Version: 1.0 | Modified: Thu Mar 21 2013

Content RoadMapproject: Content Strategy page 2 / 4

Version: 1.0Creator: Yves Ferket

Copyright: Nascom

Explained

▪ Goals & Objectives: Why are whe doing this; What would be the outcome

▪ Audience Personas: What are our different customer types

▪ Customer Journey: What questions are we trying to answer in the buying process

▪ Content analysis: What content do we have, would be good to have, …and is missing. What keywords?

▪ Content Budget: What's the budget we can spend on a regular basis

▪ Content Team: Who will be creating, gathering, approving, submitting… the content

Flow

▪ Map Content on Site: Create a site map where you will assign content catégories

▪ Content Templates: Define content templates which explain:

▪ Meta info: Short descriptive description of the what ▪ Goal Match: To which goals will this content contribute ▪ Persona Match: to which customer types will this appeal ▪ Purpose : What are we trying to achieve e.g. subscribe,

… ▪ Tone of voice: informal, eductional, corperate,… ▪ Team Member: Who's responsible

▪ Channel Inventory: What are your online channels

▪ Facebook: one or more (global) pages ▪Twitter: accounts in different languages? ▪Linked In : Linked In company pages ▪ Youtube: or other video channnels▪ Content Plan: ▪ Budget: which budget for which content

▪Content: Prioritizing content to the budget ▪People: External /Internal people▪ Content Calendar: what-where-when

▪ Content Briefing: ▪ Who: assign a person...

▪What: to create content ▪When : by a certain deadline▪ Store Content: ▪ CMS: in a content management system ▪ DB with API: a Database which can be

accessed by an API▪ Version Localize: Rework and localize content

if needed

▪ Digital Marketing of Content: Now that we put all the effort in creating the content, let's drive traffic to it

▪ Nascom Digital Marketing Wheel: Nascom's framework of promoting your content

▪ Measure: Measure the consummation, reach, sharing and engagement across your different channels

▪ Measurement feedback loop: Learn from measurement and adapt where necessary. Conduct A/B tests where needed

DiscoverySteps Drive Traffic & MeasureDeployDeliveryDesign

Customer ContentJourney

Content Budget

Content Team

Map content on Site

Meta Info

Goal Match

Persona Match

Purpose

Tone of Voice

Team Member

Goal 1 Goal 2 Goal 3 Goal 4 Goal 5

Audience: Personas

Content Templates

Channel Inventory

Goals & Objectives

who

ContentBriefing

what when

Version/Localize

Digital Marketing of

Content

Nascom Digital Marketing Wheel

Search

Social

Content

E-mail

Ads

Partners

Measure

GoogleAnalytics

FacebookInsights

Socialstats

Content Analysis

Content Inventory

Content Ideation

Content Gap Analysis

Content Keywords

CMS/DAM

StoreContent

DB with API

Content Calendar

1 2 3 4 5 6 7

Measurement feedback loop

Content resourcesPlan

Budget Content People