of choices.”
Roger Martin
27. “Strategy today must shape itself around the
customer. ... If it focuses on organizational silos
and professional disciplines, it will fail.”
Gerry McGovern
www.customercarewords.com/strategy-and-online.html
28. A good strategy
Provides a strong sense of common purpose
Motivates and inspires
Achieves “superior performance”
34. “I believe that all content strategists should be
knowledgeable about the entire content
ecosystem, the content lifecycle, content tools,
technologies, standards, and methodologies –
even those that fall outside of their area of
specialization, or are tangentially-related to the
project on which they are working.”
Scott Abel
http://thecontentwrangler.com/2013/07/29
37. “The vast majority of brands do not have a
documented content strategy.”
Joe Pulizzi
Content Marketing Institute
August 2013
Lots of surveys coming out on lack of strategy
40. “Most companies do not have a strategy.
Okay, I admit it: I do not have any solid statistics
... but I do observe a heck of a lot of companies
and ... I think nine out of 10 (at least) don’t
actually have a genuine strategy ... or a good
rationale for doing the things they are doing.”
Freek Vermeulen
41. “The vast majority of strategic plans that I have
seen over 30 years of working in the strategy
realm are simply budgets with lots of explanatory
words attached.”
Roger Martin
Harvard Business Review
58. Which organisation?
To be earth’s most customer centric company;
to build a place where people can come to find
and discover anything they might want to buy
online.
59. Which organisation?
To provide a global online marketplace where
practically anyone can trade practically anything,
enabling economic opportunity around the world.
61. Which organisation?
A just world without poverty.
The purpose of Oxfam is to help create lasting
solutions to the injustice of poverty. We are part
of a global movement for change, one that
empowers people to create a future that is
secure, just, and free from poverty.
62. Which organisation?
By creating value for our customers, we create
value for our shareholders.
We use our expertise to create transport-related
products and services of superior quality, safety
and environmental care for demanding
customers in selected segments.
63.
64. Framework for a strategy
PASTA
Purpose / Mission / Vision
Principles / Values
“Core ideology”
65.
66.
67.
68. “Companies that enjoy enduring success have
core values and a core purpose that remain
fixed while their business strategies and
practices endlessly adapt to a changing world.”
James Collins and Jerry Porras
Building your company’s vision
77. Measuring goals: outcomes
To sign up 200 people a year
Target
Key performance indicators (KPIs):
200 people a year
Critical success factors (CSFs):
the course is attractive
+
80. Possible outcomes from a social media strategy
Efficiency
Reputation
Differentiation
Risk reduction
Client retention
Brand association
Long-term revenue
Environmental impact
Eff
Economic development
Opportunity creation
Immediate revenue
Perception shifting
PR and exposure
Client education
Network growth
Building trust
Innovation
Try to be precise
http://hellboundbloggers.com/wp-content/uploads/2013/03/Social-Media-ROI.jpg
81. Strategy
Strategy
Strategy
Strategy
Tactic 1
Tactic 1
Tactic 1
Tactic 1
Tactic 2
Tactic 2
How you will meet your goals
Tactic 2
Tactic 2
Adapted from http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png
83. Reduce phone and face-to-face support costs by
15% within nine months
by increasing customers’ ability to complete their
support tasks using online channels.
Reduce repetitive, simple questions to doctors
by 50% by November 2014
by allowing citizens to answer these questions
themselves online.
Adapted from www.customercarewords.com/strategy-and-online.html
84. Strategy
Strategy
Strategy
Strategy
Tactic 1
Tactic 1
Tactic 1
Tactic 1
Tactic 2
Tactic 2
Tactic 2
Tactic 2
Adapted from
http://mobilemarketingapps.co/wp-content/uploads/2012/06/Mobile-Marketing-Strategy-Map-1024x697.png
Your detailed action plan
85. Goal:
To sign up 200 people a year
Strategy: Make more people aware of course
Tactic 1:
Tactic 2:
Tactic 3:
Tactic 4:
Tactic 6:
Tactic 7:
Tactic 8:
+
Improve website content for ranking
Add named testimonials page
Publish interview with two attendees
Start Google AdWords campaign
Start email newsletter
87. “More than choosing what to do, strategy is
about choosing what NOT to do. Because today,
more than ever, there are far more things that
you could do – but shouldn’t. Strategy is about
understanding what really matters and acting on
it.”
Gerry McGovern
www.customercarewords.com/strategy-and-online.html
89. Purpose / vision / mission. Why?
Aims / goals / objectives. What do you want to achieve?
Strategy. How will you do this?
Tactics. What is your action plan?
Activities. Day to day. Who, when, where?
Budget
Evaluation
Analytics
Return on investment
90. Budget + the cost of internal time
70% low-risk content (50% time)
20% innovate from what works (25% time)
10% high-risk experimentations (25% time)
96. Curate an entertaining, online reference guide
that helps stressed-out law students become
successful practicing attorneys.
Kristina Halvorson and Melissa Rach
97. H-a-r-d to be original
Inspire people to buy and talk about the benefits
of xxx.
Ensure every one of our potential customers
immediately understands our offering.
Optimise content to help visitors quickly
complete their top tasks.
99. Typical principles
All content:
Has a clearly defined purpose
Focuses on our audiences’ needs, not ourselves
Demonstrates our core values of x, y and z
Is accessible on any device
Is clear, concise and consistent
100. IABC Gold Quill Awards
1.
2.
3.
4.
5.
6.
The business need or opportunity
Stakeholder or audience analysis
Goals and objectives + tactics, activities
Solution overview
Implementation and challenges
Measurement and evaluation
