6. WHAT IS CONTENT STRATEGY? Content: text, data, graphics, video and audio
7. WHAT IS CONTENT STRATEGY? Content: text, data, graphics, video and audio
8. WHAT IS CONTENT STRATEGY? Content: text, data, graphics, video and audio Strategy: holistic, well-defined plan for obtaining a specific goal or result
11. MISSION AND FUNCTION Creation: What will be created and why? Where will content come from? Who will create it? Delivery: How will content get online? Who will review, edit and approve it? How and where will it be delivered?
12. MISSION AND FUNCTION Creation: What will be created and why? Where will content come from? Who will create it? Delivery: How will content get online? Who will review, edit and approve it? How and where will it be delivered? Governance: Who maintains content? How is it updated and archived? How is content evaluated?
15. THE END RESULT Make informed recommendations: What content do we need to create and why? How will content be structured? How will users find content? What happens after launch? How will this impact our business?
17. THE END RESULT Make actionable, achievable recommendations for creation, delivery and governance
18. THE END RESULT Make actionable, achievable recommendations for creation, delivery and governance Describe how recommendations will impact organization and users
19. THE END RESULT Make actionable, achievable recommendations for creation, delivery and governance Describe how recommendations will impact organization and users Confirm all stakeholders understand and agree
23. ANALYSIS Why are you doing this project? What are we trying to achieve? What do users want and need?
24. ANALYSIS Why are you doing this project? What are we trying to achieve? What do users want and need? How will we measure success?
25. ANALYSIS Why are you doing this project? What are we trying to achieve? What do users want and need? How will we measure success? What can we do with available time, talent and budget?
29. ANALYSIS Define objectives, assumptions, risks and metrics for success Examine all internal and external influencers on content Anything that may inform or affect recommendations for creation, delivery and governance
42. ANALYSIS: THE ECOSYSTEM Brand: what do people think of us? Messaging: what do we want people to know? Channels: how do we distribute brand messages?
43. ANALYSIS: THE ECOSYSTEM Brand: what do people think of us? Messaging: what do we want people to know? Channels: how do we distribute brand messages? Source content: what do we already have?
67. BRAND AND MESSAGING Content brings brand to life Voice and tone Style guidelines Messaging drives story and structure
68. BRAND AND MESSAGING Content brings brand to life Voice and tone Style guidelines Messaging drives story and structure Primary and secondary messages