Introducing the Content Strategy Canvas
A couple of years in the past I created the Periodic Table of Content Marketing, to assist individuals create the proper of content material for his or her manufacturers.
That visualisation was very a lot tactical, when it comes to its scope. I needed to mix a brainstorming device with a guidelines, to assist with the content material creation course of.
My Periodic Table of Content Marketing is proving ridiculously in style. Meta! http://t.co/xKnMAnCeBd pic.twitter.com/yjtAvzvtFK
— Chris Lake (@lakey) March 19, 2014
I purposefully allotted simply one of many 132 ‘parts’ to content material technique… the primary component, the truth is. Why? Because content material technique requires much more focus and enter from content material groups and stakeholders. There are many inquiries to ask, and the solutions given will differ from firm to firm.
As such, content material technique wants a special strategy, and one that’s much less prescriptive. I’ve provide you with the Content Strategy Canvas, as a unfastened construction for determining the place you’re at, and the place you need to be. I hope it proves helpful.
Click on the pictures under to see a big, hello-res, printable model (by all means obtain, use, and share round).
By means of a quick rationalization, I’ve been just lately mapping out the broader enterprise technique for EmpiricalProof. Last Friday we ran a worth proposition design workshop based mostly across the course of outlined within the (wonderful) Strategyzer ebook. The workshop concerned a variety of Post-It notes, and was based mostly round buyer analysis. We all discovered it actually helpful.
Value proposition design covers a few key areas within the Business Model Canvas, which I’m positive you’re already conscious of. It is, in fact, the visible framework for my Content Strategy Canvas (I doff my hat!).
The Content Strategy Canvas doesn’t precisely mirror the Business Model Canvas, however it might definitely be used to run a sensible workshop alongside comparable strains.
Let me offer you a fast rundown of the issues it covers. These are the 9 areas that each content material group wants to consider…
Audience
Who are you concentrating on, and why?
What makes them tick?
Where do they stay, and when are they most lively?
Audit
What have you ever already received happening?
Where are the gaps?
What’s working nicely on your rivals?
Brand
What are your model tips?
What do you have to undoubtedly not do?
What tone of voice do you employ?
Production
Who is in your staff, and what do they do?
Where does the fashion information stay?
Do you might have a pre-publishing guidelines?
Formats
Which content material codecs will you be utilizing?
What do it is advisable to begin creating content material?
Workflow
What instruments will you be utilizing?
Have you produced a content material calendar?
How will you handle your evergreen content material?
Distribution
Where will you distribute your content material?
Are you going to do any paid promotion?
Can your PR staff assist?
Stakeholders
What does your boss anticipate you to do?
Who will probably be concerned within the log off course of?
Goals
What are the primary objectives on your content material?
How will you measure success?
Who must see the stats?
Sample
Below is a visible abstract of a few of these factors. These are just some leaping off factors for you… it’s greatest to run a sensible workshop. Get into the element and be particular. For instance, in ‘Distribution’ it is best to listing the varied channels you’ll use to drum up curiosity in your content material, and the primary techniques you’ll make use of to generate consciousness.
Although I’ve put objectives on the backside proper, that’s all the time, all the time, all the time the place to start out. The content material groups I’ve run prior to now have all the time been tuned into the first enterprise objectives, in addition to the secondary tactical objectives. Make positive everyone understands why Team Content exists.
It’s additionally good concept to run a daily content material technique workshop, to sense verify what you’re doing. Regardless of whether or not you’re ranging from scratch or doing an audit for a longtime model, you must take into consideration Stakeholders and Goals first. Everything else flows from there. Avoid this and also you run the danger of manufacturing aimless content material.
That’s the lengthy and in need of it. I hope it is useful.
Do let me know what you assume within the feedback space under, or simply get in contact if you need any particular pointers.
