CONTENT STRATEGY

a minimal viable DONUT

KERI PEOPPE project manager/content strategist

LYNN WINTER production director

HELP hire

the average full-time work week 47

what are their WEAK points?

budget for TEMPLATE creation & media

ASSETS digest

+ navigation position AUDIT MVP + page title + current URL + type of content + general notes + initial assessment

+ page number EXTRA CREDIT + H1 + date updated, author + keywords + file types/sizes + audience served

the audit structure should be DEPENDENT on the project needs

an involved client is an INVESTED client

01 content-insight.com/

products

CAT

01

CREATION TOOLS

01

CREATION TOOLS

01

CREATION TOOLS

01

CREATION TOOLS

VALUE analyze the content

+ align with your goals

MEASURING

+ user asking for it + kept updated/accurate + visually appealing + has an owner + device friendly + being visited

STANDARDS

It’s easy to PLUNGE headfirst into data

MAKE A PLAN + project goals + client needs + post launch data

BASIC PAGE

LANDING PAGE

NAVIGATION SUMMARY

SEARCH REPORT

EVENTS

STRUCTURE outline the

pick the RIGHT tool for the job assign DEADLINES

01 gathercontent.com

GATHER CONTENT

•  Fieldable  templates!  

+ identify content types STRUCTURE MVP + outline content fields + suggest calls to action + highlight media needs + suggest length limits + assign deadlines + list maintenance notes

VOICE finding a

A playbook that guides the voice, tone and message of

your written content in order to maintain a CONSISTENT and

QUALITY digital brand

CONTENT STYLE GUIDE

+ overall goals MVP + audience + voice & tone + visual standards + channel distinction

assign it as HOMEWORK give them EXAMPLES

LYNN  

WRITING advice for

you can’t have it ALL

+ lead with key content WRITING MVP + headers & subheads + short sentences + short paragraphs + use bulleted lists + use plain language + check spelling/grammar

what is your team WORKPLAN?

D  WHAT, WHO & WHEN

+ gather media first CLIENT TIPS + work by sections or type + deliver 2-3 samples + write some early + prioritize for launch

TESTING content

testing reveals issues with CONTENT more often

than UX, design or

functionality

READABILITY

01

+ read-able.com + readability-score.com + juicystudio.com/ services/readability.php

FINDABILITY

COMPREHENSION

+ test before build MVP + test top 2 levels for readability + test top three tasks with user testing + test with 3-5 people + go to Starbucks

MAINTAIN wait to

Process of MANAGING roles, tasks, workflow,

documentation & training for content

GOVERANCE

wait 3 months outline MINIMAL tasks

+ adjust roles MVP + redefine workflow + create editorial calendar + complete maintenance + measure progress

POLITICS tools to manage

INDIVIDUAL communication is worth every minute

NUMBERS don’t lie

offer a BACKUP plan

make us the BAD GUY

+ wait to MAINTAIN + content TESTING + advice for WRITING + finding a VOICE + outline STRUCTURE + analyze VALUE + digest ASSETS + hire HELP

+ manage POLITICS

LET’S CONNECT! @keripoeppe keri@electriccitizen.com @lynnwintermn lwinter@augustash.com