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Example Content Strategy
The document provides a content strategy for XXX U.S. that was compiled based on competitive audits, research, and stakeholder interviews. It defines key terms, outlines themes and topics recommended for different audiences, and types of content that could be created, such as long-form videos, case studies, and podcasts. It also discusses repurposing original content into different formats, and including curated third-party content to position XXX as a thought leader. The strategy aims to shift XXX's content from an inward focus on services, to topics of interest to transformational leaders around areas like technology, diversity and global trends.
Example Content Strategy
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- 2. 2 TABLE OF CONTENTS Purpose Inputs ContentDefined Content Strategy Progress Content Strategy Timeline Content Audit & Research Review Content Strategy Content Creation Content Marketing Workflow Measurement Roadmap Next Steps Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 14 Page 20 Page 37 Page 46 Page 50 Page 55 Page 59
- 3. PURPOSE The following presentationdetails the recommended content strategy, including content creation and marketing, workflow and measurement for XXX U.S to move the brand into new forward- thinking and thought leadership territory. 3
- 4. INPUTS The content strategycontained herein is compiled based on findings from: Competitive Audit DNA/Social Listening Research Weekly Competitive Analysis XXX U.S. Stakeholder Interviews XXX U.S. Internal Documents provided to Doremus Doremus Content Insights 4
- 5. CONTENT DEFINED Definitions ofcommonly used terms as related to content. Branded Content: Non-disruptive brand messaging created to entertain, educate or bring value to the intended audience Content Strategy: Planning, development and management of content based on research and insight Content Creation: Production/creative development of content by internal or external parties Content Marketing: Publication and distribution of content via paid, owned and earned methods 5
- 6. CONTENT STRATEGY PROGRESS 6 Step1: Step 2: Final Step: Content Strategy Step 3:
- 7. CONTENT AUDIT &RESEARCH REVIEW
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- 9. COMPETITIVE CONVERSATION SNAPSHOT 9 KeyInsight: The network entities designated below largely communicate about themselves and their services.
- 10. COMPETITIVE CONTENT REPORTCARD How does the competition stack up according to content strategy and distribution? Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content EY-Forward thinking with their use of technology as a content delivery mechanism PwC-Design-friendly and most willing to take risks, but need to tighten content distribution XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so RSM-Content is conservatively made and distributed, not aligned to new brand positioning KPMG-Creating a wealth of content but content and distribution strategy is off BDO Seidman-Content is rote and machinated 10
- 11. 11 BEST-IN-CLASS BRANDED CONTENT Best-in-classbranded content categorically demonstrates themes and trends that make them stand out in a crowded marketplace. Those themes and trends include: • Purposeful Content: Branded content strategized, created and distributed with the consumer in mind to entertain, educate and add value, while also aligning with brand objectives and considering competitive space • Emotional Content: The impact of emotional content, especially presented positively, is a proven content strategy component • Future Thinking Content: Looking forward to excel and be distinct in the competitive landscape
- 12. KEY INSIGHTS 12 1 2 3A consciousshift has to be made by XXX in order to entice the Transformational Leaders and Thought Leaders categories by utilizing the themes and trends identified to date. However, the content shift should feel organic and not forced, staying true to the internal XXX culture and values in order to be authentic and resonate with the intended audience. While much of it is slick and attractive, the content the competitive set is serving to its audience does not align with content proven to resonate with the network audience, XXX included. 4 5 Understand the conversation drivers of the sub-communities in order to create content pillars, ensuring all communities and network audiences are represented. XXX is currently positioned within the Tax & Accounting segment of the network. In order to successfully and strategically shift into new territory, we must understand the themes and conversation drivers to leverage engagement and then transition into the Transformational Leaders and Thought Leadership through content.
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- 14. 14 “We need tostop interrupting what people are interested in…
- 15. 15 …and be thething people are interested in.”
- 16. XXX CONTENT STRATEGY MISSION STATEMENT XXX delivers relevant content filtered through a positive purposeful lens to transformational and business thought leaders, internally and externally, to engage and collaboratively partner on a meaningful and lasting impact for a better tomorrow for all, today. 16
- 17. XXX CONTENT STRATEGYMISSION STATEMENT, DIAGRAMMED XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to transformational and business thought leaders (3), internally and externally, to engage and collaboratively partner (4) on a meaningful and lasting impact for a better tomorrow for all, today (5). 1. Derived from thought leadership audience’s thirst for trending, timely content 2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint 3. Transformational and Business Thought Leaders are the identified audience 4. Best practice is to converse and engage with the audience, as opposed to speaking at them. Collaboration is also mentioned extensively throughout XXX internal documents 5. Gleaned from potential XXX brand positioning 17
- 18. 18 CONTENT STRATEGY FRAMEWORK Create &Edit - Asset Creation - Governance - Edits - Approvals Distribute - Publish - Promote - Provide to influencers & partners Plan - Audit - Audience Research - Identify trends & top stories Organize & Curate - Collect Internal Asks - Source 3rd Party Content - Editorial Calendar Measure & Optimize - Measure - Analyze - Report - Optimize
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- 20. 20 “Either write something worthreading, or do something worth writing about.” - Benjamin Franklin
- 21. THEME VS. TOPICDEFINED Theme: The central idea Topic: Specific subjects to support the idea Theme = Topic 21
- 22. COMPETITIVE THEMES 22 Inward Focus:Themes surround brands and service lines, with little deviation
- 23. TRANSFORMATIONAL LEADERS THEMES 23 EntrepreneurialCulture: Enriching business content within the entrepreneurial and tech communities
- 24. THOUGHT LEADERSHIP THEMES 24 BreakingNews: Global trending subject-matter
- 25. INTERNAL BRAND THEMES 25 Weare a first mover; we are way more nimble. I can make a difference. I can have a good idea and have it implemented immediately. It fits into an entrepreneurial mindset. We are not where we want to be when it comes to diversity, but we are getting there. We are actively promoting our women. We don’t have an active bias, and we are night and day as compared to our competitors. In the next decade, we will really outpace the other firms – just because we have more in the pipeline.
- 26. 26 RECOMMENDED CONTENT THEMES CompetitiveAudit DNA/Social Research Interviews/Documents • Company Culture • Technology • Consumer Culture • Stories/Testimonials • Diversity • Industry Trends & Insights • POV on global/domestic news & trends • Lifestyle & Work/Life Balance • Technology • Education & Reference • Collaborative Change • Entrepreneurship • Accounting • Finance • Marketing • Diversity • Company Culture • Values • Stories/Testimonials • Making a Difference • Encouragement & Inspiration • Traditional Business/Services & Sectors • Collaboration • Community • Entrepreneurship
- 27. 27 CONTENT THEME EXAMPLES Encouragement &Inspiration Technology Company Culture
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- 31. 31 • Career Development • Team Building • Employee Achievements • Company Events • Employee Benefits • Employee Testimonials • Client Testimonials • Service • Cyber Security • Mobile Technology • Millennials • Retail Trends • Social Media • Big Data • Family • New Devices/Apps/Operating Systems • Travel • Industry Events • FinTech • Holidays & Consumer Events • Appropriate Current/World Events • Women in the Workplace/Education • Healthy Living • Internet of Things • Women in the Workplace/Education • Diversity in the Workplace • Employee Achievements/Spotlight • Employee, Partner & Client Testimonials • Career Development • Community Service/Charity Initiatives • Mentorship • Hyper-local Updates • Education on Traditional Business/Services • Business Relationship Advice • Problem Solving Advice • Personal Branding RECOMMENDED CONTENT TOPICS Competitive Audit DNA/Social Research Interviews/Documents
- 32. 32 CONTENT TOPIC EXAMPLES Millennials Womenin the Workplace/Education Holidays/Current Events
- 33. 33 e-Books, Apps Presentations, Long- formVideos, Surveys Case Studies/Testimonials, Webinars, Infographics Short Videos, Podcasts, Images, Factoids, Blog Posts, Listicles, Influencer/Partner Content, UGC, Quotes, Whitepapers Curated Third Party Content Less Effort, Create More Often More Effort, Create Less Often CONTENT TYPES
- 34. REPURPOSING ORIGINAL CONTENT 34 Originalcontent developed and created by XXX can be repurposed, edited, reformatted, recycled, reused, chopped, compiled and converted into or from any medium and suited for any distribution channel. This will save time and budget, but also cross-promote XXX owned channels, as well as the original content it came from. For example: Turn Webinars into Video Tutorials Turn Interviews into eBooks & Quotes Turn Presentations into Infographics Turn Infographics into Factoids & Listicles Turn Case Studies into Testimonials & Tweets Turn Blog Posts into Podcasts & Images
- 35. ORIGINAL VS. CURATEDCONTENT While original content is content developed and created by XXX, curated content is selected, categorized and presented as the most relevant information to meet your audience’s needs on a specific subject by parties other than XXX. It is recommended that 25% of published content be curated of any type. Why is curating content a good idea? • Will use less time and resources • Presents XXX as a thought leader • Can (and should) be presented with additional commentary or visuals to make it your own • Lends association with the original author/publisher • Increases external engagement • Brings a fresh perspective to owned channels 35
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- 37. 37 “Content is king, butdistribution is queen. And she wears the pants.” - Jonathan Perelman, BuzzFeed
- 38. 38 CONTENT PUBLISHING FREQUENCY Organicand paid engagement will rise across all channels with publishing frequency.
- 39. 39 TYPE INSIDE XXXOUTSIDE XXX SERVICES & SECTORS* Third Party Content N/A 5x weekly 5x weekly Short Videos 1x bi-weekly 1x weekly 1x weekly Podcasts 1x weekly 1x weekly N/A Images 10x weekly 5x weekly 5x weekly Factoids 1x weekly 1x weekly 1x weekly Blog Posts 2x weekly 2x weekly 1x weekly Listicles N/A 1x bi-weekly 1x bi-weekly Partner Content 1x weekly 1x weekly 1x weekly UGC 1x weekly 1x weekly 1x weekly Quotes 1x weekly 5x weekly 1x weekly RECOMMENDED CONTENT CADENCE *Services & sectors to be targeted to specific, relevant audiences only and not the entire brand audience
- 40. 40 TYPE INSIDE GTOUTSIDE GT SERVICES & SECTORS* Whitepapers TBD TBD TBD Case Studies 1x bi-weekly N/A 1x bi-weekly Webinars 1x monthly N/A 1x monthly Infographics 3x yearly 5x yearly 1x quarterly Presentations 2x yearly N/A 1x quarterly Long Form Videos 2x yearly N/A N/A Surveys N/A 2x yearly 1x quarterly e-Books 1x yearly N/A N/A Apps 1x yearly/TBD N/A 2x yearly/TBD RECOMMENDED CONTENT CADENCE (CNT’D) *Services and sectors to be targeted to specific, relevant audiences only and not the entire brand audience
- 41. 41 CHANNEL NARRATIVE KEYAUDIENCE CONTENT Facebook XXX has a collaborative and caring culture where people thrive Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Quotes, Infographics Twitter Real-time conversation, collaboration, trendspotting and ideas can happen anywhere, shared by anyone Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Factoids, Partner, UGC, Case Studies, Webinars, Infographics, Surveys LinkedIn Business thought leadership and news, differentiated from the competition Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Infographics, Surveys SlideShare A deeper dive into business thought leadership, from XXX’s perspective Transformational Leaders, Thought Leaders, Partners, Clients, Potential Employees, Potential Clients Partner, UGC, Case Studies, Presentations, Whitepapers, e-Books YouTube An organized view into XXX’s universe Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Long-form Videos xxx.com Where XXX’s culture and thought leadership expertly collide Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Blog Posts, Podcasts, Partners, UGC, Infographics, Case Studies, Webinars, Infographics, Presentations, Long-form video, Surveys, White Papers, e-Books RECOMMENDED CHANNEL MATRIX
- 42. 42 CONTENT PRODUC-TION START POST DATE APPROVAL PRIMARY CHANNELS SECONDARY CHANNELS PAIDCHANNELS KPIS “How to Collaborate” Blog Post 11/23/15 12/14/15 XXX.com, LinkedIn Facebook, Twitter, Partner Search, LinkedIn, Facebook, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Entrepreneurial Trends Infographic 11/30/15 12/15/15 XXX.com Facebook, Twitter, LinkedIn, Partner Search, Facebook, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Diversity Case Study 12/1/15 12/16/15 XXX.com, Twitter LinkedIn, SlideShare, Partner Search, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic FinTech Podcast 12/3/15 12/16/15 XXX.com Twitter, LinkedIn, Partner Search, LinkedIn, Influencer Clicks, Page Views, Likes, Downloads, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Client Testimonial Video 12/3/15 12/17/15 XXX.com, Facebook, YouTube Twitter, LinkedIn Search, Facebook, LinkedIn Clicks, Views, Likes, Average View Time, Comments, Shares, Followers, Subscribers, Retweets, Favorites, Referral Traffic Service Line Curated Article N/A 12/18/15 Twitter N/A N/A Clicks, Comments, Followers, Retweets, Favorites, Referral Traffic EDITORIAL CALENDAR EXAMPLE
- 43. ORGANIC/PAID CONTENT DISTRIBUTION 43 Theaverage mainstream Hollywood film spends 50-60% of its budget on marketing and distribution. Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without paid distribution, your content will not be seen by anyone, let alone the intended audience. At a minimum, 2/3 of XXX content should be supported by paid media.
- 44. INFLUENCERS & PARTNERSHIPS 44 Influencersand partners are an essential part of content, as they both create content as well as distribute to their audience. As such, it is important to choose influencers & partners who positively exemplify XXX’s strategy while carrying the message to the right audience.
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- 46. 46 “Behind every pieceof bad content is an executive who asked for it.” - Michael Brenner, NewsCred
- 47. 47 CONTENT WORKFLOW Plan Organize & Curate Create& Edit Distribute Measure & Optimize Editorial team compiles weekly research Editorial team mines project request box Does request fit content mission? YES Request is approved Editorial team plans overarching themes and topics NO Request is rejected Editorial team curates third party content Editorial team brainstorms & crafts weekly editorial calendar Editorial team coordinates production Design/Copy creates assets Editorial team approves/ requests edits Editorial team facilitates partner approval/edits (if applicable) Editorial team sends for legal review/ communicates changes with design/copy Editorial team publishes/ schedules publishing Editorial team coordinates paid promotion & targets Editorial team coordinates influencer and partner distribution, ensuring correct and timely publication Editorial team measures & analyzes published content Editorial team compiles weekly analytics report, with recommended optimizations Editorial team informs partners of successes & challenges
- 48. 48 Digital Marketing: Team Leaders CampaignEditors: Managing Editors Design & Copy: Content Creators • Strategy generation • Conduct & compile research • Theme & topic generation (leads team) • Feedback to team members & partners, including Request Box • Brainstorms & idea generation • Editorial calendar • Publishing & distribution • Paid promotion coordination • Influencer & partner coordination • Measurement, analytics, reporting & optimization • Theme & topic generation • Brainstorms & idea generation (leads team) • Curate third party content • Editorial calendar (leads team) • Creative production coordination • Ensures strategies are met • Quality assurance • Maintains voice/style • Conducts primary edits • Coordinates secondary edits (team leads, partners, legal) • Ensures production schedules are met • Brainstorms & idea generation • Editorial calendar • Content Creation • Completion of edits to satisfaction EDITORIAL TEAM ROLES & RESPONSIBILITIES
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- 50. 50 KEY OBJECTIVES &MEASURES Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards “Behind every tweet, share and purchase, there is a person. Care more about the person and less about the share.” - Shafqat Islam, NewsCred
- 51. 51 KEY OBJECTIVES &MEASUREMENTS Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards
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- 53. KPIS 53 CRAWL WALK RUN Frequency& Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly Estimated Benchmarks* • 5,000-8,000 unique visitors/monthly • 20-50 social engagements/post • 2+ minutes average time spent/post • 9,000-70,000 unique visitors/monthly • 50-150 social engagements/post • 2+ minutes average time spent/post • 70,000-200,000 unique visitors/monthly • 150+ social engagements/post • 2-5 minutes average time spent/post *Estimated Benchmarks based upon supposition of paid budget behind most content
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- 55. THE PATH AHEADFOR GRANT THORNTON CONTENT 55 “Content Marketing is a commitment, not a campaign .” - Jon Buscall, Jontus Media
- 56. THE PATH AHEADFOR XXX CONTENT 56 P1 P2 P3 P4 Create consistent brand identity • Conduct current brand audit • Create new voice & tone guidelines • Incorporate guidelines into strategic content audit • Design & launch internal content training program • Incorporate strategy and guidelines into “easy” content • Apply strategy and guidelines into more complex content Craft & implement content strategy • Conduct competitive/best practices audit • Craft content strategy • Strategic content audit & analysis • Socialize content strategy • Begin putting content strategy into effect • Prioritize content themes/topics/ types • Complete semi-annual content strategy analysis & refresh • Broaden content prioritization Strategize & deploy governance framework • Create shared principles for content governance • Begin identifying policy, standard & guideline requirements • Complete governance requirements • Share governance plan • Plan & implement content research process • Introduce improvements to governance guidelines • Complete semi-annual governance refresh Design & implement workflow processes • Assess current workflow effectiveness • Assess employee skills • Identify knowledge/skill gaps • Share workflow with affected parties • Edit workflow based on feedback • Explore automation • Design and lead content best practices workshops across organization • Implement automation • Identify and correct any workflow issues Adopt data-driven decisions • Conduct audience research • Conduct influencer research • Identify success metrics • Socialize research • Finalize success metrics • Design weekly/monthly/quarterly reports • Launch formalized reporting process • Socialize reports with stakeholders to help optimize
- 57. XXX GOVERNANCE CHECKLIST 57 Governanceis a set of practices within content strategy that tries to deal with the realities of creating and publishing content in a real business environment. Immediate considerations for XXX to determine include: Create/curate and train editorial staff and partners, where applicable, on policies, processes and guidelines Establish content type/volume/cadence/channel priority for staffing & budgeting, identifying information, skill and resource gaps Provide documentation on overall content mission, objectives, style guidelines, distribution methods, content types, research and reporting, and make readily available for all involved parties
- 58. THANK YOUBEIJING FRANKFURT HONG KONG LONDON NEWYORK SAN FRANCISCO SHANGHAI SINGAPORE