(Go: >> BACK << -|- >> HOME <<)

SlideShare a Scribd company logo
CONTENT STRATEGY
FOR THE WEB Everything
Kristina @Halvorson
Coauthor, Content Strategy for the Web
CEO, Brain Traffic and Founder, Confab Events
I wrote the first
version of Content
Strategy for the
Web in 2009.
In it, I defined content
strategy as “the
practice of planning
for the creation,
delivery, and
governance of useful,
usable content.”
Not just...
• What
But …
• What
• Why
• How
• When
• For whom
• By whom
• With what
• Where
• How often
• What next
In 2012, I
coauthored the
2nd edition with
Melissa Rach.
This time, defining
“content strategy”
was a bit trickier.
(Read: there were
several caveats.)
At exactly this
time, there was
another trend on
the rise.
Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted audience,
with the objective of driving some
profitable action…
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“
The marketing
industry happily
complied.
This is big trouble for companies
who still can’t manage the content
they had in the first place.
Content strategy is more important
than ever.
What is
content strategy?
2015
© Brain Traffic 2015
Here’s how we
talk about it at
Brain Traffic.
Core strategy:
This defines where you
will focus your efforts
to improve content
substance, structure,
workflow, and/or
governance.
It must provide clear
boundaries for what
you will do … and what
you won’t.
© Brain Traffic 2015
Substance:
Story, topic, brand elements,
voice and tone
Structure:
Organization, categorization,
component elements
CONTENT
Substance…
…fulfills business objectives
by meeting audience needs.
Structure…
…makes content findable and
usable for users, and
manageable for technology.
CONTENT
PEOPLE
Workflow:
Roles, processes, tools
Governance:
Policies, standards,
guidelines
Workflow...
...creates efficiencies
across content
properties.
Governance…
...empowers, facilitates,
and aligns.
PEOPLE
20
Lots More To Learn About
10 Definitions of Content Strategy
by Monica Bussolati
Point of View: Content Strategy
by Kevin Nichols
What Is Content Strategy?
by Aha Media Group
What kinds of content
strategy are there?
Content Strategy for User Experience
Infographic published by IBM Customer-Facing Solutions.
http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
Adaptive Content Strategy
Enterprise Content Strategy
Adapted from http://www.gollner.ca/2015/03/defining-intelligent-content.html
Workflow and
Governance
What does a content
strategist do?
Point of View: Content Strategy
by Kevin Nichols
What is the content
strategy process?
28
What is “a content strategy”?
• A content strategy—any strategy—is the path you’ll take
towards meeting your goals and fulfilling your vision. It may
be one of a few parallel paths towards the same goals.
• A content strategy helps define what you WILL do and what
you WON’T do.
• All tactical content initiatives must map back to your strategy.
• Your content strategy should force you to prioritize and to
say “no.”
29
How To Get There
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
31
Business objectives Current technology
Project objectives Functional requirements
User research Cross-platform initiatives
Stakeholder interviews Industry trends
Usability testing Competitors
Design research Content inventory
Typical Discovery Checklist
32
Content ROT Stakeholder agenda
Current style guide Content owners
Content readability Workflow and timelines
Search analytics Metadata integrity
Legal requirements Translation requirements
Channel requirements Accessibility requirements
Content Strategy Checklist
33
After the Assessment: Your Analysis Report
EXAMPLE ONLY
34
EXAMPLE ONLY
EXAMPLE ONLY
EXAMPLE ONLY
35
Example: Content Strategy Framework
CORE
STRATEGY
Evolve our print production model to deliver
single-source, omnichannel content.
We communicate effortlessly with priority
audiences everywhere.
36
Example: CS document intro
37
Example: CS Guiding Principles

1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
39
“Define and Design”
Project plan High level architecture
Success metrics Content requirements
Dependencies Features definition
Branding elements Development plan
Design mock-ups User testing/QA
SEO guidelines Launch plan
40
Messaging Content models
Topic maps Content types
Style guide Taxonomy
Page tables Editorial calendar
Architecture and Editorial
You can
find all
sorts of
tools and
templates
here.
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
Example: Content Strategy Roadmap
43
Example: Editorial Workflow
44
Example: Enterprise Workflow
45
Example: Team Structure
46
How do you make the
case for content
strategy?
48
Pain Points
• “We’re struggling with too much content across our
digital properties, with more being produced every day.”
• “We don’t know who owns the content.”
• “Our content is inconsistent, off-brand, outdated, even
incorrect in places.”
• “We’re partway through a website redesign and
suddenly have major content problems.”
• “We’re duplicating work efforts in digital and print
content.”
• “People in our company all talk about content and
content strategy in totally different ways.”
• “There are lots of politics and opinions that make
progress very difficult.”
Unanswered Questions
50
Opportunities
DIGITAL SERVICES IMPROVEMENT
• Reduced content operations cost
• Reduced content approval cycle time
• Decreased content redundancy
• Increased flexibility of content production and distribution
CUSTOMER VALUE IMPROVEMENT
• Higher content quality, lower error rates
• Increased customer satisfaction
• New customer interactions
• Increased direct bookings
How can you make
content strategy a part
of your world?
52
Smart Next Steps*
Read:
Attend:
Work with:
* I am biased.
Content Strategy for the Web
The Content Strategy Toolkit
Any Confab content strategy conference
Brain Traffic
CONTENT STRATEGY
FOR THE WEB You!
Kristina @Halvorson
Coauthor, Content Strategy for the Web
CEO, Brain Traffic
Founder, Confab Events
More Ideas: Books and Articles
- How To Create a Clear Project Plan
- Auditing Big Sites Doesn’t Have To Be Taxing
- Audit Sampling: It’s a Numbers Game
- Good Kickoff Meetings, by Kevin Hoffman
- Moments of Impact: How To Design Strategic
Conversations that Accelerate Change
- “Interviewing Humans”
- Just Enough Research
- Good Strategy, Bad Strategy
- What Is Strategy and Does It Matter?

More Related Content

What's hot

Content strategy and content marketing
Content strategy and content marketingContent strategy and content marketing
Content strategy and content marketing
Paul Jongeward
 
Content marketing
Content marketingContent marketing
Content marketing
Amin Ghasemi
 
#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategy
Euronet srl
 
Content Marketing Strategy Workshop
Content Marketing Strategy WorkshopContent Marketing Strategy Workshop
Content Marketing Strategy Workshop
Michael Brenner
 
PPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingPPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client Pitching
eMarket Education
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
Digital Training Institute
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
Dan Berlin
 
Pillar Content Strategy
Pillar Content StrategyPillar Content Strategy
Pillar Content Strategy
Knoxville HUG
 
Performance Marketing in a digital world
Performance Marketing in a digital worldPerformance Marketing in a digital world
Performance Marketing in a digital world
ForestView
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
NewsCred
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing Strategy
Ambika Gaur
 
Website Audit Presentation
Website Audit PresentationWebsite Audit Presentation
Best SEO Plan, Affordable SEO Plan - Aks Interactive
Best SEO Plan, Affordable SEO Plan - Aks InteractiveBest SEO Plan, Affordable SEO Plan - Aks Interactive
Best SEO Plan, Affordable SEO Plan - Aks Interactive
aksinteractive
 
Website Redesign Framework
Website Redesign FrameworkWebsite Redesign Framework
Website Redesign Framework
Demand Metric
 
SEO Audit Report PowerPoint Presentation Slides
SEO Audit Report PowerPoint Presentation SlidesSEO Audit Report PowerPoint Presentation Slides
SEO Audit Report PowerPoint Presentation Slides
SlideTeam
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
whittem3
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
Buffer
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
dletwin
 
Digital marketing strategy for B2B sector
Digital marketing strategy for B2B sectorDigital marketing strategy for B2B sector
Digital marketing strategy for B2B sector
Moses Gomes
 
Digital Marketing Strategy & Plan Template
Digital Marketing Strategy & Plan TemplateDigital Marketing Strategy & Plan Template
Digital Marketing Strategy & Plan Template
Bidur Acharya
 

What's hot (20)

Content strategy and content marketing
Content strategy and content marketingContent strategy and content marketing
Content strategy and content marketing
 
Content marketing
Content marketingContent marketing
Content marketing
 
#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategy
 
Content Marketing Strategy Workshop
Content Marketing Strategy WorkshopContent Marketing Strategy Workshop
Content Marketing Strategy Workshop
 
PPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client PitchingPPC Google AdWords Proposal Sample for Client Pitching
PPC Google AdWords Proposal Sample for Client Pitching
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
 
Pillar Content Strategy
Pillar Content StrategyPillar Content Strategy
Pillar Content Strategy
 
Performance Marketing in a digital world
Performance Marketing in a digital worldPerformance Marketing in a digital world
Performance Marketing in a digital world
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing Strategy
 
Website Audit Presentation
Website Audit PresentationWebsite Audit Presentation
Website Audit Presentation
 
Best SEO Plan, Affordable SEO Plan - Aks Interactive
Best SEO Plan, Affordable SEO Plan - Aks InteractiveBest SEO Plan, Affordable SEO Plan - Aks Interactive
Best SEO Plan, Affordable SEO Plan - Aks Interactive
 
Website Redesign Framework
Website Redesign FrameworkWebsite Redesign Framework
Website Redesign Framework
 
SEO Audit Report PowerPoint Presentation Slides
SEO Audit Report PowerPoint Presentation SlidesSEO Audit Report PowerPoint Presentation Slides
SEO Audit Report PowerPoint Presentation Slides
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
 
Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Digital marketing strategy for B2B sector
Digital marketing strategy for B2B sectorDigital marketing strategy for B2B sector
Digital marketing strategy for B2B sector
 
Digital Marketing Strategy & Plan Template
Digital Marketing Strategy & Plan TemplateDigital Marketing Strategy & Plan Template
Digital Marketing Strategy & Plan Template
 

Viewers also liked

Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Kristina Halvorson
 
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Daniel Eizans
 
Content Strategy Academy Presentation Slides
Content Strategy Academy Presentation SlidesContent Strategy Academy Presentation Slides
Content Strategy Academy Presentation Slides
HarvardComms
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
Content Marketing Institute
 
Ideate! Create and Develop World-Changing Ideas
Ideate! Create and Develop World-Changing IdeasIdeate! Create and Develop World-Changing Ideas
Ideate! Create and Develop World-Changing Ideas
Chiara Ojeda
 
Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!
Jonathon Colman
 
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive GuideSEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
Adam Audette
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
Roger Parker
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
UXPA International
 
Design Synthesis
Design SynthesisDesign Synthesis
Design Synthesis
frog
 
Writing surveysthatwork
Writing surveysthatworkWriting surveysthatwork
Writing surveysthatwork
rebeccaweiss
 
Task Analysis
Task AnalysisTask Analysis
Task Analysis
Dr. V Vorvoreanu
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
Stephen Anderson
 
Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!
William Evans
 
Design Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User NeedsDesign Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User Needs
Chris Avore
 
Information Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and UsefulInformation Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and Useful
frog
 
UX Flows - Skillshare
UX Flows - SkillshareUX Flows - Skillshare
UX Flows - Skillshare
Carl Nelson
 
Design Thinking is Killing Creativity
Design Thinking is Killing CreativityDesign Thinking is Killing Creativity
Design Thinking is Killing Creativity
designsojourn
 
10 tips for a better UX survey
10 tips for a better UX survey10 tips for a better UX survey
10 tips for a better UX survey
Caroline Jarrett
 
Better Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More EffectivelyBetter Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More Effectively
David Sherwin
 

Viewers also liked (20)

Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
 
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...
 
Content Strategy Academy Presentation Slides
Content Strategy Academy Presentation SlidesContent Strategy Academy Presentation Slides
Content Strategy Academy Presentation Slides
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
Ideate! Create and Develop World-Changing Ideas
Ideate! Create and Develop World-Changing IdeasIdeate! Create and Develop World-Changing Ideas
Ideate! Create and Develop World-Changing Ideas
 
Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!Enterprise SEO & Content Strategy: STOP THE PAIN!
Enterprise SEO & Content Strategy: STOP THE PAIN!
 
SEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive GuideSEO for Ecommerce: A Comprehensive Guide
SEO for Ecommerce: A Comprehensive Guide
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
 
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle KantrovichCompetitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
Competitive Analysis: Strategic UX Spy Games - Lyle Kantrovich
 
Design Synthesis
Design SynthesisDesign Synthesis
Design Synthesis
 
Writing surveysthatwork
Writing surveysthatworkWriting surveysthatwork
Writing surveysthatwork
 
Task Analysis
Task AnalysisTask Analysis
Task Analysis
 
(Design) Principles To Build By
(Design) Principles To Build By(Design) Principles To Build By
(Design) Principles To Build By
 
Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!Introduction to UX Research: Designing Surveys That Don't Suck!
Introduction to UX Research: Designing Surveys That Don't Suck!
 
Design Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User NeedsDesign Strategy: Aligning Business Goals and User Needs
Design Strategy: Aligning Business Goals and User Needs
 
Information Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and UsefulInformation Architecture: Making Information Accessible and Useful
Information Architecture: Making Information Accessible and Useful
 
UX Flows - Skillshare
UX Flows - SkillshareUX Flows - Skillshare
UX Flows - Skillshare
 
Design Thinking is Killing Creativity
Design Thinking is Killing CreativityDesign Thinking is Killing Creativity
Design Thinking is Killing Creativity
 
10 tips for a better UX survey
10 tips for a better UX survey10 tips for a better UX survey
10 tips for a better UX survey
 
Better Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More EffectivelyBetter Ideas Faster: How to Brainstorm More Effectively
Better Ideas Faster: How to Brainstorm More Effectively
 

Similar to Content Strategy for Everything

How to make content matter
How to make content matterHow to make content matter
How to make content matter
Master Web Creations
 
Predicate | When Content Management Needs a Content Strategy
Predicate | When Content Management Needs a Content StrategyPredicate | When Content Management Needs a Content Strategy
Predicate | When Content Management Needs a Content Strategy
Bucket Holdings
 
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Big Content Alliance
 
A core content strategy process for a strong start csa
A core content strategy process for a strong start   csaA core content strategy process for a strong start   csa
A core content strategy process for a strong start csa
Sarah Beckley
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Kim Marques
 
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
Minnesota Interactive Marketing Association
 
The Collaborative Content Audit
The Collaborative Content AuditThe Collaborative Content Audit
The Collaborative Content Audit
Dori Kelner
 
How to build user experience into courses
How to build user experience into coursesHow to build user experience into courses
How to build user experience into courses
UX Firm, LLC
 
Collective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-finalCollective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-final
Content Strategy Inc.
 
Collaborating on content audits
Collaborating on content auditsCollaborating on content audits
Collaborating on content audits
Dori Kelner
 
Inventory to Insight to Action with Paula Land
Inventory to Insight to Action with Paula LandInventory to Insight to Action with Paula Land
Inventory to Insight to Action with Paula Land
Content Strategy Workshops
 
Getting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann JenkinsGetting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann Jenkins
ABQLA_presentations
 
The 6 step guide to content strategy
The 6 step guide to content strategy The 6 step guide to content strategy
The 6 step guide to content strategy
Reading Room
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
Memi Beltrame
 
Content Strategy as a Methodology
Content Strategy as a MethodologyContent Strategy as a Methodology
Content Strategy as a Methodology
Rachel Lovinger
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
Michael Brenner
 
Creating a Winning Content Strategy
Creating a Winning Content StrategyCreating a Winning Content Strategy
Creating a Winning Content Strategy
Ektron
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
The Future of Content Strategy Webinar
The Future of Content Strategy WebinarThe Future of Content Strategy Webinar
The Future of Content Strategy Webinar
Cyber-Duck
 
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
Curata
 

Similar to Content Strategy for Everything (20)

How to make content matter
How to make content matterHow to make content matter
How to make content matter
 
Predicate | When Content Management Needs a Content Strategy
Predicate | When Content Management Needs a Content StrategyPredicate | When Content Management Needs a Content Strategy
Predicate | When Content Management Needs a Content Strategy
 
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
 
A core content strategy process for a strong start csa
A core content strategy process for a strong start   csaA core content strategy process for a strong start   csa
A core content strategy process for a strong start csa
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
 
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
MIMA Monthly January 2015 - "Content Strategy 2015: Marketing, Mobile, and th...
 
The Collaborative Content Audit
The Collaborative Content AuditThe Collaborative Content Audit
The Collaborative Content Audit
 
How to build user experience into courses
How to build user experience into coursesHow to build user experience into courses
How to build user experience into courses
 
Collective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-finalCollective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-final
 
Collaborating on content audits
Collaborating on content auditsCollaborating on content audits
Collaborating on content audits
 
Inventory to Insight to Action with Paula Land
Inventory to Insight to Action with Paula LandInventory to Insight to Action with Paula Land
Inventory to Insight to Action with Paula Land
 
Getting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann JenkinsGetting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann Jenkins
 
The 6 step guide to content strategy
The 6 step guide to content strategy The 6 step guide to content strategy
The 6 step guide to content strategy
 
Content Strategy
Content StrategyContent Strategy
Content Strategy
 
Content Strategy as a Methodology
Content Strategy as a MethodologyContent Strategy as a Methodology
Content Strategy as a Methodology
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
 
Creating a Winning Content Strategy
Creating a Winning Content StrategyCreating a Winning Content Strategy
Creating a Winning Content Strategy
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
The Future of Content Strategy Webinar
The Future of Content Strategy WebinarThe Future of Content Strategy Webinar
The Future of Content Strategy Webinar
 
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
 

More from Kristina Halvorson

Content vs. the Customer
Content vs. the CustomerContent vs. the Customer
Content vs. the Customer
Kristina Halvorson
 
How to Conquer Content Chaos
How to Conquer Content ChaosHow to Conquer Content Chaos
How to Conquer Content Chaos
Kristina Halvorson
 
Use Your Words
Use Your WordsUse Your Words
Use Your Words
Kristina Halvorson
 
The Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big FixThe Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big Fix
Kristina Halvorson
 
Mission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentMission Possible: Stakeholder Alignment
Mission Possible: Stakeholder Alignment
Kristina Halvorson
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014
Kristina Halvorson
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are Drunk
Kristina Halvorson
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
Kristina Halvorson
 
Content Strategy FTW
Content Strategy FTWContent Strategy FTW
Content Strategy FTW
Kristina Halvorson
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of Marketing
Kristina Halvorson
 

More from Kristina Halvorson (10)

Content vs. the Customer
Content vs. the CustomerContent vs. the Customer
Content vs. the Customer
 
How to Conquer Content Chaos
How to Conquer Content ChaosHow to Conquer Content Chaos
How to Conquer Content Chaos
 
Use Your Words
Use Your WordsUse Your Words
Use Your Words
 
The Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big FixThe Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big Fix
 
Mission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentMission Possible: Stakeholder Alignment
Mission Possible: Stakeholder Alignment
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are Drunk
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
 
Content Strategy FTW
Content Strategy FTWContent Strategy FTW
Content Strategy FTW
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of Marketing
 

Recently uploaded

Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
Social Samosa
 
Global Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted VersionGlobal Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted Version
Mintel Group
 
Social Media and Museums Term Paper by Capri Guarisco
Social Media and Museums Term Paper by Capri GuariscoSocial Media and Museums Term Paper by Capri Guarisco
Social Media and Museums Term Paper by Capri Guarisco
CapriGuarisco
 
Content Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger ShimpContent Atomization with LLMs - Ginger Shimp
Personalizing in the Age of AI - John Bourous
Personalizing in the Age of AI - John BourousPersonalizing in the Age of AI - John Bourous
Mailchimp- The Best Email Marketing Tool.pptx
Mailchimp- The Best Email Marketing Tool.pptxMailchimp- The Best Email Marketing Tool.pptx
Mailchimp- The Best Email Marketing Tool.pptx
Rakesh Jalan
 
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI ToolsCleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
ABDERRAOUF MEHENNI
 
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Search Engine Journal
 
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
David Lecours
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
VWO
 
Ather Energy Brand & Customer Analysis and Research
Ather Energy Brand & Customer Analysis and ResearchAther Energy Brand & Customer Analysis and Research
Ather Energy Brand & Customer Analysis and Research
HarshalDahivalikar1
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
SMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel ServicesSMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel Services
SMM OWL
 

Recently uploaded (20)

Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowGrowth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, Outgrow
 
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
 
Global Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted VersionGlobal Outlook on Sustainability 2023 | Redacted Version
Global Outlook on Sustainability 2023 | Redacted Version
 
Social Media and Museums Term Paper by Capri Guarisco
Social Media and Museums Term Paper by Capri GuariscoSocial Media and Museums Term Paper by Capri Guarisco
Social Media and Museums Term Paper by Capri Guarisco
 
Content Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger ShimpContent Atomization with LLMs - Ginger Shimp
Content Atomization with LLMs - Ginger Shimp
 
497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock
 
Personalizing in the Age of AI - John Bourous
Personalizing in the Age of AI - John BourousPersonalizing in the Age of AI - John Bourous
Personalizing in the Age of AI - John Bourous
 
Mailchimp- The Best Email Marketing Tool.pptx
Mailchimp- The Best Email Marketing Tool.pptxMailchimp- The Best Email Marketing Tool.pptx
Mailchimp- The Best Email Marketing Tool.pptx
 
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
The Brand Clarity Framework, Intentional & Impactful Story-Based Marketing - ...
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
The Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss GulashThe Intersection Between AI & Paid Media Management - Curtiss Gulash
The Intersection Between AI & Paid Media Management - Curtiss Gulash
 
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
Digital Marketing Trends, Experts Insights on How to Gain a Competitive Edge ...
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI ToolsCleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
CleverlyBox Review 2024:Revolutionizing Email Marketing with Advanced AI Tools
 
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
 
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
3_Stories_AEC_Marketers_Must_Master_Amplify.pdf
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
 
Ather Energy Brand & Customer Analysis and Research
Ather Energy Brand & Customer Analysis and ResearchAther Energy Brand & Customer Analysis and Research
Ather Energy Brand & Customer Analysis and Research
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
 
SMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel ServicesSMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel Services
 

Content Strategy for Everything