Key Deliverables for Plan Phase
Content Strategy Framework
- What is it? A recommendation for your future content solutions with specific guidance for content experience, content delivery and governance. We set the business objectives for the content including goals, objectives, user targets, user needs, and content priorities. We also help you identify objectives that set up your content operations for success, so from the point of inception through to when it is published, your content exists within a strategic approach. The framework concludes with a roadmap with short-, mid-, and long-term goals, identifying specific projects to support each time frame.
- Why do we do it? To create a strategic framework that will stand your content up for success, including content for omnichannel, componentized solutions, personalization, and internal audiences.
- How will we use it? During that phase, we draw from the framework, which provides the guidance and principles to design specific content solutions. You can also use it to inform any and all content decisions in the future.
Customer Personas & Profiles
- What is it? A representation of your users, which may be based on a paradigm of behaviors (personas) or actual segmentation and demographic paradigms (user profiles). Both personas and profiles may provide useful representations of your customers and targeted audiences, both from a quantitative and qualitative perspective.
- Why are we doing it? To empower you to understand specifically who your audiences are and how they behave, so that you can make informed decisions on how to best meet their content needs.
- How will it be used? It provides a model with which to make decisions for future-state content priorities and to inform recommendations around personalization as well as what types of content are most valuable and useful for consumers. It also provides the “actor” within a customer journey map or needs-specific customer journey representation.
Personalization and/or Omnichannel Strategy
- What is it? A strategic framework specific to personalization or omnichannel for your short-, mid- and long-term needs. Each defines the objectives that content should achieve to support personalization or omnichannel goals.
- Why are we doing it? Any personalized content experience should start with a strategy. The best personalization and omnichannel approaches require robust and carefully considered content strategies to ensure the customer receives the right content, regardless of channel or where they sit within their journey with your brand.
- How will it be used? It provides the framework and approach for personalized and omnichannel content, to inform all future decisions around these areas including planning, roll-out, and measurement of optimization of these solutions.
Content Migration Strategy
- What is it? For solutions that require the migration of existing content to a new system, such as a content management system, we develop a content migration strategy that helps you plan for what content to migrate as is, what to migrate but after review, and what not to migrate at all. We come up with a framework to help you figure out whether the content should be migrated manually or through automated approaches.
- Why are we doing it? It sets the framework for the content migration plan so that your existing content will be successfully migrated and accounted for within a new solution.
- How will it be used? It provides guidance for your technology and content teams on what content to migrate and the best approach to do so.
Customer Journey Modeling and Content Mapping
- What is it? We can help you develop specific customer journeys that look at your customer needs and factors in which content within which channel is best suited for each step in your customers’ engagements with your brand. If you have existing customer journey maps, we can help you extract needs-based content journeys from that map and identify specific content for each task within the customer interaction.
- Why are we doing it? Customer journeys provide the blueprint for key tasks or key behaviors and motivations of a particular audience type or persona. Well defined journey maps and more specific needs-based customer journeys can identify content opportunities, provide guardrails for personalization and AI engines, and help create customer-centric content experiences.
- How will it be used? It provides a major input into many content solutions, from the content strategy to personalization efforts.
Content Migration Strategy
- What is it? For solutions that require the migration of existing content to a new system, such as a content management system, we develop a content migration strategy that helps you plan for what content to migrate as is, what to migrate but after review, and what not to migrate at all. We include all the steps necessary for content migration, including cleaning up existing content. We produce a framework to help you figure out whether the content should be migrated manually or through automated approaches.
- Why are we doing it? It sets the framework for the content migration plan so that your existing content will be successfully migrated and accounted for within a new solution.
- How will it be used? It provides guidance for your technology and content teams on which content to migrate to a new platform or experience, and the best approach to do so.
Content Requirements and Scope
- What is it? It captures your content requirements for content delivery, content experience and governance. It creates scope for any specific projects—E.g., requirements for a new platform such as Adobe AEM or SiteCore CMS—and plan to move the projects into the Organize phase, or the next phase per your implementation effort.
- Why are we doing it? To understand specific functional and business requirements for content and to create a plan that is realistic, so you can plan for resources, budgets, and timing of projects.
- How will it be used? It informs the blueprint for any specific projects and associated priorities