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Let’s put some strategy in our content strategies! | Kathy Wagner
- 1. Let’s put somestrategy in our content strategies! Kathy Wagner Content Strategy Inc. #StrategyFirstCS | @Team_CS_Inc
- 2. #StrategyFirstCS | @Team_CS_Inc Whatwe’re talking about 1. Different ways to approach CS 2. A tool to focus on strategy 3. Small steps 4. Review 5. Questions
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- 4. What you see dependson your lens UX/CX Digital Content Manager Practitioner Strategist #StrategyFirstCS | @Team_CS_Inc
- 5. Choose the righthat for the occasion UX/CX Digital Content Manager Practitioner Strategist #StrategyFirstCS | @Team_CS_Inc
- 6. Content Strategist Photo by ArtemKovalev on Unsplash#StrategyFirstCS | @Team_CS_Inc
- 7. Content Meaningful information in anychannel, in any format, that is created for any human audience. #StrategyFirstCS | @Team_CS_Inc
- 8. Content strategy Content strategyguides the creation, delivery, and governance of useful, usable, content. ~Kristina Halvorson #StrategyFirstCS | @Team_CS_Inc
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- 10. Different kinds ofCS Product/UX CS Website CS Enterprise CS Marketing CS Content engineering #StrategyFirstCS | @Team_CS_Inc
- 11. How do most contentstrategists spend their days? #StrategyFirstCS | @Team_CS_Inc Photo by Artem Kovalev on Unsplash
- 12. • Audits • Recommendations •Personas • Future vision • Research • Writing • Journey maps • Content models • Training • Team building • Information architecture • Messaging
- 13. What is that accomplishing? Andwhy? #StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
- 14. Strategy is not… #StrategyFirstCS| @Team_CS_Inc
- 15. Best practices #StrategyFirstCS |@Kathy_CS_Inc Methods or techniques generally accepted as superior because they produce consistently superior results.
- 16. Tactics Means by whicha strategy is carried out. Activities that deal with the demands of the moment, or move towards milestones. #StrategyFirstCS | @Team_CS_Inc
- 17. Strategy is… #StrategyFirstCS |@Team_CS_Inc
- 18. Strategy “A coherent setof analysis, concepts, policies, and arguments that respond to a high- stakes challenge.” ~ Richard Rumelt #StrategyFirstCS | @Team_CS_Inc
- 19. Know your high-stakes challenge Findit or have it Photo by Tj Kolesnik on Un#StrategyFirstCS | @Team_CS_Inc
- 20. Photo by TjKolesnik on Un Know your high-stakes challenge Aligns with a recognized strategic goal. Can be significantly impacted through content. #StrategyFirstCS | @Team_CS_Inc
- 21. Good high-stakeschallenge Not good high-stakes challenge Reduce customer support calls Revise content for plain language Streamline operational efficiency Review content approval process Align digital properties to one brand Revise page titles for consistency Reuse content efficiently across regions Develop a taxonomy Increase employee use of intranet Move HR policies from pdf to html #StrategyFirstCS | @Team_CS_Inc
- 22. When we know howour activities fit within a strategy We know our contributions are valued#StrategyFirstCS | @Team_CS_Inc Photo by Artem Kovalev on Unsplash
- 23. How much strategyis in your content strategy work? #StrategyFirstCS | @Team_CS_Inc
- 24. A strategy has three parts: 1.Findings & foundation 2. Guiding focus 3. Coherent action plan #StrategyFirstCS | @Team_CS_Inc
- 25. A tool to stayfocused on strategy
- 26. Download this here:www.contentstrategyinc.com/wp-content/uploads/Strategic-Content-Strategy-Canvas.pdf
- 27. Understand the currentsituation, future objectives, and any obstacles or opportunities involved. #StrategyFirstCS | @Team_CS_Inc Photo by Gabriel Jimenez on Unspl Findings and foundation
- 28. Investigate business needs andenvironment • What challenge did you identify, or are you responding to? • How will the current business environment help or hinder your progress? • What resources do you have to work with, in terms of skill-sets, time, and budget? #StrategyFirstCS | @Team_CS_Inc
- 29. Investigate audience needs andsituation • Who is your audience? • What are your audience’s goals, perceptions, and needs? • What obstacles and opportunities are there in meeting audience needs? #StrategyFirstCS | @Team_CS_Inc
- 30. Review your current contentsituation • What content do you have or need to work with, to effectively respond to the challenge? • What content teams and processes are impacted? • How much work is required to move the content (and content teams, processes, technology, etc) from current state to future vision? #StrategyFirstCS | @Team_CS_Inc
- 31. Guiding focus Provides: • avision for the future. • high-level guidelines for getting there. • a rationale for why this vision is the strategic solution. Photo by Chris Barbalis on Unspla#StrategyFirstCS | @Team_CS_Inc
- 32. Show the contentstrategy vision #StrategyFirstCS | @Team_CS_Inc • A sneak peek into the future state of content. • Not a blue-sky vision. An achievable, strategic vision.
- 33. Define the guiding principles #StrategyFirstCS| @Team_CS_Inc • Are rules that help people stay focused. • Provides enough of a high-level “how” to get senior-level support. • Becomes a decision-making framework moving forward.
- 34. Provide the rationale •Why this vision, and these guiding principles, rather than another? • What does the research show? • Reiterate risks of status quo. #StrategyFirstCS | @Team_CS_Inc
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- 36. Action plan A detailedoutline of what’s involved and how the work will get done. This is where you list the tactics, or activities, needed to achieve the vision. Photo by Markus Spiske on Unsplash#StrategyFirstCS | @Team_CS_Inc
- 37. Action plan • Whatneeds to happen, by who, and when? • How will it get done (in terms of resourcing, budgets, etc)? • What are the dependencies and implications (for example, technology and training)? • Creating a detailed roadmap works well for this. #StrategyFirstCS | @Team_CS_Inc
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- 39. The canvas doesnot convey strategy details Simply a tool to help make sure your content strategy is strategic. You can use it as… Download this here: www.contentstrategyinc.com/wp-content/uploads/Strategic-Content-Strategy-Canvas.pdf
- 40. A facilitation tool. Photo byDaria Nepriakhina on Unsplash
- 41. A working framework. #StrategyFirstCS |@Team_CS_Inc
- 42. A summary snapshot. Photo byMalcolm Lightbody on Unsplash#StrategyFirstCS | @Team_CS_Inc
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- 44. How to openthe door for strategic work? • Start small • Support other teams • Build trust • Measure progress • Share successes Photo by Joaquin Paz y Miño on Unsplash#StrategyFirstCS | @Team_CS_Inc
- 45. Good high-stakeschallenge Good small high-stakes challenge Reduce customer support calls …from people who visit support site Streamline operational efficiency …of approval process within a team Align digital properties to new brand … starting with one priority area Reuse content efficiently across regions …starting with one use case Increase employee use of intranet …starting with high-priority section #StrategyFirstCS | @Team_CS_Inc
- 46. Aligns with arecognized strategic goal. Can be significantly impacted through content. Photo by Tj Kolesnik on Un#StrategyFirstCS | @Team_CS_Inc Even a small high-stakes challenge
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- 48. A strategy Isa response to a high-stakes challenge. #StrategyFirstCS | @Team_CS_Inc
- 49. A strategy has three parts: 1.Findings & foundation 2. Guiding focus 3. Coherent action plan #StrategyFirstCS | @Team_CS_Inc
- 50. Findings & foundation includes: 1. Businessneeds 2. Audience needs 3. Content needs #StrategyFirstCS | @Team_CS_Inc
- 51. Guiding focus includes: 1. Vision 2. Guidingprinciples 3. Rationale #StrategyFirstCS | @Team_CS_Inc
- 52. Coherant action plan includes: 1. Who 2.What 3. When #StrategyFirstCS | @Team_CS_Inc
- 53. To make sureyou cover all areas that contribute to good content strategy Use the canvas framework #StrategyFirstCS | @Team_CS_Inc
- 54. Use the canvas framework • Tofacilitate discussion • To guide your approach • To show snapshot #StrategyFirstCS | @Team_CS_Inc
- 55. How do you spendyour days? #StrategyFirstCS | @Team_CS_Inc Photo by Artem Kovalev on Unsplash
- 56. • Audits • Recommendations •Personas • Future vision • Research • Writing • Journey maps • Content models • Training • Team building • Information architecture • Messaging
- 57. But you’ll know whatyou’re contributing to. And can prioritize your efforts. #StrategyFirstCS | @Team_CS_Inc Photo by Artem Kovalev on Unsplash
- 58. If you want moreon strategy
- 59. Visit ContentStrategyInc.com for relatedarticles: • Content leaders: Managers, practioners, and strategists • Put more strategy into your content strategy • How to complete the content strategy canvas • Three ways to use the content strategy canvas And to download the canvas: • Strategic Content Strategy Canvas (pdf)
- 60. Questions? And thank you KathyWagner Content Strategy Inc [email protected] @Team_CS_Inc Monthly newsletter: http://eepurl.com/bTo4PH