This is a presentation from Pubcon 2013 about developing a more strategic approach to content but also how to actually do that.

2. axz.mx/bruce-cs

10. Content Strategy For The Web
Elements of Content Strategy
Content Strategy at Work

13. axz.mx/wp-editorial

18. axz.mx/c-first

21. Use Client Profiles
Organize all client insights,
messaging, documentation
in one place for the team
working on it. Get client /
stakeholders to sign off on
all campaign goals and
communication documents
early on in the process.
Content Analysis Tool
Web Content Audit Tool
Google Xpath
Content Matrix
LucidCharts
Adwords Tool, Google Trends
SEMRush, Open Site
Explorer, Topsy, Facebook
Ads, Social Crawlytics

23. Buyer Personas
Usability Templates
Content Templates
Usertesting.com
Blasamiq Mockups
SEOMoz
Ahrefs
MajesticSEO
Search Metrics
WordPress SEO
CS Generator Tool
Mindjet & Confluence
WP Editorial Calendar
Easy Content Templates,
Kapost, Trello, DivvyHQ, R
aventools, Contently, Com
pendium

25. Google Analytics
CrazyEgg
KissMetrics
ClickTale
ClickHeat
Concept Feedback
SilverBack
Fivesecondtest
Open Hallway
Optimizely
Unbounce

27. axz.mx/cs-worksheet

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Slide #10 Graphic by Brain Traffic – Link
Slide #11 From Caroline Kealey’s “Message Architecture Worksheet” – Link
Slide # 13 Image From The White Paper – Why Securing Communications and Content is a Critical
Best Practice by Proofpoint – Link
Slide # 14 From – Worpress Editorial Calendar by Zack Grossbart – Link
*All Photos of Bruce Lee Are Property of The Respective Copyright Holder

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Content Strategy For The Web by Kristina Halvorson – Link
Elements of Content Strategy by Erin Kissane – Link
Content Strategy at Work by Margot Bloomstein – Link
Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link
The Epic List of Content Strategy Resources by Jonathon Colman – Link
Metadata Workshop by Rachel Lovinger – Link
Complete Beginner’s Guide to Content Strategy by Andrew Maier – Link
Content Templates to the Rescue by Erin Kissane – Link
Building Your Content Strategy with a Message Architecture by Margot Bloomstein – Link
Difference Between Content Strategy & Content Marketing? by Colleen Jones – Link
Psychographics Deconstructed: What We Look Like to… by Marty Weintraub – Link
Social Media Can Generate Strong Story Ideas by Kylie Jane Wakefield – Link
11 Savvy Ways to Use Buyer Personas… by Rebecca Corliss – Link
Fusing Content Strategy with Design by David Gillis – Link
An Introduction to User Journeys by Jason Hobbs – Link
Doing a Content Inventory by Jeffrey Veen – Link
Super Awesome Content Strategy Worksheet By Steve Floyd – Link

31. For the last decade I have been
creating digital marketing solutions
for businesses large and small. In
that time I’ve learned a few things
about the governance and creation
of web content and how that
content ties into other marketing
channels. Content is often swept
aside as the last part of a
project, when I believe it should be
one of the very first things
addressed (even before design).
Steve Floyd
Founder / Principle at AXZM
twitter: @nawlready
phone: (214) 272-9109
www.axzm.com