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CONTENT STRATEGY
a minimal viable DONUT
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KERI PEOPPE project manager/content strategist
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LYNN WINTER production director
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the average full-time work week 47
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what are their WEAK points?
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budget for TEMPLATE creation & media
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+ navigation position AUDIT MVP + page title + current URL + type of content + general notes + initial assessment
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+ page number EXTRA CREDIT + H1 + date updated, author + keywords + file types/sizes + audience served
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the audit structure should be DEPENDENT on the project needs
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an involved client is an INVESTED client
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01 content-insight.com/
products
CAT
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01
CREATION TOOLS
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01
CREATION TOOLS
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01
CREATION TOOLS
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01
CREATION TOOLS
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VALUE analyze the content
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+ align with your goals
MEASURING
+ user asking for it + kept updated/accurate + visually appealing + has an owner + device friendly + being visited
STANDARDS
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It’s easy to PLUNGE headfirst into data
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MAKE A PLAN + project goals + client needs + post launch data
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NAVIGATION SUMMARY
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STRUCTURE outline the
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pick the RIGHT tool for the job assign DEADLINES
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01 gathercontent.com
GATHER CONTENT
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• Fieldable templates!
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+ identify content types STRUCTURE MVP + outline content fields + suggest calls to action + highlight media needs + suggest length limits + assign deadlines + list maintenance notes
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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
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+ overall goals MVP + audience + voice & tone + visual standards + channel distinction
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assign it as HOMEWORK give them EXAMPLES
LYNN
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WRITING advice for
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you can’t have it ALL
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+ lead with key content WRITING MVP + headers & subheads + short sentences + short paragraphs + use bulleted lists + use plain language + check spelling/grammar
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what is your team WORKPLAN?
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D WHAT, WHO & WHEN
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+ gather media first CLIENT TIPS + work by sections or type + deliver 2-3 samples + write some early + prioritize for launch
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testing reveals issues with CONTENT more often
than UX, design or
functionality
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01
+ read-able.com + readability-score.com + juicystudio.com/ services/readability.php
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+ 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
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Process of MANAGING roles, tasks, workflow,
documentation & training for content
GOVERANCE
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wait 3 months outline MINIMAL tasks
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+ adjust roles MVP + redefine workflow + create editorial calendar + complete maintenance + measure progress
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POLITICS tools to manage
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INDIVIDUAL communication is worth every minute
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NUMBERS don’t lie
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offer a BACKUP plan
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make us the BAD GUY
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+ wait to MAINTAIN + content TESTING + advice for WRITING + finding a VOICE + outline STRUCTURE + analyze VALUE + digest ASSETS + hire HELP
+ manage POLITICS
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LET’S CONNECT! @keripoeppe [email protected] @lynnwintermn [email protected]