Content Strategy In An Hour – Conveyor
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The document outlines a framework for developing a content strategy, emphasizing the importance of understanding the purpose, audience, and delivery methods of content. It introduces the '1-hour strategy' template to define objectives and approaches, highlighting essential questions like 'who is our content for?' and 'what do we want people to do?'. Additionally, it discusses practical elements such as governance, workflows, and content types across various channels.
Content Strategy In An Hour – Conveyor
- 1. #CSPDX @IsaacSzy Content Strategy in An Hour Content Strategy PDX February 15, 2017 Isaac Szymanczyk Founder & Chief Storyteller Conveyor
- 5. #CSPDX @IsaacSzy Content Strategy is “The creation, publication, and governance of useful, usable content.” – @halvorson
- 6. #CSPDX @IsaacSzy What is Content Strategy For? A. Producing better content B. Write once — use many times C. Work smarter not harder
- 7. #CSPDX @IsaacSzy “Your content strategy defines how an organization (or project) will use content to achieve its objectives and meet its users’ needs.”
- 9. #CSPDX @IsaacSzy The Key to Building Your Content Strategy
- 13. #CSPDX @IsaacSzy Why are we making content at all?
- 14. #CSPDX @IsaacSzy Who will we be making it for?
- 15. #CSPDX @IsaacSzy What will it look like, sound like, feel like, and how often, and what impact should it have on people?
- 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...
- 17. #CSPDX @IsaacSzy When / Where ...will we publish?
- 18. #CSPDX @IsaacSzy WHAT HOWWHY WHEN WHEREWHO
- 22. #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?
- 23. #CSPDX @IsaacSzy The Content Strategy Statement
- 24. #CSPDX @IsaacSzy “One of the most powerful things we can do is boil down words to a core #contentstrategy statement” .
- 25. #CSPDX @IsaacSzy “We want _____ to do ___ so we can achieve ___.”
- 26. #CSPDX @IsaacSzy “Our business will achieve _______ by publishing ____, _______ content about _______ that makes people (do) ______.”
- 27. #CSPDX @IsaacSzy “The content we make will help us ________ by providing _______ content about _______ that makes people ______ so they can __________.”
- 28. #CSPDX @IsaacSzy WHAT HOWWHY WHEN WHEREWHO
- 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
- 37. #CSPDX @IsaacSzy
- 38. #CSPDX @IsaacSzy THE CONTENT STRATEGY STATEMENT
- 40. #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
- 41. #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
- 42. #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
- 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 _____
- 45. #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
- 48. #CSPDX @IsaacSzy
- 49. #CSPDX @IsaacSzy
- 54. #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
- 57. #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
- 60. #CSPDX @IsaacSzy How: Workflows research interview write edit proof upload review approve send
- 61. #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
- 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 $