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Intro to Content Strategy
 

Intro to Content Strategy

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Not sure what content strategy is, or how to get started? I gave this talk to give a group of curious web professionals a quick introduction to content strategy as a discipline.

Not sure what content strategy is, or how to get started? I gave this talk to give a group of curious web professionals a quick introduction to content strategy as a discipline.

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    Intro to Content Strategy Intro to Content Strategy Presentation Transcript

    • Intro to Content StrategySunday, February 17, 13
    • What is content?Sunday, February 17, 13
    • What is content? • Copy • Photos • Video • Podcasts • InfographicsSunday, February 17, 13
    • What is content? • Copy • Articles • Photos • Music • Video • Updates • Podcasts • Illustrations • Infographics • DiagramsSunday, February 17, 13
    • The stuff people come to your site for.Sunday, February 17, 13
    • http://brownsharpie.courtneygibbons.org/Sunday, February 17, 13
    • http://brownsharpie.courtneygibbons.org/ Entropy (n.): Lack of order or predictability; gradual decline into disorder. (Google)Sunday, February 17, 13
    • A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
    • A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
    • 3 Evidences of Entropy on websitesSunday, February 17, 13
    • 1. SilosMichele Massetani on FlickrSunday, February 17, 13
    • @RU2K on TwitterSunday, February 17, 13
    • 2. Clutter UnnaYmir on FlickrSunday, February 17, 13
    • Sunday, February 17, 13
    • Sunday, February 17, 13
    • 3. Lack of insight Bilal Kamoon on FlickrSunday, February 17, 13
    • Tools for battling entropySunday, February 17, 13
    • Problem 1: SilosSunday, February 17, 13
    • Problem 1: Silos Stakeholder interviews Understand who impacts the project, how, and what they want.Sunday, February 17, 13
    • Sunday, February 17, 13
    • Problem 1: SilosSunday, February 17, 13
    • Problem 1: Silos Content workflow diagram Understand how content is created, who affects it, and how.Sunday, February 17, 13
    • Sunday, February 17, 13
    • Problem 2: ClutterSunday, February 17, 13
    • Problem 2: Clutter Content inventory Understand what content you have. Can be quantitative or qualitative.Sunday, February 17, 13
    • Sunday, February 17, 13
    • Problem 3: Lack of InsightSunday, February 17, 13
    • Problem 3: Lack of Insight Voice chart Understand how you come across to your users.Sunday, February 17, 13
    • Sunday, February 17, 13
    • Problem 3: Lack of InsightSunday, February 17, 13
    • Problem 3: Lack of Insight Channel map Understand how users interact with each piece of content you create.Sunday, February 17, 13
    • contentmarketinginstitute.comSunday, February 17, 13
    • Problem 3: Lack of Insight User testing Understand whether users are able to find/ do what they need.Sunday, February 17, 13
    • There’s so much more... • Governance • Content matrices • Maintenance • Analytics • SEO • Expert reviews • Gap analyses • Content reuse • Reports • Editorial calendars • Style guidesSunday, February 17, 13
    • Helpful resources for getting started Content Strategy for the Web, by Halvorson & Rach Letting Go of the Words, by Redish Content Rules, by Handley & ChapmanSunday, February 17, 13