❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com,
North Carolina, USA
❖ Coauthor of Content Strategy 1...
Content	
 strategy:	
 
Support	
 business	
 goals	
 using	
 
information	
 and	
 information	
 
products.
flickr:MCADLibrary
POLL:	
 Is	
 your	
 content	
 localized?	
 
flickr:MCADLibrary
The	
 discipline	
 of	
 content	
 
strategy	
 is	
 still	
 evolving.
flickr:4x4jeepchick
We	
 have	
 issues…
http://www.atlantaclickadvisor.com/atlanta-content-strategy/
Maslow’s	
 hierarchy
http://www.simplypsychology.org/maslow.html
Source:TheentireInternet
The	
 hierarchy	
 of	
 content	
 needs
Content	
 exists	
 for	
 user.
Content	
 is	
 accurate.
Content	
 is	
 appropriate	
 for	
 user.
Content	
 and	
 users	
 are	
 connected.
Intelligent	
 content!
POLL:	
 Where	
 is	
 your	
 
content	
 in	
 the	
 
hierarchy?
Assess	
 each	
 level’s	
 requirements.
Minimum	
 viable	
 content
flickr:john.schultz
Minimum	
 viable	
 content
Too muchNot enough
Minimum
Minimum	
 viable	
 content
❖ Meets regulatory requirements
❖ Meets business goals
Minimum	
 viable	
 content
❖ Accurate, concise, and complete
❖ Delivered in the needed formats
❖ Delivered in the needed l...
Not enough Too much
Obstructs business goal
Supports business goal
Not enough Too much
Obstructs business goal
Supports business goal
Zone of 

viable content
Minimum	
 viable	
 content
❖ What are the regulatory requirements?
❖ How does this content help meet the
organization’s bu...
Minimum	
 viable	
 content
Marketing	
 focus
Tech	
 comm	
 focus
“Entropy	
 always	
 wins.”
flickr:einalem
Importanceofscalability
Scalability	
 issues
Content	
 strategy	
 facets
Content	
 strategy	
 needs	
 to	
 be	
 
holistic.
flickr:brighton
We	
 must	
 understand	
 

all	
 the	
 facets.
flickr:rvr
We	
 are	
 splitting	
 hairs.	
 We	
 
should	
 be	
 helping	
 customers.
flickr:MCADLibrary
Questions?
flickr: avlxyz
Contact	
 information
❖ Sarah O’Keefe

@sarahokeefe



info@scriptorium.com
The many facets of content strategy
The many facets of content strategy
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The many facets of content strategy

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In this webcast recording, Sarah O'Keefe discusses the future of content strategy.

The purpose of content strategy is to support your organization's business goals. Content strategists need to understand how content across the organization—marketing, technical, and more—contributes to the overall business success.

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The many facets of content strategy

  1. 1. The many facets of content strategy contentstrategy101.com Sarah O’Keefe
 @sarahokeefe 
 Scriptorium Publishing flickr:wilhelmja
  2. 2. ❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA ❖ Coauthor of Content Strategy 101 ❖ Interested in collision of content, publishing, and technology Sarah O’Keefe @sarahokeefe
  3. 3. Content strategy: Support business goals using information and information products. flickr:MCADLibrary
  4. 4. POLL: Is your content localized? flickr:MCADLibrary
  5. 5. The discipline of content strategy is still evolving. flickr:4x4jeepchick
  6. 6. We have issues… http://www.atlantaclickadvisor.com/atlanta-content-strategy/
  7. 7. Maslow’s hierarchy http://www.simplypsychology.org/maslow.html
  8. 8. Source:TheentireInternet
  9. 9. The hierarchy of content needs
  10. 10. Content exists for user.
  11. 11. Content is accurate.
  12. 12. Content is appropriate for user.
  13. 13. Content and users are connected.
  14. 14. Intelligent content!
  15. 15. POLL: Where is your content in the hierarchy?
  16. 16. Assess each level’s requirements.
  17. 17. Minimum viable content flickr:john.schultz
  18. 18. Minimum viable content Too muchNot enough Minimum
  19. 19. Minimum viable content ❖ Meets regulatory requirements ❖ Meets business goals
  20. 20. Minimum viable content ❖ Accurate, concise, and complete ❖ Delivered in the needed formats ❖ Delivered in the needed languages ❖ Delivered on time
  21. 21. Not enough Too much Obstructs business goal Supports business goal
  22. 22. Not enough Too much Obstructs business goal Supports business goal Zone of 
 viable content
  23. 23. Minimum viable content ❖ What are the regulatory requirements? ❖ How does this content help meet the organization’s business goals? What is the purpose of this content? ❖ In what formats is this content needed? In which languages? ❖ Who must create the content? ❖ What is the content velocity? How quickly must it be delivered and how often will it change?
  24. 24. Minimum viable content
  25. 25. Marketing focus
  26. 26. Tech comm focus
  27. 27. “Entropy always wins.” flickr:einalem
  28. 28. Importanceofscalability Scalability issues
  29. 29. Content strategy facets
  30. 30. Content strategy needs to be holistic. flickr:brighton
  31. 31. We must understand 
 all the facets. flickr:rvr
  32. 32. We are splitting hairs. We should be helping customers. flickr:MCADLibrary
  33. 33. Questions? flickr: avlxyz
  34. 34. Contact information ❖ Sarah O’Keefe
 @sarahokeefe
 
 info@scriptorium.com

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