3. PURPOSE
The following presentation details the recommended content
strategy, including content creation and marketing, workflow and
measurement for XXX U.S to move the brand into new forward-
thinking and thought leadership territory.
3
4. INPUTS
The content strategy contained herein is compiled based on findings from:
Competitive Audit
DNA/Social Listening Research
Weekly Competitive Analysis
XXX U.S. Stakeholder Interviews
XXX U.S. Internal Documents provided to Doremus
Doremus Content Insights
4
5. CONTENT DEFINED
Definitions of commonly used terms as related to content.
Branded Content: Non-disruptive brand messaging created to entertain,
educate or bring value to the intended audience
Content Strategy: Planning, development and management of content
based on research and insight
Content Creation: Production/creative development of content by internal
or external parties
Content Marketing: Publication and distribution of content via paid, owned
and earned methods
5
10. COMPETITIVE CONTENT REPORT CARD
How does the competition stack up according to content strategy and distribution?
Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content
EY-Forward thinking with their use of technology as a content delivery mechanism
PwC-Design-friendly and most willing to take risks, but need to tighten content distribution
XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so
RSM-Content is conservatively made and distributed, not aligned to new brand positioning
KPMG-Creating a wealth of content but content and distribution strategy is off
BDO Seidman-Content is rote and machinated
10
11. 11
BEST-IN-CLASS BRANDED CONTENT
Best-in-class branded content categorically demonstrates themes and trends that make them
stand out in a crowded marketplace. Those themes and trends include:
• Purposeful Content: Branded content strategized, created and distributed with the consumer
in mind to entertain, educate and add value, while also aligning with brand objectives and
considering competitive space
• Emotional Content: The impact of emotional content, especially presented positively, is a
proven content strategy component
• Future Thinking Content: Looking forward to excel and be distinct in the competitive
landscape
12. KEY INSIGHTS
12
1
2
3A conscious shift has to be made by XXX in order to entice the Transformational Leaders
and Thought Leaders categories by utilizing the themes and trends identified to date.
However, the content shift should feel organic and not forced, staying true to the internal
XXX culture and values in order to be authentic and resonate with the intended audience.
While much of it is slick and attractive, the content the competitive set is serving to its audience does not
align with content proven to resonate with the network audience, XXX included.
4
5
Understand the conversation drivers of the sub-communities in order to create content
pillars, ensuring all communities and network audiences are represented.
XXX is currently positioned within the Tax & Accounting segment of the network. In order to
successfully and strategically shift into new territory, we must understand the themes and conversation
drivers to leverage engagement and then transition into the Transformational Leaders and Thought
Leadership through content.
16. XXX CONTENT STRATEGY
MISSION STATEMENT
XXX delivers relevant content filtered through a positive purposeful lens
to transformational and business thought leaders, internally and
externally, to engage and collaboratively partner on a meaningful and
lasting impact for a better tomorrow for all, today.
16
17. XXX CONTENT STRATEGY MISSION
STATEMENT, DIAGRAMMED
XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to
transformational and business thought leaders (3), internally and externally, to
engage and collaboratively partner (4) on a meaningful and lasting impact for a
better tomorrow for all, today (5).
1. Derived from thought leadership audience’s thirst for trending, timely content
2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint
3. Transformational and Business Thought Leaders are the identified audience
4. Best practice is to converse and engage with the audience, as opposed to speaking at them.
Collaboration is also mentioned extensively throughout XXX internal documents
5. Gleaned from potential XXX brand positioning
17
18. 18
CONTENT STRATEGY FRAMEWORK
Create
& Edit
- Asset
Creation
- Governance
- Edits
- Approvals
Distribute
- Publish
- Promote
- Provide to
influencers &
partners
Plan
- Audit
- Audience
Research
- Identify
trends & top
stories Organize
& Curate
- Collect
Internal Asks
- Source 3rd
Party Content
- Editorial
Calendar
Measure &
Optimize
- Measure
- Analyze
- Report
- Optimize
25. INTERNAL BRAND THEMES
25
We are a first mover; we
are way more nimble. I can
make a difference. I can
have a good idea and have
it implemented
immediately. It fits into an
entrepreneurial mindset.
We are not where we want to be
when it comes to diversity, but we
are getting there. We are actively
promoting our women. We don’t
have an active bias, and we are
night and day as compared to our
competitors. In the next decade,
we will really outpace the other
firms – just because we have more
in the pipeline.
26. 26
RECOMMENDED CONTENT THEMES
Competitive Audit DNA/Social Research Interviews/Documents
• Company Culture
• Technology
• Consumer Culture
• Stories/Testimonials
• Diversity
• Industry Trends & Insights
• POV on global/domestic news & trends
• Lifestyle & Work/Life Balance
• Technology
• Education & Reference
• Collaborative Change
• Entrepreneurship
• Accounting
• Finance
• Marketing
• Diversity
• Company Culture
• Values
• Stories/Testimonials
• Making a Difference
• Encouragement & Inspiration
• Traditional Business/Services & Sectors
• Collaboration
• Community
• Entrepreneurship
31. 31
• Career Development
• Team Building
• Employee Achievements
• Company Events
• Employee Benefits
• Employee Testimonials
• Client Testimonials
• Service
• Cyber Security
• Mobile Technology
• Millennials
• Retail Trends
• Social Media
• Big Data
• Family
• New Devices/Apps/Operating Systems
• Travel
• Industry Events
• FinTech
• Holidays & Consumer Events
• Appropriate Current/World Events
• Women in the Workplace/Education
• Healthy Living
• Internet of Things
• Women in the Workplace/Education
• Diversity in the Workplace
• Employee Achievements/Spotlight
• Employee, Partner & Client Testimonials
• Career Development
• Community Service/Charity Initiatives
• Mentorship
• Hyper-local Updates
• Education on Traditional Business/Services
• Business Relationship Advice
• Problem Solving Advice
• Personal Branding
RECOMMENDED CONTENT TOPICS
Competitive Audit DNA/Social Research Interviews/Documents
33. 33
e-Books, Apps
Presentations, Long-
form Videos, Surveys
Case Studies/Testimonials,
Webinars, Infographics
Short Videos, Podcasts, Images, Factoids,
Blog Posts, Listicles, Influencer/Partner
Content, UGC, Quotes, Whitepapers
Curated Third Party Content Less Effort,
Create More Often
More Effort,
Create Less Often
CONTENT TYPES
34. REPURPOSING ORIGINAL CONTENT
34
Original content developed and created by XXX can be repurposed, edited, reformatted,
recycled, reused, chopped, compiled and converted into or from any medium and suited for
any distribution channel. This will save time and budget, but also cross-promote XXX owned
channels, as well as the original content it came from.
For example:
Turn Webinars into Video Tutorials
Turn Interviews into eBooks & Quotes
Turn Presentations into Infographics
Turn Infographics into Factoids & Listicles
Turn Case Studies into Testimonials & Tweets
Turn Blog Posts into Podcasts & Images
35. ORIGINAL VS. CURATED CONTENT
While original content is content developed and created by XXX, curated content is selected,
categorized and presented as the most relevant information to meet your audience’s needs
on a specific subject by parties other than XXX. It is recommended that 25% of published
content be curated of any type.
Why is curating content a good idea?
• Will use less time and resources
• Presents XXX as a thought leader
• Can (and should) be presented with additional commentary or visuals to make it your own
• Lends association with the original author/publisher
• Increases external engagement
• Brings a fresh perspective to owned channels
35
43. ORGANIC/PAID CONTENT DISTRIBUTION
43
The average mainstream Hollywood film spends 50-60% of its budget on marketing and distribution.
Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without
paid distribution, your content will not be seen by anyone, let alone the intended audience.
At a minimum, 2/3 of XXX content should be supported by paid media.
44. INFLUENCERS & PARTNERSHIPS
44
Influencers and partners are an essential part of content, as they both create content as well as
distribute to their audience. As such, it is important to choose influencers & partners who positively
exemplify XXX’s strategy while carrying the message to the right audience.
46. 46
“Behind every piece of bad content is
an executive who asked for it.”
- Michael Brenner, NewsCred
47. 47
CONTENT WORKFLOW
Plan
Organize
& Curate
Create & Edit Distribute
Measure
& Optimize
Editorial team
compiles weekly
research
Editorial team
mines project
request box
Does
request fit
content
mission?
YES Request is
approved
Editorial team
plans overarching
themes and topics
NO
Request is rejected
Editorial team
curates third
party content
Editorial team
brainstorms &
crafts weekly
editorial
calendar
Editorial team
coordinates
production
Design/Copy
creates assets
Editorial team
approves/
requests edits
Editorial team
facilitates partner
approval/edits (if
applicable)
Editorial team
sends for legal
review/
communicates
changes with
design/copy
Editorial team
publishes/
schedules
publishing
Editorial team
coordinates paid
promotion &
targets
Editorial team
coordinates
influencer and
partner distribution,
ensuring correct
and timely
publication
Editorial team
measures &
analyzes published
content
Editorial team
compiles weekly
analytics report,
with recommended
optimizations
Editorial team
informs partners of
successes &
challenges
48. 48
Digital Marketing:
Team Leaders
Campaign Editors:
Managing Editors
Design & Copy:
Content Creators
• Strategy generation
• Conduct & compile research
• Theme & topic generation
(leads team)
• Feedback to team members &
partners, including Request
Box
• Brainstorms & idea generation
• Editorial calendar
• Publishing & distribution
• Paid promotion coordination
• Influencer & partner
coordination
• Measurement, analytics,
reporting & optimization
• Theme & topic generation
• Brainstorms & idea generation (leads
team)
• Curate third party content
• Editorial calendar (leads team)
• Creative production coordination
• Ensures strategies are met
• Quality assurance
• Maintains voice/style
• Conducts primary edits
• Coordinates secondary edits (team
leads, partners, legal)
• Ensures production schedules are
met
• Brainstorms & idea generation
• Editorial calendar
• Content Creation
• Completion of edits to satisfaction
EDITORIAL TEAM ROLES &
RESPONSIBILITIES
53. KPIS
53
CRAWL WALK RUN
Frequency &
Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly
Estimated
Benchmarks*
• 5,000-8,000 unique visitors/monthly
• 20-50 social engagements/post
• 2+ minutes average time spent/post
• 9,000-70,000 unique visitors/monthly
• 50-150 social engagements/post
• 2+ minutes average time spent/post
• 70,000-200,000 unique visitors/monthly
• 150+ social engagements/post
• 2-5 minutes average time spent/post
*Estimated Benchmarks based upon supposition of paid budget behind most content
55. THE PATH AHEAD FOR GRANT
THORNTON CONTENT
55
“Content
Marketing is a
commitment,
not
a campaign .”
- Jon Buscall, Jontus Media
56. THE PATH AHEAD FOR XXX CONTENT
56
P1 P2 P3 P4
Create
consistent
brand
identity
• Conduct current brand audit
• Create new voice & tone
guidelines
• Incorporate guidelines into
strategic content audit
• Design & launch internal content
training program
• Incorporate strategy and
guidelines into “easy” content
• Apply strategy and guidelines
into more complex content
Craft &
implement
content
strategy
• Conduct competitive/best
practices audit
• Craft content strategy
• Strategic content audit & analysis
• Socialize content strategy
• Begin putting content strategy
into effect
• Prioritize content themes/topics/
types
• Complete semi-annual content
strategy analysis & refresh
• Broaden content prioritization
Strategize &
deploy
governance
framework
• Create shared principles for
content governance
• Begin identifying policy,
standard & guideline
requirements
• Complete governance
requirements
• Share governance plan
• Plan & implement content
research process
• Introduce improvements to
governance guidelines
• Complete semi-annual
governance refresh
Design &
implement
workflow
processes
• Assess current workflow
effectiveness
• Assess employee skills
• Identify knowledge/skill gaps
• Share workflow with affected
parties
• Edit workflow based on feedback
• Explore automation
• Design and lead content best
practices workshops across
organization
• Implement automation
• Identify and correct any workflow
issues
Adopt
data-driven
decisions
• Conduct audience research
• Conduct influencer research
• Identify success metrics
• Socialize research
• Finalize success metrics
• Design weekly/monthly/quarterly
reports
• Launch formalized reporting
process
• Socialize reports with
stakeholders to help optimize
57. XXX GOVERNANCE CHECKLIST
57
Governance is a set of practices within content strategy that tries to deal with the realities of
creating and publishing content in a real business environment. Immediate considerations
for XXX to determine include:
Create/curate and train editorial staff and partners, where applicable, on policies,
processes and guidelines
Establish content type/volume/cadence/channel priority for staffing & budgeting,
identifying information, skill and resource gaps
Provide documentation on overall content mission, objectives, style guidelines, distribution
methods, content types, research and reporting, and make readily available for all involved
parties
