1. Content Strategy
A short introduction
by Steve Cristofaro

2. Plan
• Defining content strategy…a few different
ways.
• Defining objectives for your content
• Practical illustrations
• ROI & metrics
• Questions / Discussion

3. Content is King…

4. Content strategy
• ”The practice of planning the content
creation, delivery, and governance”
– Kristina Halvorson – Content Strategy for the web
• “a repeatable system that defines the
entire editorial content development
process for a website development
project
– Richard Sheffield – Web content strategist’s bible

5. Content strategy
 A defining step in your Web project’s
conception.
 A set of objectives & tactics to guide your
online efforts.
 A way to organize your online presence
…

6. Content strategy
• A strategic compromise between the
diverse actors of your business & their
objectives.
• Defining the content needs of your
customer at all steps of the cycle &
planning how to answer them through
online means.

7. Actors

8. Actors, continued

9. How to keep everything in order
• Identify core keywords & key expressions
• Create & entertain a style guide
• Identify subject matter experts & involve
them
• Keep track of everything – create a
content index
• Keep track of experiments & results

10. Tools to help you along
• Analytics
• Content templates
• Training materials
• Sell sheets
• Google keyword
tools
• Content index

11. Content index
Section URL Content Objective SME Key Keywords
contact
Homepage www.aircanad Search,deals, Orient, inform Shared Director Travel,
avacations.co navi, & promote E-commerce vacation,
m aeroplan, Cuba, Mexico
USP, promos Europe etc…
Mexico www.aircanad Destination Funnel S.Smith, S. Cristofaro, Mexico, All-
avacations.co info, city list, interest, product dept. e-commerce Inclusive,
m/en/mexico flavor. inform Cancun,
Puerto
Vallarta,
Fall to Europe www.aircanad Promo, Promote Promotions C. Ragusa, e- Paris, London,
avacations.co conditions, deals, spark dept. commerce flights, deals,
m/en/promo/ deals vacation vacations,
falltoeurope search, Europe,
inform promotion

12. Defining objectives for your content
• Not a business objective
– Measurable
– Reachable
• Think « operational »
– Get visitors to sign-up
– Get them to make a search
– Get them to call-in
– Drive to store
• Measures should be based around the
visitors’ actions

13. How can it change my business
• Identify, train & leverage stakeholders
• Decrease web project production time
• Inform SWOT analysis
• Identify gaps in information & business
processes

14. Don’t tell me, show me

15. Practical Illustrations - summarize

16. Practical Illustrations - repeat

17. Practical Illustrations - funnel

18. Practical Illustrations - illustrate
________ ____________

19. Ok, so what?

20. Staying in charge of the metrics
• Use A/B & multivariable testing
• Report on key learnings
• Set-up KPI’s for your content
– Google rank for key sections
– Conversion gains
– Decrease in call centre inquiries

21. How can I calculate ROI on
content?
• Reduction in # of calls
• Direct revenue growth
• Lead generation
• Productivity gains across all departments
– Your website should be the main tool for all
employees’ information needs when dealing
with your client

22. Questions?
Steve Cristofaro
web content specialist
steve.cristofaro@gmail.com
http://ca.linkedin.com/in/stevecristofaro