csa CONTENT STRATEGY ALLIANCE

TOOLS & TEMPLATES

A BEST PRACTICES HANDBOOK © Content Strategy Alliance 2015

Content Strategy Alliance Tools And Templates A Best Practices Handbook First Edition What to do, when to do it and how to document it.

csa

CONTENT STRATEGY ALLIANCE

This handbook is provided free as a courtesy of the Content Strategy Alliance. We encourage the use of the templates and examples for personal and project use by content strategists and others working on content projects. The handbook may not be republished or recirculated for commercial purposes or profit without express permission of the CSA. Any excerpts of the handbook, or references to, in part or in whole, must include an attribution to the CSA. This handbook and its contents, including any templates or examples, may not be sold without the written permission of the CSA. © Content Strategy Alliance, 2015. All rights reserved

© Content Strategy Alliance 2015

2.

Table Of Contents Foreward Introduction Contributors What is Content Strategy? Why Do You Need a Content Strategy? What is a Best Practice? How To Use This Handbook

7-8 9 10 11 12-13 14 15-17

Planning Phase Content Project Brief

20

Content Project Brief Example

21

Governance Model

22

Governance Model Example

23

Stakeholder Interviews/Organizational Needs Surveys

24

Stakeholder Interviews/Organizational Needs Surveys Example

25

Content Strategy Roadmap

26

Content Strategy Roadmap Example

27

Assessing Phase User/Customer Experience Assessment

30-31

User/Customer Experience Assessment Example

32

Content Inventory

33-34

Content Inventory Example

35

Content Audit/Assessment

36-37

Content Audit/Assessment Example

38

Competitive Analysis

39

Competitive Analysis Example

40

Content Strategy Document

41

Content Strategy Document Example

42

csa © Content Strategy Alliance 2015

CONTENT STRATEGY ALLIANCE

3.

Table Of Contents Analyzing Phase Content Model (High-Level)

45

Content Model (High-Level) Example

46

Personas

47

Personas Example

48

User/Customer Journeys

49

User/Customer Journeys Example

50

User/Customer Journeys for Omnichannel

51

User/Customer Journeys for Omnichannel Example

52

Content Maps

53

Content Maps (Customer Life Cycle Stages) Example1

54

Content Maps (Tree Map) Example2

55

Taxonomy Recommendations

56-57

Taxonomy Recommendations (High-Level) Example

58

Content Migration Plan

59

Content Migration Plan Example

60

Designing Phase Messaging Statements

63

Messaging Statements Example

64

Voice and Tone Guide

65

Voice and Tone Guide Example

66

Editorial Style Guide

67

Editorial Style Guide Example

68

Experience-Level, Page-Level & Page-Type Level/Strategic Intent Document

69

Experience-Level, Page-Level & Page-Type Level/Strategic Intent Document Example 70 Content Types

71

Content Types Example

72

Content Matrix (General)

73