"The Day 2 Problem: A Tour of Editorial Strategy"
"The Day 2 Problem: A Tour of Editorial Strategy"
Atlanta Content Strategy / CHI*Atlanta
10.02.17
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Predicate | The Day 2 Problem: A Tour of Editorial Strategy
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I fell asleep in the barber chair. True story.
The editors of A List Apart asked Kristina Halvorson and I to introduce the field of content strategy to its readers about a year and a half ago.
The rest is history--but let’s have a quick refresher.
How will digital publishers expand their current editorial properties in a way that maintains (and broadens) their relevance online?
They’ll look to something called editorial strategy. And so will anyone looking to effectively engage users with ongoing content production.
Every problem with content is about being effective, relevant and remarkable with content.
The same is true of publishing.
Content strategy, like information science, is descended from publishing.
Content strategy is a form of product development. We are situated between PRODUCT and plumbing.
The strategy and tactics underpinning a digital property’s content offering at launch and beyond.
It is a product strategy for establishing the right mix of at-launch content production and aggregation for all content types, including directional postlaunch recommendations. This document informs the Content Specification.
The former, often paired with creative design specifications (e.g., image sizes), consolidates house editorial standards as they relate to the new platform. This can include detailed workflows and standardized processes, a governance model for various content types and even walkthroughs and training related to new tools and process improvements. At its most extensive, this document can double as a metadata schema or asset management guidelines.
The latter, combined with a programming matrix, acts as a management tool for rationalizing content production requirements for editorial management and for aligning content activities (in multiple channels) to business and brand priorities through a unified framework.