What Is Content Strategy? (Part II – Examples)

by Colleen Jones

http://www.leenjones.com/2008/08/what-is-content-strategy-part-ii-examples/

As promised in Part I, here are a few examples of content strategies.  But first I’d like to add some thoughts to what a content strategy could include.

International Approach / Content LanguagesThis consideration relates to content context.  It covers whether the content needs to be translated and, if so, whether the translation will use a globalization or localization approach.  A globalized approach is more of a straight translation.  A localized approach may use different words, terms, order of information, and so on to best convey the meaning in that language and culture.

Content Channels
Related to content distribution, this means whether you are using web, mobile, e-mail, print, tv, and the like–or more likely a combination.  As multiple channels become more easily available and more widely used by people, this consideration will grow in importance.  (For some of my idealistic thoughts on cross-channel communication, see the UXMatters article “Rediscovering Communication.”)

On to the Examples…

These examples are based on a mix of strategies I actually used or created and strategies I wish had been in place. A content strategy keeps everyone involved in a project or product development on the same page.  It also guides the tactics and implementation details.  When debate begins about whether a tactic is a good idea, one factor in the decision should be whether the tactic truly supports the strategy.

Example for Small Health Information Website

Content Purposes and Contexts

• To explain all aspects of a certain heart condition to patients and their loved ones.
• To convince physicians to refer patients to the website.

Content Topics and Types

• For patients, topics include causes, symptoms, diagnosis, treatment of the heart condition, news, and patient success stories.
• For physicians, topics include content credibility and quality as well as benefits of referring patients to the website.
• Most content will be text and images.  An interactive diagram may help explain causes.  Videos may help bring patient success stories to life.

Content Tone

• The tone is neutral-to-positive to help reinforce the content’s objectivity and credibility while remaining sensitive to patients and loved ones. Imagine a physician with an excellent bedside manner.

Content Channels and Distribution

• The main channel is the web.  A supplementary channel is print.  Physicians will receive print one-pagers or cards that they can give to patients as they recommend the website.
• Some web content, such as news, may be suitable for distribution through RSS feeds.

SEO (Search Engine Optimization)

• The content will be written to emphasize key words.
• The content will have appropriate page titles and other metadata to enhance SEO.

Content Maintenance

• To ensure the content quality remains high, the content must be reviewed on a regular schedule, such as quarterly.
• For content suitable for distribution, maintenance must be more frequent, such as monthly or weekly.

Example for Music Mastering Service

Content Purposes and Contexts

• To convince amateur musicians–solo artists and bands–to have their music mastered with the service.
• To help musicians who begin the ordering process to complete the ordering process–without taking them away from the ordering process to view the content.
• To convince studios to refer musicians to the mastering service.

Content Topics and Types

• To convince amateur musicians…
  • Content topics are the benefits of the service, the credibility of the company, the ease of the service and the ordering process, how the service compares to others, and case studies or testimonials from other musicians.
  • Content types include mainly text and images.  A video will feature a case study.
• To help musicians in the ordering process…
  • Content topics include the security of the process, any guarantees or satisfaction policies, and frequently asked questions.
  • Content types are mainly text and images that can be accessed from and display within the ordering proces
• To convince studios to refer musicians…
  • Content topics include the credibility of the company and the benefits of referring.
  • Content types are mainly text and images.

Content Channels

• The main channel is the web.
• Eventually the mobile channel may be used to notify musicians of order updates and provide access to order status.

Content Tone

• The tone is informal and clever and, at the same time, conveys a serious enthusiasm for music.

SEO

• The content will be written to emphasize key words.
• The content will have appropriate page titles and other metadata to enhance SEO.

Example for Wireless Provider

Content Purposes and Contexts

• To provide new customers with a summary of their particular service and relevant policies as well as information to set up basic service features.
• To help new customers understand their first bill.
• To educate new customers about self-service options for basic customer service issues.

Content Topics and Types

• Content topics include service plan details, how to set up commonly used service features, special topics related to the customer’s specific service, what to expect on the first bill, how to accomplish customer service tasks, and benefits of customer self-service.
• Content types are mainly text, images, and diagrams.

Content Channels

• For the content to be available at the customers’ convenience and to remind customers about the content, the content must be available in multiple channels.
  • Print:  In the store, customers receive a print version of this content.
  • E-mail: All customers receive an electronic version of this content through an e-mail.
  • Web: All customers can access the content again through their web accounts.
  • Mobile: Some of the content is also available through the mobile channel.

Content Languages

• To cover all of the provider’s markets, content must be available in English and Spanish.
• Because the content is not highly dependent on cultural references, a globalization approach will be used for efficiency.

Content Governance and Maintenance

• An interdepartmental group governs the content.  This helps preserve the integrity of the content and prevent tactics better suited for sales or marketing from taking the content off track.
• The content involved is highly personalized based on customers’ account data and therefore will require close collaboration with development.

So those are just a few examples of content strategies, and I hope they’re helpful.  I also welcome other examples that you have found useful.

Read more: http://www.leenjones.com/2008/08/what-is-content-strategy-part-ii-examples/#ixzz14LvcPJBr
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