Content Strategy 101: Start Here

Start HereContent Strategy 101

Presented by Shelly Bowen May 2016 @shelbow

http://twitter.com/shelbow

Content Strategy 101

What Is Content StrategyContent strategy is the practice of planning, curating, creating, and managing content over time.

Content is anything that conveys a message: text, images, video, audio.

Content strategy includes:

1.Auditing2.Analyzing3.Planning4.Creating5.Managing

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Shelly Bowen | @shelbow | www.pybop.com


The Benefits of Content Strategy

INCREASED:

✓Brand recognition

✓Quality traffic

✓Engagement, sharing, and loyalty

✓Conversion/action/awareness

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DECREASED:

➡Revisions

➡Development costs

➡Customer obstacles/confusion/complaints

➡Bounces/misunderstandings

Content strategy ensures the needs of the business AND the audience are met.


1. The Audit (or Discovery)

• Audience Analysis

• Core Messaging Priorities

• Content Audit — Online and Offline

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The 5-Step Process

Find downloadable worksheets to help with these steps at Pybop.com.



2. The Analysis

• What’s misaligned?

• What’s missing?

• What’s outdated?

• Does the visual presentation match the priorities/objectives?

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The 5-Step Process



3. The Plan

• Collaboration

• Recommendations

• Editorial guidelines

• Editorial calendar

• Workflow and resources

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The 5-Step Process



4. The Creation

• Train, coach, hire

• Oversee workflow, revisions

• Write, edit, deliver

• Present and convince

• Proof, revise, advise

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The 5-Step Process



5. Management

• Transition

• Checkins

• Analytics

• Opportunities

• Integrate and evolve

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The 5-Step Process



What Are You Trying to Achieve?

Summary of company goals

What Do You Own?

Content inventory and audit Content assessment (quality and quantity)

What’s Missing?

Content gap analysis Comparative content analysis Competitive analysis

How Do You Present the Words?

User personas User scenarios (think believable stories) Editorial strategy Core messaging priorities (hierarchy) Content templates Sample content Search Engine Optimization (SEO) strategy

Metadata strategy Brand strategy Style guide Glossary

Where Does It Go?

Copy deck Content conversion/migration strategy Content flow schematic Channel strategy Community and social strategy Visual presentation recommendations Wireframes

How Do We Make It Happen?

Content approval workflow or governance model

Technology resources set up Communication plans Community moderation policies Content production workshops and training Content sourcing review and plans (people, tools, budget, time)

How Do We Stay Organized?

CMS requirements Business rules Taxonomies Responsibilities Schedules

What’s Coming Up?

Editorial calendar

How Do We Know It’s Right?

Benchmarks Checks and balances Summary of company goals Success metrics Usability tests

Not all deliverables are needed for all projects. Download this sample list at Pybop.com.

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Potential Deliverables



Value = Measurable Benefits - Costs

• Gain new customers • Faster speed to purchase• More self-selecting traffic and customers• Increased repeat visits, clicks, and/or purchases• Increased word of mouth• Decreased new content costs via repurposing and structuring• Additional signups• Increased time spent on site

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ROI

How much are each of these worth?



• Content-Insight or Screaming Frog — Site scan for an audit• GatherContent — Creating, organizing, reviewing• Brandpoint Hub — Ideation, creation, reviews, publishing• BrokenLinkCheck — Clean up and redirect 404s• Slack — Messaging in real time, file sharing• Webflow — Design ideation• Unbound — Landing page testing• Join.me — Sharing your screen, conference calls

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Tools for Content Strategists

Make your life easier



Have a content strategy question? Ask a content strategist.

ABOUT SHELLY BOWEN Chief Content Strategist, Founder

Shelly Bowen, MFA, has 15+ years professional experience producing and directing online and interactive content. Since 2008, she has worked with more than 100 brands and companies, and has a passion for health, technology, and education projects.

Prior to working with digital content, she was an acquisitions editor for a world-renowned book publisher. Connect with Shelly on Twitter @shelbow. View testimonials at linkedin.com/in/shellybowen.

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http://pybop.com/ask-a-content-strategist/

http://twitter.com/shelbow

http://linkedin.com/in/shellybowen

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Content Strategy 101: Start Here