The document outlines a content strategy and delivery process with five phases: Discover, Scope, Plan, Design, and Do. Each phase has defined outcomes and a menu of activities to achieve those outcomes, such as stakeholder workshops to define problems and needs in the Discover phase or creating templates and tools for content creation in the Do phase. The final Measure phase evaluates the success of the governance model, strategy, and content against defined metrics through analytics, support logs, and surveys.
1. CONTENT + GOVERNANCE > CONTENT DELIVERY
PHASE
OUTCOMES
DISCOVER
ACTIVITIES MENU
What does the client want their
audiences to know/do?
What do the users want to know/do?
What already exists?
What does everyone else do?
How far away are we from being able
to deliver to these wants?
Stakeholder workshops / interviews
User research
Keyword research
Competitive analysis
Benchmarking
Content audit (online & off)
Usability testing/review
Current content creation mapping
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Define the problem
Define the solution approach
Client/agency alignment
How much work should this project
be, and the solution ongoing?
Who should do what
(client/agency effort split)
How much should it cost?
Solution concepting & testing
BAU & project impact mapping
Project resourcing commitment mapping
Create project team
Potential project roll out plan
Define success measures
Define project goals
Resource commitment for solution BAU
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Detailed definition of the solution
Detailed plan for the next phase
Personas / Audience groups
Scenarios / Journeys / Stories
SEO planning
Style guide / Tone of voice
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SCOPE
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PLAN
Content type definition
Content strategy document
Content inventory / Gap analysis
DESIGN
Information architecture / Metadata
Design measurement analytics
Content schedule with new content
Asset schedule
Content migration planning & booking
Design governance model
Governance training & kick off
User roles and content workflow design
Governance guidelines document
Editorial calendar
Resource BAU support
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DO
Templates, tools and resource
bookings for content creation &
migration
Content briefs by page template/
content type
Design information layouts for
page templates
Content CSS styles
Create, prototype and iterate the content
creation process and content templates
Test & iterate user roles and content workflow
design - update the governance guidelines
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Content creation and migration
Add all editors permissions to system
Writing for web/CMS/Style training
Create new content
Migrate content
QA content
MEASURE
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How successful is the governance
model?
How successful is strategy?
Is the content doing what it should?
What needs to be fixed and iterated
Content Strategy & Delivery @ Digital Arts Network Auckland www.dan.co.nz
Check analytics against success metrics
What's hot, what's not
Meet with editors to give extra training
and get feedback
Support log analysis
Surveys
Stakeholder interviews