what is content strategy? why you might care & how it impacts your business
DESCRIPTION
Examples of content navigation and organization, content themes, editorial calendars, gap analysis, publishing models, content templates and more.TRANSCRIPT
What is Content Strategy
Why you might care & How it impacts your business
The purpose of content strategy is to achieve business goals by maximizing the impact of content.
Examples of Content Navigation & Organization (Works in concert with information architecture)
Examples of a Site Manifest (How this aligns with a sitemap)
Examples of Content Themes
Examples of Content Initiatives and Editorial Plans
Priori7es
Content Ini7a7ves • Partnerships • Tech enhancements, tools, widgets • User-‐generated content
• Editorial plan for staff-‐ & freelance-‐generated content • Professional associa7on & Educa7on outreach
– Subscrip7on drive – Viral campaigns – Email campaigns – Social networking – Blogging
Priori7es
Content: Editorial Plan • Staff content
– Blogs, sidebars, out-‐takes from interviews
• Freelance content – Blogs, subject maKer expert columns, news stories
• Mul7media content – Audio – Video – Slideshows – Interac7ve charts
Priori7es
Content: Editorial Plan • Green Channel
– Evergreen, news blend – Net new, scraped stories – Staffing, man hours needed – Open, closed content – Subscribers, trialists no7fica7on – Email
• Marke7ng • Editorial
– Marke7ng campaign, PR campaign – Linking strategy – Archive strategy
Examples of Content Filters (Based on audience, personas, needs)
Examples of Content Gaps (Seeing what you don’t have)
Examples of Content Types (The right content for the user or task)
Examples of Publishing Models
Examples of Content Templates (How this contributes to a sitemap)
Examples of an Editorial Calendar
Examples of Content Types, Sources, Frequency & Phases
