Tools and TemplatesMethods for Getting Content Strategy Right

@meghscase #confabEDU

Is there one right definition of content strategy?

NOPE.

Content strategy helps organizations provide the right content, to the right people, at the right times, and for the right reasons.

Content strategy helps organizations provide the right content, to the right people, at the right times, and for the right reasons.

Is there one right way to do content strategy?

NOPE.

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Stakeholder

Matrix

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

User Understanding

Matrix

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Content Strategy

Statement

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Measurement

Framework

SET UP FOR SUCCESS

LEARN ALL THE THINGS

Stakeholder

Matrix

Tool: Stakeholder MatrixUse to:

• Identify your project stakeholders and their relationships to your project.

• Demonstrate you understand what your stakeholders care about and how your project affects them.

• Prepare for interviews and working sessions with stakeholders.

ARTICULATE YOUR STRATEGYSET UP FOR SUCCESS

LEARN ALL THE THINGS

User Understanding

Matrix

Tool: User Understanding MatrixUse to:

• Document what you wonder, know, and assume about your uses’ attitudes, beliefs, concerns, behaviors, and motivations.

• Tie what you wonder, know, and assume to implications for content.

• Make a case to do user research.

A question you have about your users’ attitudes, beliefs, concerns, behaviors, and motivations.

Why the answer to this question matters for your content.

What you think is probably true based on analytics, past user research, and gut feelings.

What you’re pretty confident is true based on user research.

A question you have about your users’ attitudes, beliefs, concerns, behaviors, and motivations.

Why the answer to this question matters for your content.

What you think is probably true based on analytics, past user research, and gut feelings.

What you’re pretty confident is true based on user research.

A question you have about your users’ attitudes, beliefs, concerns, behaviors, and motivations.

Why the answer to this question matters for your content.

What you think is probably true based on analytics, past user research, and gut feelings.

What you’re pretty confident is true based on user research.

A question you have about your users’ attitudes, beliefs, concerns, behaviors, and motivations.

Why the answer to this question matters for your content.

What you think is probably true based on analytics, past user research, and gut feelings.

What you’re pretty confident is true based on user research.

A question you have about your users’ attitudes, beliefs, concerns, behaviors, and motivations.

Why the answer to this question matters for your content.

What you think is probably true based on analytics, past user research, and gut feelings.

What you’re pretty confident is true based on user research.

We wonder … We care because … We assume … We know …

Do prospective students graduating from high school care as much about money as their parents do?

It affects who we write financing and financial aid messages for and where we house that information.

Parents who are paying for college care more than their children.

Kids who are paying their own way need this information to even consider our school.

ARTICULATE YOUR STRATEGY

LEARN ALL THE THINGS STAY ON STRATEGY

Content Strategy

Statement

Tool: Content Strategy Statement

Use to:

• Align on and communicate business goals, prioritized audiences, and content objectives.

• Decide what content goes on your site and why.

• Prioritize content efforts after launch.

We have an opportunity to …

We have an opportunity to …

With content for …

We have an opportunity to …

With content for …

So that they can …

LET’S TRY IT!

Origin Meals helps increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes who live alone how our meals fit into their lifestyles.

Origin Meals helps increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes who live alone how our meals fit into their lifestyles.

Origin Meals helps increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes who live alone how our meals fit into their lifestyles.

Origin Meals helps increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes who live alone how our meals fit into their lifestyles.

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

x

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

x

x

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

x

x

P

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

P

x

x

P

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

P

x

x

x

P

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

P

x

x

x

x

P

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

P

x

x

x

x

P

x

x

Bunch of Content IdeasArticles about the benefits of eating Paleo

Guest blogger series partnership with CrossFit gyms about eating Paleo

Guest blogger series with people new to eating Paleo

Paleo recipes and shopping lists

Ways to turn dishes you already make into Paleo-compliant meals

Articles about choosing a Paleo plan for how you work out

Profiles of people who met their fitness goals eating Paleo

List of Paleo-friendly restaurants

Tips for going Paleo

Sample easy-to-make Paleo menus

Articles about feeding your family Paleo-style

P

x

P

x

x

x

x

x

P

x

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ARTICULATE YOUR STRATEGY

STAY ON STRATEGY

Measurement

Framework

Tool: Measurement FrameworkUse to:

• Define how you’ll determine whether your content is working.

• Communicate to stakeholders how your content is performing.

• Determine what improvements are needed.

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Stakeholder

Matrix

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

User Understanding

Matrix

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Content Strategy

Statement

ARTICULATE YOUR STRATEGY

SET UP FOR SUCCESS

LEARN ALL THE THINGS

STAY ON STRATEGY

Measurement

Framework

BEFORE YOU GO …

Everything I talked about is in here.

• Visit www.peachpit.com

• Use code CASEY35 at check out

• Works for paper and electronic versions

You are doing a great job.