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Larry Swanson

Content Architect

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Home / Content Strategy

Content Strategy

picture of ijgsaw puzzle piece to illustrate concept of strategyThe phrase “content strategy” has been applied and defined in many different ways. It can describe anything from executive-level enterprise management to small-scale content-marketing planning.

I define it as the activities that managers and designers use to guide and plan content programs:

Benefits

  • aligns stakeholders around user needs
  • clarifies and articulates the business purpose that your content serves
  • provides evidence-based guidance for your content plans

Scope

  • discovery of the scope and goals of the program:
    • stakeholder identification and engagement
      to identify who should be involved
    • user needs research
      to identify the needs of the users that the content program is addressing
    • business goals articulation
      to clarify what you want the content to do for your organization
    • constraints
      like schedule, budget, staffing, etc.
  • messaging strategy
    to connect communications programs with the content strategy
  • content inventory
    to enumerate and account for all current content assets
  • content audit
    to vet current content for accuracy, currency, relevance, etc.
  • gap analysis
    to identify the distance between the current content state and the desired state:
  • strategy-statement formulation
    to create a succinct, shareable document that all involved can refer to
  • content planning
    to coordinate the implementation of the strategy with content creators, content operations managers, content engineers, website managers, app developers, conversation designers, et al.  

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  • Utterly Content (moderating AI panel), February 27-March 2
  • The European Chatbot & Conversational AI Summit (attending), March 14-16
  • Confab (attending), May 2-3
  • The Knowledge Graph Conference (co-chairing content track), May 8-12

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