A quick deck for the WhatPhone Team on Developing a Content Strategy

1. How To Develop A
Content Strategy

2. Measure
• Destroy old /
useless
• Replicate and
improve good
content..
Develop &
Publish
• It embodies the
brand.
• It helps people
achieve their
goals enjoyably.
How To Develop A Content Strategy
Exec Summary : From Kristina Halvorson’s Book ‘Content Strategy For The Web’
Why ?
- Content is literally the reason people come to websites.
- If you work in the Web, you are primarily in the content publishing business.
- There are no shortcuts to content. Usable content requires : Research, planning, metadata, web writing skills,
editorial oversight, people ( with experience ), insights, judgement, planning, input, time, money.
- It’s never really finished.
Audit
• Audit every page
by URL. Really.
• Evaluate quality
while there.
• Baseline
analytics.
Gap Analysis
• What new
content is
required to
meet marketing
goals and
customer needs.
Content
Calendar
• By type.
• Some workflow
and Roles And
Responsibility
Stuff.
Identify
Purpose
• What are basic
customer needs
• What are
organisational
goals ?
PRINCIPALS : 1. Do less, not more 2. Put someone in charge 3. Ask ‘Why’ before you publish. if it
doesn’t help user or a business goal, say no. 4. Try and change that ‘no one cares about content’.
Do more of
what works

3. All That Work Requires People and Budget We Don’t Have
What We Can Do. Mostly Neil Will Do And Manage This Process
• Time consuming but not hard.
• There are a couple of existing audit
templates in books I found.
• Baseline metrics will cover what’s
helping self service and sales
conversion and engagement
metrics – e.g. time on page,
bounce.
Audit +
Baseline
1
• Ask Retail, Service, VE Team for
their thoughts on required content.
• Agree format & IA location on site
with Cris. This is what RD needs.
• Agree required Meta Data with
Andrew Fisher – RD also needs this.
Identify
Gaps
2
Suggest Content
Which Assists
Users & Our
Goals
3 • Articles : Several team members
have this rare skill !
• Info-graphics for device, plan and
OS to enable quick comparison.
• Videos for key commercial
outcomes – e.g. High Volume
Drivers for Service Calls
• All to oblige BB’s Messaging
Hierarchy ( see next slide )
Agree
4 • Agree with our team what we can
realistically deliver
• Agree approach and guidelines with
Brand and Brandon
• Responsive Design Project gives is a
chance to redefine the IA
considering content ( lucky ! ) E.g.
consider archive area for old
phones.
• Jordan already has a content and
social calendar so I need to align
with that.
Tie In With Social
and UX
5
• Team and I produce the content.
• Brendan to final check all text so it
has consistent tone and meets
Brand guidelines.
• Ongoing checking – e.g. A page a
day each would check the whole
site once every 2/3 months.
Prioritise By
Value and Area
Of Site Being
Developed for RD
6
Suggest Content
Which Assists
Users & Our
Goals
7 • If we are getting a lot of value from
content or want to invest more in it
anyway, we can roadmap someone
for next year.

4. Appendix : A Thorough Competitive Analysis Of Telco Content Strategy
Testra
• Spend a Lot On
Content
• Have a You Tube
Channel
Optus
• Have a Content
Team
• And ‘Genius’
videos
Vodafone
• Have a content
team
• Blog
• You Tube
Channel
• Site is really confusing, huge
and looks different in
different areas
• Complex Site
• Haven’t done much with
content due politics
• Haven’t done much with
content due politics
Competitive Analysis : Is definitely not in trying to outscale these companies on content.
- The difference is that WhatPhone is a brand people love. We can just provide content which makes the
fundamentals of Evaluate, Buy, Self Serve, easy and enjoyable
- Some examples :
- Infographics / cheat sheets / checklists on hot to do key tasks through self service
- Video
- If analytics say people use phones to research during commute could try a podcast of phone reviews
- If we think about UX and content, we can turn all of this in to the downloadable pack – using existing
CMS content