Content Strategy In An Hour – Conveyor
-
Upload
isaac-szymanczyk -
Category
Marketing
-
view
632 -
download
2
Transcript of Content Strategy In An Hour – Conveyor
![Page 1: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/1.jpg)
#CSPDX@IsaacSzy
Content Strategy in An Hour
Content Strategy PDXFebruary 15, 2017
Isaac SzymanczykFounder & Chief Storyteller
Conveyor
![Page 2: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/2.jpg)
#CSPDX@IsaacSzy
Thank you, sponsors.
![Page 3: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/3.jpg)
#CSPDX@IsaacSzy
![Page 4: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/4.jpg)
#CSPDX@IsaacSzy
Background
![Page 5: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/5.jpg)
#CSPDX@IsaacSzy
Content Strategy is
“The creation, publication, and governance of useful, usable content.”
– @halvorson
![Page 6: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/6.jpg)
#CSPDX@IsaacSzy
What is Content Strategy For?
A. Producing better contentB. Write once — use many timesC. Work smarter not harder
![Page 7: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/7.jpg)
#CSPDX@IsaacSzy
“Your content strategy defines how an organization (or project) will use content to achieve its objectives and meet its users’ needs.”
![Page 8: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/8.jpg)
#CSPDX@IsaacSzy
![Page 9: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/9.jpg)
#CSPDX@IsaacSzy
The Key to Building Your Content Strategy
![Page 10: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/10.jpg)
#CSPDX@IsaacSzy
Strategy = WHY
![Page 11: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/11.jpg)
#CSPDX@IsaacSzy
ContentStrategy
= WHYCONTENT
![Page 12: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/12.jpg)
#CSPDX@IsaacSzy
WWWHWW
![Page 13: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/13.jpg)
#CSPDX@IsaacSzy
Why are we making content at all?
![Page 14: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/14.jpg)
#CSPDX@IsaacSzy
Who will we be making it for?
![Page 15: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/15.jpg)
#CSPDX@IsaacSzy
What will it look like, sound like, feel like, and how often, and what
impact should it have on people?
![Page 16: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/16.jpg)
#CSPDX@IsaacSzy
How How often will we publish,
distribute, measure, update, control it? How will we get it written, what’s our workflow,
structure, mobile strategy, governance plan...
![Page 17: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/17.jpg)
#CSPDX@IsaacSzy
When / Where ...will we publish?
![Page 18: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/18.jpg)
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
![Page 19: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/19.jpg)
#CSPDX@IsaacSzy
WHAT
HOW
WHY
WHEN
WHERE
WHOFOR WHOM
WHERE
HOW
![Page 20: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/20.jpg)
#CSPDX@IsaacSzy
The 1-Hour Strategy
![Page 21: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/21.jpg)
#CSPDX@IsaacSzy
The 1-Hour Strategy
![Page 22: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/22.jpg)
#CSPDX@IsaacSzy
The 1-Hour Strategy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
![Page 23: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/23.jpg)
#CSPDX@IsaacSzy
The Content Strategy Statement
![Page 24: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/24.jpg)
#CSPDX@IsaacSzy
“One of the most powerful things we can do is boil down words to a core #contentstrategy statement”.
![Page 25: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/25.jpg)
#CSPDX@IsaacSzy
“We want _____ to do ___ so we can achieve ___.”
![Page 26: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/26.jpg)
#CSPDX@IsaacSzy
“Our business will achieve _______ by publishing ____, _______ content about _______ that makes people (do) ______.”
![Page 27: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/27.jpg)
#CSPDX@IsaacSzy
“The content we make will help us ________ by providing _______ content about _______ that makes people ______ so they can __________.”
![Page 28: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/28.jpg)
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
![Page 29: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/29.jpg)
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN WHEREWHO
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
![Page 30: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/30.jpg)
#CSPDX@IsaacSzy
The 1-Hour Strategy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
STATEMENT“We want _____ to
achieve ___ by targeting ____ with content on
_______ via _______ channels with ______
process.”
![Page 31: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/31.jpg)
#CSPDX@IsaacSzy
Who is our content for?
What we will produce?
So they will do what?
So our business can what?
How will we get it done?
STATEMENT“We want _____ to
achieve ___ by targeting ____ with content on
_______ via _______ channels with ______
process.”? figure out
![Page 32: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/32.jpg)
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
“The content we produce will help us accomplish 25% revenue growth and 50% team growth in 2017 by providing content about smarter marketing content and our company culture that makes brands and smart content professionals feel inspired about using content to fuel business so that they can hire us or join our team.”
![Page 33: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/33.jpg)
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
![Page 34: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/34.jpg)
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN
Style Guide
Voice & Tone Guide
Content Outline
Content audits
Core Messaging
WHERE
Adaptive content plan
Automation Campaigns
Analytics
Marketing plan
Sales Needs
Customer Research
Content Inventory
WHO
Buyer Personas
Demographic Profiles
Customer Interviews
User Experience Feedback
Content Calendar
Card Sorting
Customer Stories
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
Governance Model
Workflows
![Page 35: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/35.jpg)
#CSPDX@IsaacSzy
Why
![Page 36: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/36.jpg)
#CSPDX@IsaacSzy
Why
![Page 37: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/37.jpg)
#CSPDX@IsaacSzy
![Page 38: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/38.jpg)
#CSPDX@IsaacSzy
THE CONTENT STRATEGY STATEMENT
![Page 39: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/39.jpg)
#CSPDX@IsaacSzy
Where
![Page 40: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/40.jpg)
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 41: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/41.jpg)
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 42: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/42.jpg)
#CSPDX@IsaacSzy
Where: Content Channels/TypesEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 43: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/43.jpg)
#CSPDX@IsaacSzy
What
![Page 44: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/44.jpg)
#CSPDX@IsaacSzy
What: Action What do we want to make
people do?
Buy _____
Think _____
Feel _____
Search for _____
Ask about _____
Create _____
Research _____
Read _____
Donate to _____
Subscribe to _____
![Page 45: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/45.jpg)
#CSPDX@IsaacSzy
What: Content Types (also Channels)Email marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 46: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/46.jpg)
#CSPDX@IsaacSzy
Who
![Page 47: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/47.jpg)
#CSPDX@IsaacSzy
Buyer Personas
![Page 48: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/48.jpg)
#CSPDX@IsaacSzy
![Page 49: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/49.jpg)
#CSPDX@IsaacSzy
![Page 50: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/50.jpg)
#CSPDX@IsaacSzy
Card sorting exercises
![Page 51: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/51.jpg)
#CSPDX@IsaacSzy
CUSTOMER
MARKETING
SALES TEAM
PARTNERS
OTHER GROUPS
Who: Content Stakeholders
![Page 52: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/52.jpg)
#CSPDX@IsaacSzy
When
![Page 53: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/53.jpg)
#CSPDX@IsaacSzy
When: Governance
![Page 54: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/54.jpg)
#CSPDX@IsaacSzy
When: GovernanceEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 55: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/55.jpg)
#CSPDX@IsaacSzy
Governance: Product Info
In 2008
![Page 56: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/56.jpg)
#CSPDX@IsaacSzy
In 2017
Governance: Product Info
![Page 57: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/57.jpg)
#CSPDX@IsaacSzy
When: GovernanceEmail marketing
Webpages
Landing pages
Newsletter
Press releases
Sales sheets
Videos
Employee Memos
Podcasts
Snapchat
Training guides
Customer events
Email templates
Solution briefs
White papers
Presentations
Talks
Webinars
Case studies
![Page 58: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/58.jpg)
#CSPDX@IsaacSzy
How
![Page 59: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/59.jpg)
#CSPDX@IsaacSzy
SUBJECT MATTER
WRITER
EDITOR
APPROVER
REVIEWER
How: Content Roles
![Page 60: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/60.jpg)
#CSPDX@IsaacSzy
How: Workflows
research interview write edit proof upload review approve send
![Page 61: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/61.jpg)
#CSPDX@IsaacSzy
How: Workflows
plan write edit proof upload approve To socialBLOG
research interview write edit proof uploadARTICLE
research storyboard write shoot edit upload review publishVIDEO
interview edit upload approve sendPODCAST
concept write proof schedule review approve sendSOCIAL
interview write edit proof upload review publishSITE
![Page 62: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/62.jpg)
#CSPDX@IsaacSzy
WWWHWW
![Page 63: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/63.jpg)
#CSPDX@IsaacSzy
WHAT HOWWHY WHEN
Style Guide
Voice & Tone Guide
Content Outline
Content audits
Core Messaging
WHERE
Adaptive content plan
Automation Campaigns
Analytics
Marketing plan
Sales Needs
Customer Research
Content Inventory
WHO
Buyer Personas
Demographic Profiles
Customer Interviews
User Experience Feedback
Content Calendar
Card Sorting
Customer Stories
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
Governance Model
Workflows
![Page 64: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/64.jpg)
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
![Page 65: Content Strategy In An Hour – Conveyor](https://reader031.fdocuments.us/reader031/viewer/2022022413/58cefbdf1a28abab738b5b41/html5/thumbnails/65.jpg)
#CSPDX@IsaacSzy
“We want _____ to achieve ___ by targeting ____ with content on _______ via _______ channels with ______ process.”
WHAT HOWWHY WHEN WHEREWHO
CONTENT MARKETING
SALES $