Experience Strategy group at Clockwork delivered a content strategy presentation to the Content Strategy Meetup group in Minneapolis. The presentation includes a brief overview of Clockwork, and deep, in-depth view of how the strategists at Clockwork think about and do content strategy. This presentation was introduced by Laura Horan and presented by Amber James.

1. February 21, 2017
Content Strategy
at a Digital Agency
+
1

2. Agenda
• About Clockwork
• Content Strategy at Clockwork
What is Content Strategy?
Our Process
Goals, Tactics & Deliverables
Case Studies & Examples
• Q&A
2

3. Clockwork
3

4. Founded in 2002, we’re
an interactive design
and technology agency.
We’ve always been
100% digital.
4

5. We are strategic partners,
digital consultants,
product development
teams, and technology
infrastructure architects.
5

6. Services & Capabilities
PLANNING
Digital Strategy
Product Strategy
Market & User Research
Content Strategy
Analytics & Measurement
User Experience Architecture
IMPLEMENTATION
Product Development
Software Development
Prototyping & Proof-of-Concept
Technology Infrastructure Design
Interaction Design
Digital Brand Identities
6

7. Experience Strategy
7

8. Experience Strategy Team
Amber James Candela Mosse Chelsey Mona Laura Horan
Content Strategist Strategist/UXA Strategist/UXA Experience Strategy Lead
8

9. Services & Capabilities
RESEARCH
Usability Audits
Competitive Reviews
Stakeholder Workshops
User Testing
DIGITAL STRATEGY
Strategic Direction
Tactics & Considerations
Journey Maps
Personas & Scenarios
UX ARCHITECTURE
Site Maps
User Flows
Wireframes & Prototypes
MEASUREMENT
Measurement Plans
Analytics Audits
Reporting
Configuration
CONTENT STRATEGY
Site Audits
Workflow & Governance
Style Guides
Content Creation & Entry
9

10. Content Strategy
10

11. What is Content Strategy?
11

12. Content Strategy at Clockwork
Content strategy is a method of thinking and
planning that unifies, and provides direction
for, every piece of digital content throughout
its lifecycle and across every environment, in
order to align business objectives with user
needs for measurable impact.
12

13. At Clockwork, content strategy is:
● Doing and thinking
● Multi-disciplinary
● Collaboration
● Strategic alignment
● Unifying thread
13

14. Our Process
14

15. 15

16. 16

17. Goal
Understand the problem
How
● Uncover the business objectives, user goals, and
content needs
● Understand the reality of the business and the
future they’d like to own
Phase 1: Research
Tactics Deliverable
Content Strategy Plan● Content alignment review
● Competitive research
● Analytics review
● SEO research
● Social media review
● Stakeholder workshops
● User interviews
● Document / Asset review
● Content audit and inventory
● Tone and voice review
17

18. 18

19. Goal
Form the solution
How
● Identify long-term value tactics
● Identify relevant content types
and platforms to be used
● Create guiding information
architecture documents
Phase 2: Planning
Tactics Deliverables
Aggregate research insights and
put them together into
appropriate strategic content
guidance documents.
● Content model
● Workflow chart
● Governance chart
● Social media
editorial calendar
● Style guide
● Content matrix
● Journey map
● Personas
● Page description diagrams
19

20. 20

21. Goal
Apply the solution
How
Ensure the tools are in place (and being
used correctly) for smooth content
development over the long-term.
Phase 3: Production & Deployment
Tactics Deliverable
Live content● Content entry
● Copywriting
● Content audit
● Client training
21

22. 22

23. Goal
Measure the solution
How
● Review solutions for updates
and fine-tuning
● Analyze solution impact and
build insightful, actionable
reports
Phase 4: Support
Tactics
● Analytics review
● User testing
● Content audit
● New campaign alignment
Deliverables
● Reports
● Assessments
● Content / Plan updates
23

24. Case Studies
24

25. A website designed
with Ramsey County
for residents and
businesses
STRATEGY / INFORMATION ARCHITECTURE / UX
VISUAL DESIGN / FED / DEV
25

26. Content Strategy Deliverables
Role & Behavior Questions & Needs Conversions Pain Points
• Stakeholder workshops
• Document / Asset
review
• Competitive research
• Content audit and
inventory
• Tone and voice review
• Content alignment
review
• Analytics review
• SEO research
• Content matrix
• Personas
• Page description
diagrams
• Content model
• Governance chart
• Content entry
• Client training
• Reports
RESEARCH PLANNING PRODUCTION &
DEPLOYMENT
SUPPORT &
MAINTENANCE
26

27. Reprioritized content to
meet their mission
● The most diverse county in
Minnesota.
● Previous website content
wasn’t working for all
audiences.
● Residents-first focus used as
our north star to slim and
refocus content.
27

28. Designed for Accessibility
● Resident-focused means
accessibility must be front and
center.
● Developed and designed to
meet Web Content Accessibility
Guidelines (WCAG) and 508
standards.
● Adhered to the County’s plain
language initiative.
28

29. Developed to support
their future plans
● Kept their digital roadmap
in mind.
● Instilled understanding
that digital is a way of
thinking.
● Individual transformations
key to launching effective
experience now, that can
be built upon in the future.
29

30. Competitive Research Workshop Exercise
30

31. Strategy Brief
31

32. Sample Artifacts
32

33. Content Audit
33

34. Competitive Review
34

35. Page Description Diagram / Page Table
35

36. Content Governance
36

37. Content Modeling
37

38. Personas
38

39. Customer Journey Map
39

40. Q & A
40

41. Thank you
for caring about content!
41