3. Core content
Products
Services
Events
Courses
Resources
Information
Tools
Marketing content
Campaigns
Blog posts
Podcasts
Videos
Success stories
Testimonials
Content strategy
for core content
Plan
Create
Publish
Promote
Maintain
Retire
For core content, content strategists are involved in every stage of the lifecycle. We
work primarily with content creators, collaborating with marketers in making decisions
about how to promote core content
Note: This is a simplified view, not including UX, design, technology, or other involved parties
4. Core content
Products
Services
Events
Courses
Resources
Information
Tools
Marketing content
Campaigns
Blog posts
Podcasts
Videos
Success stories
Testimonials
Content strategy for
marketing content
Plan
Create
Publish
Promote
Maintain
Retire
For marketing content, content strategists (or a different team of content marketing
strategists) are involved in every stage of the lifecycle. We work primarily with content
creators, collaborating with marketers in making decisions about how to promote
marketing content
Note: This is a simplified view, not including UX, design, technology, or other involved parties
5. Core content
Products
Services
Events
Courses
Resources
Information
Tools
Marketing content
Campaigns
Blog posts
Podcasts
Videos
Success stories
Testimonials
Content strategy for
marketing content
Plan
Create
Publish
Promote
Maintain
Retire
?
Is there a gap? Do the people creating the marketing content connect with the folks
creating the core content? Are they involved in understanding the business goals for
the core content? Often, they are not.
6. Result
• Separate teams doing their best to achieve separate
goals !
• Ummm.... "
• Multiple streams of disconnected content #
8. Consequences of content
overkill
• Which content do people find if they search?
• Which content is promoted on the site, in email, on social
media?
• Are the various types of core and marketing content written in
a common voice?
• Are all the facts the same in all content?
• If core content changes, does the marketing content change?
• If customer service uncovers information needs, how do they
address them?
9. Example: a product
• 5 or more distinct, separate content items created for a single
product
• No overlap
• No collaboration
• No awareness of what else is being created
Product
manager
creates
content
Communications
writer creates
press release
Content
manager
publishes
product
information &
press release
on website
Marketer
develops
campaign,
produces
campaign
landing page,
success
stories
Customer
service
creates help
content to
answer
customer
questions
10. Example: a product
Product
manager
creates
content
Communications
writer creates
press release
Content
manager
publishes
product
information &
press release
on website
Marketer
develops
campaign,
produces
campaign
landing page,
success
stories
Customer
service
creates help
content to
answer
customer
questions
NOOOOOO! There’s got
to be a better way
11. A more strategic way
Company knows
product is coming
Content manager
creates a single place
for all product
information
Product manager
creates content,
publishes it there
Communications writer creates
press release (not published on
the website because the site is
not for the media)
Marketer develops
campaign. Existing product
page serves as the landing
page
Customer service informs
product team about customer
questions, which are addressed
in the existing product content
12. ProductProduct manager
creates initial info
Customer service
adds info based
on customer
questions
Marketer
promotes, sending
prospective
customers to the
same content Communications
creates press
release, sends the
media to the same
content
Content strategist
curates the overall
experience,
ensuring that the
content is clear,
complete,
accurate, and
relevant
More strategic way
13. we can help you get there.
Content Company, Inc.
www.contentcompany.biz
Contact
Hilary Marsh
President and Chief Strategist
hilary@contentcompany.biz
@hilarymarsh