From developing your content strategy to keeping your content on-strategy over time, Meghan will give an overview of some of the tools and templates provided in her book, The Content Strategy Toolkit: Methods, guidelines, and templates for getting content right. After this session, you’ll be better equipped to tackle challenging activities like aligning stakeholders on a common vision or telling your boss or client their content isn't working. You’ll leave with new ideas to help you: - Understand your audience - Demonstrate to stakeholders that you "get" their challenges and understand their goals - Measure whether your content is working - Create, maintain, and govern on-strategy content.

1. Tools and Templates
Methods for Getting Content Strategy Right
@meghscase
#confabEDU

2. Is there one right
definition of content
strategy?

3. NOPE.

4. Content strategy helps
organizations provide the
right content, to the right
people, at the right times,
and for the right reasons.

5. Content strategy helps
organizations provide the
right content, to the right
people, at the right times,
and for the right reasons.

6. Is there one right way to
do content strategy?

7. NOPE.

8. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY

9. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Stakeholder
Matrix

10. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
User Understanding
Matrix

11. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Content Strategy
Statement

12. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Measurement
Framework

13. SET UP FOR SUCCESS
LEARN ALL
THE THINGS
Stakeholder
Matrix

14. Tool: Stakeholder Matrix
Use to:
• Identify your project stakeholders and their relationships to
your project.
• Demonstrate you understand what your stakeholders care
about and how your project affects them.
• Prepare for interviews and working sessions with
stakeholders.

22. ARTICULATE YOURET UP FOR SUCCESS
LEARN ALL
THE THINGS
User Understanding
Matrix

23. Tool: User Understanding Matrix
Use to:
• Document what you wonder, know, and assume about your
uses’ attitudes, beliefs, concerns, behaviors, and
motivations.
• Tie what you wonder, know, and assume to implications for
content.
• Make a case to do user research.

24. A question you
have about your
users’ attitudes,
beliefs,
concerns,
behaviors, and
motivations.
Why the answer
to this question
matters for your
content.
What you think is
probably true
based on
analytics, past
user research,
and gut feelings.
What you’re
pretty confident is
true based on
user research.

25. A question you
have about your
users’ attitudes,
beliefs,
concerns,
behaviors, and
motivations.
Why the answer
to this question
matters for your
content.
What you think is
probably true
based on
analytics, past
user research,
and gut feelings.
What you’re
pretty confident is
true based on
user research.

26. A question you
have about your
users’ attitudes,
beliefs,
concerns,
behaviors, and
motivations.
Why the answer
to this question
matters for your
content.
What you think is
probably true
based on
analytics, past
user research,
and gut feelings.
What you’re
pretty confident is
true based on
user research.

27. A question you
have about your
users’ attitudes,
beliefs,
concerns,
behaviors, and
motivations.
Why the answer
to this question
matters for your
content.
What you think is
probably true
based on
analytics, past
user research,
and gut feelings.
What you’re
pretty confident is
true based on
user research.

28. A question you
have about your
users’ attitudes,
beliefs,
concerns,
behaviors, and
motivations.
Why the answer
to this question
matters for your
content.
What you think is
probably true
based on
analytics, past
user research,
and gut feelings.
What you’re
pretty confident is
true based on
user research.

29. We wonder …
We care
because …
We assume … We know …
Do prospective
students
graduating from
high school care as
much about money
as their parents do?
It affects who we
write financing and
financial aid
messages for and
where we house
that information.
Parents who are
paying for college
care more than
their children.
Kids who are
paying their own
way need this
information to even
consider our
school.

34. ARTICULATE YOUR STRATEGY
LEARN ALL
THE THINGS
STAY ON STRATEG
Content Strategy
Statement

35. Tool: Content Strategy Statement
Use to:
• Align on and communicate business goals, prioritized
audiences, and content objectives.
• Decide what content goes on your site and why.
• Prioritize content efforts after launch.

37. We have an opportunity to …

38. We have an opportunity to …
With content for …

39. We have an opportunity to …
With content for …
So that they can …

41. LET’S TRY IT!

42. Origin Meals helps increase new and
recurring orders with motivating content
that demonstrates to busy, single,
Paleo-minded athletes who live alone
how our meals fit into their lifestyles.

43. Origin Meals helps increase new and
recurring orders with motivating content
that demonstrates to busy, single, Paleo-
minded athletes who live alone how our
meals fit into their lifestyles.

44. Origin Meals helps increase new and
recurring orders with motivating content
that demonstrates to busy, single,
Paleo-minded athletes who live alone
how our meals fit into their lifestyles.

45. Origin Meals helps increase new and
recurring orders with motivating content
that demonstrates to busy, single, Paleo-
minded athletes who live alone how our
meals fit into their lifestyles.

46. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style

47. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
x

48. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x

49. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
x

50. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
x
x

51. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
x
x
x

52. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
x
x
P
x

53. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
P
x
x
P
x

54. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
P
x
x
x
P
x

55. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
P
x
x
x
x
P
x

56. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
P
x
x
x
x
P
x
x

57. Bunch of Content Ideas
Articles about the benefits of
eating Paleo
Guest blogger series partnership
with CrossFit gyms about eating
Paleo
Guest blogger series with people
new to eating Paleo
Paleo recipes and shopping lists
Ways to turn dishes you already
make into Paleo-compliant meals
Articles about choosing a Paleo plan for
how you work out
Profiles of people who met their fitness
goals eating Paleo
List of Paleo-friendly restaurants
Tips for going Paleo
Sample easy-to-make Paleo menus
Articles about feeding your family Paleo-
style
P
x
P
x
x
x
x
x
P
x
x

58. CULATE YOUR STRATEGY
STAY ON STRATEGY
Measurement
Framework

59. Tool: Measurement Framework
Use to:
• Define how you’ll determine whether your content is
working.
• Communicate to stakeholders how your content is
performing.
• Determine what improvements are needed.

70. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY

71. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Stakeholder
Matrix

72. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
User Understanding
Matrix

73. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Content Strategy
Statement

74. ARTICULATE YOUR
STRATEGY
SET UP FOR
SUCCESS
LEARN ALL
THE THINGS
STAY ON
STRATEGY
Measurement
Framework

75. BEFORE YOU GO …

76. Everything I talked about is in here.
•Visit www.peachpit.com
•Use code CASEY35 at check out
•Works for paper and electronic
versions

77. You are doing a
great job.