Post on 21-Feb-2017
XXX
CONTENT STRATEGY
December 10, 2015
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TABLE OF CONTENTSPurpose
Inputs
Content Defined
Content Strategy Progress
Content Strategy Timeline
Content Audit & Research Review
Content Strategy
Content Creation
Content Marketing
Workflow
Measurement
Roadmap
Next Steps
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Page 4
Page 5
Page 6
Page 7
Page 8
Page 14
Page 20
Page 37
Page 46
Page 50
Page 55
Page 59
PURPOSE
The following presentation details the recommended content strategy, including content creation and marketing, workflow and measurement for XXX U.S to move the brand into new forward-
thinking and thought leadership territory.
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INPUTS
The content strategy contained herein is compiled based on findings from:
Competitive Audit DNA/Social Listening Research Weekly Competitive Analysis
XXX U.S. Stakeholder Interviews XXX U.S. Internal Documents provided to Doremus
Doremus Content Insights
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CONTENT DEFINEDDefinitions of commonly used terms as related to content.
Branded Content: Non-disruptive brand messaging created to entertain, educate or bring value to the intended audience
Content Strategy: Planning, development and management of content based on research and insight
Content Creation: Production/creative development of content by internal or external parties
Content Marketing: Publication and distribution of content via paid, owned and earned methods
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CONTENT STRATEGY PROGRESS
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Step 1:
Step 2:
Final Step: Content Strategy
Step 3:
CONTENT AUDIT & RESEARCH REVIEW
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THE COMPLETE NETWORK
COMPETITIVE CONVERSATION SNAPSHOT
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Key Insight: The network entities designated below largely communicate about themselves and their services.
COMPETITIVE CONTENT REPORT CARDHow does the competition stack up according to content strategy and distribution?
Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content
EY-Forward thinking with their use of technology as a content delivery mechanism
PwC-Design-friendly and most willing to take risks, but need to tighten content distribution
XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so
RSM-Content is conservatively made and distributed, not aligned to new brand positioning
KPMG-Creating a wealth of content but content and distribution strategy is off
BDO Seidman-Content is rote and machinated
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BEST-IN-CLASS BRANDED CONTENTBest-in-class branded content categorically demonstrates themes and trends that make them
stand out in a crowded marketplace. Those themes and trends include: • Purposeful Content: Branded content strategized, created and distributed with the consumer
in mind to entertain, educate and add value, while also aligning with brand objectives and considering competitive space
• Emotional Content: The impact of emotional content, especially presented positively, is a proven content strategy component
• Future Thinking Content: Looking forward to excel and be distinct in the competitive landscape
KEY INSIGHTS
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1 2
3 A conscious shift has to be made by XXX in order to entice the Transformational Leaders and Thought Leaders categories by utilizing the themes and trends identified to date.
However, the content shift should feel organic and not forced, staying true to the internal XXX culture and values in order to be authentic and resonate with the intended audience.
While much of it is slick and attractive, the content the competitive set is serving to its audience does not align with content proven to resonate with the network audience, XXX included.
4 5 Understand the conversation drivers of the sub-communities in order to create content
pillars, ensuring all communities and network audiences are represented.
XXX is currently positioned within the Tax & Accounting segment of the network. In order to successfully and strategically shift into new territory, we must understand the themes and conversation
drivers to leverage engagement and then transition into the Transformational Leaders and Thought Leadership through content.
CONTENT STRATEGY
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“We need to stop interrupting what people are interested in…
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…and be the thing people are interested in.”
- Craig Davis, Chief Creative Officer, J. Walter Thompson
XXX CONTENT STRATEGY MISSION STATEMENT
XXX delivers relevant content filtered through a positive purposeful lens to transformational and business thought leaders, internally and
externally, to engage and collaboratively partner on a meaningful and lasting impact for a better tomorrow for all, today.
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XXX CONTENT STRATEGY MISSION STATEMENT, DIAGRAMMED
XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to transformational and business thought leaders (3), internally and externally, to
engage and collaboratively partner (4) on a meaningful and lasting impact for a better tomorrow for all, today (5).
1. Derived from thought leadership audience’s thirst for trending, timely content
2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint
3. Transformational and Business Thought Leaders are the identified audience
4. Best practice is to converse and engage with the audience, as opposed to speaking at them. Collaboration is also mentioned extensively throughout XXX internal documents
5. Gleaned from potential XXX brand positioning
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CONTENT STRATEGY FRAMEWORK
Create & Edit
- Asset Creation
- Governance - Edits
- Approvals
Distribute
- Publish - Promote
- Provide to influencers &
partners
Plan
- Audit - Audience Research - Identify
trends & top stories Organize
& Curate
- Collect Internal Asks - Source 3rd Party Content
- Editorial Calendar
Measure & Optimize
- Measure - Analyze - Report
- Optimize
CONTENT CREATION
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“Either write something worth reading,
or do something worth writing about.”
- Benjamin Franklin
THEME VS. TOPIC DEFINEDTheme: The central idea Topic: Specific subjects to support the idea
Theme = Topic
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COMPETITIVE THEMES
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Inward Focus: Themes surround brands and service lines, with little deviation
TRANSFORMATIONAL LEADERS THEMES
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Entrepreneurial Culture: Enriching business content within the entrepreneurial and tech communities
THOUGHT LEADERSHIP THEMES
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Breaking News: Global trending subject-matter
INTERNAL BRAND THEMES
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We are a first mover; we are way more nimble. I can make a difference. I can have a good idea and have it implemented immediately. It fits into an entrepreneurial mindset.
We are not where we want to be when it comes to diversity, but we are getting there. We are actively promoting our women. We don’t have an active bias, and we are night and day as compared to our competitors. In the next decade, we will really outpace the other firms – just because we have more in the pipeline.
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RECOMMENDED CONTENT THEMESCompetitive Audit DNA/Social Research Interviews/Documents
• Company Culture • Technology • Consumer Culture • Stories/Testimonials • Diversity • Industry Trends & Insights
• POV on global/domestic news & trends • Lifestyle & Work/Life Balance • Technology • Education & Reference • Collaborative Change • Entrepreneurship • Accounting • Finance • Marketing
• Diversity • Company Culture • Values • Stories/Testimonials • Making a Difference • Encouragement & Inspiration • Traditional Business/Services & Sectors • Collaboration • Community • Entrepreneurship
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CONTENT THEME EXAMPLES
Encouragement & Inspiration Technology Company
Culture
COMPETITIVE TOPICS
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TRANSFORMATIONAL LEADERS TOPICS
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THOUGHT LEADERSHIP TOPICS
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• Career Development • Team Building • Employee Achievements • Company Events • Employee Benefits • Employee Testimonials • Client Testimonials • Service • Cyber Security • Mobile Technology • Millennials • Retail Trends
• Social Media • Big Data • Family • New Devices/Apps/Operating Systems • Travel • Industry Events • FinTech • Holidays & Consumer Events • Appropriate Current/World Events • Women in the Workplace/Education • Healthy Living • Internet of Things
• Women in the Workplace/Education • Diversity in the Workplace • Employee Achievements/Spotlight • Employee, Partner & Client Testimonials • Career Development • Community Service/Charity Initiatives • Mentorship • Hyper-local Updates • Education on Traditional Business/Services • Business Relationship Advice • Problem Solving Advice • Personal Branding
RECOMMENDED CONTENT TOPICSCompetitive Audit DNA/Social Research Interviews/Documents
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CONTENT TOPIC EXAMPLES
Millennials Women in the Workplace/Education Holidays/Current Events
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e-Books, Apps
Presentations, Long-form Videos, Surveys
Case Studies/Testimonials, Webinars, Infographics
Short Videos, Podcasts, Images, Factoids, Blog Posts, Listicles, Influencer/Partner
Content, UGC, Quotes, Whitepapers
Curated Third Party Content Less Effort, Create More Often
More Effort, Create Less Often
CONTENT TYPES
REPURPOSING ORIGINAL CONTENT
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Original content developed and created by XXX can be repurposed, edited, reformatted, recycled, reused, chopped, compiled and converted into or from any medium and suited for any distribution channel. This will save time and budget, but also cross-promote XXX owned channels, as well as the original content it came from.
For example:
Turn Webinars into Video Tutorials
Turn Interviews into eBooks & Quotes
Turn Presentations into Infographics
Turn Infographics into Factoids & Listicles
Turn Case Studies into Testimonials & Tweets
Turn Blog Posts into Podcasts & Images
ORIGINAL VS. CURATED CONTENTWhile original content is content developed and created by XXX, curated content is selected, categorized and presented as the most relevant information to meet your audience’s needs on a specific subject by parties other than XXX. It is recommended that 25% of published content be curated of any type.
Why is curating content a good idea?
• Will use less time and resources
• Presents XXX as a thought leader
• Can (and should) be presented with additional commentary or visuals to make it your own
• Lends association with the original author/publisher
• Increases external engagement
• Brings a fresh perspective to owned channels
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CONTENT MARKETING
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“Content is king, but distribution is queen.
And she wears the pants.”- Jonathan Perelman, BuzzFeed
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CONTENT PUBLISHING FREQUENCYOrganic and paid engagement will rise across all channels with
publishing frequency.
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TYPE INSIDE XXX OUTSIDE XXX SERVICES & SECTORS*
Third Party Content
N/A 5x weekly 5x weekly
Short Videos 1x bi-weekly 1x weekly 1x weekly
Podcasts 1x weekly 1x weekly N/A
Images 10x weekly 5x weekly 5x weekly
Factoids 1x weekly 1x weekly 1x weekly
Blog Posts 2x weekly 2x weekly 1x weekly
Listicles N/A 1x bi-weekly 1x bi-weekly
Partner Content 1x weekly 1x weekly 1x weekly
UGC 1x weekly 1x weekly 1x weekly
Quotes 1x weekly 5x weekly 1x weekly
RECOMMENDED CONTENT CADENCE
*Services & sectors to be targeted to specific, relevant audiences only and not the entire brand audience
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TYPE INSIDE GT OUTSIDE GT SERVICES & SECTORS*
Whitepapers TBD TBD TBD
Case Studies 1x bi-weekly N/A 1x bi-weekly
Webinars 1x monthly N/A 1x monthly
Infographics 3x yearly 5x yearly 1x quarterly
Presentations 2x yearly N/A 1x quarterly
Long Form Videos 2x yearly N/A N/A
Surveys N/A 2x yearly 1x quarterly
e-Books 1x yearly N/A N/A
Apps 1x yearly/TBD N/A 2x yearly/TBD
RECOMMENDED CONTENT CADENCE (CNT’D)
*Services and sectors to be targeted to specific, relevant audiences only and not the entire brand audience
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CHANNEL NARRATIVE KEY AUDIENCE CONTENT
Facebook XXX has a collaborative and caring culture
where people thrive Employees, Potential Employees, Potential Clients
Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Quotes,
Infographics
Real-time conversation, collaboration, trendspotting and ideas can happen anywhere,
shared by anyone
Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Curated, Short Videos, Images, Factoids, Partner, UGC, Case Studies, Webinars, Infographics,
Surveys
LinkedIn Business thought leadership and news,
differentiated from the competition
Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Infographics,
Surveys
SlideShare A deeper dive into business thought leadership,
from XXX’s perspective
Transformational Leaders, Thought Leaders, Partners, Clients, Potential Employees, Potential
Clients
Partner, UGC, Case Studies, Presentations, Whitepapers, e-Books
YouTube An organized view into XXX’s universe Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients Short Videos, Long-form Videos
xxx.com Where XXX’s culture and thought leadership expertly collide
Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential
Employees, Potential Clients
Short Videos, Blog Posts, Podcasts, Partners, UGC, Infographics, Case Studies, Webinars, Infographics,
Presentations, Long-form video, Surveys, White Papers, e-Books
RECOMMENDED CHANNEL MATRIX
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CONTENT PRODUC-TION START POST DATE APPROVAL PRIMARY
CHANNELS SECONDARY CHANNELS PAID CHANNELS KPIS
“How to Collaborate” Blog Post
11/23/15 12/14/15 XXX.com, LinkedIn
Facebook, Twitter, Partner
Search, LinkedIn, Facebook, Influencer
Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites,
Referral Traffic
Entrepreneurial TrendsInfographic
11/30/15 12/15/15 XXX.com
Facebook, Twitter,
LinkedIn, Partner
Search, Facebook, Twitter, LinkedIn, Influencer
Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites,
Referral Traffic
Diversity Case Study
12/1/15 12/16/15 XXX.com,
LinkedIn, SlideShare,
Partner
Search, Twitter, LinkedIn, Influencer
Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites,
Referral Traffic
FinTech Podcast 12/3/15 12/16/15 XXX.com Twitter,
LinkedIn, Partner
Search, LinkedIn, Influencer Clicks, Page Views, Likes, Downloads,
Comments, Shares, Followers, Retweets, Favorites, Referral Traffic
Client Testimonial Video
12/3/15 12/17/15
XXX.com, Facebook, YouTube
Twitter, LinkedIn
Search, Facebook, LinkedIn
Clicks, Views, Likes, Average View Time, Comments, Shares, Followers, Subscribers,
Retweets, Favorites, Referral Traffic
Service Line Curated Article
N/A 12/18/15 Twitter N/A N/A Clicks, Comments, Followers, Retweets,
Favorites, Referral Traffic
EDITORIAL CALENDAR EXAMPLE
ORGANIC/PAID CONTENT DISTRIBUTION
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The average mainstream Hollywood film spends 50-60% of its budget on marketing and distribution.
Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without paid distribution, your content will not be seen by anyone, let alone the intended audience.
At a minimum, 2/3 of XXX content should be supported by paid media.
INFLUENCERS & PARTNERSHIPS
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Influencers and partners are an essential part of content, as they both create content as well as distribute to their audience. As such, it is important to choose influencers & partners who positively
exemplify XXX’s strategy while carrying the message to the right audience.
WORKFLOW
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“Behind every piece of bad content is an executive who asked for it.”
- Michael Brenner, NewsCred
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CONTENT WORKFLOWPlan Organize
& Curate Create & Edit Distribute Measure & Optimize
Editorial team compiles weekly
research
Editorial team mines project request box
Does request fit
content mission?
YES Request is approved
Editorial team plans overarching themes and topics
NO
Request is rejected
Editorial team curates third party content
Editorial team brainstorms & crafts weekly
editorial calendar
Editorial team coordinates production
Design/Copy creates assets
Editorial team approves/
requests edits
Editorial team facilitates partner approval/edits (if
applicable)
Editorial team sends for legal
review/communicates changes with design/copy
Editorial team publishes/schedules publishing
Editorial team coordinates paid
promotion & targets
Editorial team coordinates
influencer and partner distribution,
ensuring correct and timely publication
Editorial team measures &
analyzes published content
Editorial team compiles weekly analytics report,
with recommended optimizations
Editorial team informs partners of
successes & challenges
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Digital Marketing: Team Leaders
Campaign Editors: Managing Editors
Design & Copy: Content Creators
• Strategy generation • Conduct & compile research • Theme & topic generation
(leads team) • Feedback to team members &
partners, including Request Box
• Brainstorms & idea generation • Editorial calendar • Publishing & distribution • Paid promotion coordination • Influencer & partner
coordination • Measurement, analytics,
reporting & optimization
• Theme & topic generation • Brainstorms & idea generation (leads
team) • Curate third party content • Editorial calendar (leads team) • Creative production coordination • Ensures strategies are met • Quality assurance • Maintains voice/style • Conducts primary edits • Coordinates secondary edits (team
leads, partners, legal) • Ensures production schedules are
met
• Brainstorms & idea generation • Editorial calendar • Content Creation • Completion of edits to satisfaction
EDITORIAL TEAM ROLES & RESPONSIBILITIES
MEASUREMENT
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KEY OBJECTIVES & MEASURES
Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate
• Inbound Requests
Loyalty
• Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates
• Client Renewal Rates • Client Upselling
Brand Awareness
• Website Traffic • Page Views • Video Views
• Document Views • Social Engagement • Referral Links
Engagement• Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions
• Followers • Forwards
“Behind every tweet, share and purchase, there is a person. Care
more about the person and less about the share.”
- Shafqat Islam, NewsCred
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KEY OBJECTIVES & MEASUREMENTS
Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate
• Inbound Requests
Loyalty
• Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates
• Client Renewal Rates • Client Upselling
Brand Awareness
• Website Traffic • Page Views • Video Views
• Document Views • Social Engagement • Referral Links
Engagement• Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions
• Followers • Forwards
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MEASUREMENT ECOSYSTEM
xxx xxx
KPIS
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CRAWL WALK RUN
Frequency & Cadence
1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly
Estimated Benchmarks*
• 5,000-8,000 unique visitors/monthly • 20-50 social engagements/post
• 2+ minutes average time spent/post
• 9,000-70,000 unique visitors/monthly • 50-150 social engagements/post
• 2+ minutes average time spent/post
• 70,000-200,000 unique visitors/monthly • 150+ social engagements/post
• 2-5 minutes average time spent/post
*Estimated Benchmarks based upon supposition of paid budget behind most content
ROADMAP
THE PATH AHEAD FOR GRANT THORNTON CONTENT
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“Content Marketing is a commitment,
nota campaign .”- Jon Buscall, Jontus Media
THE PATH AHEAD FOR XXX CONTENT
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P1 P2 P3 P4
Create consistent brand identity
• Conduct current brand audit
• Create new voice & tone guidelines
• Incorporate guidelines into strategic content audit
• Design & launch internal content training program
• Incorporate strategy and guidelines into “easy” content
• Apply strategy and guidelines into more complex content
Craft & implement content strategy
• Conduct competitive/best practices audit
• Craft content strategy
• Strategic content audit & analysis • Socialize content strategy
• Begin putting content strategy into effect
• Prioritize content themes/topics/types
• Complete semi-annual content strategy analysis & refresh
• Broaden content prioritization
Strategize & deploy governance framework
• Create shared principles for content governance
• Begin identifying policy, standard & guideline
requirements
• Complete governance requirements
• Share governance plan • Plan & implement content
research process
• Introduce improvements to governance guidelines
• Complete semi-annual governance refresh
Design & implement workflow processes
• Assess current workflow effectiveness
• Assess employee skills • Identify knowledge/skill gaps
• Share workflow with affected parties
• Edit workflow based on feedback • Explore automation
• Design and lead content best practices workshops across
organization • Implement automation
• Identify and correct any workflow issues
Adopt data-driven decisions
• Conduct audience research • Conduct influencer research
• Identify success metrics
• Socialize research • Finalize success metrics
• Design weekly/monthly/quarterly reports
• Launch formalized reporting process
• Socialize reports with stakeholders to help optimize
XXX GOVERNANCE CHECKLIST
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Governance is a set of practices within content strategy that tries to deal with the realities of creating and publishing content in a real business environment. Immediate considerations for XXX to determine include:
Create/curate and train editorial staff and partners, where applicable, on policies, processes and guidelines Establish content type/volume/cadence/channel priority for staffing & budgeting, identifying information, skill and resource gaps
Provide documentation on overall content mission, objectives, style guidelines, distribution
methods, content types, research and reporting, and make readily available for all involved parties
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