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Use this worksheet to help you prepare for
exceptional content strategy outcomes.
Use this worksheet to help you prepare for exceptional content strategy outcomes.
1. List Your Goals for Content Strategy Outcomes
Measurable business goals (what are you trying to achieve? e.g., increased targeted traf-
c, improved clarity and reduced confusion, inspire a specic activity):
Business Primary Goals Business Secondary Goals
Target audience goals (e.g., easier to accomplish something, easier to nd something, eas-
ier to understand):
Audience Primary Goals Audience Secondary Goals
HINTS: The above two goal lists should be in alignment. Review audience goals again after Step 3.
Need ideas for measurable goals and ROI?
2. Outline Your Limitations (and Opportunities!)
Deadlines (upcoming events, PR, product launches that drive due dates):
Budget for content strategy creation:
Budget for ongoing content management:
People needs (who will help develop the content strategy, execute, and manage the content
over time?):
Content Strategy
Planning, Project
Execution (writers,
editors, designers,
Ongoing content
Software needs (content management systems, project management tools, etc):
Other limits and opportunities to consider:
HINT: Your content strategy should outline a plan that will drive outcomes using the resources that
you have or can acquire.
3. Describe Your Audience
Primary audience:__________________________________________________________
Secondary audience: _______________________________________________________
Other visitors to consider: ____________________________________________________
HINT: Create personas for your audience and walk them through your current or planned experi-
ence with real tasks to accomplish. Be aware of how audience goals (and core messaging) might
compete with each other.
4. Ask for a Fresh Perspective
Ask someone who is not very familiar with your brand to review and give feedback on your
plans or current online experience.
Ideas from outside the industry: _______________________________________________
Ideas from inside the industry: ________________________________________________
Ideas from a content strategist: _______________________________________________
HINT: People very familiar with your brand have legacy knowledge and are great at maintaining
consistency. Sometimes, a fresh perspective is needed to solve (and spot) obstacles... more.
5. Prepare the Team to Take Risks, Test, & Adapt
Content strategy is about trying new things, testing, learning, and trying new things again.
Talk to your team about these ideas:
Lets push new ideas in a controlled testing environment or for a short period of time.
Are we prepared for this? How can we accomplish it?
Just because the brand has never done it before doesnt mean it wont work out.
Whats exciting about this? What concerns you?
What has worked well in the past may not work well in the future. Why do you think
this might be true? What should we do about it?
How often are we willing and able to test new content? How quickly are we able to
adapt to successful ideas?
Are we ready to measure the results? How will we do that? What do we consider a
successful test?
How Can We Help You Share Your Brand Story?
Were here for you! Founded by Shelly Bowen in 2008, Pybop is a
boutique content strategy consultancy focused on creating exceptional
content strategies that help exceptional companies share their brand
stories most effectively.
Shelly has been producing and directing digital content for more than
12 years. Wed be happy to help you at any stage of the content
strategy process. Contact Shelly@Pybop.com.