Carl's Content Strategy Report

  • Published on
    28-Mar-2016

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DESCRIPTION

Carl breaks it down on Position1Media.com

Transcript

  • Position 1 Media - Report Position 1 Media's identity: spunky startup new media & design firm providing complete website packages with SEO, Social Media, and Content rich integration to small businesses.

    Brand Values

    exciting clean cutting edge personality

    Project Objectives

    Rebrand website/biz as a spunky startup new media & design firm Create content that educates potential clients about the process, personality

    and scope of our projects. Shift the target market appeal to the small business crowd instead of

    bloggers/personal websites.

    Content Audit

    Existing Content Analysis

    Content Competitive Analysis

    Page Tables

    Page tables are part page template, part content overview. They provide a breakdown of content on an existing page, how that content is currently setup and recommendations on how to improve/develop that content.

    Landing Page Services Page Portfolio Page Process Page Blog Page

    Additional Recommendations & Notes

    Branding & Voice

    Currently the site & content are very clean but do not give the impression of cutting edge. Personality is minimalistic, polished and modern (if that's what you're going for excellent) and not what I would call exciting.

    Content is verbose vs. concise

  • Voice is often self-referring or talking the general vs. talking to someone

    SEO

    Pages are lacking keywords & descriptions which are valuable for basic SEO.

    An overall Keyword set should be researched and selected.

    On page content should include keywords included in the set, blog content should develop around keyword set.

    Use text in place of images of text for better on page SEO.

    Delivery

    Questions to ask:

    Who is your audience? How are you going to get your content in front of your audience? Search Engine Marketing vs. Social Media Marketing

    0.0 Position1Media Page Objective: Share with users that P1M is an agile design/web shop and to start a conversation. Phase: Re-launch SME/Content Owner: Eric Schiller Scope: In Page Title Seattle Web Design and Interactive Marketing Position1Media Priority 1 Content Message Focus: Communicating the principle message of what Position1Media does. Lists the specific aspects that make P1M designs & packages stand out.

    Design Social Marketing Content Strategy SEO

  • Recommendations: Start a conversation with us today! should be called out (perhaps as a button or different color) and linked to Contact page.

    Assets: n/a Message Focus: Showcase recent work that highlights priority 1 content focus. Recommendations: Perhaps make recent work a slider with image + features worked on for that package.

    Priority 2 Content

    Assets: 3 images from portfolio Message Focus: Inform user of the three aspects that define Position1Media project features, process, and personality. Divided into three sections that give greater detail to the 3 aspects of P1M work. Recommendations: Each section should be scannable vs. reading intensive. Concise vs. large paragraphs. Also link to appropriate page.

    Priority 3 Content

    Assets: n/a Content Creation Implications: n/a Maintenance Implications: Recent work will have to be regularly updated. Technology/Publishing Implications: n/a Outstanding Questions/Risks: n/a 1.2 Services Page Page Objective: Show users what services & packages Position1Media offers and how they are important. Phase: Re-launch SME/Content Owner: Eric Schiller Scope: In

  • Page Title Services Position1Media

    Message Focus: Break down each service/package into what P1M does and why its important. Currently lists 2 services: web design & campaign services. Recommendations: Scannable vs. reading. Show vs. tell. Break down components of what makes P1Ms work effective and powerful integrated package idea is missing and should be explained/added.

    Priority 1 Content

    Assets: None Message Focus: Brief overview of what the services are that P1M offers. Recommendations: What is P1Ms USP? Should be in this section very clearly.

    Priority 2 Content

    Assets: None Message Focus: Unclear Currently lists 3 areas but no clear call to action. Recommendations: Place 1 clear call to action in sidebar first, then follow up with additional notes/mentions.

    Priority 3 Content

    Assets: None Content Creation Implications: n/a Maintenance Implications: n/a Technology/Publishing Implications: n/a Outstanding Questions/Risks: n/a 1.1 Portfolio Page Page Objective: Showcase the existing work of Position1Media. Phase: Relaunch

  • SME/Content Owner: Eric Schiller Scope: In Page Title Portfolio Position1Media

    Message Focus: Highlight individual pieces of work with image & text detailing what P1M did for a client. Each section showcases a cropped image, a short overview of the company & about 1-2 sentences on what P1M did, and a client testimonial. Recommendations: Snapshot of website that will Lightbox or open a the full sized image for each item. Breakdown of what features/services P1M performed for client. Include technology used (CMS, etc.) Slider or other manner of viewing each individual piece without scrolling down. Small icons which expand via Lightbox or open individual pages for each portfolio item also an option.

    Priority 1 Content

    Assets: Site image Message Focus: Provide a testimonial from existing clients on working with P1M. Recommendations: None

    Priority 2 Content

    Assets: None Message Focus: Unclear Currently lists 2 areas but no clear call to action. Recommendations: Place 1 clear call to action in sidebar first, then follow up with additional notes/mentions.

    Priority 3 Content

    Assets: None Content Creation Implications: n/a

  • Maintenance Implications: As more portfolio pieces are added will need to be updated. Technology/Publishing Implications: n/a Outstanding Questions/Risks: n/a 1.3 Our Process Page Page Objective: Walk the potential client through the process that they will go through when working with Position1Media. Phase: Launch SME/Content Owner: Eric Schiller Scope: In Page Title Our Process Position1Media

    Message Focus: Detail the steps that the client goes through when working with Position1Media. Currently lists 4 phases: Consultation Design Coding & Implementation Launch

    Recommendations: Add graphical elements to visually direct reader through the process. Add a Follow-up Section focused on the Social Marketing/Action Plan

    Priority 1 Content

    Assets: None Message Focus: Unclear Currently lists 3 areas but no clear call to action. Recommendations: Place 1 clear call to action in sidebar first, then follow up with additional notes/mentions.

    Priority 2 Content

    Assets: None

  • Content Creation Implications: n/a Maintenance Implications: n/a Technology/Publishing Implications: n/a Outstanding Questions/Risks: n/a 1.4 Blog Page Page Objective: Share with users & clients Position1Medias personality, knowledge and process. Phase: Relaunch SME/Content Owner: Eric Schiller Scope: In Page Title Blog Position1Media

    Message Focus: Share personality, knowledge & process with users/clients. Currently uncreated. Recommendations: The blog is a good space to provide a clear indication of the personality, process and workflow of Position1Media. An editorial strategy would consist of 1 regular post a week (@ 300 words) that focuses on what youre working on, personalities at P1M, etc. and 1 monthly article delving deeper into specific areas of work that P1M does.

    Priority 1 Content

    Assets: None Message Focus: Discover our process, personality and projects in our archives. Recommendations: None at this time

    Priority 2 Content

    Assets: None

  • Content Creation Implications: n/a Maintenance Implications: n/a Technology/Publishing Implications: Schedule should be set and maintained. Outstanding Questions/Risks: n/a