Content strategy process
Step 1: Discovery
In this step you identify your users, their motivations and goals.
Identify and understand stakeholders through interviews and research.
Identify business goals, project goals, and measures of success. Deﬁne an audience based on gathered info and existing plans.
Find and explore contexts that impact the behavior of the target audience. Develop fact-based personas based on user interviews and research. Extend personas with empathy map exercise involving the project team and stakeholders.
Step 2: Analysis
Perform a Quantitative Content Audit accounting for every piece of content that exists or will exist.
Perform a Qualitative Content Audit to review every piece of existing content for relevance, value to the project, and value to the target audience.
Develop detailed content models for each distinct type of content.
Establish scenarios and activity journeys / ﬂows for personas and contexts.
Map out Information Architecture and wireframes to establish content structure and hierarchy.
Step 3: Guides, Templates, and Workﬂows
Establish the Voice and Tone of the project based on company guidelines and desired level of interaction.
Create static or dynamic Style Guides for all relevant components of the project.
Build out examples of all content types and edge cases to be referenced by designers, developers, and content creators.
Build templates for content creation and management.
Map out Workﬂows for content creation, management, and governance.
Step 4: Creation and Managment
Establish clear leadership structures and hierarchies within the content production team to identify who is responsible for what, and where the buck stops.
Recruit and train content contributors, and establish a sense of ownership of the content and project throughout all levels of the organization.
Get management and other decision makers on board with the project to ensure proper ﬁnancing and stafﬁng.
Establish methods for measuring success, and generate clear and factual data on how the project is beneﬁtting the organization and the target audience.