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Strategy ElementNotes
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Content PlatformWhat platform(s) will you use? This isn't just a "Wordpress vs. other blogging platform" discussion, it's also about, say, utilizing LinkedIn or Medium.com, or similar off-site content platforms.
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Content ideationWho owns generating content ideas, how do others contribute, and what's the process for submitting/building out/approving ideas?
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Content PlanningHow do you organize content (content pillars, big vs. small content), create the right content for your users (the right brand, tone, and speaking to the right personas in the right stages of the customer funnel.) What gaps are present, and how do you give everyone visability into what does and does not exist? DO you need to build a content brief template, and if so, what should be included?
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Content Creation & OrganizationOvertime, become the textbook of your subject matter (be comprehensive & in-depth.) Ensure that you define all your categories & subcateries - under your content pillars) to understand gaps. Don't forget news-worthiness, in addition to the evergreen "textbook" content; be editorial. Do a hot take. Be interesting.
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Content Re-purposing & Re-packagingHow can you 1) take existing content & modify it for a new channel, or 2) into new media format, or 3) break it up into multiple smaller subjects, or 4) how to collect it together into a bigger concept? How can you get more ROI out of your existing content?
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Content FormattingHow do your readers consume your content, and how can you make it better / easier / more desireable to do so? Consider content readability, CRO concerns, site speed, reading speed, etc., but also your revenue/leads from this content, and the quality of those leads / sales (eLTV)
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Content & Author/Editor/Business E-A-THow will you showcase your expertise and authority, while building trust in your business?
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Content OptimizationYes, this is SEO optimization, but also CRO optimization. Review the content of your competitors - how can you do it better? How can you improve the performance of existing content (e.g. Page 2 opportunities, markup, etc.)
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Content DistributionHow will you share your content, and how do you get your readers to do so? What platforms (free & paid) will you share on, on what cadence?
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