1. Online Content Development Worksheet
This worksheet was designed as a tool that the marketing (client) teams can use during the
thought leadership, etc..development process. The goal is to capture the information regarding
key messages, audiences and other purposes driving the activities for the organization so that
when trying to develop the content, including how to position the material online, the information
has been captured and is readily available for review.
By capturing this information along the way, versus trying to remember or figure it out when the
deadline is approaching, online content can hopefully be improved – especially from the last
minute act of copying the first paragraph or two from the final document to post online. This
information can also be useful in developing other promotional materials like e-mail and executive
letter copy.
The marketer using this document can choose whether it is their preferred method to use on their
computer or print out and write out the information during development discussions and other
related meetings. It should be seen as a useful tool to capture information.
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2. Online Content Development Worksheet
Department
developing deliverable
Project lead
Marketing lead
Additional resources
Title/working name
Expected launch
What type of
deliverable (brochure,
thought leadership1, case
study, bio)
Topic of deliverable
Purpose of deliverable
Audience (General)
Audience-Csuite level
(Specific – max. 2)
The main take-away
message
(Conclusion)
How is take-away
useful/of value to
audience (General)
How is take-away
useful of value to C-
suite audience
(Use Csuite identified in
table above)
1
Thought leadership includes white papers, points of view, research/study/survey reports, article – self published or through external channel.
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3. Issue Take-away message
3 issues addressed
within deliverable
and 2 take-away
messages/issue
(Support)
Issues can include –
problems that keep
audience up at night and
information can help solve;
hot topic in the market
Key words/phrases
regarding the topic,
issue and take-aways
delivered by this
material
Additional information useful to develop valuable web content for this deliverable.
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