My slides from a talk/workshop I did for London Information and Knowledge Exchange (LIKE). LIKE is a community for information and knowledge professionals, and I went along to talk about content strategy and go through some exercises to help the attendees see how they could use it in their roles.

1. Content strategy
LIKE
27 February 2014
@la_pope
brilliantnoise.com

2. “Content strategy
plans for the
creation, publication
and governance of
useful, usable
content.”
Kristina Halvorson, Brain Traffic, http://goo.gl/
JiSpjs
image (cc) Antony Hutchinson

3. Content strategy
gives you a
formula for
creating great
content time and
time again.
image (cc) eriwst

4. Customer decision journey
Consider
Advocate
Bond
Evaluate
Enjoy
Buy
Model first published Harvard Business Review

6. Content strategy is
for everyone.
If you have ‘stuff’ that
you want people to
use, content strategy
has something to offer.

7. 6PPM
Six Ps Planning
Model

8. Purpose
People
Processes
Platforms
Principles
Performance

9. Purpose
/ˈpəːpəs/ noun
The overarching reason why
your content exists.
Purpose applies to every
piece of content, not just
specific campaigns.

10. “To bring inspiration
to every athlete* in
the world.
*If you have a body,
you are an athlete.”
Nike, http://goo.gl/XTLh7a
image (cc) Photon

11. Clear.
Urgent.
Compelling.
Ours.

12. Exercise:
your purpose
Does your content programme
have one?
What is it?
What should it be?

13. Principles
/ˈprɪnsɪp(ə)l/ noun
The fundamental propositions
that form the foundations of
your content. How your team
works to create and publish
content.

14. More http://goo.gl/zJBSV

15. Nokia
1. Consider the social opportunity in
everything we do
2. Engage in better conversations with
more consumers
3. Deliver personal experiences, be
authentic, and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
More here http://goo.gl/aVmXT

16. Guiding.
Framing.
Mantra-like.
Ours.

17. Exercise:
your principles
What do you want people to do?
What do you want the content to
do for people?
How do you need to work?

18. Platforms
/ˈplatfɔːm/ noun
The places where and tools
with which your create,
publish and amplify your
content.

19. Source
Create
Publish
Amplify
CMS
Social
networks
RSS
Social
listening
Word/Pages
Spredfast
Bookmarking
e.g. Diigo
Editorially
Yammer
Gather
Content
Wiki
Internet
Interviews
Scrivener
ZenWriter
Blog
3rd party
sites
Social
networks
Paper
Intranet
Email
RSS
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta
Advocates

20. Exercise:
your platforms
What are your key platforms
for content sourcing, creation,
distribution and amplification?
Are they fit for purpose?
Note some new ones you
would like to try.

21. Processes
/ˈprəʊsɛs/ noun
The systems and workflows
required to create, publish
and evaluate content.

22. Content is
published.
Editor gives
stakeholders a final
chance to sign off
controversial/
sensitive content.
START
Text
GOAL:
great
content
Content writers
write content.
Editor gives briefs
and source
material to
content writers.
Content is amplified. Content is measured
and optimised.
Editor proofs, checks
against the brief,
style and tone of
voice guide, and
principles.
Content working
group add ideas
and/or source
material to a
content planner.
Editor prioritises
based on user
needs and content
principles, creates
content plan.
Editor writes
content briefs and
secures sign off
from relevant
stakeholders.

23. GOAL:
great
content
Some
people like/
love it
Most people
hate/are
indifferent
People read
the content
No one
reads the
content
Content is
approved
Content
ready for
publication
CMS doesn’t
support
content
format
Delays mean
content is
out of date
Text
Content is
published
Content
isn’t
approved
Send
content for
sign off
Write
content
Get brief
signed off
Write
brief
START
Create idea
for
campaign
Argue over
who owns
content
Research
content
Fail to find
source
material

24. Exercise:
your processes
What your content workflow
look like?
What are the problems with it?
How could you make it more
robust/efficient?

25. People
/ˈpiːp(ə)l/ noun
The people involved in the
content process and the way
they are organised in relation
to it.

26. Teams

27. Content organisation models
- Content department: an in-house or agency team that creates
content for the whole organisation.
- Content centre of excellence: content experts who provide
leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the
organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with crossdepartmental authority.
- Content lead: a person who leads content initiatives, but without
cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Altimeter Group http://goo.gl/NdxkWC

28. Exercise:
your people
Who is involved in the sourcing, creation,
publishing and evaluation of content?
What skills are needed and how much
time?
What is the organisational structure
around content?

29. Performance
/ˈpəˈfɔːm(ə)ns/ noun
The benchmarks for success
and the ways in which you
measure the impact of your
content.

30. What is your objective? What
metrics will help you see if
you’re meeting that objective?
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, donations,
pledges, sign-ups...

31. Forrester’s Engagement Framework

32. Exercise:
your performance
What are the actions and
outcomes to measure?
What data can be collected?
How is efficiency and
effectiveness evaluated and
improved?
What changes could be made
with these insights?

33. Thank you
brilliantnoise.com
@la_pope
lauren@brilliantnoise.com
© 2013 Brilliant Noise. All rights reserved

34. Appendix

35. 35
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