Demystifying Content Strategy - Doug Reynolds, Project Manager Principal

1. Demystifying Content Strategy
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2. “Content strategy plans for the
creation, publication, and governance
of useful, usable content.”
- Kristina Halvorson
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3. User
Content Parity
Content Portability
Content First
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Business
Engage
Communicate
Measure
Optimize
Technology
One System to Manage Content
Prepare Content for Future Use

4. outcomes
•Institutional knowledge
•Repeatable method
•Adaptable to changing context
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5. Structure first, content always.
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6. Getting There
1.Site goal
2.Message/UX hierarchy
3.Content evaluation framework
4.Page tables
5.Editorial calendar
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7. Content Evaluation Framework
Risk
Level of Effort
Utility
Advantage
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8. Page Tables
Page TItle
Priority 1 Content
The Investment
Message: Depth of Experience and Scale
Method: Long Form Copy
Long Form Copy (~ 500 words)
Headline: Implementing Years of Experience
Body Copy
Call To Action: See our properties
Assets: Property map, Text
Priority 2 Content
Related Content: Uncommon Numbers,
Testimonial, Role in LIHTC, Meet The Team,
Contact Us
Popular Links
Tools
Uncommon Numbers
2,260 Property Portfolio
24 Years Average Experience
80 Documents Analyzed
Testimonial
Long Form Copy with an attribution
Team
FirstName LastName, Title
FirstName LastName, Title
Priority 3 Content
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Footer and Standard Links
Contact Us
Brenda Champy
Michael Morey

9. Summary
–Content Strategy is a set of outcomes
•Shared understanding of goals and messages
•Repeatable method for selecting and creating content
•An ongoing process
–Structure first, content always
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