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5 Ways to Put Your Content Strategy Into High Gear

Build a high performance content machine. Includes a walk through of content strategy basics, along with new Agile tools like user stories, workflow visualization, and backlogs that enable fast and efficient content production.

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5 Ways to Put Your Content Strategy Into High Gear

  1. 1. 5 Ways to Put Your Content Strategy Into High Gear Andrea Fryrear, President & Lead Trainer AgileSherpas
  2. 2. Content Marketing = Driving a Car
  3. 3. Content Strategy = Manufacturing Cars
  4. 4. Content Strategy vs. Content Marketing
  5. 5. What Does Content Strategy Do? 1. Defines how content will do double duty
  6. 6. What Does Content Strategy Do? 1. Defines how content will do double duty 2. Guides content from ideation to deletion
  7. 7. What Does Content Strategy Do? 1. Defines how content will do double duty 2. Guides content from ideation to deletion 3. Sets benchmark for future content success
  8. 8. Header SUB HEADER #1 Parts of the Content Engine
  9. 9. Content Engine Parts Audience Messaging Topics Voice & Tone Sources Purpose
  10. 10. Audience Who are you trying to reach? (Hint: not “everyone”) Personas go here Prioritize and target Messaging Topics Sources Purpose Voice & Tone
  11. 11. MessagingWhat do you want them to remember? Hierarchy: primary message, secondary message(s), details Not customer facing Audience Topics Sources Purpose Voice & Tone
  12. 12. Topics MessagingMust relate to biz requirements/user needs. Not just cool stuff to write about. Audience + Message = Topics Audience Sources Purpose Voice & Tone
  13. 13. Purpose Messaging Audience Topics Sources Voice & Tone Examples: ● Persuade ● Inform ● Validate ● Instruct ● Entertain Multiple purposes are OK
  14. 14. Voice & Tone Messaging Audience Topics Sources Purpose You have ONE brand voice. It takes on different tones depending on situation, purpose, and audience.
  15. 15. Sources Messaging Audience Topics Many options: ● Original ● Co-created ● Aggregated ● Curated ● Licensed ● User-generated Purpose Voice & Tone
  16. 16. Checking Your “Fluids” 1. Core Strategy Statements 2. Guidance for content teams 3. Content audits
  17. 17. Core Strategy Statements Curate an entertaining, online reference guide that helps stressed-out law students become successful practicing attorneys. Source: Content Strategy for the Web Their content, our context. Like museum curators, we’ll create and care for a collection of great works created by others and add context for our unique audience: law students. Like a reference book, but fun. Like a trusty reference book, we’ll provide complete, accurate information. But, we’ll also add a little humor and encouragement. Reference material never looked this good. Specially for students. Being a law student isn’t easy. That’s why everything we do is designed to make law school survivable. It’s all about the end game. Nobody does law school for laughs. Law students don’t have time for anything that won’t help them reach the ultimate goal.
  18. 18. People Make Content. Help Them. Define roles & responsibilities: content creators editors/web managers SEO specialists content strategists
  19. 19. Map your REAL content workflow idea → create → revise → approve (it never works like that) Help people navigate the reality of content creation and maintenance.
  20. 20. Visualized Workflow
  21. 21. CHECK ENGINE LIGHT! Do a Content Audit Buffer’s Guide to Conducting a Content Audit + Spreadsheet Template Moz: How to Do a Content Audit
  22. 22. Header SUB HEADER #2 Driving the Content Racecar
  23. 23. Who Is Your Content For? 2 Ways to Approach Personas
  24. 24. ● Less time to create ● Made for iteration ● Great for evolving markets and new products MVP - Minimum Viable Persona
  25. 25. WPP - Well-Planned Persona ● More up-front effort ● Fairly static document ● Best for stable markets whose audience doesn’t change much
  26. 26. “CUSTOMER” JOURNEY MAPS Brand Focused vs. Customer Focused
  27. 27. CUSTOMER JOURNEY MAPS Consider alternative care arrangement Explore options in the area Compare and evaluate options Monitor and engage with facility Share experience with others
  28. 28. Putting it All Together Persona #1 Persona #2 Persona #3 Consider alternative care arrangement Explore options in the area Compare and evaluate options Monitor and engage with facility Share experience with others
  29. 29. Putting it All Together Persona #1 Persona #2 Persona #3 Consider alternative care arrangement Explore options in the area Compare and evaluate options Monitor and engage with facility Share experience with others
  30. 30. Header SUB HEADER #3 Maintaining the Content Vehicle
  31. 31. 3 New Revved Up Tools User Stories Backlogs Workflow
  32. 32. User Stories
  33. 33. User Stories
  34. 34. User Stories
  35. 35. Backlogs
  36. 36. Backlogs
  37. 37. Visualized Workflow
  38. 38. Visualized Workflow Backlog Creation Review Publish Done
  39. 39. Header SUB HEADER #4 Avoiding Content Hazards
  40. 40. Hazard #1: Metric Mania Content Goal: What to Measure: 1. Page/video views, downloads 2. Likes/shares/tweets/pins, forwards, inbound links 3. Form completions, email subscribers, comments, conversion rate visitors to leads 4. Online and offline sales, anecdotes Increase Engagement Generate Leads Expand Reach Make Money
  41. 41. Hazard #2: Document Desert
  42. 42. Documented Strategy = 1. More effective content marketing 2. Less challenging implementation, measurement, etc. 3. Tactics & channels work better 4. Higher budget
  43. 43. Hazard #3: Pit Stop Paranoia
  44. 44. Hazard #4: Audience Amnesia
  45. 45. Header SUB HEADER #5 The Need for Speed
  46. 46. It’s not all about speed.
  47. 47. It’s not all about speed. No, really.
  48. 48. Andrea Fryrear President & Lead Trainer AgileSherpas @andreafryrear andrea@agilesherpas.com

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