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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  • 1. What is content strategy, andwhere the heck do you start? Some thoughts and musings for the July 2012 Brisbane CS meetup by Sally Bagshaw
  • 2. We’d like youto create acontentstrategy for us.Here’s ourcontent: http://www.flickr.com/photos/elwillo
  • 3. “Content strategy is the practice ofplanning for the creation, delivery,and governance of useful, usablecontent.” Kristina Halvorson, Content strategy for the web.
  • 4. But where do you start?www.flickr.com/photos/fontplaydotcom
  • 5. My approach1. Define2. Develop3. Deliver(Please note this is still a work in progress.)
  • 6. Define the current content situation1. Discovery documents2. Interviews3. Workshops4. Competitor analysis5. Quantitative analysis6. Qualitative analysis
  • 7. 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
  • 8. Deliver the tools to achieve the content goals1. Style guides2. Taxonomy3. Content marketing4. Training5. Workflows6. Editorial calendars7. Content reviews/redevelopment8. Governance models
  • 9. 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