February 21, 2017

Content Strategyat a Digital Agency

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Agenda

• About Clockwork• Content Strategy at Clockwork

What is Content Strategy?Our ProcessGoals, Tactics & DeliverablesCase Studies & Examples

• Q&A

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Clockwork

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

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

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Services & Capabilities

PLANNING

Digital Strategy Product StrategyMarket & User ResearchContent StrategyAnalytics & MeasurementUser Experience Architecture

IMPLEMENTATION

Product DevelopmentSoftware DevelopmentPrototyping & Proof-of-Concept Technology Infrastructure DesignInteraction Design Digital Brand Identities

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Experience Strategy

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Experience Strategy Team

Amber James Candela Mosse Chelsey Mona Laura HoranContent Strategist Strategist/UXA Strategist/UXA Experience Strategy

Lead

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Services & Capabilities

RESEARCHUsability AuditsCompetitive ReviewsStakeholder WorkshopsUser Testing

DIGITAL STRATEGYStrategic DirectionTactics & ConsiderationsJourney MapsPersonas & Scenarios

UX ARCHITECTURESite MapsUser FlowsWireframes & Prototypes

MEASUREMENTMeasurement PlansAnalytics AuditsReportingConfiguration

CONTENT STRATEGYSite AuditsWorkflow & GovernanceStyle GuidesContent Creation & Entry

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Content Strategy

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What is Content Strategy?

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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.

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At Clockwork, content strategy is:

● Doing and thinking ● Multi-disciplinary● Collaboration ● Strategic alignment ● Unifying thread

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Our Process

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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 DeliverableContent 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

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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 DeliverablesAggregate 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

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GoalApply the solution

HowEnsure the tools are in place (and being used correctly) for smooth content development over the long-term.

Phase 3: Production & Deployment

Tactics DeliverableLive content● Content entry

● Copywriting● Content audit● Client training

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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

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Case Studies

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A website designed with Ramsey County for residents and businessesSTRATEGY / INFORMATION ARCHITECTURE / UX VISUAL DESIGN / FED / DEV

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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 & MAINTENANC

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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.

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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.

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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.

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Competitive Research Workshop Exercise

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Strategy Brief

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Sample Artifacts

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Content Audit

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Competitive Review

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Page Description Diagram / Page Table

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Content Governance

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Content Modeling

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Personas

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Customer Journey Map

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Q & A

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Thank you for caring about content!

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