What is content strategy?
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What is content strategy?

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A short presentation for the July 2012 Brisbane Content Strategy Meetup

A short presentation for the July 2012 Brisbane Content Strategy Meetup

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    What is content strategy? What is content strategy? Presentation Transcript

    • What is content strategy, andwhere the heck do you start? Some thoughts and musings for the July 2012 Brisbane CS meetup by Sally Bagshaw
    • We’d like youto create acontentstrategy for us.Here’s ourcontent: http://www.flickr.com/photos/elwillo
    • “Content strategy is the practice ofplanning for the creation, delivery,and governance of useful, usablecontent.” Kristina Halvorson, Content strategy for the web.
    • But where do you start?www.flickr.com/photos/fontplaydotcom
    • My approach1. Define2. Develop3. Deliver(Please note this is still a work in progress.)
    • Define the current content situation1. Discovery documents2. Interviews3. Workshops4. Competitor analysis5. Quantitative analysis6. Qualitative analysis
    • Develop content goals1. Core content strategy2. Content strategy framework (the 4 elements covering the content components and the people components)3. Recommend the tools you’re going to need to implement it all
    • Deliver the tools to achieve the content goals1. Style guides2. Taxonomy3. Content marketing4. Training5. Workflows6. Editorial calendars7. Content reviews/redevelopment8. Governance models
    • Some of my learnings• Stakeholder consultation is crucial (and messy)• Content is very personal• Content means more than words on a page• Aim high but start close to the ground• The process of CS sometimes uncovers larger problems