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EVERYTHING FOR A REASON: STRATEGY BEFORE TACTICS
Meghan Casey Brain Traffic
@meghscase
Hi. Meghan Casey
Lead Content Strategist Brain Traffic @meghscase
#MIMASummit
Stuff I’ll Talk About
What I mean by content strategy
Why you should care
How it can inform your work
What you can do right now (if you’re not already doing it)
–Meghan Casey
Content strategy helps organizations provide the right
content, to the right people, at the right times, for the right reasons.
–Meghan Casey
Content strategy helps organizations provide the right
content, to the right people, at the right times, for the right reasons.
A Framework
States where you will focus your efforts to improve content substance, structure, workflow, and/or governance.
Answers: - What are we trying to
achieve? - What content will help
us achieve our goals? - Who is the content for? - Why do they need it? - What do they want and
expect from us?
Substance: Story, topic, brand elements, voice and tone
Structure: Organization, categorization, component elements
CONTENT
Substance … fulfills business objectives by meeting audience needs.
Structure … makes content findable and usable for users, and manageable for technology.
CONTENT
Workflow: Roles, processes, tools
Governance: Policies, standards, guidelines
PEOPLE
Workflow ... creates efficiencies across content properties.
Governance … empowers, facilitates, and aligns.
PEOPLE
–Henry Ford
Thinking is the hardest work there is, which is probably the
reason why so few engage in it.
So, this one time …
Black Cat SEO
“Our SEO consultant recommends that we try to rank for the term black cat in October because it’s something people Google a lot before Halloween.”
- Actual client from <large grocery store brand>
Not a typo
Black Cat SEO
“What content would you drive them to?”
- Me
Black Cat SEO
“They suggested our cat food category page.”
- Client
Black Cat SEO
“So, how will it tie to the brand? Is there some spin you can put on cat food and the significance of black cats and Halloween?”
- Me
Black Cat SEO
“I don’t thinks so. It will just be a way to drive traffic to the product category page so that people know we carry cat food.”
- Client
Black Cat SEO
“But, that’s not really what people will be looking for when they search for black cat, is it?”
- Me
Black Cat SEO
“I guess not.”
- Client
–Kristina Halvorson
Content strategy helps us say no to things that don’t make sense.
Reason first.
Answers: - What are we trying to
achieve? - What content will help
us achieve our goals? - Who is the content for? - Why do they need it? - What do they want and
expect from us?
Let’s try something.
Origin Meals
We believe in a Paleo diet that’s full of real food, packed with nutrients, and free of potentially irritating ingredients that don’t serve the functions of your body.
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
PP
P
P
PP
P
PPPP
Target Audience
Single
Busy
Believe in the Paleo philosophy
Eat Paleo when they have time to cook and prep meals
Work out regularly at a Crossfit or other small, locally owned gym
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
x
P
x
PP
PP
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
x
P
x
PP
PP
x
x
P
P
Business Goals
Increase first-time orders from partner gym members Increase recurring orders from partner gym members
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
x
P
x
PP
PP
x
x
P
P
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
x
P
x
PP
x
x
x
x
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Content Objectives
Demonstrate how Origin meals help athletes eat to perform Help athletes choose the meal options that fit their lives best
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Paleo and working out articles Profiles of people who met their health fitness goals eating Paleo List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
x
P
x
PP
x
x
x
x
x
x
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
xP
x
P
P
x
x
xx
x
x
Content Brainstorm
Benefits of eating Paleo articles Guest blogger series partnership with Crossfit gyms about eating to perform Guest blogger series with people new to eating Paleo Paleo recipes and shopping lists Ways to turn dishes you already make into Paleo-compliant meals
Eating Choosing a Paleo plan and working out that matches your workouts article Profiles of people who met their health fitness goals eating Paleo Origin Meals List of Paleo-friendly restaurants Tips for going Paleo articles Sample easy-to-make Paleo menus Feeding your family Paleo-style
PP
P
What if …?
Core Strategy Statement
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Business Goal
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Audience
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
Content
We help increase new and recurring orders with motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestyles.
That’s what …
Ideas that make strategic sense Better use of budget Content the target audience can use Measurable ROI Content producers with clear direction
PPPPP
GOAL: Eat so that I don’t starve
TACTIC: Open my mouth
STRATEGY: Go where the food I want is
I don’t get it. Why isn’t it working?
TACTIC: Open my mouth
Meghan stole me from Kristina Halvorson, but I’m so good at making this point.
What can you do?
Start With A Strategy
Ask for it. If it doesn’t exist, do it yourself. Get buy-in.
4 Steps
Learn about the business environment
Get stakeholder perspectives
Understand your audiences
Distill what you learned
Craft your statement
Content Strategy Tool: Business Model Canvass
• Value proposition • Key activities • Key resources • Key partners • Cost structure • Customer relationships • Channels • Revenue streams • Customer segments
Find at Strategyzer.com
Content Strategy Tools: Stakeholder Insights
Workshop setting: Find in The Content Strategy Toolkit
Interview setting: Find athttp://boxesandarrows.com/a-stakeholder-interview-checklist/
Stakeholder Tool: User Stories
As a I need
so that I can .
More in The Content Strategy ToolkitSource: Joseph Campbell
Content Strategy Tool: The Mad Lib
The content we produce helps our company accomplish
and by providing and
content that makes feel or
so that they can or .
<goal>
<goal> <adjective> <adjective>
<audience description> <emotion or state of mind>
<task>
<emotion or state of mind>
<task>
More in The Content Strategy Toolkit
See the Strategy Through
Use the strategy to make decisions about what content to create and where to share it. Make sure the people working on content know and understand the strategy. Review the content products against the strategy.
Content Strategy Tool: Decision-Making Matrix
Idea B U T
Beneftis of eating paleo article 1 1 2
Guest blogger series partnership with Crossfit gyms about eating to perform 2 3 5
Guest blogger series with people new to eating paleo 1 1 2
Eating paleo and working out articles 2 3 5
More in The Content Strategy Toolkit
Content Strategy Tool: Content Table
We’re in <Location>
Industry
Expertise
Office intro
Contact Us
CTA
Services
Descriptions
Case Studies
1 2
3
4
5
Objective
Demonstrate the capabilities and expertise of the
location and provide contact information for the sales
lead.
Content Priorities
1. Highlight the key differentiator of the location
selected.
2. List the name of the service and a short
description about our approach to providing it and
the results a customer can expect.
3. List the industries the location specializes in and
why that expertise matters. (Industry descriptions
will pre-populate based on the taxonomy.)
4. Include the key contact for the office with a short
bio and contact information.
5. Provide short teasers of up to three case studies,
focusing on the results of the work.
Preparing for Launch
⁃ Create the taxonomy and map service
descriptions, industry experience, and case
studies to the appropriate locations if you’d like to
auto-populate that content.
⁃ Each office will need to choose a key contact to
include on this page.
Can contain things like: • Objective • Audience • Supported user scenarios • Keywords • Meta description • Content priorities and messages • Calls to action • Maintenance schedule • Content owner
More in The Content Strategy Toolkit
Content Strategy Tool: Review Checklist
Attribute XSupports our strategy to increase new and recurring orders by providing motivating content that demonstrates to busy, single, Paleo-minded athletes how Origin Meals fits into their lifestylesConveys one or more of the proof points from our messaging frameworkAddresses an information need or curiosity our audience is likely to have
Contains a prominent an appropriate call to action
More in The Content Strategy Toolkit
Takeaways
A strategy statement helps you say no to ideas that don’t make sense. Without it, you risk wasting time, money, and opportunities to connect with your audience. Some small process changes and tools can help you stay on-track. You don’t have to be a content strategist to advocate for a content strategy.
Questions?
Thank you.Meghan Casey
Brain Traffic @meghscase