CONTENT STRATEGY:  CASTING A WIDE NET
AGENDA <ul><li>What is Content Strategy? </li></ul><ul><li>Content Strategy areas of practice </li></ul><ul><li>Content St...
WHAT IS CONTENT STRATEGY? Simply put, Content Strategy is The strategic and tactical considerations for determining & exec...
WHAT IS CONTENT STRATEGY? <ul><li>As a practice  </li></ul><ul><li>It is the endeavor in which the business takes a holist...
WHAT IS CONTENT STRATEGY? <ul><li>As practitioner  </li></ul><ul><li>Execute on the practice </li></ul><ul><ul><li>Underst...
CONTENT STRATEGY  AREAS OF PRACTICE <ul><li>UX Discovery & Design </li></ul><ul><li>Messaging Strategy </li></ul><ul><li>F...
UX DISCOVERY & DESIGN <ul><li>Researching along side UX design staff </li></ul><ul><ul><li>Helps you understand the busine...
MESSAGING STRATEGY <ul><li>Establishes how you “talk” to your customers online </li></ul><ul><ul><li>Tone & Voice; Brand A...
<ul><li>Access points and findability issues affect how </li></ul><ul><ul><li>Readily a user can find a site </li></ul></u...
FINDABILITY & ACCESS POINTS <ul><li>Nomenclature – deciding what terms to use, and where </li></ul><ul><ul><li>Build a con...
FINDABILITY & ACCESS POINTS <ul><li>Taxonomic work around product lists and terms </li></ul><ul><li>Facet terms for conten...
FINDABILITY & ACCESS POINTS <ul><li>Taxonomic work </li></ul><ul><ul><li>Product names or categories </li></ul></ul><ul><u...
CONTENT CREATION & MAINTENANCE <ul><li>Identify gaps in content </li></ul><ul><ul><li>What is needed to fulfill vision? </...
CONTENT DELIVERY <ul><li>RSS, blogs, user generated content tools, wiki, mobile apps, platforms, channels, and syndication...
IN THE WEB DEV PROJECT Project Phase Content Strategy Practice Area <ul><ul><li>Discovery Phase </li></ul></ul><ul><ul><li...
RESOURCES:   JOURNALS, BLOGS & COMMUNITIES <ul><li>http://thecontentwrangler.com/   </li></ul><ul><li>http://www.winwriter...
THANK YOU! Questions? I’m happy to answer questions via email Lynn Leitte Sr. Content Strategist Avenue A | Razorfish [ema...
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Content Strategy Casting A Wide Net V6

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The deck describes the role of Content Strategist in the User Experience web development project.

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Content Strategy Casting A Wide Net V6

  1. 1. CONTENT STRATEGY: CASTING A WIDE NET
  2. 2. AGENDA <ul><li>What is Content Strategy? </li></ul><ul><li>Content Strategy areas of practice </li></ul><ul><li>Content Strategy in the web dev project </li></ul><ul><li>Resources </li></ul>
  3. 3. WHAT IS CONTENT STRATEGY? Simply put, Content Strategy is The strategic and tactical considerations for determining & executing a web site’s content All right…but that’s a lot of stuff What’s your point? What does that mean…its a bit vague?
  4. 4. WHAT IS CONTENT STRATEGY? <ul><li>As a practice </li></ul><ul><li>It is the endeavor in which the business takes a holistic look at their content </li></ul><ul><ul><li>Get their arms around it – understand its value and where there are gaps </li></ul></ul><ul><ul><li>Articulate what the business wants to do with the content </li></ul></ul><ul><ul><li>Articulate what customers want from your content </li></ul></ul><ul><ul><li>Advocate content that compliments rather than detracts or distracts </li></ul></ul><ul><ul><li>Document the “must haves”, processes, and wants </li></ul></ul>
  5. 5. WHAT IS CONTENT STRATEGY? <ul><li>As practitioner </li></ul><ul><li>Execute on the practice </li></ul><ul><ul><li>Understand the content </li></ul></ul><ul><ul><li>Find the gaps </li></ul></ul><ul><ul><li>Emphasize what works and what is good content </li></ul></ul><ul><ul><li>Attend to content-related processes </li></ul></ul><ul><li>Own or participate in developing a vision for the site </li></ul><ul><ul><li>Bring a “content perspective” to the table </li></ul></ul><ul><ul><li>Be able to show how and where content is the real value on the site </li></ul></ul><ul><ul><li>Have an opinion on the content, placement, delivery </li></ul></ul>
  6. 6. CONTENT STRATEGY AREAS OF PRACTICE <ul><li>UX Discovery & Design </li></ul><ul><li>Messaging Strategy </li></ul><ul><li>Findability & Access Points </li></ul><ul><li>Content Creation & Maintenance </li></ul><ul><li>Content Delivery </li></ul>
  7. 7. UX DISCOVERY & DESIGN <ul><li>Researching along side UX design staff </li></ul><ul><ul><li>Helps you understand the business goals </li></ul></ul><ul><ul><li>Gives you insight to user interests and behavior </li></ul></ul><ul><li>Design & content should support each other </li></ul><ul><ul><li>Bring content-driven, content-focused expertise to the design process </li></ul></ul><ul><ul><li>Content should not be an afterthought; just something to fill in the “containers” in the design </li></ul></ul>Contribute to the vision and design
  8. 8. MESSAGING STRATEGY <ul><li>Establishes how you “talk” to your customers online </li></ul><ul><ul><li>Tone & Voice; Brand Attributes </li></ul></ul><ul><ul><li>Editorial Style Guides; web writing best practice </li></ul></ul><ul><li>Determines where content supports the messaging strategy and where there are gaps </li></ul><ul><li>Assesses whether messaging speaks to the core users and appeals to the desired audience </li></ul>Identify the key messaging and content that will support both the brand and the UX vision
  9. 9. <ul><li>Access points and findability issues affect how </li></ul><ul><ul><li>Readily a user can find a site </li></ul></ul><ul><ul><li>Easily they navigate within a site </li></ul></ul><ul><ul><li>Accurate search results within a site can be </li></ul></ul><ul><li>Supporting findability may require </li></ul><ul><ul><li>Developing a metadata or semantic web strategy </li></ul></ul><ul><ul><li>Advising on platforms, channels, and syndication </li></ul></ul><ul><ul><li>Making recommendations around 508 compliance & accessibility </li></ul></ul><ul><ul><li>Assessing Search Engine Optimization (SEO) in current content </li></ul></ul>FINDABILITY & ACCESS POINTS Provide user-centric access points
  10. 10. FINDABILITY & ACCESS POINTS <ul><li>Nomenclature – deciding what terms to use, and where </li></ul><ul><ul><li>Build a controlled vocabulary for documentation, consensus building, and for identifying preferred terms </li></ul></ul><ul><li>Labeling – what buttons, columns, tabs, pages are named </li></ul><ul><li>Metadata schemas & metadata attribute value lists (AVL) </li></ul><ul><li>Taxonomy, classification, and ontology </li></ul><ul><li>Internal search logs </li></ul><ul><ul><li>What are customers asking for that you can provide? </li></ul></ul><ul><ul><li>Develop synonyms, antonyms, and common mis-spellings </li></ul></ul><ul><ul><li>Relative to your content, identify terms that “right” or accurate </li></ul></ul>What and where are access points?
  11. 11. FINDABILITY & ACCESS POINTS <ul><li>Taxonomic work around product lists and terms </li></ul><ul><li>Facet terms for content filtering or navigation </li></ul><ul><li>Hierarchical organization to support site structure (site maps) </li></ul><ul><li>Hierarchies or taxonomies that support back end (file structures, node & leaf, network structures, CMS) </li></ul><ul><li>Taxonomies that are part of a larger ontology or metadata schema </li></ul>Taxonomy and hierarchical organization schemes for the organization of content, navigation, user access points, and metadata
  12. 12. FINDABILITY & ACCESS POINTS <ul><li>Taxonomic work </li></ul><ul><ul><li>Product names or categories </li></ul></ul><ul><ul><li>Poly-hierarchical schemas </li></ul></ul><ul><ul><li>Content organizational schemas </li></ul></ul><ul><li>Hierarchical organization to show page relationship </li></ul><ul><ul><li>Site maps to communicate page flow and site structure </li></ul></ul><ul><li>Mapping the “front end” to the “back end” </li></ul><ul><ul><li>Node and leaf tree or file structure </li></ul></ul><ul><ul><li>Hooks into presentation layer </li></ul></ul><ul><ul><li>When does navigation path = file structure? </li></ul></ul>Some taxonomy and some confusion about taxonomy
  13. 13. CONTENT CREATION & MAINTENANCE <ul><li>Identify gaps in content </li></ul><ul><ul><li>What is needed to fulfill vision? </li></ul></ul><ul><ul><li>What new functionalities require content? </li></ul></ul><ul><ul><li>Is the help & support content adequate? </li></ul></ul><ul><li>Plan strategies for the maintenance of site content </li></ul><ul><ul><li>Inputs or changes into the publishing pipeline </li></ul></ul><ul><ul><li>Timelines for future content, features, and functionality </li></ul></ul><ul><ul><li>Out-source, in-house, partner content sources </li></ul></ul><ul><li>Promote & uphold best practices for publishing and creating content </li></ul>What content and where does it come from?
  14. 14. CONTENT DELIVERY <ul><li>RSS, blogs, user generated content tools, wiki, mobile apps, platforms, channels, and syndication, etc. </li></ul><ul><ul><li>Be knowledgeable at a low tech or non-tech level </li></ul></ul><ul><ul><li>Understand value-adds, repercussions, sourcing </li></ul></ul><ul><li>Metadata and semantic web technologies </li></ul><ul><ul><li>Be knowledgeable at a semi-technical level on tools </li></ul></ul><ul><ul><li>Understand best practice, building out schemas, etc. </li></ul></ul>Content delivery mechanisms, tools, technologies, and requirements affect the site experience and feed design requirements
  15. 15. IN THE WEB DEV PROJECT Project Phase Content Strategy Practice Area <ul><ul><li>Discovery Phase </li></ul></ul><ul><ul><li>What are the business goals? </li></ul></ul><ul><ul><li>What story needs to be told? </li></ul></ul><ul><ul><li>Is the needed content (text, images, multi-media) available? </li></ul></ul><ul><ul><li>What content features and interactions are desired? </li></ul></ul>UX Discovery & Design Messaging Strategy UX Discovery & Design; Messaging Strategy Content Delivery <ul><ul><li>Design Phase </li></ul></ul><ul><ul><li>What specific content is needed to fulfill the strategic and creative vision? </li></ul></ul><ul><ul><li>How will content be delivered to the desired audience? </li></ul></ul><ul><ul><li>How will content be organized, structured, & presented? </li></ul></ul>Messaging Strategy; UX Discovery & Design Content Delivery; UX Discovery & Design; Content Creation & Maintenance Findability & Access Points; UX Discovery & Design <ul><ul><li>Build & Deploy Phase </li></ul></ul><ul><ul><li>Where will the content come from? </li></ul></ul><ul><ul><li>How will content production & deployment be managed? </li></ul></ul>Content Creation & Maintenance Content Creation & Maintenance
  16. 16. RESOURCES: JOURNALS, BLOGS & COMMUNITIES <ul><li>http://thecontentwrangler.com/ </li></ul><ul><li>http://www.winwriters.com/ </li></ul><ul><li>http://www.boxesandarrows.com/ </li></ul><ul><li>http://www.econtentmag.com/ </li></ul><ul><li>http://content-strategy.com/ </li></ul>
  17. 17. THANK YOU! Questions? I’m happy to answer questions via email Lynn Leitte Sr. Content Strategist Avenue A | Razorfish [email_address]

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