Demystifying Content Strategy: Part 2 of Delivering the Connected Experience
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Content strategy is about planning for the creation, publication, and governance of useful content to engage users and businesses. It aims to provide user parity, content portability, and put content first. An effective content strategy establishes structure first and delivers outcomes like institutional knowledge, a repeatable content method, and adaptable content. It involves defining goals, messages, an evaluation framework, page tables, and an editorial calendar to optimize engagement, communication, and measurement across changing contexts.
Demystifying Content Strategy: Part 2 of Delivering the Connected Experience
- 1. Demystifying Content Strategy Friday, October 18, 13
- 2. Content strategy plans for the creation, publication, and governance of useful, usable content. - Kristina Halvorson Friday, October 18, 13
- 3. User Content Parity Content Portability Content First Friday, October 18, 13 Business Engage Communicate Measure Optimize Technology One System to Manage Content Prepare Content for Future Use
- 4. outcomes Institutional knowledge Repeatable method Adaptable to changing context Friday, October 18, 13
- 5. Structure first, content always. Friday, October 18, 13
- 6. Getting There 1.Site goal 2.Message/UX hierarchy 3.Content evaluation framework 4.Page tables 5.Editorial calendar Friday, October 18, 13
- 7. Content Evaluation Framework Risk Level of Effort Utility Advantage Friday, October 18, 13
- 8. Page Tables Page TItle Priority 1 Content The Investment Message: Depth of Experience and Scale Method: Long Form Copy Long Form Copy (~ 500 words) Headline: Implementing Years of Experience Body Copy Call To Action: See our properties Assets: Property map, Text Priority 2 Content Related Content: Uncommon Numbers, Testimonial, Role in LIHTC, Meet The Team, Contact Us Popular Links Tools Uncommon Numbers 2,260 Property Portfolio 24 Years Average Experience 80 Documents Analyzed Testimonial Long Form Copy with an attribution Team FirstName LastName, Title FirstName LastName, Title Priority 3 Content Friday, October 18, 13 Footer and Standard Links Contact Us Brenda Champy Michael Morey
- 9. Summary Content Strategy is a set of outcomes Shared understanding of goals and messages Repeatable method for selecting and creating content An ongoing process Structure first, content always Friday, October 18, 13