Content Strategy Framework Worksheet
There are essentially four phases in the content strategy lifecycle, and this
framework can help at all four stages:
1. Strategy: Build a shared understanding across the team on:
• Goals: Why are we doing this? Creating content takes time, effort and
money
• Defining “good performance”
• Choosing Key Performance Indicators
• Identifying your process for analyzing metrics to produce actionable
insights
2. Creation: Make the links between strategy, content and metrics explicit.
This is a practical model: using it your writers will always know who the
target audience is, what call to action they are trying to trigger, and how
the target audience should find it. Those are extremely useful writing
parameters, and as an added bonus it makes it easy for managers to give
feedback.
3. Promotion: Planning for how your audience will find your content
A good rule of thumb is to spend 50% of your tine creating content and 50%
promoting it. Identifying your promotion plan will also make it simple to
identify the best key performance indicators and benchmarks.
4. Measuring Impact: Making data based decisions on cutting and expanding
content. Set the stage for effective analysis by choosing KPIs, targets and
segments that help you decide:
• What content/campaigns should we allocate more time and budget to?
• What content/campaigns should we cut?
In this worksheet, we've included a template for you to edit and an example of
how an imaginary library, Canterlot Public Library, would use this framework to
plan out their content strategy.
Content Strategy Framework Worksheet
Content Strategy Framework Template
Name of the Organization
Mission Statement
What the organization does to execute against its mission
Organizational Objectives
Target Audience
Who are you trying to reach?
Content Calls to Action
What action do you want your target audience to take as a
result of your content?
Content Hypothesis
What types of content will prompt your target audience to
follow through on your call to action?
Content Findability
How will your target audience find the content?
Measures that help you understand if you are meeting your
objectives
Key Performance Indicators
Targets
Segments
Pre-determined indicators of success or failure
A group of people with a set of behaviors, sources or outcomes
in common
Content Strategy Framework Worksheet
Content Strategy Framework Example
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational Objective
Support parents to encourage a love of reading and learning
in their children
Target Audience
Parents with small children
Call to Action
Content Hypothesis
Found by
KPIs
Targets
Segments
Content Strategy Framework Worksheet
“Put a book on hold”
Recommendations for books/videos on common parenting
challenges
Link from story-time event page
Visits
# of books put on hold
100 monthly visits
5 monthly hold requests
New vs. Returning Visitors