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Tools & Templates: Methods for Getting Content Strategy Right

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From developing your content strategy to keeping your content on-strategy over time, Meghan will give an overview of some of the tools and templates provided in her book, The Content Strategy Toolkit: Methods, guidelines, and templates for getting content right.

After this session, you’ll be better equipped to tackle challenging activities like aligning stakeholders on a common vision or telling your boss or client their content isn't working.

You’ll leave with new ideas to help you:

- Understand your audience
- Demonstrate to stakeholders that you "get" their challenges and understand their goals
- Measure whether your content is working
- Create, maintain, and govern on-strategy content.

Publié dans : Formation
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Tools & Templates: Methods for Getting Content Strategy Right

  1. 1. Tools and Templates Methods for Getting Content Strategy Right @meghscase #confabEDU
  2. 2. Is there one right definition of content strategy?
  3. 3. NOPE.
  4. 4. Content strategy helps organizations provide the right content, to the right people, at the right times, and for the right reasons.
  5. 5. Content strategy helps organizations provide the right content, to the right people, at the right times, and for the right reasons.
  6. 6. Is there one right way to do content strategy?
  7. 7. NOPE.
  8. 8. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY
  9. 9. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Stakeholder Matrix
  10. 10. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY User Understanding Matrix
  11. 11. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Content Strategy Statement
  12. 12. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Measurement Framework
  13. 13. SET UP FOR SUCCESS LEARN ALL THE THINGS Stakeholder Matrix
  14. 14. Tool: Stakeholder Matrix Use 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.
  15. 15. ARTICULATE YOURET UP FOR SUCCESS LEARN ALL THE THINGS User Understanding Matrix
  16. 16. Tool: User Understanding Matrix Use 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.
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. ARTICULATE YOUR STRATEGY LEARN ALL THE THINGS STAY ON STRATEG Content Strategy Statement
  24. 24. 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.
  25. 25. We have an opportunity to …
  26. 26. We have an opportunity to … With content for …
  27. 27. We have an opportunity to … With content for … So that they can …
  28. 28. LET’S TRY IT!
  29. 29. 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.
  30. 30. 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.
  31. 31. 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.
  32. 32. 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.
  33. 33. Bunch of Content Ideas Articles 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
  34. 34. Bunch of Content Ideas Articles 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
  35. 35. Bunch of Content Ideas Articles 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
  36. 36. Bunch of Content Ideas Articles 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
  37. 37. Bunch of Content Ideas Articles 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
  38. 38. Bunch of Content Ideas Articles 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
  39. 39. Bunch of Content Ideas Articles 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
  40. 40. Bunch of Content Ideas Articles 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
  41. 41. Bunch of Content Ideas Articles 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
  42. 42. Bunch of Content Ideas Articles 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
  43. 43. Bunch of Content Ideas Articles 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
  44. 44. Bunch of Content Ideas Articles 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 x
  45. 45. CULATE YOUR STRATEGY STAY ON STRATEGY Measurement Framework
  46. 46. Tool: Measurement Framework Use to: • Define how you’ll determine whether your content is working. • Communicate to stakeholders how your content is performing. • Determine what improvements are needed.
  47. 47. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY
  48. 48. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Stakeholder Matrix
  49. 49. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY User Understanding Matrix
  50. 50. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Content Strategy Statement
  51. 51. ARTICULATE YOUR STRATEGY SET UP FOR SUCCESS LEARN ALL THE THINGS STAY ON STRATEGY Measurement Framework
  52. 52. BEFORE YOU GO …
  53. 53. Everything I talked about is in here. •Visit www.peachpit.com •Use code CASEY35 at check out •Works for paper and electronic versions
  54. 54. You are doing a great job.

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