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HOW TO DO
CONTENT STRATEGY
Kristina @Halvorson
Coauthor, Content Strategy for the Web
CEO, Brain Traffic and Founder, Confab Events
What is content
strategy?
2009
Content strategy is
the practice of planning
for the creation,
delivery, and
governance of useful,
usable content.
Not just...
• What
But …
• What
• Why
• How
• When
• For whom
• By whom
• With what
• Where
• How often
• What next
2012
Content strategy
guides planning for the
creation, delivery, and
governance of content…
…plus a whoooole lot
of caveats.
Brief aside:
Content strategy vs.
content marketing
@halvorson
Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted audience,
with the objective of driving some profitable
action…
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“
@halvorson
But …
• What
• Why
• How
• When
• For whom
• By whom
• With what
• Where
• How often
• What next
How I talk about
content strategy
#Howto do a content strategy
Core strategy:
States where you will
focus your efforts to
improve content
substance, structure,
workflow, and/or
governance.
Substance:
Story, topic, brand elements,
voice and tone
Structure:
Organization, categorization,
component elements
CONTENT
Substance…
…fulfills business objectives by
meeting audience needs.
Structure…
…makes content findable and
usable for users, and
manageable for technology.
CONTENT
Workflow:
Roles, processes, tools
Governance:
Policies, standards,
guidelines
PEOPLE
Workflow...
...creates efficiencies
across content properties.
Governance…
...empowers, facilitates,
and aligns.
PEOPLE
What kinds of content
strategy are there?
@halvorson
Content Strategy for UX
Guides planning for the
creation, management, and
oversight of useful, usable
content.
Infographic published by IBM Customer-Facing Solutions.
@halvorson
http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
Adaptive Content Strategy
@halvorson
Enterprise Content Strategy
• Governance policies and standards
• Content management ecosystem design
• Organizational structure and content roles
What does a content
strategist do?
Point of View: Content Strategy
by Kevin Nichols
Point of View: Content Strategy
by Kevin Nichols
Point of View: Content Strategy
by Kevin Nichols
#Howto do a content strategy
#Howto do a content strategy
#Howto do a content strategy
#Howto do a content strategy
How do I do
content strategy?
@halvorson
Content Strategy Process
1 : Assessment and Analysis
2 : Strategy
3 : Architecture and Design
4 : Implementation
5: Maintenance
Set the Stage
@halvorson
Set the Stage
PROJECT GOAL:
What are the concrete outcomes?
What are success metrics?
PROJECT TEAM:
Who lives where on your DACI chart?
TIMELINE:
When will activities, deliverables, and sign-offs
happen?
@halvorson
Project Goals: Example
Our goals for this project are to:
•Align stakeholders on a content strategy for our website
content that’s based on defined institutional goals and known
user needs.
•Determine the appropriate messaging and content organization
frameworks to support the strategy.
•Assess current content and identify content gaps to develop a
roadmap for creating or revising content.
•Develop content standards for creating and maintaining
content.
@halvorson
Project DACI team: Example
WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED
ANALYSIS AND
STRATEGY
EDITORIAL
PLANNING AND
WRITING
IA AND MODELS
CONTENT ENTRY
AND LAUNCH
1 : Assessment and Analysis
2 : Strategy
3 : Editorial and Structure
4 : Implementation
5: Maintenance
@halvorson
Business objectives Current technology
Project objectives Functional requirements
User research Cross-platform initiatives
Stakeholder interviews Industry trends
Usability testing Competitors
Design research Content inventory
Typical Discovery Checklist
Content Inventory
@halvorson
Content Inventory: Uses
• Find content ROT (redundant, outdated, trivial)
• Identify orphan pages
• Get a ground-level look at your site’s structure
• Clean up or add metadata
• Assign content ownership
• Scope a project
• Build a business case (“here’s how much of a mess
things REALLY are”)
@halvorson
Content Inventory: sample output
@halvorson
Content Inventory: sample output
@halvorson
Content Inventory
Easy to automate. Here are a few tools to get
started.
• Content Analysis Tool [Kristina’s favorite]
• Blaze
• Clarity Grader
• …check with your friendly CMS administrator
User Research
(non-negotiable)
@halvorson
User Research: Why We Need It
• We create content that’s for ourselves, not for our users.
• We organize content the way we’re set up internally, not the way
people think about what they need from us.
• We want to tell everyone everything, just in case.
• We can’t prioritize content because we haven’t prioritized our
audiences, so people are fighting for real estate on the home
page.
• We make decisions based on our own assumptions.
@halvorson
User Research: It’s not that hard.
• Do an online poll.
• Create an online survey and invite people via email, social media,
website banners.
• Try a Top Tasks workshop.
• Do some online user testing.
• Interview your customer support people.
• Interview your sales people.
Stakeholder Interviews
@halvorson
Content ROT √ Stakeholder agenda
Current style guide Content owners
Content readability Workflow and timelines
Search analytics Metadata integrity
Legal requirements Translation requirements
Channel requirements Accessibility requirements
Stakeholders (Hopefully) Know This Stuff
@halvorson
Finding Your Stakeholders
WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED
ANALYSIS AND
STRATEGY
EDITORIAL
PLANNING AND
WRITING
IA AND MODELS
CONTENT ENTRY
AND LAUNCH
@halvorson
Some Good Content Questions
• Substance: Who are you trying to reach? Why? What do they want to
know? Is your current content accurate, relevant, up-to-date?
• Structure: Where is your content? How is it organized? What does your
metadata look like? How do people find your content? Are you
delivering content on multiple channels and platforms?
• Workflow: How does content happen (from creation to deletion)? Who
is involved?
• Governance: What are your policies, guidelines, and standards? Who
owns that?
@halvorson
Stakeholder Interviews: How To Listen
• Don’t complete their sentences.
• Don’t try to solve the problem right there.
• If you feel yourself getting defensive, take a breath. This time is
not about you or your needs.
• Don’t try to earn trust by talking about your experience.
• Learn how to take notes while mostly maintaining eye contact.
• Get full clarification. (“Let me just repeat that back to you so I’m
sure I understand correctly.”)
• Get comfortable with silence.
Pulling It All Together
After the Assessment: Your Analysis Report
After the Assessment: Your Analysis Report
EXAMPLE ONLY
EXAMPLE ONLY
1 : Assessment and Analysis
2 : Strategy
3 : Editorial and Structure
4 : Implementation
5: Maintenance
@halvorson
What is a content strategy?
• A strategy is the path you’ll take towards meeting your goals
and fulfilling your vision. It may be one of a few parallel paths
towards the same goals.
• A strategy helps define what you WILL do and what you WON’T
do.
• All tactical initiatives must map back to your strategy.
• Your strategy should force you to prioritize and to say “no.”
OBJECTIVE
STRATEGY
TACTIC
#Howto do a content strategy
Case Study:
junglebox.com
@halvorson
“We will become the industry leader in the pet frog supplies
arena by providing everyone with informative content, real-
time opinions, multiple touchpoint engagement opportunities,
and our ever-increasing commitment to defining the pet frog
lifestyle.”
• Rewrite “About Us” copy
• Curate articles about dart frogs
• Create interactive company history
timeline
• Restructure home page around top
tasks vs. top interests
• Do Facebook, Twitter, and Pinterest
• Start a daily blog
Content Strategy Statement
65
Our website delivers limited, laser-focused content that
educates newbies, excites enthusiasts, and motivates purchases.
Content strategy statement
66
This year’s plans and resources
will specifically prioritize
website content.
We’ll be highly
conservative about the
content we plan for and
create.
The content we feature
will be exclusively about
dart frogs.
We’ll create “Dart Frog 101”
content for people who are
curious about what it’s like to
raise and breed our frogs.
We’ll keep topics timely and
fresh for the advanced dart frog
keeper.
Our content is never “nice to
have.” Everything we share on our
website can be tied directly to a
product we sell.
Our website delivers limited, laser-focused content that
educates newbies, excites enthusiasts, and motivates purchases.
Content strategy statement
• Rewrite “About Us” copy
• Curate articles about dart frogs
• Create interactive company history
timeline
• Restructure home page around top
tasks
• Do Facebook, Twitter, and Pinterest
• Start a daily blog
Example 1: CS document intro
Example: Guiding Principles
1 : Assessment and Analysis
2 : Strategy
3 : Editorial and Structure
4 : Implementation
5: Maintenance
Messaging Architecture
PRIMARY
SECONDARY
PROOF POINTS
“Is this what I want?”
“How can I be sure
it’s what I want?”
“Why should I
choose you?”
MESSAGING
PYRAMID
@halvorson
Junglebox Primary Message
We make it possible for you to
experience the joy of owning,
breeding and raising exotic frogs.
PRIMARY
SECONDARY
PROOF POINTS
“We make it possible for you
to experience the joy of
owning, breeding and raising
exotic frogs.”
• You love frogs. So do we.
• You might not know
everything about frogs,
but we can help out.
• You have found your
frog people.
• Our owner has been
studying and caring
for frogs since forever
• Testimonials tell the
story
• All product
descriptions are
written and edited by
our own experts
• We offer 360º service
JUNGLEBOX
Voice and Tone Guidelines
@halvorson
Voice and Tone
The voice of your content embodies who you are as
a company: not just products, not just brand, but the
mind and heart of your story.
Your tone will vary depending on audience and
circumstance.
Smart
These tiny springtails float on the
water’s surface, which makes it easier
to remove them for feedings.
Due to their tiny size, springtails float
on the surface of water. This trait can
be exploited when attempting to
remove the springs from their culture
for feedings.
Helpful Have questions? I’m happy to help
out however I can.
Should you have questions or
concerns regarding our live
specimens, products, shipping or
other subject, please contact us so
we may be of assistance.
Enthusiastic Our new vivariums have us hopping
up and down with excitement.
OMG! Check out our awesome new
crop of Dendrobates Tinctorius!!
Seriously, you’ll freak out over these.
FREAK. OUT.
Junglebox is… Like this. Not this.
Content Requirements
http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/
@halvorson
• What
• Why
• How
• When
• For whom
• By whom
• With what
• Where
• How often
• What next
Step on in, content strategist.
@halvorson
Content Requirements: IMPORTANT
Content requirements are more than labels on the site
map.
Content requirements commit us to living, breathing text,
images, sound, video, and all other content … content
that must be consistent, compelling, and cared for over
time.
82
This year’s plans and resources
will specifically prioritize
website content.
We’ll be highly
conservative about the
content we plan for and
create.
The content we feature
will be exclusively about
dart frogs.
We’ll create “Dart Frog 101”
content for people who are
curious about what it’s like to
raise and breed our frogs.
We’ll keep topics timely and
fresh for the advanced dart frog
keeper.
Our content is never “nice to
have.” Everything we share on our
website can be tied directly to a
product we sell.
Our website delivers limited, laser-focused content that
educates newbies, excites enthusiasts, and motivates purchases.
Junglebox.net content strategy statement
high level tree
frog audit
Template for a User Journey Map
FEATURED FROGS
Buy Dart
Frogs
Buy Supplies Our
Gallery
Watch &
Learn
Jasper’s
Frog Blog
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
Contact
Jasper
Herpetology the way you like it.
Flexible space #1
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
Flexible space #2
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
Flexible space #3
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur
FROG 1 FROG 2 FROG 3
Our
Story
Login | Checkout
JUNGLEBOX
#Howto do a content strategy
Page: Products
Objective: Help customers understand we are experts who sell
the same high quality products we use ourselves, so
they will have the confidence to buy.
Source Material: Current site, product box copy, current campaign materials
Maintenance: Monthly
Key Messages: After 10+ years of raising frogs, these are the products we
recommend. You don’t have to shop around, because
everything you need is right here.
Priority 1: Highlight product categories
Only three bullet points (10-15 words each) for each category.
- What is it?
- What is it for?
- Why will it help you?
Priority 2: Intro text
One sentence about how Junglebox only offers the products we
use ourselves.
Page Table
Qualitative Audit
@halvorson
Content Audit
A qualitative process. Determine if what you already have
is what you need, and if it’s any good.
• On brand
• Readable
• Maps to user journey/needs
• Legal requirements
• Appropriate voice and tone
• etc.
Useful for gap analysis, rewrites, and content migration.
90
Template for a User Journey Map
92
Content Models
@halvorson
Content Models
A content type is a kind of content used repeatedly that has a
standardized (agreed-on) structure.
• They give content creators patterns of organization (maybe even
templates) to work with, simplifying their job and ensuring that they
include all necessary content elements.
• They provide a common communication tool for content creators, UI
developers, stylesheet creators, and print and publishing people.
• They give consumers a consistent – and, therefore, more pleasant
and helpful – experience.
• They create opportunities for content reuse that don’t exist when
content is left unstructured.
• They prepare content for automation.
http://contentmarketinginstitute.com/intelligent-content/blog/content-types-noz-urbina/
#Howto do a content strategy
#Howto do a content strategy
Example: Content Model
Example: Wireframe Based on
Content Model
1 : Assessment and Analysis
2 : Strategy
3 : Editorial and Structure
4 : Implementation
5: Maintenance
Example: Content Strategy Roadmap
@halvorson
Workflow
Workflow means understanding not only what
processes and tools you’ll use to create, deliver,
and care for content throughout its lifecycle.
Workflow also means ensuring clarity of roles and
responsibilities.
#Howto do a content strategy
Example: Enterprise Workflow
Example 1: Team Structure
Example 2: Team Structure
Roles breakdown
(annoying but
useful)
Types of Governance Models
https://www.whitehouse.gov/digitalgov/digital-services-governance-recommendations
WORKFLOW TECHNICALEDITORIAL STRUCTURE
INFORMING	
  STRATEGIES
PRODUCT DIGITAL
CONTENT	
  STRATEGY
BRAND
• What	
  is	
  the	
  Voice	
  
of	
  Junglebox?	
  	
  
• What	
  tones	
  do	
  we	
  
use,	
  and	
  when?
• What	
  is	
  our	
  
messaging	
  
architecture?	
  
• How	
  is	
  it	
  applied	
  
across	
  audiences?
• What	
  are	
  the	
  roles	
  
and	
  
responsibilities	
  of	
  
people	
  across	
  the	
  
content	
  lifecycle?
• What	
  system(s)	
  do	
  
we	
  use	
  to	
  support	
  
the	
  content	
  
lifecycle?
• Where	
  do	
  we	
  host	
  
our	
  content?	
  
• Who	
  has	
  
publishing	
  rights?
• What	
  is	
  the	
  
metadata	
  schema	
  
that	
  will	
  organize	
  
our	
  information	
  
and	
  data?
METRICS
• What	
  are	
  KPIs	
  for	
  
our	
  content	
  
properties	
  and	
  
channels?
• What	
  are	
  our	
  
benchmarks	
  for	
  
content	
  quality?
• What	
  are	
  the	
  tools	
  
and	
  processes	
  that	
  
move	
  content	
  
through	
  its	
  
lifecycle?
LEGAL
• What	
  are	
  our	
  legal	
  
and	
  regulatory	
  
requirements?
• What	
  are	
  
accessibility	
  
requirements?
• How	
  is	
  the	
  content	
  
structured	
  for	
  
front-­‐	
  and	
  back-­‐
end	
  findability?
OVERSIGHT
• Who	
  gets	
  to	
  say	
  
“no”?
• Who	
  sits	
  on	
  the	
  
content	
  
governance	
  
council?	
  
• How	
  often	
  do	
  they	
  
meet?
UX
• What	
  are	
  the	
  
content	
  
requirements	
  
cross-­‐channel?
• What	
  are	
  the	
  
primary	
  “buckets”	
  
of	
  information,	
  
internally-­‐	
  and	
  
externally-­‐facing?
ORG	
  STRUCTURE
• What	
  are	
  the	
  
primary	
  functions	
  
and	
  drivers	
  of	
  
each	
  team?
• What	
  does	
  the	
  
RACI	
  structure	
  
look	
  like?
Adapted	
  from	
  website-­‐governance.com
108
Sample Governance Model
How do you make the
case for content
strategy?
@halvorson
Pain points.
• “We’re struggling with too much content across our digital properties,
with more being produced every day.”
• “We don’t know who owns the content.”
• “Our content is inconsistent, off-brand, outdated, even incorrect in
places.”
• “We’re partway through a website redesign and suddenly have major
content problems.”
• “We’re duplicating work efforts in digital and print content.”
• “People in our company all talk about content and content strategy in
totally different ways.”
• “There are lots of politics and opinions that make progress very difficult.”
@halvorson
Unanswered questions
@halvorson
Opportunities
DIGITAL SERVICES IMPROVEMENT
• Reduced content operations cost
• Reduced content approval cycle time
• Decreased content redundancy
• Increased flexibility of content production and distribution
CUSTOMER VALUE IMPROVEMENT
• Higher content quality, lower error rates
• Increased customer satisfaction
• New customer interactions
• Increased direct bookings
How will you bring
content strategy to
your business?
You can
find all
sorts of
tools and
templates
in here.
More Ideas: Books and Articles
- How To Create a Clear Project Plan
- Auditing Big Sites Doesn’t Have To Be Taxing
- Audit Sampling: It’s a Numbers Game
- Good Kickoff Meetings, by Kevin Hoffman
- Moments of Impact: How To Design Strategic Conversations
that Accelerate Change
- “Interviewing Humans”
- Just Enough Research
- Good Strategy, Bad Strategy
- What Is Strategy and Does It Matter?
Kristina @Halvorson
GET IN TOUCH!
Coauthor, Content Strategy for the Web
CEO, Brain Traffic and
Founder, Confab Events

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#Howto do a content strategy

  • 1. HOW TO DO CONTENT STRATEGY Kristina @Halvorson Coauthor, Content Strategy for the Web CEO, Brain Traffic and Founder, Confab Events
  • 4. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  • 6. But … • What • Why • How • When • For whom • By whom • With what • Where • How often • What next
  • 8. Content strategy guides planning for the creation, delivery, and governance of content… …plus a whoooole lot of caveats.
  • 9. Brief aside: Content strategy vs. content marketing
  • 10. @halvorson Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action… – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  • 12. But … • What • Why • How • When • For whom • By whom • With what • Where • How often • What next
  • 13. How I talk about content strategy
  • 15. Core strategy: States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.
  • 16. Substance: Story, topic, brand elements, voice and tone Structure: Organization, categorization, component elements CONTENT
  • 17. Substance… …fulfills business objectives by meeting audience needs. Structure… …makes content findable and usable for users, and manageable for technology. CONTENT
  • 19. Workflow... ...creates efficiencies across content properties. Governance… ...empowers, facilitates, and aligns. PEOPLE
  • 20. What kinds of content strategy are there?
  • 21. @halvorson Content Strategy for UX Guides planning for the creation, management, and oversight of useful, usable content. Infographic published by IBM Customer-Facing Solutions.
  • 23. @halvorson Enterprise Content Strategy • Governance policies and standards • Content management ecosystem design • Organizational structure and content roles
  • 24. What does a content strategist do?
  • 25. Point of View: Content Strategy by Kevin Nichols
  • 26. Point of View: Content Strategy by Kevin Nichols
  • 27. Point of View: Content Strategy by Kevin Nichols
  • 32. How do I do content strategy?
  • 33. @halvorson Content Strategy Process 1 : Assessment and Analysis 2 : Strategy 3 : Architecture and Design 4 : Implementation 5: Maintenance
  • 35. @halvorson Set the Stage PROJECT GOAL: What are the concrete outcomes? What are success metrics? PROJECT TEAM: Who lives where on your DACI chart? TIMELINE: When will activities, deliverables, and sign-offs happen?
  • 36. @halvorson Project Goals: Example Our goals for this project are to: •Align stakeholders on a content strategy for our website content that’s based on defined institutional goals and known user needs. •Determine the appropriate messaging and content organization frameworks to support the strategy. •Assess current content and identify content gaps to develop a roadmap for creating or revising content. •Develop content standards for creating and maintaining content.
  • 37. @halvorson Project DACI team: Example WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED ANALYSIS AND STRATEGY EDITORIAL PLANNING AND WRITING IA AND MODELS CONTENT ENTRY AND LAUNCH
  • 38. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  • 39. @halvorson Business objectives Current technology Project objectives Functional requirements User research Cross-platform initiatives Stakeholder interviews Industry trends Usability testing Competitors Design research Content inventory Typical Discovery Checklist
  • 41. @halvorson Content Inventory: Uses • Find content ROT (redundant, outdated, trivial) • Identify orphan pages • Get a ground-level look at your site’s structure • Clean up or add metadata • Assign content ownership • Scope a project • Build a business case (“here’s how much of a mess things REALLY are”)
  • 44. @halvorson Content Inventory Easy to automate. Here are a few tools to get started. • Content Analysis Tool [Kristina’s favorite] • Blaze • Clarity Grader • …check with your friendly CMS administrator
  • 46. @halvorson User Research: Why We Need It • We create content that’s for ourselves, not for our users. • We organize content the way we’re set up internally, not the way people think about what they need from us. • We want to tell everyone everything, just in case. • We can’t prioritize content because we haven’t prioritized our audiences, so people are fighting for real estate on the home page. • We make decisions based on our own assumptions.
  • 47. @halvorson User Research: It’s not that hard. • Do an online poll. • Create an online survey and invite people via email, social media, website banners. • Try a Top Tasks workshop. • Do some online user testing. • Interview your customer support people. • Interview your sales people.
  • 49. @halvorson Content ROT √ Stakeholder agenda Current style guide Content owners Content readability Workflow and timelines Search analytics Metadata integrity Legal requirements Translation requirements Channel requirements Accessibility requirements Stakeholders (Hopefully) Know This Stuff
  • 50. @halvorson Finding Your Stakeholders WORKSTREAM DRIVER APPROVER CONTRIBUTOR INFORMED ANALYSIS AND STRATEGY EDITORIAL PLANNING AND WRITING IA AND MODELS CONTENT ENTRY AND LAUNCH
  • 51. @halvorson Some Good Content Questions • Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date? • Structure: Where is your content? How is it organized? What does your metadata look like? How do people find your content? Are you delivering content on multiple channels and platforms? • Workflow: How does content happen (from creation to deletion)? Who is involved? • Governance: What are your policies, guidelines, and standards? Who owns that?
  • 52. @halvorson Stakeholder Interviews: How To Listen • Don’t complete their sentences. • Don’t try to solve the problem right there. • If you feel yourself getting defensive, take a breath. This time is not about you or your needs. • Don’t try to earn trust by talking about your experience. • Learn how to take notes while mostly maintaining eye contact. • Get full clarification. (“Let me just repeat that back to you so I’m sure I understand correctly.”) • Get comfortable with silence.
  • 53. Pulling It All Together
  • 54. After the Assessment: Your Analysis Report
  • 55. After the Assessment: Your Analysis Report
  • 57. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  • 58. @halvorson What is a content strategy? • A strategy is the path you’ll take towards meeting your goals and fulfilling your vision. It may be one of a few parallel paths towards the same goals. • A strategy helps define what you WILL do and what you WON’T do. • All tactical initiatives must map back to your strategy. • Your strategy should force you to prioritize and to say “no.”
  • 62. @halvorson “We will become the industry leader in the pet frog supplies arena by providing everyone with informative content, real- time opinions, multiple touchpoint engagement opportunities, and our ever-increasing commitment to defining the pet frog lifestyle.”
  • 63. • Rewrite “About Us” copy • Curate articles about dart frogs • Create interactive company history timeline • Restructure home page around top tasks vs. top interests • Do Facebook, Twitter, and Pinterest • Start a daily blog
  • 65. 65 Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Content strategy statement
  • 66. 66 This year’s plans and resources will specifically prioritize website content. We’ll be highly conservative about the content we plan for and create. The content we feature will be exclusively about dart frogs. We’ll create “Dart Frog 101” content for people who are curious about what it’s like to raise and breed our frogs. We’ll keep topics timely and fresh for the advanced dart frog keeper. Our content is never “nice to have.” Everything we share on our website can be tied directly to a product we sell. Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Content strategy statement
  • 67. • Rewrite “About Us” copy • Curate articles about dart frogs • Create interactive company history timeline • Restructure home page around top tasks • Do Facebook, Twitter, and Pinterest • Start a daily blog
  • 68. Example 1: CS document intro
  • 70. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  • 72. PRIMARY SECONDARY PROOF POINTS “Is this what I want?” “How can I be sure it’s what I want?” “Why should I choose you?” MESSAGING PYRAMID
  • 73. @halvorson Junglebox Primary Message We make it possible for you to experience the joy of owning, breeding and raising exotic frogs.
  • 74. PRIMARY SECONDARY PROOF POINTS “We make it possible for you to experience the joy of owning, breeding and raising exotic frogs.” • You love frogs. So do we. • You might not know everything about frogs, but we can help out. • You have found your frog people. • Our owner has been studying and caring for frogs since forever • Testimonials tell the story • All product descriptions are written and edited by our own experts • We offer 360º service JUNGLEBOX
  • 75. Voice and Tone Guidelines
  • 76. @halvorson Voice and Tone The voice of your content embodies who you are as a company: not just products, not just brand, but the mind and heart of your story. Your tone will vary depending on audience and circumstance.
  • 77. Smart These tiny springtails float on the water’s surface, which makes it easier to remove them for feedings. Due to their tiny size, springtails float on the surface of water. This trait can be exploited when attempting to remove the springs from their culture for feedings. Helpful Have questions? I’m happy to help out however I can. Should you have questions or concerns regarding our live specimens, products, shipping or other subject, please contact us so we may be of assistance. Enthusiastic Our new vivariums have us hopping up and down with excitement. OMG! Check out our awesome new crop of Dendrobates Tinctorius!! Seriously, you’ll freak out over these. FREAK. OUT. Junglebox is… Like this. Not this.
  • 80. @halvorson • What • Why • How • When • For whom • By whom • With what • Where • How often • What next Step on in, content strategist.
  • 81. @halvorson Content Requirements: IMPORTANT Content requirements are more than labels on the site map. Content requirements commit us to living, breathing text, images, sound, video, and all other content … content that must be consistent, compelling, and cared for over time.
  • 82. 82 This year’s plans and resources will specifically prioritize website content. We’ll be highly conservative about the content we plan for and create. The content we feature will be exclusively about dart frogs. We’ll create “Dart Frog 101” content for people who are curious about what it’s like to raise and breed our frogs. We’ll keep topics timely and fresh for the advanced dart frog keeper. Our content is never “nice to have.” Everything we share on our website can be tied directly to a product we sell. Our website delivers limited, laser-focused content that educates newbies, excites enthusiasts, and motivates purchases. Junglebox.net content strategy statement
  • 84. Template for a User Journey Map
  • 85. FEATURED FROGS Buy Dart Frogs Buy Supplies Our Gallery Watch & Learn Jasper’s Frog Blog Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Contact Jasper Herpetology the way you like it. Flexible space #1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur FROG 1 FROG 2 FROG 3 Our Story Login | Checkout JUNGLEBOX
  • 87. Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves. Page Table
  • 89. @halvorson Content Audit A qualitative process. Determine if what you already have is what you need, and if it’s any good. • On brand • Readable • Maps to user journey/needs • Legal requirements • Appropriate voice and tone • etc. Useful for gap analysis, rewrites, and content migration.
  • 90. 90
  • 91. Template for a User Journey Map
  • 92. 92
  • 94. @halvorson Content Models A content type is a kind of content used repeatedly that has a standardized (agreed-on) structure. • They give content creators patterns of organization (maybe even templates) to work with, simplifying their job and ensuring that they include all necessary content elements. • They provide a common communication tool for content creators, UI developers, stylesheet creators, and print and publishing people. • They give consumers a consistent – and, therefore, more pleasant and helpful – experience. • They create opportunities for content reuse that don’t exist when content is left unstructured. • They prepare content for automation. http://contentmarketinginstitute.com/intelligent-content/blog/content-types-noz-urbina/
  • 98. Example: Wireframe Based on Content Model
  • 99. 1 : Assessment and Analysis 2 : Strategy 3 : Editorial and Structure 4 : Implementation 5: Maintenance
  • 101. @halvorson Workflow Workflow means understanding not only what processes and tools you’ll use to create, deliver, and care for content throughout its lifecycle. Workflow also means ensuring clarity of roles and responsibilities.
  • 104. Example 1: Team Structure
  • 105. Example 2: Team Structure
  • 107. Types of Governance Models https://www.whitehouse.gov/digitalgov/digital-services-governance-recommendations
  • 108. WORKFLOW TECHNICALEDITORIAL STRUCTURE INFORMING  STRATEGIES PRODUCT DIGITAL CONTENT  STRATEGY BRAND • What  is  the  Voice   of  Junglebox?     • What  tones  do  we   use,  and  when? • What  is  our   messaging   architecture?   • How  is  it  applied   across  audiences? • What  are  the  roles   and   responsibilities  of   people  across  the   content  lifecycle? • What  system(s)  do   we  use  to  support   the  content   lifecycle? • Where  do  we  host   our  content?   • Who  has   publishing  rights? • What  is  the   metadata  schema   that  will  organize   our  information   and  data? METRICS • What  are  KPIs  for   our  content   properties  and   channels? • What  are  our   benchmarks  for   content  quality? • What  are  the  tools   and  processes  that   move  content   through  its   lifecycle? LEGAL • What  are  our  legal   and  regulatory   requirements? • What  are   accessibility   requirements? • How  is  the  content   structured  for   front-­‐  and  back-­‐ end  findability? OVERSIGHT • Who  gets  to  say   “no”? • Who  sits  on  the   content   governance   council?   • How  often  do  they   meet? UX • What  are  the   content   requirements   cross-­‐channel? • What  are  the   primary  “buckets”   of  information,   internally-­‐  and   externally-­‐facing? ORG  STRUCTURE • What  are  the   primary  functions   and  drivers  of   each  team? • What  does  the   RACI  structure   look  like? Adapted  from  website-­‐governance.com 108 Sample Governance Model
  • 109. How do you make the case for content strategy?
  • 110. @halvorson Pain points. • “We’re struggling with too much content across our digital properties, with more being produced every day.” • “We don’t know who owns the content.” • “Our content is inconsistent, off-brand, outdated, even incorrect in places.” • “We’re partway through a website redesign and suddenly have major content problems.” • “We’re duplicating work efforts in digital and print content.” • “People in our company all talk about content and content strategy in totally different ways.” • “There are lots of politics and opinions that make progress very difficult.”
  • 112. @halvorson Opportunities DIGITAL SERVICES IMPROVEMENT • Reduced content operations cost • Reduced content approval cycle time • Decreased content redundancy • Increased flexibility of content production and distribution CUSTOMER VALUE IMPROVEMENT • Higher content quality, lower error rates • Increased customer satisfaction • New customer interactions • Increased direct bookings
  • 113. How will you bring content strategy to your business?
  • 114. You can find all sorts of tools and templates in here.
  • 115. More Ideas: Books and Articles - How To Create a Clear Project Plan - Auditing Big Sites Doesn’t Have To Be Taxing - Audit Sampling: It’s a Numbers Game - Good Kickoff Meetings, by Kevin Hoffman - Moments of Impact: How To Design Strategic Conversations that Accelerate Change - “Interviewing Humans” - Just Enough Research - Good Strategy, Bad Strategy - What Is Strategy and Does It Matter?
  • 116. Kristina @Halvorson GET IN TOUCH! Coauthor, Content Strategy for the Web CEO, Brain Traffic and Founder, Confab Events