Content Strategy and Plan

Your content is your advertising.

Be willing to engage your customers through your words.

• What: What topics do you want to cover? What format will you use?
• Why: Why does your customer care? Why does this provide value to your customer?
• How: How will you deliver the message? What is the tone of the message?
• Where: Where will you get content?
• When: When will you publish and how often will it be updated?
• Who: Who is responsible for the updates or maintenance?

Content strategy is a repeatable system that defines the entire editorial content development process for a website development project.

 Now to begin . . . . .

What are your business objectives?

What do your users want to do?

What does your brand stand for?

STRATEGY

Planning

• Who is your customer?
• What value do you bring to your customer?
• How do you plan to make money?
• Content Planning
  • What messages should be communicated?
  • What content features will support those messages?
  • What tone of voice should the site speak in?
  • How will you source or develop the content?
  • Do you have resources to maintain content?

Analysis

• What content currently exists?
• What content can be reused?
• What content is missing?
• SPREADSHEET: Content Inventory, Content Audit, Gap Analysis, Sourcing Plan

Creation

• Who will produce content?
• What are the guidelines?
• Who is responsible for reviewing, editing, and approving?
• What quality control measures do we need?
• Messaging Architecture
  • Call to action: What is next?
  • Primary Message: What, Why?
  • Secondary Message: Who, How, When, How Much?

Management

• How often should content be updated?
• How will you know the content is working?
• What metrics will you use to track performance?
• Editorial Calendar
  • Content focus for each day, week, month
  • Based on keyword and social media research
  • Analytics
    • Data to evaluate engagement
    • SEO data to increase awareness
• Review content metrics and determine if your content is working for you and make adjustments accordingly.

Implement the strategy and stay on plan.