Start Where You End: Content Strategy as Backward Design

Posted by Owen Matson, Ph.D. on March 1
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When going on a trip, the destination comes last.  However, when planning the journey, the destination comes first: Without a destination, you’re just wandering.

The same principal holds true when developing content: Start at the end—at the goals. 

Effective content is planned backward from long-term, desired results through a three-stage design process:

  1. Desired Results/Goals: What do you hope to achieve?
  2. Evidence: What KPI’s will you track to measure your progress toward your goals?
  3. Plan: Planning helps avoid the common problems of treating the content as a goal in itself, rather than a resource for realizing big-picture objectives. Think of your content as the vehicle for a broader vision.

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Topics: Content Strategy

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