Marc’s post about the “c-word” inspired me to share how I go about starting a content strategy when the client is in a hurry (which is often!).

1. Gather all ye faithful – 9am

Set up a workshop with “surrogate users” – people in your organisation who talk to real users, all the time AND your business thinkers – people in your organisation who can offer strategic insight on the fly. So you’re talking sales people, customer service reps, CEOs, divisional directors, senior managers. Also include some bods from your web team and ask them to swat up on their web stats regarding current popular content (top pages, searches and referral keywords).

How long you need depends on the strength of your will (to whip sideline discussions into shape) and the number of audience groups you have, but considering everyones eyes will typically glaze over in a couple of hours, allocate 2-3 hrs.

Tip – coffee helps…

2. Identify your key peeps – 9-10am

Whip out your whiteboard marker and ask a fundamental question, who are we talking to? Keep it broad at this stage, don’t get bogged down in too much detail. You want to know who the key groups are, what are the fundamental characteristics that define them and what is the key reason they are visiting your site.

Identify at this point if there is a high level user journey or series of site visits that applies to this group – for example a typical process for a shopping site is establishing initial site / brand awareness, product desire and consideration, purchase, service, repeat purchase and referral.

Tip – Draw a box in a corner of the whiteboard labelled “the carpark”. Use it to jot down any ideas or other thoughts that are going off tangent.

3. Drill down into each group – 10-12 noon

Okay, start with your primary audience group, in case you run out of time. Draw up on the whiteboard a big matrix, a bit like the table below. Include user journey steps if applicable. Then ask the group to tell you about what the user is looking for at each step – product information? contact details? company background?

Quick & easy whiteboard template for a website content workshop

Now the important bit – use the group to identify some business goals for each step. They may be key selling points to get across, acquisition/lead capture goals, or a proposition statement, whatever is most applicable at that stage.

Tip – Don’t bother with note-taking, use your camera phone to snap a pic of your whiteboard musings.

4. Chillax – 12 noon – 1pm

Get some fresh air, go for a walk, get some lunch. Think about what you’re cooking for dinner. DON’T think about content.

5. Empower your inner huddle to inspire you – 1-2pm

Have a think about what is going to be the hardest content to come up with, and charge your fellow web/marketing team with the responsibility of scouring the internet for examples of how others have done it. Look broader than your competitors, think laterally – what other companies have similar products to you? similar audiences?

Tip - Use award sites such as the Webbys and FWA to find the world’s top websites.

6. Headphones on! – 2-5pm

Right, turn off your phone, put your headphones on, and start mapping content to user and business goals. I literally draw an extra column after the business goal column on the whiteboard matrix entitled content and list content ideas that match.

User Goals + Business Goals = Content Requirements.

Tip – I use a tool call SnagIT at this stage – a fancy screen capture tool that enables you to edit screenshots or pictures. You could do it in powerpoint or other picture editing software.

7. Vino – 5pm

Tools down, pour a glass of vino and let your content roadmap simmer over night. It gets better the longer you leave it – revisit every 24hrs or so.