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#CSPDX@IsaacSzy
Content Strategy in An Hour
Content Strategy PDXFebruary 15, 2017
Isaac SzymanczykFounder & Chief Storyteller
Conveyor
#CSPDX@IsaacSzy
Thank you, sponsors.
#CSPDX@IsaacSzy
#CSPDX@IsaacSzy
Background
#CSPDX@IsaacSzy
Content Strategy is
“The creation, publication, and governance of useful, usable content.”
– @halvorson
#CSPDX@IsaacSzy
What is Content Strategy For?
A. Producing better contentB. Write once — use many timesC. Work smarter not harder
#CSPDX@IsaacSzy
“Your content strategy defines how an organization (or project) will use content to achieve its objectives and meet its users’ needs.”
#CSPDX@IsaacSzy
#CSPDX@IsaacSzy
The Key to Building Your Content Strategy
#CSPDX@IsaacSzy
Strategy = WHY
#CSPDX@IsaacSzy
ContentStrategy
= WHYCONTENT
#CSPDX@IsaacSzy
WWWHWW
#CSPDX@IsaacSzy
Why are we making content at all?
#CSPDX@IsaacSzy
Who will we be making it for?
#CSPDX@IsaacSzy
What will it look like, sound like, feel like, and how often, and what
impact should it have on people?
#CSPDX@IsaacSzy
How How often will we publish,
distribute, measure, update, control it? How will we get it written, what’s our workflow,
structure, mobile strategy, governance plan...
#CSPDX@IsaacSzy
When / Where ...will we publish?
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
#CSPDX@IsaacSzy
WHAT
HOW
WHY
WHEN
WHERE
WHOFOR WHOM
WHERE
HOW
#CSPDX@IsaacSzy
The 1-Hour Strategy
#CSPDX@IsaacSzy
The 1-Hour Strategy
#CSPDX@IsaacSzy
The 1-Hour Strategy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
#CSPDX@IsaacSzy
The Content Strategy Statement
#CSPDX@IsaacSzy
“One of the most powerful things we can do is boil down words to a core #contentstrategy statement”.
#CSPDX@IsaacSzy
“We want _____ to do ___ so we can achieve ___.”
#CSPDX@IsaacSzy
“Our business will achieve _______ by publishing ____, _______ content about _______ that makes people (do) ______.”
#CSPDX@IsaacSzy
“The content we make will help us ________ by providing _______ content about _______ that makes people ______ so they can __________.”
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
#CSPDX@IsaacSzy
The 1-Hour Strategy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
STATEMENT“We want _____ to
achieve ___ by targeting ____ with content on
_______ via _______ channels with ______
process.”
#CSPDX@IsaacSzy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
STATEMENT“We want _____ to
achieve ___ by targeting ____ with content on
_______ via _______ channels with ______
process.”? figure out
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
“The content we produce will help us accomplish 25% revenue growth and 50% team growth in 2017 by providing content about smarter marketing content and our company culture that makes brands and smart content professionals feel inspired about using content to fuel business so that they can hire us or join our team.”
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN
Style Guide
Voice & Tone Guide
Content Outline
Content audits
Core Messaging
WHERE
Adaptive content plan
Automation Campaigns
Analytics
Marketing plan
Sales Needs
Customer Research
Content Inventory
WHO
Buyer Personas
Demographic Profiles
Customer Interviews
User Experience Feedback
Content Calendar
Card Sorting
Customer Stories
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
Governance Model
Workflows
#CSPDX@IsaacSzy
Why
#CSPDX@IsaacSzy
Why
#CSPDX@IsaacSzy
#CSPDX@IsaacSzy
THE CONTENT STRATEGY STATEMENT
#CSPDX@IsaacSzy
Where
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
What
#CSPDX@IsaacSzy
What: Action What do we want to make
people do?
Buy _____
Think _____
Feel _____
Search for _____
Ask about _____
Create _____
Research _____
Read _____
Donate to _____
Subscribe to _____
#CSPDX@IsaacSzy
What: Content Types (also Channels)Email marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
Who
#CSPDX@IsaacSzy
Buyer Personas
#CSPDX@IsaacSzy
#CSPDX@IsaacSzy
#CSPDX@IsaacSzy
Card sorting exercises
#CSPDX@IsaacSzy
CUSTOMER
MARKETING
SALES TEAM
PARTNERS
OTHER GROUPS
Who: Content Stakeholders
#CSPDX@IsaacSzy
When
#CSPDX@IsaacSzy
When: Governance
#CSPDX@IsaacSzy
When: GovernanceEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
Governance: Product Info
In 2008
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In 2017
Governance: Product Info
#CSPDX@IsaacSzy
When: GovernanceEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX@IsaacSzy
How
#CSPDX@IsaacSzy
SUBJECT MATTER
WRITER
EDITOR
APPROVER
REVIEWER
How: Content Roles
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How: Workflows
research interview write edit proof upload review approve send
#CSPDX@IsaacSzy
How: Workflows
plan write edit proof upload approve To socialBLOG
research interview write edit proof uploadARTICLE
research storyboard write shoot edit upload review publishVIDEO
interview edit upload approve sendPODCAST
concept write proof schedule review approve sendSOCIAL
interview write edit proof upload review publishSITE
#CSPDX@IsaacSzy
WWWHWW
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN
Style Guide
Voice & Tone Guide
Content Outline
Content audits
Core Messaging
WHERE
Adaptive content plan
Automation Campaigns
Analytics
Marketing plan
Sales Needs
Customer Research
Content Inventory
WHO
Buyer Personas
Demographic Profiles
Customer Interviews
User Experience Feedback
Content Calendar
Card Sorting
Customer Stories
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
Governance Model
Workflows
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
CONTENT MARKETING
SALES $
