It should be a starting point for work on a strategy and not the final word on its format or methodology. Module 1 introduction to strategy, planning and structure. Complete beginners guide to content strategy ux booth. In this essential guide, meghan casey outlines a stepbystep approach for doing content strategy, from planning and creating your content to delivering and managing it. Strategic planning kit for dummies cheat sheet dummies. Did infographics, videos, surveys, ebooks, or images help influence your success. What do you need to consider in your governance plan. The strategic planning reference and resource book has been designed to familiarize you and help you through the strategic planning process in a stepbystep approach. This theory is backed up by a comprehensive study of 150 strategic plays in over 30 industries in the last century. It specifically provides information about the elements that are necessary to be present in the document.
A fillinthe blank content strategy document marketing land. You can take many approaches to the process and consider differing ideas about what needs to. Document your entire marketing plan using this free outline. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. The one who prepares this document, must have good experience in the product domain, as this is the document that is going to drive the entire team and it wont change. The beginners guide to blogging and content strategy youre reading this book because you believe in the power of content. Therefore, they should be different types of document. A strategic plan is essential for a successful business, and creating a strategic plan that you can actually use is key. The complete guide to writing test strategy sample test. Strategic planning is an organizational management activity that is used to set priorities, focus energy and resources, strengthen operations, ensure that employees and other stakeholders are working toward common goals, establish agreement around intended outcomesresults, and assess and adjust the organizations direction in response to a.
A strategic plan presupposes existence of a strategy. How to do strategic planning every organisation is different. The best way to plan a social media strategy in 5 steps template. So, while creating a sound content marketing strategy is necessary to attract and retain users, it also. So youre on board with content marketing and are excited to get started. In this book, you will learn why enterprise content management ecm is important. Keep track of when your content is publishing and help your team work ahead. To help you succeed, use this proven strategic plan template, and the information below details the key sections you must include in your.
In effect, mintzberg declared strategy did indeed have several meanings, all of which were useful. How to develop a web strategy from scratch stepbystep. Of course, there are a lot of people out there writing, designing, creating content. Before you dive right in to writing all the things, its important to take some time to get your content strategy in order so all your best efforts can reap the maximum rewards. Strategy is not planning it is the making of an integrated set of. Now its time to download that template and see what story your content strategy is trying to tell. The second edition provides a good general introduction to content strategy, with a deeper discussion of markup and tools than found in other introductory books. Knowing how youll reach your vision is the meat of your strategic plan, but its also the most time consuming. Share it as a live link, present it as a slideshow or download it. It documents the specifics of how you will execute your strategy, and who on your team will be handling. Without this foundation in place, youre likely to get caught up. Strategic planning academic director of edinburgh business school, the graduate school of business, heriotwatt university, alex scott is an economist and has published over thirty research papers into efficiency in. How to plan an effective content strategy to quadruple results. The template may be used by local courts to document local planning efforts related to the completion of these seven planning tasks and subtasks.
The content of the template corresponds to the content in the strategy, specifically the seven planning tasks and the more detailed subtasks. Download this goal planning template for help figuring out the right content goals. Plan your documents design to support this purpose. There is a better way, though, than struggling your way through. Jun 22, 2016 put simply, content strategy is doing your homework and content marketing is presenting it. Meghan casey asks me to write this blurb for her book and i was like, what book. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. Guidelines for the format and content of the strategy no two strategies have exactly the same format. Test strategy document the test strategy document is a living document that is created in the projects requirements definition phase, after the requirements have been specified. Introduction strategic planning workbook 4 focus on translating knowledge into action, not leaving you with just strategy meet the need also provides other sources of information to assist you and your team through. The key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesnt. Not to oversimplify how to create a strategic plan, but by placing all the parts of a plan into three areas, you can clearly see how the pieces fit together. As you prepare for planning, you can simply make it efficient using this template.
What is an example of content strategy vs content marketing. Edit the interactive planner with your team to go through every step of your content strategy, from planning and executing to publishing and optimizing. Find out how to build a business case for content strategy. The level of progress in attaining strategic objectives for this plan will be determined through a combination of three factors. Much like a road trip, a lot of work goes into creating a single piece of content. Youll learn how to use a datadriven approach to creating content that people will love. How to write a strategic plan onstrategy resources. Instant strategist allows business people to develop a valid strategic plan in a matter of days, compared to traditional strategic planning models that might take months to complete. This article goes a little beyond that, getting to best practices and a few favorite tools. A strategic plan is a roadmap to grow your business.
Learning to think strategically asserts that learning is the critical link to transforming strategic thinking into a. Developing a content strategy content marketing institute. Map out every part of your strategy in one place complements this guide. The web strategy planning template is our flagship piece of content here at bluewire media and was cocreated with david meerman scott the bestselling author of the new rules of marketing and pr. All of them reflect good general guidelines and structure, which can be incorporated into your own strategy design. A strategic planning checklist is a helpful tool when it comes to the assessment of the strategic plan and how it can be implemented in a timely and measurable manner. This microsoft word tool is a great resource to help guide you through the development of your business strategy. Content strategy implies that someone is stepping back and asking, what should we create, and why. A definition of strategic planning strategic planning is a tool for organizing the present on the basis of the projections of the desired future. Content strategy is doing the research, planning and behind the scenes work. A strategy document serves a different purpose to a strategic plan.
The goal of content strategy is to create meaningful, cohesive, engaging, and sustainable content. Comparison between the timeline expectations for strategic objectives listed in this plan, and what is actually achieved in the tactical plans covering those time frames. Our content strategy guidance is designed to help you do this. To find out how to create a documented content strategy, including the 36 questions to ask, download our 16page guide, the essentials of a content marketing strategy. Why you are creating content, who you are helping, and how you will help them in a. Our ebook, the essentials of a documented content marketing strategy, can walk you through the process. Content strategy is a way to deepen relationships with your customers and build long term engagement. To make strategy more interesting and different from a budget we need to break free of this obsession with planning. There was a problem a big bad wolf, a conflict pigs who were trying to protect their homes from the wolf and a solution building a brick house to keep the wolf out, at least until he fell down the chimney. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his own.
Decide what format your document will require include layout, margins, line spacing, font styles, etc. Strategy for pandemic influenza keeping the courts open in. Strategic planning basics balanced scorecard institute. How to write a content marketing strategy stepbystep. Armed with this book, you can confidently tackle difficult activities like telling your boss or client whats wrong with their content, getting the budget to do content work. A national longterm economic strategy is likely to be different. While what you need to document will differ based on your content marketing maturity and the requirements of your organization, this guide will walk you through the process. The content strategy toolkit by meghan casey is the ultimate collection of everything you need to create and launch a content. Confusion between these different documents causes good strategies to be described badly. How to plan an effective content strategy to quadruple. The truth is, without a strategy your content will never reach its full potential.
How to write a content marketing strategy w template. Jul 28, 2016 this document outlines areas where stakeholders, bce board members, and bce staff and management are in agreement and disagreement while providing additional insight to assist bce to develop goals and objectives in the upcoming strategic plan. A handbook for implementation continues this process. Discover the best strategic business planning in best sellers. Content strategy is the creation, publication, and governance of useful, usable content, as cited via kristina halvorson. A strategic plan is a dynamic document or presentation that details your companys present situation, outlines your future plans, and shows you how the company can get there. However, you can expect to include the following content. The 11 essential elements of a content marketing strategy. It documents the how plans for how the strategy will be implemented.
Thus, we urge the readers to use this document only as a guideline and as an aid to innovative strategic thinking. It may a onepage report or a book shape binding, depending on the size of organization or matter under discussion. Each part has certain elements to show you how and where things fit it. It reiterates that your strategy helps you to identify what already exists, what should be created. With allnew chapters, updated material, case studies, and more, the second edition of content strategy for the web is an essential guide for anyone who works with content. A strategy document is different to a strategic plan. Two books every content strategist should own are content strategy for the web by kristina halvorson and melissa rach and the content strategy toolkit by meghan casey. No two businesses are alike so theres no real standard for developing a strategic plan. Yearly content planner and strategy guide kindle edition by oliphant, kirsten.
Kicking off any content marketing process starts with the strategy, then moves into some basic process planning. Content marketing is rampantly used nowadays as a business development strategy. Further reading on content strategy if you are a content specialists like copywriter, someone with traditional content skills like journalist or a small business owner who just wants to maximize the impact of your own content to achieve business goals, you should learn the tenets of content strategy for the web. Content strategy focuses on the planning, creation, delivery, and governance of.
Make sure you put all the outputs of your content strategy into the template. Aug 29, 2011 in her book, the elements of content strategy, erin kissane raises the point saying, content is appropriate for your business when it helps you accomplish your business goals in a sustainable way. That is, a strategic plan is a road map to lead an organization from where it is now to where it would like to be in five or ten years. And there are books my favorite is kristina halvorson and melissa rachs content strategy for the web. You may be a marketer at a small business, an editorial director at a brand or media company, a community manager at a startup. This is because, at the mba level, it is not sufficient to know about the subject it is necessary to be able to apply ideas in order to carry out strategic analysis of real problems. We are suggesting that planning is the key ingredient to get right early on in ecm.
Throughout her book, content strategy for the web, kristina halvorson. In contrast to the other two, a content plan is very tactical. You want the reader to quickly grasp the mission of your company, its values, issues and goals and key strategies to reach goals. Content marketing strategy, content strategy, and content plan. Test strategy document gives a clear vision of what the test team will do for the whole project. More important, however, than the document itself, is whether the strategic plan is actually put into practice. Are there parts of the content marketing strategy and planning process that. Strategic planning document template accounting124.
The original edition of this book was published in 2002 and was the first book to specifically address content strategy as a discipline. This chapter on the strategic management and strategic planning process provide an insight on the basic knowledge on what is strategy and strategic management. A strong content strategy boils down to creating the right type of content for your target audience. Jun 26, 2018 a strategy document serves a different purpose to a strategic plan. The deadline for completion of these tasks and subtasks is. The beginners guide to blogging and content strategy. If they simply complete the template, theres a good likelihood it will be. As others have noted the difference, here are some examples of both. Pulling customer feedback and data insights into your content planning process allows you to go beyond what you sell and get to the core of why the product or service exists in the first place. How to create a content strategy in only 652 steps.
It is a static document means it wont change throughout the project life cycle. The format of the strategy document and its presentation style depend on the audience and the nature of the topic. The test strategy document describes the scope, approach, resources and schedule for the testing activities of the project. This has high potential of successes as content marketing is usually implemented in digital mediums where people can see information and details about the business even in the comfort of their own homes. And your content plan documents the specifics of how you will execute your strategy, and who on your team will be handling each task. Strategy is more than simply achieving business goals. A strategic plan details the plans to achieve that strategy. It is therefore arrogant and unrealistic to say, this is. Use features like bookmarks, note taking and highlighting while reading yearly content planner and strategy guide. Content strategy is the piece of your marketing plan that continuously. But simply creating content without a thoughtful vision is a lot like writing individual book pages for readers expecting a story.
You can utilize the content strategy template provided by moz. This goal can be set in a scenario where the technological environment is undergoing rapid change. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Sustainable content, and this is particularly true of learning content, is the result of a production process that we should carry out. Decide whether or not visuals will be helpful to include in your document. Download it once and read it on your kindle device, pc, phones or tablets. Throughout her book, content strategy for the web, kristina halvorson discusses in detail the benefits of and how to create your content strategy. Once youre confident in the strategy youre presenting, youll have the complete attention of every executive in that conference room. Find the top 100 most popular items in amazon books best sellers. Plan tactics and channels to make your content marketing a success. The right marketing plan identifies book content strategy document template everything from 1 who your target customers book content strategy document.
So a strategic plan is only useful in so far as it affects actions. This planning feeds into strategic framework and programme budget documents for each department. This can feel laborious or complicatedespecially if youre working solo. Meghan casey asks me to write this blurb for her book and i was like, what book, where.
Kristina halvorson, author of the book content strategy for the web. It provides an outline for you to plan, organize and conduct your conference, document and execute your plan, and to monitor and adjust your strategic plan, as needed. He indicated that strategy is a plan, a pattern, a position, a. Your plan should include certain elements, like mission, values, and vision statements, and avoid common pitfalls, like neglecting the specific needs of your organization, so it becomes your road map for success. We created the business strategy plan template to document your strategic plans. Enterprise content management with microsoft sharepoint. Strategic planning edinburgh business school v using the course package it is widely accepted that strategic planning is extremely difficult to teach effectively. New and experienced content strategists alike turn to these books to learn the essentials of content strategy. Use it as a working document, adding information as it becomes available. Content strategy for the web sets the stage for content strategy to be implemented for any company by helping individuals to understand what it is, why it is important, how it can be created, who is involved, how it is managed, etc. Content is the atomic unit of marketing the currency of how to get attention when done well. The goal of the template was to help our clients understand the building blocks of a successful web strategy and reduce the confusion that comes.
Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. All right, now that weve covered the caveats, lets look at how to write this content marketing strategy. Strategic planning is the practice of looking forward, outside the immediate future for your organization, to reach a particular set of goals. Instead of brutally battling your competitors, this breathtakingly refreshing book argues that the best strategy is to carve out a new blue ocean where you can shine without raining on anyone elses success. Professor sloans book traces the history of strategy, differentiates strategic thinking from strategic planning, describes the influence of culture, and introduces five key attributes for learning to thinking strategically. Weve assembled a handful of sample strategic plans. University, took the entire strategic planning establishment to task in his book, the rise and fall of strategic planning. It is necessary to have a strategic plan for your chapter or. It creates clarity, alignment and organizationwide engagement. A content strategy is a structure that guides your marketing from the beginning stages to postpublication. At its core, your content marketing strategy is your why. The strategic paper is a document that describes the direction of any company, institution or business organization. Oct 14, 2017 content strategy, and all content marketing, is a form of storytelling. A roadmap to launch and grow your organization process as important as product perhaps more important aligns stakeholders around strategic priorities communicates your goals, strategies and programs engages, motivates, and retains external and internal audiences e.
Where you will present your strategic objectives and key programs for the upcoming year. Pdf strategic management and strategic planning process. The difference between strategy document and strategic plan at excitant, we make a very clear distinction between these two documents. So what are the atomic units of a content marketing strategy that will focus and interconnect your execution. Yearly content planner and strategy guide kindle edition by. The writing is professional, engaging, and uses the right amount of humour to keep things lively. It also involves laying outstepbystephow youre going to get there. The essentials of a documented content marketing strategy.
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