Content Prioritization Matrix

Sometimes, there’s so much to do it feels like nothing can get done. When a team is struggling to identify which area of content to tackle first, a prioritization matrix can break through the conflicting opinions and clarify the priorities.

This prioritization matrix template has 5 sections:

  • The content sections (column 1). These might include “homepage,” “product pages,” “blog articles” etc.
  • The section rankings (column 2). For each content section, identify how important the section is to the business. High = 3, Medium = 2, and Low = 1.
  • The user needs (column 3). For each content section, identify one (primary) user need the section is intended to respond to.
  • The pages (column 4). For each content section, identify the pages that make up the section. There may be several pages within each section.
  • The goals (columns 5-10). List 1 goal in each column. Ideally these goals should come from across the organization. Not every goal needs to be shared by everyone. Then identify, for each page, whether or not it accomplishes the goal. For a yes, write “1,” and for a no, write “2.”

Add up the numbers in a final column, and then add the page numbers for each section. Multiple each section by its ranking (1, 2, or 3). The higher the score of the section, the more it needs attention.

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Checklists

Checklists are a great way to prepare for content creation, governance, and even discovery and research. The Content Management Institute has provided a list of 14 checklists for content marketing success, though many are equally valuable for content strategy, including:

  • Content kickoff checklist, for writers or other content creators
  • Content prioritization worksheet, to identify which content most needs attention
  • An SEO checklist, to ensure content is incorporating the right SEO elements

Creating an Agile Schedule

Working in Agile can be difficult for content strategists. The pace is fast, leaving little time for research and testing editorial styles, content types, and microcopy. It helps to have a template to fill out with a goal for each iteration, and to use each iteration as a chance to create and test a subset of the strategy.

Template for Creating an Agile Schedule

Fill this out for each iteration during the agile process.

What are the development goals for this iteration?

  1. _______________________
  2. _______________________
  3. _______________________

 

What are the design goals for this iteration?

  1. _______________________
  2. _______________________
  3. _______________________

 

What open questions do I have in content?
Add an asterisk by the one(s) you will try to answer during this iteration.

  1. _______________________
  2. _______________________
  3. _______________________
  4. _______________________
  5. _______________________
  6. _______________________
  7. _______________________
  8. _______________________

What is my primary content goal in this iteration?*

______________________________________________
What will I test in the final week of this iteration?

______________________________________________

*Separate from this worksheet, keep a list of overall content goals, listed in order of priority. The primary content goal for each iteration should be one that aligns with the design and development goals, so that it can be tested using the “final” design and development at the end of the iteration.