Example Content Strategy

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

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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

Twitter

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



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



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


Referral Traffic

Diversity Case Study

12/1/15 12/16/15 XXX.com,

Twitter

LinkedIn, SlideShare,

Partner

Search, Twitter, LinkedIn, Influencer


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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Example Content Strategy

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