Create a Content Strategy without a Strategist

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Create a Content Strategy without a Strategist

  1. 1. CONTENT STRATEGY
 WITHOUT A
 CONTENT STRATEGIST NERDERY WEBINAR
  2. 2. #NERDERYWEBINAR @THE_NERDERY YOUR HOSTS Ryan Carlson Technology Evangelist @ryancarlson Frost Simula Front End Developer @Fr0s7 Meghan Casey UX Designer @meghscase
  3. 3. #NERDERYWEBINAR @THE_NERDERY THINGS WE’LL COVER What content strategy is and isn't1 How you know if you need content strategy2 What content strategy looks like3 Preparing for your next content strategy project4
  4. 4. #NERDERYWEBINAR @THE_NERDERY DEFINING CONTENT
  5. 5. #NERDERYWEBINAR @THE_NERDERY DEFINING CONTENT STRATEGY
  6. 6. #NERDERYWEBINAR @THE_NERDERY CONTENT STRATEGY IS...
  7. 7. #NERDERYWEBINAR @THE_NERDERY AN APPROACH FOR PROVIDING... TO THE RIGHT PEOPLE THE RIGHT CONTENT AT THE RIGHT TIME FOR THE RIGHT REASONS
  8. 8. #NERDERYWEBINAR @THE_NERDERY CONTENT STRATEGY ISN’T...
  9. 9. #NERDERYWEBINAR @THE_NERDERY CONTENT MARKETING SEOSOCIAL MEDIA THESE ARE TACTICS
  10. 10. #NERDERYWEBINAR @THE_NERDERY WITH A STRATEGY... Content Marketing
 can help you develop a positive reputation among your audiences. Social Media
 can help you have meaningful conversations with your customers and prospects. SEO can help ensure your audiences get information they deem relevant and valuable.
  11. 11. #NERDERYWEBINAR @THE_NERDERY WITHOUT A STRATEGY... Content Marketing
 can overwhelm your audiences with content they don’t want or need. Social Media
 can cheapen conversations with your customers and prospects. SEO can mislead your audiences by directing them to content that isn’t relevant or useful.
  12. 12. #NERDERYWEBINAR @THE_NERDERY CONTENT STRATEGY DOES...
  13. 13. #NERDERYWEBINAR @THE_NERDERY PROVIDE CLARITY ALIGN STAKEHOLDERS INFORM DECISIONS DIRECT CHANGE
  14. 14. #NERDERYWEBINAR @THE_NERDERY CONTENT STRATEGY DOESN’T...
  15. 15. #NERDERYWEBINAR @THE_NERDERY ...have to be done by a person with the title content strategist I’m a content strategist and
 only I can do content strategy. We all do content strategy. BUSINESS ANALYST INFORMATION ARCHITECT USER EXPERIENCE DESIGNER WRITER CMS DEVELOPER CONTENT STRATEGIST
  16. 16. #NERDERYWEBINAR @THE_NERDERY WHO NEEDS CONTENT STRATEGY?
  17. 17. #NERDERYWEBINAR @THE_NERDERY SYMPTOMS
  18. 18. #NERDERYWEBINAR @THE_NERDERY ALL CONTENT FROM FOREVER UNDERPANTS ON THE OUTSIDE FRANKENSITE LIVES SPOTLIGHT SYNDROME
  19. 19. #NERDERYWEBINAR @THE_NERDERY THE SIMPLE ANSWER
  20. 20. #NERDERYWEBINAR @THE_NERDERY
  21. 21. #NERDERYWEBINAR @THE_NERDERY WHAT DOES CONTENT STRATEGY LOOK LIKE?
  22. 22. #NERDERYWEBINAR @THE_NERDERY HINT...
  23. 23. #NERDERYWEBINAR @THE_NERDERY CONTENT STRATEGY IS NOT A DELIVERABLE It’s an approach to achieving goals through content. Deliverables communicate ideas and concepts.
  24. 24. #NERDERYWEBINAR @THE_NERDERY OUR APPROACH
  25. 25. #NERDERYWEBINAR @THE_NERDERY CONTENT COMPASS Manifesto How will the content satisfy business goals and user needs? Message What content do we need and what do we want users to feel and do after interacting with it? Model How does the content need to be structured and organized to match the way users think about the topics and tasks? Maneuver How will you assess, improve, and evolve your content and content strategy over time? Marksmanship What people, processes, and tools are necessary to help you create and maintain content that hits the mark?
  26. 26. #NERDERYWEBINAR @THE_NERDERY CONTENT COMPASS Manifesto Message Model Maneuver Marksmanship Message What content do we need and what do we want users to feel and do after interacting with it?
  27. 27. #NERDERYWEBINAR @THE_NERDERY CONTENT COMPASS Manifesto Message Model Maneuver Model How does the content need to be structured and organized to match the way users think about the topics and tasks? Marksmanship
  28. 28. #NERDERYWEBINAR @THE_NERDERY CONTENT COMPASS Manifesto Message Model Maneuver Marksmanship Marksmanship What people, processes, and tools are necessary to help you create and maintain content that hits the mark?
  29. 29. #NERDERYWEBINAR @THE_NERDERY CONTENT COMPASS Manifesto Message Model Maneuver Marksmanship Maneuver How will you assess, improve, and evolve your content and content strategy over time?
  30. 30. #NERDERYWEBINAR @THE_NERDERY IT STARTS WITH A MANIFESTO What is (and isn’t) the purpose of your site? Who is the content for and how should it help them? What should the content provide and convey? What business goals does it help you achieve?
  31. 31. #NERDERYWEBINAR @THE_NERDERY TO ACHIEVE OUR GOAL OF _________, OUR CONTENT MUST... <INSERT GOAL> ...do what? ...for whom? ...so that?
  32. 32. #NERDERYWEBINAR @THE_NERDERY MESSAGE & MODEL NOT THIS THIS
  33. 33. #NERDERYWEBINAR @THE_NERDERY http://www.enritec.com
  34. 34. #NERDERYWEBINAR @THE_NERDERY MARKSMANSHIP & MANEUVER NOT THIS THIS
  35. 35. #NERDERYWEBINAR @THE_NERDERY#NERDERYWEBINAR @THE_NERDERY http://www.arvanitakis.com/en
  36. 36. #NERDERYWEBINAR @THE_NERDERY WHEN DO WE DO IT?
  37. 37. #NERDERYWEBINAR @THE_NERDERY DEFINEDISCOVER DESIGN REFINE IT’S PART OF THE UX PROCESS
  38. 38. #NERDERYWEBINAR @THE_NERDERY DEFINE DISCOVER DESIGN REFINE ¼ Inventory existing content ¼ Document existing content creation process ¼ Understand user scenarios and content needs
  39. 39. #NERDERYWEBINAR @THE_NERDERY DEFINE DISCOVER DESIGN ¼ Determine content goals ¼ Craft the manifesto ¼ Set guiding principles for content ¼ Create content models REFINE
  40. 40. #NERDERYWEBINAR @THE_NERDERY DEFINE DISCOVER DESIGN ¼ Organize content site-wide and on the page ¼ Determine the migration plan ¼ Create content overlays/outlines REFINE
  41. 41. #NERDERYWEBINAR @THE_NERDERY DEFINE DISCOVER DESIGN ¼ Measure content effectiveness ¼ Plan additional content efforts ¼ Maintain content over timeREFINE
  42. 42. #NERDERYWEBINAR @THE_NERDERY YOUR NEXT CONTENT STRATEGY PROJECT
  43. 43. #NERDERYWEBINAR @THE_NERDERY TYPES OF PROJECTS
  44. 44. #NERDERYWEBINAR @THE_NERDERY ALL THE THINGS ONE OF THE THINGS A PIECE OF A THING
  45. 45. #NERDERYWEBINAR @THE_NERDERY PREPARING FOR A PROJECT
  46. 46. #NERDERYWEBINAR @THE_NERDERY A CHECKLIST Inventory what content you have and what you know about it (e.g. Is it used? How do people access it? How do people find it?). Document the current processes for creating, approving, publishing, and maintaining content. Put someone in charge of content standards and day-to-day decisions.
  47. 47. #NERDERYWEBINAR @THE_NERDERY ASSUME POSITIVE INTENT No one is out there creating crappy content that does nothing for its users or for the business on purpose. “ –Meghan Casey
  48. 48. #NERDERYWEBINAR @THE_NERDERY WE HOPE YOU LEARNED Content strategy is an approach, not a tactic1 If your project involves content, chances are you need content strategy2 Content strategy should be part of every UX project3 You can set yourself up for success by taking stock of what you have, documenting your content processes, and putting someone in charge 4

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