7. 7
Three tips
OK
NOT
to
know
everything
Get
“everyone”
to
agree
on
objec<ve
and
strategy
Content
audit
is
a
must
8. 8
It’s OK not to know everything…
You
must
know:
• Business
Objec<ves
• Audience
• How
your
company
views
content
9. 9
Form your content team
Stakeholders:
• Strategic
decision
makers
• Money
people
• Champions
• Showstoppers
• Interested
others
Source:
Content
Strategy
for
the
Web
by
Kris<na
Halvorson
and
Melissa
Rach
10. 10
ü Agree
on
strategy
and
plan
ü Iden<fy
a
problem/
an
opportunity
ü Trends/Best
Prac<ce
sharing
ü Request
for
help
Form your content team (continued)
Get
them
interested
Source:
Content
Strategy
for
the
Web
by
Kris<na
Halvorson
and
Melissa
Rach
11. 11
Content audit is a must
Types
of
audit
Quan<ta<ve
inventory
Qualita<ve
audit:
Best
Prac*ce
Assessment
Qualita<ve
audit:
Strategic
Assessment
Descrip<on
A
list
of
all
or
sample
the
content
you
have
A
comparison
of
your
content
against
industry’s
best
prac<ce
(done
by
3rd
party)
An
in-‐depth
look
at
how
our
content
measures
up
to
your
strategic
goals
When
Before
strategy
Before
strategy
AVer
implementa<on
Source:
Content
Strategy
for
the
Web
by
Kris<na
Halvorson
and
Melissa
Rach
12. 12
Categorize content database
It’s
OK
to
start
with
an
Excel
file
•
audiences
•
topics
•
purchase
cycle
•
formats
•
other
categories
(products,
members
etc.)