[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-detail-354763-en":53,"doc-seo-354763-105":75},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":5,"data":54},{"doc_id":55,"user_id":56,"nickname":57,"user_avatar":58,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":60,"doc_content":61,"file_id":62,"file_url":63,"file_type":64,"file_size":65,"view_count":66,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":67,"language":68,"language_code":69,"site_id":70,"html_lang":69,"table_of_contents":71,"faqs":72,"seo_title":73,"seo_description":60,"update_tm":74,"read_time":8},354763,7971461740909,"Levi","https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","HOW TO PLAN A CONTENT STRATEGY - A GUIDE FOR ONLINE MARKETERS","Practical guide for online brand marketers on planning a content strategy, explaining what content is and how it functions within the web’s networked environment. The guide contrasts different elements and clarifies how a strategy helps answer key questions. It outlines why brands need content strategy, summarizes key concepts, and introduces a planning process supported by audits and research. Designed for marketers needing a content plan or briefs for agencies.","STRATEGY MARKETERS  \n\n|  |  | ICROSSING LTD, HEARST GROUP | |  |\n| --- | --- | --- | --- | --- |\n\n\n| \u003Cbr>How to plan a | |\n| --- | --- |\n| content strategy | |\n| A GUIDE FOR ONLINE MARKETERS\u003Cbr>| |\n\nHOW TO PLAN A CONTENT STRATEGY | A GUIDE FOR ONLINE MARKETERS  \n\n| Contents |  | |\n| --- | --- | --- |\n| INTRODUCTION |  | 3 |\n| WHAT IS CONTENT? |  | 4 |\n|  CONTENT IN NETWORKS: WHAT’S DIFFERENT (AND WHAT’S THE SAME) |  | 5 |\n|  WHY DO YOU NEED A CONTENT STRATEGY? |  | 9 |\n|  IN SUMMARY: CONTENT STRATEGY IN QUESTIONS ANSWERED |  | 13 |\n| THE PLANNING PROCESS\u003Cbr>|  | 16 |\n|  AUDITS AND RESEARCH |  | 20 |\n|  SOME LIKELY OUTPUTS FROM YOUR STRATEGY |  | 24 |\n| FURTHER READING AND LINKS |  | 28 |\n| ABOUT THE AUTHORS |  | 29 |\n| | \u003Cbr>ABOUT ICROSSING | 30 |\n| |  |  |\n\n| V1.1 |  | © COPYRIGHT 2011 ICROSSING LTD, HEARST GROUP | | 2 |\n| --- | --- | --- | --- | --- |\n\nIntroduction  \nWe have written this as a practical guide to thinking about and planning content for brand marketers on the web.  \nIf you have downloaded this because you need urgent help writing a content plan or a brief to your agencies, turn immediately to page 13 onwards. There we focus on the questions that a content strategy must help you answer. Otherwise, take a little time to read the preceding sections, which give our perspective on content.  \nTo keep us from going off on a tangent – always a danger when writing about, thinking about or working with the web – the main thrust of this eBook is about the preparation you will need to do if you’re planning a content strategy for your brand.  \nIt’s based on our experience, as a team over the past four years, of planning and creating digital content – from blog posts and Tweets to infographics and videos, and everything in between.  \nMost of us are editors and journalists by experience, and so we approach online content with an editorial mindset. However, we have been lucky enough to work cheek by jowl with people journalists aren’t often close to (although this is changing), including data analysts, search engine experts and user experience practitioners.  \nThis odd setting for a team of hacks has given rise to a world view about how content works online, and how best to think about it, that we think is a bit different.  \nYou may be a marketing manager, a digital specialist, or working in a discipline such as SEO or media buying and simply want to know a little more about this thing we call content strategy. Whoever you are, we hope you find it useful – let us know if you did... or what we can do to make the next version more useful.  \nThanks,  \nThe iCrossing UK Content Team  \n\n| V1.1 | photo by Neal @ Flickr | © COPYRIGHT 2011 ICROSSING LTD, HEARST GROUP | | 3 |\n| --- | --- | --- | --- | --- |\n\nWhat is content?  \n“”  \nTHE SINGLE MOST IMPORTANT THING MOST WEBSITES CAN OFFER TO THEIR USERS IS CONTENT THAT THOSE USERS WILL FIND VALUABLE  \nTHE ELEMENTS OF USER EXPERIENCE,  \nJESSE JAMES GARRETT  \nWe would describe content as the fabric of the web. We’d go so far as to say that the internet is content.  \nFor a brand on the web, content is everything that they have to offer.  \nAs marketers, when we talk about content, we have mainly been concerned with the written word, images, audio and video. It helps now though to broaden the definition to include apps, games, tools and even raw data.  \nFor the record, Wikipedia’s current definition of content is:  \n“In media production and publishing, content is information and experiences that may provide value for an end-user/audience in specific contexts. Content may be delivered via any medium such asthe internet, television, and audio CDs, as well as live events such as conferences and stage performances. The word is used to identify and quantify various formats and genres of information as manageable value-adding components of media.”  \nIf we were to think of the web as a great big game, content is all the pieces you have or can create or co-opt to your cause. If we think of marketing o","cbCaipbfaGFxtSHs","https://ap.wps.com/l/cbCaipbfaGFxtSHs","pdf",5727748,10,31,"English","en",105,"# Introduction\n# What is content?\n# Content in networks: what’s different (and what’s the same)\n# Why do you need a content strategy?\n# The planning process\n# Audits and research\n# Some likely outputs from your strategy\n# Further reading and links\n# About the authors","[{\"question\":\"What is the purpose of a content strategy for brand marketers on the web?\",\"answer\":\"A content strategy helps brand marketers prepare the planning needed to answer the key questions that guide how content is created, delivered, and managed online.\"},{\"question\":\"How does the guide define content?\",\"answer\":\"Content is described as the fabric of the web, encompassing more than written text and including images, audio, video, and also broader formats like apps, games, tools, and even raw data.\"},{\"question\":\"What does the planning process involve?\",\"answer\":\"The guide introduces a process that includes audits and research, leading toward outputs that your strategy should produce and align with your goals.\"}]","HOW TO PLAN A CONTENT STRATEGY - A GUIDE FOR ONLINE MARKETERS | PDF",1790113583,{"code":4,"msg":76,"data":77},"ok",{"site_id":70,"language":69,"slug":78,"title":59,"keywords":79,"description":60,"schema_data":80,"social_meta":136,"head_meta":138,"extra_data":140,"updated_unix":141},"how-to-plan-a-content-strategy-a-guide-for-online-marketers","",{"@graph":81,"@context":135},[82,98,118],{"@type":83,"itemListElement":84},"BreadcrumbList",[85,89,92,95],{"item":86,"name":87,"@type":88,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":90,"name":10,"@type":88,"position":91},"https://docshare.wps.com/template/",2,{"item":93,"name":11,"@type":88,"position":94},"https://docshare.wps.com/template/presentations/",3,{"item":96,"name":59,"@type":88,"position":97},"https://docshare.wps.com/template/how-to-plan-a-content-strategy-a-guide-for-online-marketers/354763/",4,{"url":96,"name":59,"@type":99,"image":100,"author":105,"headline":59,"publisher":107,"fileFormat":110,"inLanguage":69,"description":60,"dateModified":111,"datePublished":112,"encodingFormat":110,"isAccessibleForFree":113,"interactionStatistic":114},"DigitalDocument",{"url":101,"@type":102,"width":103,"height":104},"https://docshare.wps.com/thumbnails/how-to-plan-a-content-strategy-a-guide-for-online-marketers/354763.png","ImageObject",442,249,{"name":57,"@type":106},"Person",{"url":86,"name":108,"@type":109},"DocShare","Organization","application/pdf","2026-10-27","2026-09-22",true,{"@type":115,"interactionType":116,"userInteractionCount":66},"InteractionCounter",{"@type":117},"ViewAction",{"@type":119,"mainEntity":120},"FAQPage",[121,127,131],{"name":122,"@type":123,"acceptedAnswer":124},"What is the purpose of a content strategy for brand marketers on the web?","Question",{"text":125,"@type":126},"A content strategy helps brand marketers prepare the planning needed to answer the key questions that guide how content is created, delivered, and managed online.","Answer",{"name":128,"@type":123,"acceptedAnswer":129},"How does the guide define content?",{"text":130,"@type":126},"Content is described as the fabric of the web, encompassing more than written text and including images, audio, video, and also broader formats like apps, games, tools, and even raw data.",{"name":132,"@type":123,"acceptedAnswer":133},"What does the planning process involve?",{"text":134,"@type":126},"The guide introduces a process that includes audits and research, leading toward outputs that your strategy should produce and align with your goals.","https://schema.org",{"og:url":96,"og:type":137,"og:title":59,"og:site_name":108,"og:description":60},"article",{"robots":139,"canonical":96},"index,follow",{"doc_id":55,"site_id":70},1791441360]