Strategy or structure, which comes first? In theory, strategy dictates a structure for execution, but quite often, in practice, it is structure that supports strategy. So where should you start when defining a content strategy? This presentation describes how to take a strategic approach to content structure and a structured approach to content strategy.
10. Make an inventory of the existing structure
Name Description Workflow
Demo What it is? Who creates it?
How does it get published?
Overview
Features
Redbooks
Roadmap
Video
[…]
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12. Question the business value of the existing content structure
Value proposition: what is your business goal? Why is this content here in the first
place?
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13. Question the purpose of the existing content structure
Value proposition: what is your business goal?
Purpose: what emotions do you want users to feel?
Engage Inspire Persuade Educate Support
Engaged Inspired EmpoweredConfident Thankful
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14. Inventory + Purpose = Content model
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
Purpose
Content type name
Value proposition
Delivery formats
Structure
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15. A content model structures how you retrieve and design content
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Taxonomy (in systems metadata)
Voice and tone guidelines
Templates (in authoring tools)
25. Performance model + Requirements = Delivery model
Content type Channel Contact Workflow Resources
Success story Social
media
Joe from Marketing Editor’s review + approval Voice and tone + KPIs
Client reference Website Harry from Sales Editor’s review + approval KPIs
Forum entry Community Sally from Product No review KPIs
FAQ Website Niki from Support SME review Voice and tone + KPIs
[…]
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26. A delivery model structures how you manage projects
Fix this FAQ
Remove this client reference
Create this forum entry
Update this guideline
…
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Strategy or structure, which comes first? In theory, strategy dictates a structure for execution, but quite often, in practice, it is structure that supports strategy. So where should you start when defining a content strategy? This presentation describes how to take a strategic approach to content structure and a structured approach to content strategy.