3. Stuff I’ll Talk About
What I mean by “content strategy”
Why you should care
How it can inform your work
What you can do right now (if you’re not already doing it)
4. – Meghan Casey
“Content strategy helps
organizations provide the right
content, to the right people, at the
right times, for the right
reasons.”
5. – Meghan Casey
“Content strategy helps
organizations provide the right
content, to the right people, at the
right times, for the right
reasons.”
7. Core strategy:
States where you will
focus your efforts to
improve content
substance, structure,
workflow, and/or
governance.
8. Substance:
Story, topic, brand elements, voice
and tone
Structure:
Organization, categorization,
component elements
CONTENT
9. Substance …
fulfills business objectives by
meeting audience needs.
Structure …
makes content findable and
usable for users, and manageable
for technology.
CONTENT
14. Black Cat SEO
“Our SEO consultant
recommends that we try to rank
for the term ‘black cat’ in
October because it’s something
people Google a lot before
Halloween.”
- Actual client from <large
grocery store brand>
Not a typo
17. Black Cat SEO
“So, how will it tie to the brand?
Is there some spin you can put
on cat food and the significance
of black cats and Halloween?”
- Me
18. Black Cat SEO
“I don’t think so. It will just be a
way to drive traffic to the
product category page so that
people know we carry cat
food.”
- Client
19. Black Cat SEO
“But, that’s not really what
people will be looking for when
they search for ‘black cat,’ is it?”
- Me
23. Answers:
- What are we trying to
achieve?
- What content will help
us achieve our goals?
- Who is the content for?
- Why do they need it?
- What do they want and
expect from us?
25. Origin Meals
We believe a healthy diet should be
full of real food, packed with
nutrients, and free of potentially
irritating ingredients that don’t
serve the functions of your body.
Our meals are made using
responsibly sourced proteins,
antioxidant-rich fruits and veggies,
and healthy fats and oils. And they
never sacrifice flavor.
26. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
27. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
P
P
P
P
P
P
P
P
P
P
P
28. Target Audience
Single
Busy
Believe in the Paleo philosophy
Eat Paleo when they have time
to cook and prep meals
Work out regularly at a Crossfit
or other small, locally owned
gym
29. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
30. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
31. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
32. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
33. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
34. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
35. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
36. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health goals eating
Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
37. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
38. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
P
39. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
x
P
40. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
x
P
P
41. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
x
x
P
P
43. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
P
P
x
x
P
P
44. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
x
x
x
x
x
x
45. Content Objectives
Demonstrate how Origin meals help
athletes eat to perform
Help athletes choose the meal options that
fit their lives best
46. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms
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
Eating Paleo and working
out articles
Profiles of people who met
their health fitness goals
eating Paleo
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-
style
x
P
x
P
P
x
x
x
x
x
x
47. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms about eating to
perform
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
Eating Choosing a Paleo plan
and working out that matches
your workouts article
Profiles of people who met
their health fitness goals
eating Paleo Origin Meals
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-style
x
P
x
P
P
x
x
x
x
x
x
48. Content Brainstorm
Benefits of eating Paleo
articles
Guest blogger series
partnership with Crossfit
gyms about eating to
perform
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
Eating Choosing a Paleo plan
and working out that matches
your workouts article
Profiles of people who met
their health fitness goals
eating Paleo Origin Meals
List of Paleo-friendly
restaurants
Tips for going Paleo articles
Sample easy-to-make Paleo
menus
Feeding your family Paleo-style
P
P
P
50. Core Strategy Statement
We help increase new and recurring orders
with motivating content that demonstrates to
busy, single, Paleo-minded athletes how Origin
Meals fits into their lifestyles.
51. Business Goal
We help increase new and recurring orders
with motivating content that demonstrates to
busy, single, Paleo-minded athletes how Origin
Meals fits into their lifestyles.
52. Audience
We help increase new and recurring orders
with motivating content that demonstrates to
busy, single, Paleo-minded athletes how Origin
Meals fits into their lifestyles.
53. Content
We help increase new and recurring orders
with motivating content that demonstrates to
busy, single, Paleo-minded athletes how Origin
Meals fits into their lifestyles.
54. Here’s what …
Ideas that make strategic sense
Better use of budget
Content the target audience can use
Measurable ROI
Content producers with clear direction
P
P
P
P
P
62. Start With a Strategy
Ask for it.
If it doesn’t exist, do it yourself.
Get buy-in.
63. Content Strategy Tool:
The Mad Lib
The content we produce helps our company accomplish
and by providing
and content that makes
feel or so that they can
or .
<goal> <goal> <adjective>
<adjective> <audience description>
<emotion> <emotion>
<task> <task>
64. Stick With the Strategy
Use the strategy to make decisions about
what content to create and where to share
it.
Involve stakeholders in those decisions.
65. Content Strategy Tool:
Decision-Making Matrix
Idea B U T
Benefits of eating Paleo article 1 1 2
Guest blogger series partnership with
Crossfit gyms about eating to perform
2 3 5
Guest blogger series with people new
to eating Paleo
1 1 2
Choosing a Paleo plan that matches
your workouts
2 3 5
66. See the Strategy Through
Make sure the people creating content or
making SEO decisions know and
understand the strategy.
Review the content products against the
strategy.
67. Content Strategy Tool:
Review Checklist
Attribute X
Supports our strategy to increase new and recurring orders
by providing motivating content that demonstrates to busy,
single, Paleo-minded athletes how Origin Meals fits into
their lifestyles
Conveys one or more of the proof points from our messaging
framework
Addresses an information need or curiosity our audience is
likely to have
Contains a prominent and appropriate call to action