At its core, content strategy focuses entirely on the user of the contentthe reader. For example, the book suggests the importance of a written content marketing strategy, but if you dont download the guide, you really dont get a sense for what such a document would look like. Strategy documents need to outline two key things the objectives of the strategy, and the goals which are necessary to achieve these objectives. Only then will it address all of the issues related to making data accessible and usable so that it can support todays multitude of processing and decisionmaking activities. Content marketing strategy, content strategy, and content plan. But, im probably not the primary audience for this material. Lets walk though how you can write a content marketing strategy one that pulls together all the pieces and gives you a. Strategy documents need to outline two key things the objectives of the strategy, and the goals which are necessary to achieve these objectives bob lewis explained the difference between objectives and goals to me this way. A wellexecuted, tailored strategy and resulting message platform will get everyone inside your organization on the same page about how to communicate your companys mission. How to write a content marketing strategy w template. Well show you the basic steps of a content audit here. Note that a content audit is often confused with a content strategy, but really its only one part of building an effective strategy. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar. Content strategy a practical guide to a publication of h ow to plan our content with purpose and ease.
The allinone social media workbook the tools, networks, and tactics you need to succeed excel social media strategy template to help get you started, download our free social media strategy template. Content strategy helps you manage all the assets or pieces of content that you generate. Below is a summary of key content to include in your strategy document. Martin is the director of the martin prosperity institute and a former dean of the rotman school of. Before you begin writing and exploring different content types and formats, its important to understand who youre writing content for. In our workshops we take organisations through a series of exercises to get them to a point where they can start working towards a good strategy. Download a free chapter from playing to win, rogers brandnew book with a. Oct 14, 2017 the strategy for your content is related to the strategy for your content marketing. Content strategy refers to the planning, development, and management of contentwritten or in other media. In this section of your strategic plan, you will identify the wants and needs of each of your target customer groups. It is the most important document for any qa team in software testing. The quality of your marketing strategy plan can directly affect the successes of your marketing activities and programs. The test strategy document answers questions like what you want to get done and how you are going to accomplish it. Strategy sessions for the business owner cl content.
If youd like to use this method as a foundation for your next content marketing strategy, youre totally welcome to grab the template. It grows as your understanding, clients and business do. The art of the one page strategy smarter with gartner. You can utilize the content strategy template provided by moz. Developing a communication strategy and formalizing it into a written plan is challenging, but its worth every bit of the time and energy investment it takes. To create your version of southwests backofthenapkin strategy or what is commonly known as the onepage strategy, start with one of the following approaches. The key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesnt. For example, a product leader would invest more heavily in innovation processes and ensuring the company gets product to market before the competition. Both the content and the order are suggestions only. The one who prepares this document, must have good experience in the product domain, as this is the document that is going to drive the entire team and it wont change. Why writing a book is the best content strategy youve. The 8 best content strategy presentations of 2012 content. This is because most people see strategy as an exercise in producing a planning document. Prepare the guidelines that should be part of the manual.
It is a static document means it wont change throughout the project life cycle. At its core, your content marketing strategy is your why. Jun 26, 2018 a strategy document serves a different purpose to a strategic plan. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Apr 29, 2020 the test strategy document answers questions like what you want to get done and how you are going to accomplish it. This has high potential of successes as content marketing is usually implemented in digital mediums where people can see information and details about the business even in the comfort of their own homes. The headings are shown in blue, with some example content in grey italic. So youre on board with content marketing and are excited to get started. Please fill this out 3 business days before we meet. Creating your own guide for inhouse use can start at any time, why not start right now. Event specific communications should still tie into the overall communication, marketing. The plan should be based on your companys business goals and resources, including staff.
What is an example of content strategy vs content marketing. Of course, if we consult, they have the strategy written for them. Tone and voice play an important role in creating content so use what you. Click next page below for sections 7 to of your strategic plan or here for the proven strategic plan template.
It seeks to define the vision and overall direction of travel for the deployment and exploitation of it capabilities across the university. An overarching it strategy is as important as the finance department for a company. The essentials of a documented content marketing strategy. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his own. This template is flexible dont be constrained by it delete and shift stuff around as you see fit.
While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy. How to write a content marketing strategy stepbystep. An objective is the point of it all, described from the perspective of business benefit. Joe is a solid content creator, and hes a great example of what it means to not. Tell me about your business after you book, youll receive a content questionnaire sent to your inbox. Your content strategy is where youll ultimately be able to experiment with and decide on your next books topic. Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy plan so there will be a smooth flow of the implementation of call to actions. Why writing a book is the best content strategy youve never thought of. A complete process for developing a content style guide. O we called this ebook a practical guide for a very simple reason. To handle the demands of content creation, marketers have. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Make sure you put all the outputs of your content strategy into the template. Many people we train have never seen a content strategy.
Joe is a solid content creator, and hes a great example of what it. Aug 12, 2014 content comes in all shapes and sizes, but not all are right for you or your audience. Objectives are sometimes referred to as the purpose of the strategy. It strategic plan doc format free download template. Our content strategy guidance is designed to help you do this. Jun 29, 2017 event or productservice launch communications strategy. Now that youre following the author, you receive firsthand notifications when they create new work, announce a book launch or share interviews theyve done with the press. How to create test strategy document sample template. All right, now that weve covered the caveats, lets look at how to write this content marketing strategy. To find out how to create a documented content strategy, including the 36 questions to ask, download our 16page guide, the essentials of a content marketing strategy. Bob lewis explained the difference between objectives and goals to me this way. The 8 best content strategy presentations of 2012 written by kane jamison. The brain traffic model kristina halvorson and melissa rach describe a model for covering the essential elements of a content strategy in their book content strategy for the web. Plus, you know that awesome content marketing involves a lot of flexibilityhow do you build that into a strategic document.
People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. Content strategy implies that someone is stepping back and asking, what should we create, and why. A short, concise summary of what the strategy is aiming to achieve, broken down into bullet points. You may be able to win a battle with a good piece of content, but you cant win the war without a good content strategy. You may be able to win a battle with a good piece of content, but you cant win the war without a. In no attempt to be original or reinvent the wheel, i will use the famous five ws to explain this thought process.
In part one of a threepart series, we explore how to apply content strategy principles to technical documentation, so that we can create the right content, for the right users, and deliver it to them at the right place and at the right time. Your content style guide should take the time to outline and list what content is welcome. Use it as a working document, adding information as it becomes available. This is a list that will grow and develop but be focused in your decision making, more isnt always better. Instead, create a calendar showing how often to produce content that fits each position in the hierarchy. Just click the link below to grab a downloadable version of the template. Test strategy document gives a clear vision of what the test team will do for the whole project. Your company is unique, so your content marketing strategy should be unique, too. The 5 essential components of a data strategy title.
But, i would suggest that these added resources are critical, so dont overlook them. A collaborative effort from fiftytwo top content strategy practitioners, this collection of terms is presented both as a representation of the current state of an emerging profession and as a starting point for the evolution of that profession. As others have noted the difference, here are some examples of both. Confusion between these different documents causes good strategies to be described badly. Testing strategy plan should be communicated with the entire team so. It documents the how plans for how the strategy will be implemented. Example information technology strategic plan free doc template. New and experienced content strategists alike turn to these. When we approach documenting a certain feature, component, or usecase, we must understand our audience. Writing an effective strategy document is a skill that a tester develops with experience. While what you need to document will differ based on your content marketing maturity and the requirements of your organization, this guide will walk you through the process. Lets walk though how you can write a content marketing strategy one that pulls together all the pieces and gives you a clear plan for.
Download this content marketing strategy template for yourself. Of course, there are a lot of people out there writing, designing, creating content. You can make use of free it strategy templates available in formats like ms word to craft an effective it program for the company. The content questionnaire takes approximately 3045 minutes to complete and is the basis for your content strategy and how we create your content and design brand guidelines. If youre looking for a deeper dive, check out this guide from distilled and this more seofocused one from everett sizemore. Why you are creating content, who you are helping, and how you will help them in a. There are five core components of a data strategy that work together as building blocks. Mar 03, 2018 if the book provided such great value to you, chances are their postlaunch content strategy would too. A strategy has to be concise and provide the governing principles that guide the plan.
The content marketing strategy is the story you want to tell your customers about your product through those pieces of content. Use it as a working document, adding information as. Secondly, theres no better way to test which topics resonate with your readers than by producing brief sections of content about them prior to committing to writing a full book. Technology has become a part and parcel of our life. Content marketing is rampantly used nowadays as a business development strategy. Content strategy for the web sets the stage for content strategy to be implemented for any company by helping individuals to understand what it is, why it is important, how it can be created, who is involved, how it is managed, etc. A strategic plan details the plans to achieve that strategy. How to create a content strategy in only 652 steps. Writing your plan every organisation should have a written plan for its future development, documenting the outcomes of the strategic planning process. The complete guide to writing test strategy sample test.
Your plan should outline how the organisation plans to achieve its aims and objectives. Apr 23, 2017 why writing a book is the best content strategy youve never thought of. I really like this ing example because its both the whole value add to the customer, and the whole content marketing story, in. At excitant, we make a very clear distinction between these two documents. The term has been particularly common in web development since the late 1990s. Why writing a book is the best content strategy youve never. Content marketing has always been the antidote for traditional advertising. It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business analysis, digital marketing, and. A strategy document is different to a strategic plan.
Its also something you can offer to your clients as a service. If you want to have a marketing strategy plan that will surely work for your advantage, here are some of the guidelines that you must always remember. Therefore, they should be different types of document. Instagram profileto share company culture and company achievements. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Note that content strategy often goes beyond the scope of a content marketing strategy, as it helps businesses manage all of the content they have.
Use this template to create a social media strategy to. The difference between strategy document and strategic plan. A fillinthe blank content strategy document marketing land. Creating a content style guide is an openended exercise. Being sure that the document is effective and highly usable is another. Free communication strategy templates and samples smartsheet. The writing is professional, engaging, and uses the right amount of humour to keep things lively. It seeks to define the vision and overall direction of travel for the deployment and exploitation of it capabilities.
Two books every content strategist should own are content strategy for the web by kristina halvorson and melissa rach and the content strategy toolkit by meghan casey. In this conception, strategy is manifested as a long list of. A strategy should provide an assessment of the clients current content, as well as insight into their competitors content. A marketing strategy plan, like quality management plan examples, ensures that the company adheres to the standards that are set in relation to the activities that it will execute. Before you dive right in to writing all the things, its important to take some time to get your content strategy in order so all your best efforts can reap the maximum rewards. Click here to download the content strategy template. I define content marketing as marketing with its own value proposition.
For example, the publication of a new whitepaper or research report could. In addition to the overarching organizational communication plan, there is often a need to create sub plans that support timeconstrained events like product or service launches or a fundraiser. On the other hand, content strategy delves deeper into in kristina halvorsons words the creation, publication, and governance of useful, usable content. The content strategy template walks you through researching and writing up the three key elements of a content strategy. Documents can be structured in a variety of ways, for example. Nov 16, 2015 how to write a content marketing strategy stepbystep. A strategy document serves a different purpose to a strategic plan. There is a better way, though, than struggling your way through.
Upgrading it every single day will assist in taking the business to a new level. Example strategy document this template is flexible dont be constrained by it delete and shift stuff around as you see fit. Providing lots of example titles and content types. The language of content strategy defines fiftytwo terms that are central to the discipline of content strategy. Put simply, content strategy is doing your homework and content marketing is presenting it. Content strategy is doing the research, planning and behind the scenes work.