Whether you’re planning to create a strategy, or you already have one, we’ve got resources to help you.
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.
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.
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.
Who do you need on your content team? Is it more important to cover every skillset with experts, or to focus on the most common tasks? We look to two content-focused industries to learn what works: media and technical communications.
Style guides are a necessary tool to align your content creators on style decisions, as well as terminology and grammar rules. Sometimes companies will put the effort into making a style guide, but not so much into making sure it gets used.
Here are six ways to increase the likelihood of your style guide being regularly used.
Your core content strategy statement is a guiding statement that connects business goals to audience and/or employee needs. In practical terms, your core content strategy statement should inspire and align your content team. It keeps the strategy clear and the people on board.
Regardless of type or format, channel or platform, all content moves through a life cycle. It’s all conceptualized, planned, created, and maintained in some way by someone.
If you’re looking at improving your content processes, we recommend using the content lifecycle as a framework. This will ensure you have processes for every stage of your content.
Leading organizational change isn’t easy. The first step is to understand whether the decision-makers actually see the same problems that you do in your content.
If content people in your organizations are dispersed throughout departments rather than on a single team, it’s really important to have a mechanism in place to ensure all content aligns to a common strategy. Enter the content strategy working group.
Content mix is all about proportions. What’s the ratio of articles to infographics? Of topics for Sue to topics for Tom? This is what your content mix answers. It helps you find the right balance of different elements of content, taking into account your company strategy, audience needs, and available resources.
Messaging can help to move prospective customers through a targeted customer journey by meeting them where they are and then guiding them to make decisions and feel good about those decisions. People make decisions both emotionally and intellectually, and you want a mix of messages that appeal to both of these decision-making needs as people move through the customer journey.
Once you have personas for your major customer segments, you can create customer journeys for them. Go back to the interviews and online survey responses and gather your data as a start. Some content elements are quite straightforward, while others will require some creative thinking and extrapolating.
Audience messaging cards help you create content that may not be targeted directly to a persona.
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