Intro to                          Content StrategySunday, February 17, 13
What is content?Sunday, February 17, 13
What is content?                          • Copy                          • Photos                          • Video       ...
What is content?                          • Copy           • Articles                          • Photos         • Music   ...
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;          ...
A website, like any system,                          will decline into disorder                                if left to ...
A website, like any system,                          will decline into disorder                                if left to ...
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   ...
Sunday, February 17, 13
Problem 1: SilosSunday, February 17, 13
Problem 1: Silos                          Content workflow diagram                            Understand how content is    ...
Sunday, February 17, 13
Problem 2: ClutterSunday, February 17, 13
Problem 2: Clutter                          Content inventory                             Understand what content you have...
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    ...
Sunday, February 17, 13
Problem 3: Lack of InsightSunday, February 17, 13
Problem 3: Lack of Insight                          Channel map                            Understand how users interact w...
contentmarketinginstitute.comSunday, February 17, 13
Problem 3: Lack of Insight               User testing                          Understand whether                         ...
There’s so much more...            • Governance     • Content matrices            • Maintenance    • Analytics            ...
Helpful resources                                 for getting started                                Content Strategy     ...
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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.

Published in: Technology

Intro to Content Strategy

  1. 1. Intro to Content StrategySunday, February 17, 13
  2. 2. What is content?Sunday, February 17, 13
  3. 3. What is content? • Copy • Photos • Video • Podcasts • InfographicsSunday, February 17, 13
  4. 4. What is content? • Copy • Articles • Photos • Music • Video • Updates • Podcasts • Illustrations • Infographics • DiagramsSunday, February 17, 13
  5. 5. The stuff people come to your site for.Sunday, February 17, 13
  6. 6. http://brownsharpie.courtneygibbons.org/Sunday, February 17, 13
  7. 7. http://brownsharpie.courtneygibbons.org/ Entropy (n.): Lack of order or predictability; gradual decline into disorder. (Google)Sunday, February 17, 13
  8. 8. A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
  9. 9. A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
  10. 10. 3 Evidences of Entropy on websitesSunday, February 17, 13
  11. 11. 1. SilosMichele Massetani on FlickrSunday, February 17, 13
  12. 12. @RU2K on TwitterSunday, February 17, 13
  13. 13. 2. Clutter UnnaYmir on FlickrSunday, February 17, 13
  14. 14. Sunday, February 17, 13
  15. 15. Sunday, February 17, 13
  16. 16. 3. Lack of insight Bilal Kamoon on FlickrSunday, February 17, 13
  17. 17. Tools for battling entropySunday, February 17, 13
  18. 18. Problem 1: SilosSunday, February 17, 13
  19. 19. Problem 1: Silos Stakeholder interviews Understand who impacts the project, how, and what they want.Sunday, February 17, 13
  20. 20. Sunday, February 17, 13
  21. 21. Problem 1: SilosSunday, February 17, 13
  22. 22. Problem 1: Silos Content workflow diagram Understand how content is created, who affects it, and how.Sunday, February 17, 13
  23. 23. Sunday, February 17, 13
  24. 24. Problem 2: ClutterSunday, February 17, 13
  25. 25. Problem 2: Clutter Content inventory Understand what content you have. Can be quantitative or qualitative.Sunday, February 17, 13
  26. 26. Sunday, February 17, 13
  27. 27. Problem 3: Lack of InsightSunday, February 17, 13
  28. 28. Problem 3: Lack of Insight Voice chart Understand how you come across to your users.Sunday, February 17, 13
  29. 29. Sunday, February 17, 13
  30. 30. Problem 3: Lack of InsightSunday, February 17, 13
  31. 31. Problem 3: Lack of Insight Channel map Understand how users interact with each piece of content you create.Sunday, February 17, 13
  32. 32. contentmarketinginstitute.comSunday, February 17, 13
  33. 33. Problem 3: Lack of Insight User testing Understand whether users are able to find/ do what they need.Sunday, February 17, 13
  34. 34. 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
  35. 35. 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
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