Assess and Progress: How to Identify High-Impact Content Initiatives, by Kathy Wagner
What keeps Content Strategists Up at Night?
Choosing a strategic direction is difficult. Why is content strategy decision making so hard? We have different backgrounds, and often can’t see eye to eye. If you don’t want to miss anything, follow a recipe.
Here’s a recipe to solid strategic decision making:
- A generous scoop of access to people
- A pound of ability to listen
- A tsp of open mind
- A cup of time and patience
- A pinch of ability to connect the dots
- Budget, to taste
Find Your Strategic Direction Objectives and Priorities
Choose your business goals:
- Get new customers
- Retain customers
- Do more with less
- Improve customer experience
- Compete in the digital space
Find what’s best for your company. 7 Steps:
- Be a detective and learn all you can
- Filter down to what you have control over
- Identify the business priorities and content priorities – rate all the possible business goals on a scale of 1-5 to pick the first ones.
- Rate the importance of your content goals
- Discard goals that only rate a 1 or 2
- Find relationships and categories or grouping across the priorities
- Determine if they’re foundational issues or discrete issues. Focus on the foundational.
- Plan for the non-urgent goals
- What can be integrated?
- What’s a quick fix?
Now, what can you accomplish?
- Assess your readiness to make a change
- What’s approved and documented, and thus more likely to be successful
- What connects to the audience needs
- What channels are you already in?
- What other strategies or initiatives connect to the work options?
- Evaluate what’s guiding business objectives, audience objectives, and channel decisions
- Using your priorities (step 3, above) identify the gaps. If there are too many gaps, there are significant risks.
Successful Content Initiatives
Selecting a strategic direction that works means connecting the content initiatives to:
- Your business
- Your department
- Your stakeholders
- Your audience
- Your content
This methodology is flexible. Adapt it to your needs.