What is content strategy? The business-driven, user-focused process of defining, planning and managing content to meet specific goals, often over a long period of time.

1. What
is it ?
The business-driven, user-focused process of
defining, planning and managing content to
meet specific goals, often over a long period
of time.
the basicsWHAT TO DO:
Whether you have a product launch, an upcoming event, a new campaign to launch
or you need enterprise-level assistance, the following steps can guide you through
and help you make a difference on any scale.
Content StrategyContent Strategy
UNDERSTANDING
Know yourself
Clearly understand and define your content strategy objectives
Clarify key
messaging
Identify
stakeholders
Be aware of
influencers
Define your
objectives
Align with
corporate
goals
Know
your brand
identity
Execute your strategy
Understand that you are engaging users for the long-term. Be willing to commit
Monitor
activities
Measure
successes
Modify as
needed
Engage
creators /
curators
Implement
your tactics
Engage with
end-users
Know your users
Clearly define your end-users, their goals, behaviors and desires
Where
do they get
content
What
content types
do they like
What is
the user
journey
Who are
they
What do
they care
about
What do
they think
of you
Know your content
Know what you have and what you need in context of business and user goals
Map to
user goals
Align with
business
goals
Research
keywords
Perform
a content
audit
Analyze
Gaps
Define
types &
topics
Set your plan
Strategize by audience, channel, location and your users’ position in the customer experience journey
Define
KPIs
Set
frequency/
calendar
Determine
governance/
maintenance
Define
tactics: topics,
types
Assign
resources
Establish
delivery
channels
Content strategy relies on inputs from — and will impact the jobs of — many specialists in many
disciplines. Often these disciplines are siloed. However, there’s a slow and growing shift to bring
specialists together to collaborate across the silo-aisles.
the teamWHO’S INVOLVED:
Marketing
PublicRelations
Experiance
Design
Social&Emerging
Marketing
Product
Development
Sales
SEO
Metrics/Analytics
Technology
You don’t have to complete the process from start to finish
to make an impact with content strategy. Do what you can,
on any scale — anything you do will make a difference.
know?
DID YOU
AN IDEAL WORLD
Content creators and managers work on
behalf of the business to create content
and distribute it through channels
centered around and accessible by the
target end-user audience.
a glimpseWHAT IT LOOKS LIKE:
Mission,Vision
, Values
Brand Identi
ty&
Messaging
C
orporate Goals & Objective
s
Con
tent Creators / Mana
gers
Users
Channels
Content Types
INFLUENCERS TO THE PROCESS:
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