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    Content Strategy: Source: Chapter 2 Frick & Eyler-Werve Return On Engagement

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    Firda
    The document discusses content strategy and its key elements. It defines content strategy as planning for the creation, delivery, and governance of useful digital content. This involves understanding audiences through qualitative and quantitative research to develop user personas and empathy maps. Content strategy also includes content planning with elements like message architecture, editorial calendars, and content specification documents. It involves content governance to manage content over its lifecycle. The assignment is to prepare a presentation on an example of content planning and governance for next week.

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    Content Strategy: Source: Chapter 2 Frick & Eyler-Werve Return On Engagement

    Uploaded by

    Firda
    59 views11 pages
    The document discusses content strategy and its key elements. It defines content strategy as planning for the creation, delivery, and governance of useful digital content. This involves understanding audiences through qualitative and quantitative research to develop user personas and empathy maps. Content strategy also includes content planning with elements like message architecture, editorial calendars, and content specification documents. It involves content governance to manage content over its lifecycle. The assignment is to prepare a presentation on an example of content planning and governance for next week.

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    content strategy

    Original Title

    Pertemuan 3 Content Strategy

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    The document discusses content strategy and its key elements. It defines content strategy as planning for the creation, delivery, and governance of useful digital content. This involves understanding audiences through qualitative and quantitative research to develop user personas and empathy maps. Content strategy also includes content planning with elements like message architecture, editorial calendars, and content specification documents. It involves content governance to manage content over its lifecycle. The assignment is to prepare a presentation on an example of content planning and governance for next week.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    59 views11 pages

    Content Strategy: Source: Chapter 2 Frick & Eyler-Werve Return On Engagement

    Uploaded by

    Firda
    The document discusses content strategy and its key elements. It defines content strategy as planning for the creation, delivery, and governance of useful digital content. This involves understanding audiences through qualitative and quantitative research to develop user personas and empathy maps. Content strategy also includes content planning with elements like message architecture, editorial calendars, and content specification documents. It involves content governance to manage content over its lifecycle. The assignment is to prepare a presentation on an example of content planning and governance for next week.

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    You are on page 1of 11

    CONTENT

    STRATEGY
    SOURCE: CHAPTER 2 FRICK & EYLER-
    WERVE RETURN ON ENGAGEMENT
    REVIEW PREVIOUS WEEK (45 MINUTES)

    Why we need Digital Why integrating multiple Content strategy framework: Element of digital marketing Present: Roadshare Chicago
    Marketing Strategy? discipline is a strategic Strategy, Create, Promote, strategy: content strategy (our Content Strategy Framework
    challenge in digital field? Measure. topic today), design strategy,
    measurement strategy.
    CONTENT
    STRATEGY
    FRAMEWORK
    WHAT IS CONTENT STRATEGY?

    PLANNING FOR THE CREATION, WHAT YOU WANT TO SAY VS


    DELIVERY, AND GOVERNANCE OF WHAT YOUR AUDIENCE WANTS
    USEFUL DIGITAL CONTENT TO KNOW
    AUDIENCE RESEARCH

    Qualitative Quantitative

    • User Interviews • Analyze site visitor


    • Field Observation of metrics
    isers • Conducting audience
    • Automated user testing survey
    PUTTING AUDIENCE RESEARCH TO WORK

    Basics: Name, Gender, Age, Job Title, Household Income, Draw or place a picture of a typical or actual customer at

    Empathy maps
    User Personas

    Geographic Information. the center of the map.


    Attributes and Behaviors: What are this user persona’s Create areas around the customer photo that organizes
    relevant characteristics? what the customer hears, sees, thinks, and does.
    Attitudes and Beliefs: How does this user persona think and Add details to the appropriate branches. Consider using
    feel about relevant issues? post-it notes or a dry erase board to move details from one
    Challenges: What are the three relevant problems this user section to another as needed.
    persona needs to solve?
    Solutions: How does your product solve those problems?
    Influencers: Who is most influential in helping this user
    persona make a decision? This
    can include publications, TV shows, celebrities, and friends.
    Language: What words, phrases and topics resonate with
    this user persona?
    Channels: What channels do they use to get information,
    entertainment? What social
    media channels do they participate in?
    FIND AND
    LEARN USER
    PERSONA AND
    EMPATHY MAPS
    TEMPLATE AND
    EXAMPLE
    CONTENT PLANNING

     Message Architecture
     Identifying Channels
     Editorial Calendars
     Channel and Velocity Plans
     Content Specification Document
     Content Audits
     Social Media Optimization
     Adapting Content
    CONTENT GOVERNANCE
    SOURCE: FRICK & EYVE
     Discuss and prepare presentation for next week example
    ASSIGNMENT of content planning and governance
    THANKS

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