Putting your research deliverables together and starting down the path to a discovery report, recommendations and a content strategy. Beautiful images from Jonathan Colman and my recent trip to South Africa inspired this presentation.

1. Content Strategy
Putting it all together
Stakeholders
Personas
Content Inventories
Competitive Audits
By Jérôme from Rouen, FRANCE (◉ ♥) [CC-BY-2.0
(http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

2. Your Know Your Goals
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/

3. You Know
Your People
Image copyright © jonathon colman
http://www.flickr.com/photos/jcolman/

4. You
Know
Your
Content
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/

5. Now You Can
Give Them a Path
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/

6. Goals Help Us Define Together
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/

7. Personas Help Us Relate
Image copyright © gatherball

8. Content Inventories Help Us Find
Touch Points
Image copyright © gatherballl

9. So We Can Map Experiences
That Reach Every Path
Image copyright © jonathon colman http://www.flickr.com/photos/jcolman/

10. You can talk to your client about
• Where they can go
• Who they can bring with them
• What they should pack
• And what they should leave at home

11. It’s a big world out there
Image copyright © paul watts

12. Rather, it’s a big ecosystem
Image copyright © paul watts

13. Reasons to love a competitive audit

14. Get to know the locals
and find a way to stand out
Differentiate
Image copyright © paul watts

15. We can learn the local dialects
and become locals ourselves
Domain Knowledge
Image copyright © paul watts

16. We look to others instinctively
This way we get a list we can share
Benchmarking
Image copyright © Save the Rhinos!

17. Then there’s the competition part…
Image copyright © paul watts
Others can inspire us
Or warn us of danger