Demystifying Content Strategy

Friday, October 18, 13

“Content strategy plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson

Friday, October 18, 13

UserContent ParityContent PortabilityContent First

BusinessEngageCommunicateMeasureOptimize

TechnologyOne System to Manage ContentPrepare Content for Future Use

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outcomes

•Institutional knowledge

•Repeatable method

•Adaptable to changing context

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Structure first, content always.

Friday, October 18, 13

Getting There1.Site goal2.Message/UX hierarchy3.Content evaluation framework4.Page tables5.Editorial calendar

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Content Evaluation Framework

Risk

Level of Effort

Utility

Advantage

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Page TablesPage TItle The Investment

Priority 1 Content Message: Depth of Experience and Scale

Method: Long Form Copy

Call To Action: See our properties

Assets: Property map, Text

Long Form Copy (~ 500 words)Headline: Implementing Years of ExperienceBody Copy

Priority 2 Content Related Content: Uncommon Numbers, Testimonial, Role in LIHTC, Meet The Team, Contact UsPopular LinksTools

Uncommon Numbers2,260 Property Portfolio24 Years Average Experience80 Documents Analyzed

TestimonialLong Form Copy with an attribution

TeamFirstName LastName, TitleFirstName LastName, Title

Contact UsBrenda ChampyMichael Morey

Priority 3 Content Footer and Standard Links

Friday, October 18, 13

Summary–Content Strategy is a set of outcomes

•Shared understanding of goals and messages•Repeatable method for selecting and creating content•An ongoing process

–Structure first, content always

Friday, October 18, 13