This document discusses the need for content strategies and some of the challenges organizations face without them. It notes that without a content strategy, organizations can experience lost revenue, engagement, and membership due to problems like poor findability, transparency, and governance of content. A content strategy addresses these issues by tying an organization's content to its business goals through a plan that outlines processes, roles, and execution for publishing and managing content. The document suggests a content strategy includes a strategic statement, a playbook, and empowering the people and processes to execute the strategy. It poses questions to help assess an organization's needs and experience with developing a content strategy.

1. What is content
strategy, and why do
you need one?
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Sample content strategy
challenges
• Findability
• Transparency
• Platform
• Format
• Governance
• Ownership
• Internal communication
• Accountability

3. Content challenges result in
business challenges
• Lost revenue
• Lost member engagement
• Lost member recruitment and retention
Members don’t know what you do for them
or what you have to offer them
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4. The web drives organizational
change
• Communication
• Collaboration
• Awareness of the audience
• Common brand
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5. Associations are complicated
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6. 6
http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
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7. Content strategist as
orchestra conductor
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9. 3 components
• A strategic statement tying content to business goals
• A “playbook” outlining the who, what, when, where,
why, and how of publishing content
• The people, processes, and power to execute that
statement
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10. 1. What problems was your organization having and how
was that affecting your ability to succeed?
2. What options did you consider to solve your problems?
3. How did you get started?
4. Did you encounter any roadblocks?
5. What are you doing to keep your content strategy alive?
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Questions for AOTA

11. 6. What are the biggest benefits to your organization from
having a content strategy?
7. Did this work affect your team structure?
8. What would you do differently if you went through this
again?
9. Advice for other associations who need a content
strategy?
10. How much time and money should an association expect
to spend to address and solve content strategy needs?
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Questions for AOTA

12. Contact us
• Monica Bussolati
@bussolati
mbussolati@bussolati.com
• Chris Davis
cdavis@aota.org
• Hilary Marsh
@hilarymarsh
hilary@hilarymarsh.com
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