Core Content Strategy Statement examples

[Sara Z]

Does anyone have examples of core content strategy statements they'd be willing to share? I'd like to use real examples for educational purposes for some freelance work I'm doing.
Thanks a bunch!

Sara

[Sara Z]

Hi all,
I should have clarified: I fully understand (and expect) that some details might be changed so that you're not revealing a strategy to competition. Duh. Still, even altered examples or those emailed privately (saraz...@gmail.com) to me would be great to see. Cheers,
sara

[Tony Chung]

I'm not sure I understand your request. Content Strategy at its core is an overarching discipline where content may be treated as a business asset. The practice itself depends wholly on the background and skill set of the practitioner.

Backgrounds vary a lot between:

- Writing and editing

- Process development

- System programming

- SEO and analytics

- Marketing

- Business analysis

- Project management

- Information architecture

- Web

- Documentation

- Journalism

- etc….

Content strategists are not created equal. On our project team we had several "content strategists/writers plus", that unified into a dynamic team the likes of which none of us had experienced before. (Kudos Rahel!)

Read the archive of this group to see the varied expertise within its membership.

So Sara, rather than asking the group for "statements", build a features and benefits list for your clients that highlight the unique aspects of your own background. That way you personalize your presentation to show your customers what only you can deliver.

Cheers,

-Tony

[Destry Wion]

I didn't understand the question either, but I figured that was just me. ;)

In particular, I don't understand what you mean by "statements".

+1 Tony's reply.

[Noz Urbina]

+1 Destry - especially on the not knowing what a 'Statement' is in this context.

--
You received this message because you are subscribed to the Google Groups "Content Strategy" group.
To unsubscribe from this group and stop receiving emails from it, send an email to contentstrate...@googlegroups.com.
To post to this group, send email to content...@googlegroups.com.
Visit this group at http://groups.google.com/group/contentstrategy?hl=en.
For more options, visit https://groups.google.com/groups/opt_out.
 
 

--
Noz - http://lessworkmoreflow.blogspot.com // @nozurbina
"I find quotations at the bottom of email signatures somewhat trite..."

[Rick Yagodich]

Ditto here.

Though, if I had to take a stab at it, I can think that it is one of: a sales pitch, a definition of deliverables, our an example of said deliverables.

Personally, the only thing I work from is a questionnaire...

- R

---

From: Noz Urbina
Sent: Mon, 11/02/2013 09:45
To: content...@googlegroups.com
Subject: Re: Core Content Strategy Statement examples

[Hilary Marsh]

Hi everyone,

I think what Sara is looking for is the statement of the actual content strategy that the deliverables support.

Here is an example that I wrote for a client a few years ago (Sara, you'll probably recognize this):

The website will:

 

·       serve as a central information source where members can learn about issues important to their business and their livelihoods in the short and long term

·       offer personalized access to relevant information

·       follow consistent editorial standards and organize content in a way that makes it easy for site visitors to find the information they seek

 

(The site) has a content team in place that serves as consultants and strategic editors. They advise (the organization's) employees how to present information effectively for online reading, and they place the information properly in the site’s framework so the right audience finds the information at the right time.

 

The site’s business goals include some focused on content:

 

·       Improve the quality and presentation of site content to make it more dynamic, engaging, and user-friendly.  

·       Create within (the organization) an understanding of the value of user-centered digital communication.  

Other content strategy statements I've created focus on how content will help the organization meet its goals -- by publishing content frequently on topics that the audiences care about, that drive actions that help both the audience and the business.

Sara, you're welcome to contact me directly for more info.

Best,

Hilary

Hilary Marsh  |  312-806-7854  |  hil...@hilarymarsh.com

Content strategy for associations, nonprofits, corporations:
websites, blogs, social media, e-newsletters
http://www.hilarymarsh.com
also hilarymarsh on LinkedIn, Twitter, Facebook, Pinterest, Slideshare, etc.

[Celeste Crocker-Payne]

Hi Sara,

I've written these strategic statements (as referred to as guiding principles) to help define content guidelines but to also ensure clients have a foundational statement to use to determine what is and more than likely is NOT appropriate content for a given site experience. Here is a brand sanitized statement (or guiding principles) that I've created in the past:

X.com will illustrate this service-oriented focus by providing content that adheres to these guiding principles: 

·       Treats every site visitor as a guest

·       Provides helpful product recommendations, but also highlights relevant options

·       Focuses on the needs of our guests, not ourselves

·       Gives the right information, at the right time, in the right manner

·       Acts “in the know” and not a “know-it-all”

It provides a CS view on how a site should communicate and 'behave' in order to be considered quality, relevant and useful any given site experience. Detailed descriptions of how these principles come to life are usually detailed in the longer form content strategy document. 

I'd also say, for those unfamiliar with this type of work/deliverables -- it is usually very much on the editorial/brand side of CS work that should be nailed down even prior to any UX or interaction work. Unfortunately, I see lots of this work going more and more to the digital strategy area versus being viewed as CS work. 

Hope that helps! 

Celeste 

[Sara Z]

Hilary and Celeste, that is spot on for what I was looking for! Thank you. I've heard of these core strategies referenced but usually more in the capacity of "I wish I could get my company to create one."

For those unfamiliar with the "statement" concept, check out of Kristina Halvorson and Melissa Rach's "Content Strategy for the Web" -- specifically page 100 if you want to get right to it (although the lead-up is worth it!). It gives this example after discussing what a core strategy is:

"Curate an entertaining, online reference guide that helps stressed-out law students become successful practicing attorneys."

I find it useful to reference and study examples, so cheers.

sara

On Wednesday, February 6, 2013 1:39:57 PM UTC-6, Sara Z wrote:

[Sara Z]

clarification: it's their second edition of "Content Strategy for the Web" that i reference. cheers.

[Rahel Bailie | IDI]

If this is happening in the course of a project, such as a web refresh project, I often start with the creative brief for the verbiage already adopted, and then add my own statements that would compliment the overall goals. Because it may seem obvious to us, but often the content aspect gets omitted or hidden.

Sent from my iPad

--

[Destry Wion]

Ah, thanks for the clarification, Sara. I see now. I have that book and refer to it all the time. Btw, Halvorson is the only author of the first addition.

I've expanded on this topic in the G+ community, because it raised another question in my head with regard to a possible relationship between core strategy statements and message architectures, wich happen in two different phases of work...

https://plus.google.com/u/0/112670651692744005384/posts/Dj63w1wEBfJ

[Hilary]

Destry, just curious - why did you post most of your reply on Google+ and not here?

Hilary Marsh  |  312-806-7854  |  hil...@hilarymarsh.com

Content strategy for associations, real estate, nonprofits, corporations:

websites, blogs, social media, e-newsletters

http://www.hilarymarsh.com 

also hilarymarsh on LinkedIn, Twitter, Facebook, Pinterest, Slideshare, etc.

--

[Julian Apatu]

@sara

Here are some general principles I use when looking at Content Strategy:
- make all content useful and usable
-- useful: purposeful, succinct, targeted, suitable, credible, timely, accurate, relevant (for meaningful engagement)
-- usable: discoverable, reusable, consumable, applicable, accessible (reusable content adds value)
- content strategy must align to the business strategy
- content should be from a trusted source (and be a trusted source - quality assurance)
- content must be customer and user-focused (but should still have business relevance)
- the right content must be delivered to the user at the right time in the manner of their choosing (pull content)
- statutory (and regulatory) obligations must be met if applicable
- web governance (responsibility, ownership and authority for content)
- UX is essential at the presentation layer for effective engagement

These principles should cover most areas, but your in-depth knowledge of your business will allow you to tailor each to your specific context. Effective web governance is needed to empower the content strategy and it will likely be a living document as the business reacts to economic and market forces.

Happy to discuss or elaborate on any points.

Cheers,


Julian Apatu
+64 21 509 375
japat...@gmail.com