Fundamentals of Brand-Driven Content Strategy

  • In this hands-on workshop, you can expect actionable education in brand-driven content strategy that you can bring directly to your next meeting or presentation, whether you create web experiences, mobile apps, social media, print collateral, or something else. Get up to speed on the philosophy, questions, tools, and exercises to implement it. Learn how to prioritize communication goals and develop a message architecture, and the best ways to present your recommendations and enable them through a content audit, content model, and ongoing governance.

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    Who is this is for

    Teams of all tiers benefit from this workshop. Invite your CMO, marketing managers, product owners, designers, creative directors, copywriters, content marketers, and content strategists.

    What you’ll learn

    Message architecture can help ensure more tactical efforts align with project vision and prevent drawn out engagements and seagulling stakeholders. Learn a hands-on, step-by-step exercise to identify potential pitfalls and points of disagreement while you improve organizational alignment.

    • Practice facilitating and presenting in a self-documenting exercise effective across hundreds of brands in every industry
    • Gain coached experience asking the right questions to minimize off-brand features, like the blog no one has time to update
    • Discuss strategies to keep your projects on track, on time, and on budget by drawing stakeholders out of the weeds and back to their vision
    • Discover ways to use the message architecture as a metric to measure the quality of existing content and prioritize new content, features, and platforms

    Agenda

    1. Discuss goals and learning objectives
    2. Define the message architecture and explore industry-specific examples
    3. Engage in a paired channel comparison exercise
    4. Conduct brand attributes card sort exercise and present as teams
    5. Lunch
    6. Conduct a content audit with the message architecture as a rubric for “good”
    7. Move from prescriptive to descriptive: brainstorm content types based on audit
    8. Implement message architecture in an editorial calendar and style guide
    9. Put it into action: map next steps to drive individual and organizational change