The Content Strategy Toolkit

A collection of planning tools to help you turn the expertise in your organization into audience-centered marketing.

These tools support the Expertise-to-Content Framework and are designed to be completed together. Start with The Expertise Finder, then use these tools to organize your expertise, align it with your audience, and build a sustainable content strategy.

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Start here. ⤵

The Expertise Finder - 25 Places To Find the Expertise That Sets You Apart

You'll find your team's expertise in everyday conversations and interactions that happen so often you can do them with your eyes closed. What feels ordinary to your team is often your greatest expertise. And it's easy to miss. This guide will help you recognize it.

Already completed the Finder? No sweat. Keep going for the next step in turning your expertise to content.  

I'm ready to Find our expertise

Step 1 - Capture Your Expertise

Expertise Inventory

Capture insights, stories, customer questions, and expert knowledge in one organized place so your team can build content from what it already knows.

Build your Expertise Bank →​

Step 2 - Align Your Expertise

Audience Alignment

Evaluate how well you're connecting your team's expertise to the questions, concerns, and priorities of the people you serve.

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I'm ready to Align our Audience

Audience-Centered Content Review

Evaluate your current content to see how well it connects your team's expertise with your audience's needs.  

I'm Ready to Review our content

Step 3 - Build Your Strategy

The Strategy Foundation
A DIY Guide to Building an Audience-Centered Content Strategy

Use your team's expertise, your audience's questions—and how they ask them—and your organization's goals to build a content strategy that guides everything you create.


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I'm ready to build our strategy

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