With so many competing content needs within a large organization, you can’t do everything at once. So how do you know where to begin making content improvements? Now, there’s a better answer than, “Wherever you can!”
In this interactive webinar, we’ll introduce you to our “Content Assess and Progress” methodology. It helps you hone in on the specific aspects of your content, or content practices, that need the most work and will have the biggest impact on your organisation.
Content Assess & Progress: How to identify high-impact content initiatives and next steps
1. Photo by Gabriel on Unsplash
Content assess and progress
How to identify high-impact content
initiatives and next steps
Twitter: #AssessProgress @Kathy_CS_Inc
4. What keeps content leaders up at night?
• Building a business case and getting budget
• Aligning teams around common content standards
• Knowing where to start
5. Where’s the problem?
We have different
backgrounds, and often see
only through the lens of our
past experience.
Photo by Amanda Kerr on Unsplash
6. When we look for only one thing
we miss so much good stuff.
7. If you don’t want to
miss anything,
follow a recipe.
8. Our recipe for
selecting high-impact
content initiatives
and next steps.
Photo by Jeff Sheldon on Unsplash
9. Content strategy ingredients
• A generous scoop of access to people
across your organization
• A pound of ability to listen
• One open mind
• A heaping spoonful of time and patience
• A pinch of ability to connect the dots
• Budget, to taste
Photo by Calum Lewis on Unsplash
10. The method Strategic direction
Front stage
CX of content
Practitioner
Back stage
Governance
Manager & Practitioner
Objectives and priorities
Strategist
11. The method
Strategic direction
CX strategy
Digital strategy
Product strategy
Channel strategy
Marketing strategy
Research…
Needs
Interests
Preferences
Capabilities
…related to content
Contentstrategy
Get new customers?
Retain/extend customer?
Do more with less?
Improve customer experience?
Compete in digital space?
13. I can’t do everything all at once!
Where do I start?“
”- Content Leaders Everywhere
14. Most frequently
We go with what we know and ignore the rest.
• Feels less overwhelming
• Have the skillsets to immediately make a difference,
to something. We can “move the needle”.
• Position ourselves as experts
This approach does work. But it could work better.
15. What if you were able to take a holistic view of
content, and cut through the complexities?
Then, you could find what’s best for the company.
• Needs a system to help you see areas not obvious to you
• May not have the right skill sets, right away
• Position yourself as a detective, and a learner
And that can be scary. But the pay off is worth it.
16. The steps
1. Identify your priority initiatives and next steps
2. Get prepared
3. Do the work
4. Measure and evaluate
5. Repeat
17. The steps
1. Identify your priority initiatives and next steps
2. Get prepared
3. Do the work
4. Measure and evaluate
5. Repeat
18. The instructions: Identify your priorities
1. What do you have control over? Influence over?
Global
marketing
WebsiteProduct
content
Corp
Comms
Social
media
Media
Relations
Product
marketing
Digital
Regional
marketing
20. The instructions: Identify your known priorities
2. What’s most important to your business?
To your department?
3. What content priorities have already been defined?
What are the relative priorities between these things?
21. We have some heuristics to help
Let’s try it!
https://www.surveymonkey.com/r/GC-Set1
22. Don’t expect to do
this yourself
• Talk with people
• Investigate
• Listen
• Bring cookies
This is the part where you play
detective!
Photo by Erol Ahmed on Unsplash
23. Most
important
Quite
important
A little
important
Not
important
Priority of business goals
Example: Regional Utility Company
Area of impact: Primary customer-facing digital content (non-product)
Improve
customer
experience
Strengthen
brand
awareness
reputation
Build
product/
service
awareness Change
audience
perception
/behaviour
Improve
digital
maturity/
presence
Better
support
existing
customers
Increase
online
conversion
Reach
inter-
national
markets
Provide
accessible
XPs to
everyone
Target
specific
audiences/
customers
Based on degree of
importance and urgency
25. Most
important
Quite
important
A little
important
Not
important
Person-
alize
content
Make
easier to
find &
understand
Help
people to
make a
decision
Improve
consist-
ency
Nurture
advocates/
champions
Make a
product
easier
Translate
& localize
quickly &
easily
Improve/
increase
UGC
Improve
SEO
Reuse
content
Priority of content considerations
Example: Regional Utility Company
Area of impact: Primary customer-facing digital content (non-product)
Based on degree of
importance and urgency
26. Most
important
Quite
important
A little
important
Not
important
Person-
alize
content
Make
easier to
find &
understand
Help
people to
make a
decision
Improve
consist-
ency
Nurture
advocates/
champions
Make a
product
easier
Translate
& localize
quickly &
easily
Improve/
increase
UGC
Improve
SEO
Reuse
content
Priority of content considerations
Example: Regional Utility Company
Area of impact: Primary customer-facing digital content (non-product)
27. The instructions: Identify your priorities
4. Define where and when:
• you want to excel
• it’s OK to be just OK
And what’s simply not your problem.
28. Try something like this
We need to be
superstars
We need
to be good
It’s OK to
be OK
Now In a while Later
29. Person-
alize
content
Try something like this
We need to be
superstars
We need
to be good
It’s OK to
be OK
Now In a while Later
Strengthen
brand
awareness
reputation
Build
product/
service
awareness
Change
audience
perception
/behaviour
Better
support
existing
customers
Increase
online
conversion
Provide
accessible
XPs to
everyone
Target
specific
audiences/
customers
Help
people to
make a
decision
Nurture
advocates/
champions
Improve/
increase
UGC
Improve
SEO
Reuse
content
Make
content
easier to
find &
understand
Improve
customer
experience
Improve
consist-
ency
Improve
digital
maturity/
presence
First priority Next steps
Not our problem
(right now):
Reach
inter-
national
markets
Make a
product
easier
Translate
& localize
quickly &
easily
30. Person-
alize
content
Try something like this
Strengthen
brand
awareness
reputation
Build
product/
service
awareness
Change
audience
perception
/behaviour
Better
support
existing
customers
Increase
online
conversion
Provide
accessible
XPs to
everyone
Target
specific
audiences/
customers
Help
people to
make a
decisionNurture
advocates/
champions
Improve/
increase
UGC
Improve
SEO
Reuse
content
Make
content
easier to
find &
understand
Improve
customer
experience
Improve
consist-
ency Improve
digital
maturity/
presence
5. Find overlap, categorize.
These are your high-impact initiatives
Integrate what you can, plan for quick
fixes, and roadmap out the rest.
Initiative A
Initiative B
32. Foundational content initiatives
Download a more detailed maturity model here: http://www.contentstrategyinc.com/understanding-content-maturity-model/
Characteristic Lack of uniform
practice
Some content
support
structures are in
place
Strong
leadership. Staff
committed to
standards
Commitment to
customer needs.
Not leadership
dependent.
Promote value of
quality content
throughout
organization
How to progress Initiate common
processes &
standards
Firm
commitment to
implement
standards
Commitment to
quality practices
even under time
pressure
Increase business
and customer
understanding
Focus on
sustaining
Are relevant to all content and help to mature your
organizational content practices.
Ad hoc Rudimentary Organized Managed Optimized
33. Discrete content initiatives
Are relevant only to specific
audiences, purposes, or moments in
time.
For example, campaigns and blog
strategies are discrete content
initiatives.
34. Foundational vs discrete initiatives
Foundational content initiatives Discrete content initiatives
Focused on how content is created and managed across its
lifecycle (Back-stage, or content governance)
Focused on what content is created and distributed
(Front-stage, or content experience)
Aimed at improving overall quality and efficiency over time Aimed at achieving specific and immediate goals
Includes systems and support tools applied to content Focused on the content itself rather than systems and tools
Substantially impacts both existing and future content Minimally impacts content not directly related to the initiative
Impacts long-term organizational goals Impacts short-term organizational goals
Will evolve over time but won’t lose importance Will lose importance over time
Will require changes to how people work Usually rolls easily into how people currently work
Many companies don’t have sufficient internal skills or time to
tackle large foundational initiatives alone
Many companies have internal skills and time for these
initiatives but may also work with vendors
Usually takes more time and money and results in lower short-
term ROI but higher long-term ROI
Usually takes less time and money and results in higher short-
term ROI but lower long-term ROI
35. What does that mean to our priority initiatives?
Build
product/
service
awareness
Change
audience
perception
/behaviour
Nurture
advocates/
champions
Improve/
increase
UGC
Make
easier to
find &
understand
Improve
customer
experience
Improve
consist-
ency
Foundational initiative: Improving content experiences
Discrete initiative: Encourage people to use less electricity
36. The instructions:
Identify next steps
Assess your readiness
• What have you got already?
• What’s not useful anymore?
• What’s missing?
If things are not documented and
approved, there’s more risk.
37. The instructions: Identify next steps
2. Assess your strategic readiness
• Are your business objectives clear and documented?
• Are audience needs related to content clear and documented?
• Are your channel considerations clear and documented?
• What other strategies or initiatives do you need to align to?
38. Some more heuristics to help
Let’s try it again.
https://www.surveymonkey.com/r/GC-Set2
40. Channels
support
each other
You have
channel
success
metrics
Defined
audiences
for each
channel
Formats
work well
on each
channel
Content
displays
well on all
devicesResearch
to know
needs on
channels
Channel
mix is
strategic,
not ad hoc
Channels
reinforce
consistency
Content
supports
X-channel
flows
Clear
purpose
for each
channel
Formalized
CX
method-
ology
Design/
validation
research
for content
Clear how
content
supports
audience
Research to
measure
effective-
ness
Appropriate
research
methods
Situational
consider-
ations for
audiences
Primary &
secondary
audiences
understood
Discovery
research
for
content
Audience
needs are
driving
force
Each piece
of content
has a
primary
audience
Strategic
goals for 3
years Depts
support,
don’t
competeDept’s
leadership
works
together
Tech &
resourcing
understood
& realistic
Approved
CS guiding
principles
Clear how
content
supports
goals.
Dept goals
prioritize
against
each other
Clear corp
vision &
mission
Dept goals
& budget
for next
year
X-dept
goals are
prioritized
and timed
If there are too many gaps, there’s a risk of:
Not meeting audience
needs with content
Unexpected shifts in
business objectives
Not meeting audience
needs in delivery
41. Strategic readiness gaps and risks
Example: Regional Utility Company
Channels
support
each other
Defined
audiences
for each
channel
Content
displays
well on all
devices
Research
to know
needs on
channels
Channel
mix is
strategic,
not ad hoc
Channels
reinforce
consistency
Content
supports
X-channel
flows
Clear
purpose
for each
channel
Formalized
CX
method-
ology
Design/
validation
research
for content
Clear how
content
supports
audience
Research to
measure
effective-
ness
Appropriate
research
methods
Situational
consider-
ations for
audiences
Primary &
secondary
audiences
understood
Discovery
research
for
content
Audience
needs are
driving
force
Each piece
of content
has a
primary
audience
Strategic
goals for 3
years
Depts
support,
don’t
compete
Dept’s
leadership
works
together
Tech &
resourcing
understood
& realistic
Approved
CS guiding
principles
Clear how
content
supports
goals.
Clear corp
vision &
mission
Dept goals
& budget
for next
year
X-dept
goals are
prioritized
and timed
Sort of haveHave Don’t have
You have
channel
success
metrics
Formats
work well
on each
channel
42. Are there critical gaps that
need to be filled before
you move forward?
To plan for?
43. Strategic readiness gaps and risks
Example: Regional Utility Company
Make
easier to
find &
understand
Improve
customer
experience
Improve
consist-
ency
Foundational content initiative:
Improving content experience
Dept’s
leadership
works
together
Tech &
resourcing
understood
& realistic
X-dept
goals are
prioritized
and timed
These need to get addressed before proceeding:
The rest can get built into the project plan, as
needed.
44. Strategic readiness gaps and risks
Example: Regional Utility Company
Build
product/
service
awareness
Change
audience
perception
/behaviour
Nurture
advocates/
champions
Improve/
increase
UGC
Discrete content initiative:
Use less electricity
Defined
audiences
for each
channel
Channel
mix is
strategic,
not ad hoc
Design/
validation
research
for content
Situational
consider-
ations for
audiences
Audience
needs are
driving
force
These can get built into the project plan
47. The method
Front stage
CX of content
Practitioner
Back stage
Governance
Manager & Practitioner
And now it’s time to dive more deeply into
your content and content practices.
48. Foundational content initiatives Discrete content initiatives
Is existing content structured appropriately
to meet future goals?
Do you know which content types you’ll use,
and their associated standards?
Are current content formats and distribution
channels the best to move forward with?
Do you know when, where, and to whom
you’ll distribute the content?
Does your current content effectively
communicate what you’d like it to?
Do you know the key messages you’re trying
to convey to each audience segment,
depending on their needs and interests?
Does your current content reflect your brand
well while meeting user needs?
Do you know what tone to use for each
piece of content, depending on purpose and
audience?
The instructions: Identify next steps
4. Assess your content readiness
49. Foundational content initiatives Discrete content initiatives
Are your teams and processes set up well for
any needed change?
Do you have the right people and processes
in place to get started?
What constraints do you need to adhere to, or push against?
Do you know how you’ll measure success?
Do you have the right tools, technology, and training in place?
The instructions: Identify next steps
5. Assess your content governance readiness
50. We have some more heuristics to help
But you can make your own.
Or ask us and we’ll send you some.
55. Review: Identify high-impact content initiatives
1. What do you have control over? Influence over?
2. What’s most important to your business? To your department?
3. What are your current content priorities?
4. Where do you want to excel and where is it ok to be just ok?
5. Find connections in items considered important (to get started) now.
These are your priority high-impact initiatives.
You’ll roadmap for things considered important but not as urgent, and find
quick fixes in the meantime, if you can.
56. Review: Identify next steps
1. Determine if initiatives are foundational or discrete
2. Assess your strategic readiness
3. Draft your future vision
4. Assess your content readiness (structure, meaning, style)
5. Assess your governance readiness (people and process, metrics,
tools and technology)
6. Refine your future vision
7. Create your plan
8. Socialize the vision and share your plan
57. Your recipe for identifying
content initiatives that work for:
• Your company
• Your department
• Your audience
• You budget
• Your timeline
58. It will be different for everyone
And for you, at different times
59. This is just a methodology.
Adapt it to your needs.
60. Content strategy never ends
Identify
priorities
Get
prepared
Do the
work
Measure &
evaluate
61. What we’re planning
Online diagnostic
tools & analysis
Group, in-person
training workshops
Online resource
library
To help you
build your
in-house
expertise in
creating
foundational
content
strategies.
62. If you want more
• Get updates
• Be part of our testing and advisory group
• Download a PDF version of today’s heuristics
http://www.contentstrategyinc.com/content-assess-and-progress/