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.

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

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