1. END TO END
CONTENT STRATEGY
IN 15 MINUTES FLAT

2. I AM JAMES
I’m a content strategy consultant
I currently work at Factory Media as
acting Head of Digital Content
@mrjamescarson

3. this process makes
THREE ASSUMPTIONS
You know your
customer / audience
archetypes
You have more than
one person working
on content strategy
Someone is in charge

4. No target audience, no targeted content
No targeted content, and
you’re wasting effort
Get to know your audience

5. One person does everything?
Fire fighting
Lack of collaboration / learning / motivation

6. Without a driver,
this process will fail

7. Distribution
Content
Site Structure
Analytics
http://www.carsoncontent.com/blog/inbound-model/
http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

8. Phase 1:
Analysis
Phase 2:
Onsite
Taxonomy and Audit
Website Engagement Analytics
Website Organic Traffic Information Taxonomy
Phase 3:
Editorial Workflow Reviews
Phase 4:
Category Card Sort
Market
Keyword Analysis
SEO Competitor Analysis
Tagging Amendments
Optimisation
Menu Restructure
Headlines
Distribution
Formatting
Ideas
Authorship Review
Regular Large Asset Production
Retrospective Editing
Planning
Distribution
Evergreen Content Audit
Evergreen Content
Social Media
Page Types
Email
Editorial Calendar
Free Distribution
Quantitive Benchmarking
Paid For Distribution
Audit
SEO Onpage
Partner Network

9. Analysis
Distribution
UX
Content

10. ANALYTICS
THE BASE OF EVERYTHING

11. 2,500
2,000
1,500
1,000
Find out where
people go
Xenu + Analytics
Socialcrawlytics.com
60,000
50,000
40,000
30,000
20,000
500
10,000
0
0
URLs
Pageviews

12. Get all the keyword data you can
Historical analytics
Keyword planner
Ubersuggest.com
Soovle.com
Supplement with social interaction data

13. One hour meeting
brainstorm from data
mindmeister.com
mindmaple.com

14. Phase Goal:
Awesome
MIND MAP

15. SITE STRUCTURE
THE FUNDAMENTALS OF
CONTENT ORGANISATION

16. DONNA SPENCER
CARD SORTING

17. WP TAGS
GENERAL RULE:
use for proper
nouns only
Tag
Tag
Tag

18. Awesome
MIND MAP
assists
Information
Architecture

19. SEO ONPAGE
does it comply?
http://moz.com/learn/seo/on-page-factors

20. CONTENT AUDITS:
read these

21. ACTIONING AN AUDIT
TAKES AGES
it can be cheaper just to redo

22. PHASE GOAL:
Logical structure
Good formatting of existing stuff

23. CONTENT
THE MEAT OF YOUR BURGER

24. HEADLINES
AAAAAAAAA
AAAAGHGHH
GHGGHGHGH
GHGHGHGHG
HG!!!!!!!!!!!!!!!!!

25. HOW WOULD PEOPLE FIND
THIS PAGE?
WOULD PEOPLE CLICK A
LINK WITH THIS TITLE?

26. get a copy of this
read the
headline chapters

27. <h2>Subtitle Stuff</h2>
NOT <strong> OR <b>
CENTER STUFF
LIKE IMAGES
LIST STUFF
<blockquote>
<ul>
<li>LIST</li>
<li>LIST</li>
<li>LIST</li>
</ul>
“Quotes”
</blockquote>

28. AUTHORSHIP
A system that enables author
profile pictures to appear on
Google’s rankings.
https://plus.google.com/authorship

29. STOCK AND FLOW
Flow is the feed. It’s the posts and the tweets. It’s the stream of
daily and sub-daily updates that remind people that you exist.
Stock is the durable stuff. It’s the content you produce that’s as
interesting in two months (or two years) as it is today. It’s what
people discover via search. It’s what spreads slowly but surely,
building fans over time.
http://snarkmarket.com/2010/4890
http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html

30. STOCK
• Guides
• How to
• Category pages
• Profiles
• Infographics
• Applications
FLOW
• News
• Social updates
PAGE TYPES

31. EDITORIAL CALENDAR
trello.com
http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/

32. Editorial is a given, but can they…
• Tell you how Google works?
• Tell you what kind of content gets shared the most?
• Format in basic HTML?
• Write headlines that are great for users and search engines?
• Tell you the difference between a category and a tag?
• Work in Photoshop?
• Use a Content Management System?
• Not get concerned by negative comments?
• Edit using other applications or edit video?

33. GENERAL QUANTITIVE RULE:
Editors should publish
1,500+ words a day

34. PHASE GOAL:
Headlines by the book
Good formatting
Good workflow organisation

35. DISTRIBUTION
HOW PEOPLE REALLY FIND YOU

36. BUILD NETWORKS

37. STOP BLOGGING
START THINKING

38. THE MOST
DISTRIBUTABLE ASSET
IS ALMOST ALWAYS VIDEO

39. VIDEO IS (OFTEN)
EXPENSIVE
BUT IT SPAWNS
MULTIPLE ASSETS

40. ONE 3 MINUTE VIDEO =
3 YouTube Edits
8 Vine Edits
4 Blog Posts
2 Slide Shares
18 Distributable Original Images
YOU CAN REUSE IT A LOT

41. N OT
A NOTHER
OCIAL
S
ETWORK
N
S YNDROME

42. 10 REASONS WHY EVERY
MARKETER SHOULD BE ON
PINTEREST RIGHT NOW!!
DON’T BE SILLY

44. WHAT’S THE BEST TIME TO POST?
DON’T BELIEVE THE HYPE
FOLLOWERWONK IT

45. IS YOUR NEWSLETTER
REALLY WORTH IT??
GIVE IT A FOCUS

46. PAID DISTRIBUTION
CLICK BAIT ALL THE WAY

47. Why Your Property Could be Part
of the Next Property Boom
CLICKABLE
USE UNBOUNCE TO CONVERT

48. STOP BLOGGING
Analysis
Distribution
UX
Content
START THINKING

49. Phase 1:
Analysis
Phase 2:
Onsite
Taxonomy and Audit
Website Engagement Analytics
Website Organic Traffic Information Taxonomy
Phase 3:
Editorial Workflow Reviews
Phase 4:
Category Card Sort
Market
Keyword Analysis
SEO Competitor Analysis
Tagging Amendments
Optimisation
Menu Restructure
Headlines
Distribution
Formatting
Ideas
Authorship Review
Regular Large Asset Production
Retrospective Editing
Planning
Distribution
Evergreen Content Audit
Evergreen Content
Social Media
Page Types
Email
Editorial Calendar
Free Distribution
Quantitive Benchmarking
Paid For Distribution
Audit
SEO Onpage
Partner Network