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#CSPDX
@IsaacSzy
Content Strategy in An Hour
Content Strategy PDX
February 15, 2017
Isaac Szymanczyk
Founder & 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 content
B. Write once — use many times
C. 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
Content
Strategy
= WHY
CONTENT
#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
WHO
FOR 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/Types
Email marketing
Webpages
Landing pages
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX
@IsaacSzy
Where: Content Channels/Types
Email marketing
Webpages
Landing pages
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX
@IsaacSzy
Where: Content Channels/Types
Email marketing
Webpages
Landing pages
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
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
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
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: Governance
Email marketing
Webpages
Landing pages
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
#CSPDX
@IsaacSzy
Governance:
Product Info
In 2008
#CSPDX
@IsaacSzy
In 2017
Governance:
Product Info
#CSPDX
@IsaacSzy
When: Governance
Email marketing
Webpages
Landing pages
LinkedIn
Newsletter
Twitter
Pinterest
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Facebook
Snapchat
Instagram
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
#CSPDX
@IsaacSzy
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
storyboa
rd
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
$
#CSPDX
@IsaacSzy
Thank you
Isaac Szymanczyk
isaac@goconveyor.com
@IsaacSzy

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