Content processes, part 2: Naming content processes
When naming content processes, it’s important to choose words that are clear, specific, and informative.
Content processes, part 1: Bringing business analysis to content
Content processes help streamline content operations by making sure everyone knows what they need to do.
Content marketing and content strategy; a fishy relationship
One content strategist considers the complex relationship between content marketing and strategy, drawing from some unique experiences as a biologist.
Three ways to use the Strategic Content Strategy Canvas
You can use the Strategic Content Strategy Canvas to facilitate discussions or a workshop with stakeholders, to guide how you approach and present your work, or as a way to provide a snapshot summary of the overall strategy.
Let’s put some strategy into our content strategy!
In his bestselling book, Good Strategy Bad Strategy, Richard Rumelt defines strategy states that a good strategy needs to include a diagnosis, a guiding focus, and a coherent action plan. In my experience, both content strategy consultants and in-house content leaders tend to be pretty good at some of these steps, but not so good at others. Let’s look at this more closely.
Discovery for intranet content strategy
We’ve done several intranet content strategy projects recently and, although every project is unique, we’ve come across some common themes. With this in mind, there are questions to ask and things to watch for that are particular to intranet content strategy discovery activities.
Evidence-based content decisions: Combining audience research with best practices
If you’re ready to start making evidence-based content decisions you probably feel excited but also a bit overwhelmed. It can seem daunting to not only get the information you need from audience research, but also to figure out what to do with it.
Making evidence-based content decisions comes down to combining what you know about your particular audiences with best practices for content.
Two types of content strategy projects: Foundational and discrete
There are two distinct types of content strategy projects. Some are relevant to all areas of your content. We call these foundational content strategy projects. Others are relevant only to specific audiences, purposes, or moments in time. These are discrete content strategy projects.
You can’t delete that! How to deal with regulatory content
Sometimes, your content team will be met with resistance when trying to remove content from your organization’s website. And certainly, there are some types of content that will need to stay. But a lot of “required” regulatory content isn’t actually required at all.
How to audit content for migration, part I: The what, why, and how
Migration audits are a great way to take stock of your content, decide what to keep, and get an idea of how much work you’ll need to do before and after the migration. It might sound tedious, but the more effort you put in during the migration audit, the less work you will need to put in later on.
Get specific with your success: Using KPIs to measure content
We’ve previously talked about four meaningful ways to measure content. Recall that defining success metrics falls under the strategize and ideate stage of content lifecycle, and that your content strategy working group can discuss and define them together. Here we’ll dig a little deeper and talk about defining key performance indicators (KPIs) for each area of measurement.
Write stronger CTAs by focusing on your audience
CTAs can be powerful little pieces of content, but they’re often not as strong as they could be, due to a lack of user-focus, or poor word choice, visuals, or location.
Here’s what we recommend to make sure you make the most of your CTAs.
Is this thing on? 4 ways to measure content
When you clearly define and communicate success metrics, you can help everyone work towards a common goal, ensure that content goals support your larger strategic objectives, and feel confident that your content will continue to evolve towards being a significant and impactful asset for your company.
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