Transcript
Page 1: Content Strategy Deliverables* - Pybop€¦ · Search Engine Optimization (SEO) strategy ... everything, you might need to reassess. ... marketing agency youʼre working with

Content Strategy Deliverables*What Are You Trying to Achieve?

Summary of company goals

What Do You Own?Content inventory or auditContent assessment (quality and quantity)

Whatʼs Missing?Content gap analysisComparative content analysisCompetitive analysis

How Do You Present the Words?User personasUser scenarios (think believable stories)Editorial strategyCore messaging strategyContent templatesSample contentSearch Engine Optimization (SEO) strategyMetadata strategyBrand strategyStyle guideGlossary

Where Does It Go?Copy deckContent conversion/migration strategyContent flow schematicChannel strategyCommunity and social strategyVisual presentation recommendationsWireframes

How Do We Make It Happen?Content approval workflowCommunication plansCommunity moderation policiesContent production workshops and trainingContent sourcing review and plans (people, tools, budget, time)

Page 2: Content Strategy Deliverables* - Pybop€¦ · Search Engine Optimization (SEO) strategy ... everything, you might need to reassess. ... marketing agency youʼre working with

How Do We Stay Organized?CMS requirementsBusiness rulesTaxonomiesResponsibilitiesSchedules

Whatʼs Coming Up?Editorial calendar

How Do We Know Itʼs Right?BenchmarksChecks and balancesSummary of company goalsSuccess metricsUsability tests

*Not every project needs every content strategy deliverable, so if youʼve checked everything, you might need to reassess. Your content strategist will help you determine whatʼs most valuable to your unique goals. Also, remember youʼll need the people resources and time to take action on the deliverables.

Some deliverables are best provided by someone on your team or the creative or marketing agency youʼre working with. Share information with your content strategist for best results.

For more information: http://www.pybop.com/2011/05/content-strategy-deliverables/


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