A framework and method for launching a content strategy for your organization, client or brand in an hour, with actionable tools to take back to work and develop over time. Tools for beginner, intermediate and expert marketing, branding, UX and content professionals. By Isaac Szymanczyk of Conveyor, a strategic content agency in Portland, Oregon
16. #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...
27. #CSPDX
@IsaacSzy
“The content we make will help us
________ by providing
_______ content
about _______
that makes people ______ so they can
__________.”
29. #CSPDX
@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
30. #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.”
31. #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
32. #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.”
33. #CSPDX
@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
34. #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
44. #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 _____
63. #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
64. #CSPDX
@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
65. #CSPDX
@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
CONTENT MARKETING
SALES
$