Do We Speak
Content Strategy in France?
Do We Speak
    Content Strategy in France?
The State of Content Strategy on the “French” market
Do We Speak
              Content Strategy in France?
          The State of Content Strategy on the “French” market




W...
Do We Speak
              Content Strategy in France?
          The State of Content Strategy on the “French” market




W...
(How) Do We Do Content Strategy?
(How) Do We Do Content Strategy?




INFORMATION ARCHITECTURE
(How) Do We Do Content Strategy?




INFORMATION ARCHITECTURE   USER EXPERIENCE
(How) Do We Do Content Strategy?




INFORMATION ARCHITECTURE   USER EXPERIENCE   EDITORIAL STRATEGY
(How) Do We Do Content Strategy?



INFORMATION ARCHITECTURE                              EDITORIAL STRATEGY
             ...
(How) Do We Do Content Strategy?



INFORMATION ARCHITECTURE                                        EDITORIAL STRATEGY
   ...
(How) Do We Do Content Strategy?



INFORMATION ARCHITECTURE               USER EXPERIENCE
                               ...
(How) Do We Do Content Strategy?



INFORMATION ARCHITECTURE               USER EXPERIENCE
                               ...
(How) Do We Do Content Strategy?

INFORMATION ARCHITECTURE   USER EXPERIENCE   EDITORIAL STRATEGY
(How) Do We Do Content Strategy?

INFORMATION ARCHITECTURE
• Need Analysis
• Benchmark Analysis
• Storyboarding, wireframi...
(How) Do We Do Content Strategy?

EDITORIAL STRATEGY (QUALITATIVE)
• Web Editorial Strategy Assessement &
  Validation
• S...
Are you sure to be on the right place?
Content Strategy or Editorial Strategy


Content Strategy                                              Editorial Strategy
...
Content Strategy or Editorial Strategy


Content Strategy                                              Editorial Strategy
...
Do We Speak Content Strategy in France?


Content Strategy ≈ Editorial Strategy
•   A question of definition
•   A questio...
Content Strategy ≈ Editorial Strategy
A question of definition

Content Strategy      Editorial Strategy
A question of definition

  Content Strategy          Editorial Strategy


Technology, devices &
methods to use (capture,
s...
A question of definition

  Content Strategy                Editorial Strategy


Technology, devices &
methods to use (capt...
A question of definition

  Content Strategy                  Editorial Strategy

                                  Guideli...
A question of definition

  Content Strategy                       Editorial Strategy

                                    ...
A question of culture

Content Strategy      Editorial Strategy
A question of culture

Content Strategy         Editorial Strategy



    Editorial Strategy
A question of culture

Content Strategy         Editorial Strategy



    Editorial Strategy         Content Strategy
A question of culture

Editorial Strategy
                            Content Strategy

              Relevant            ...
A question of job description
                       Audit
                                           Strategy

   Update ...
A question of job description
                       Audit
                                           Strategy

   Update ...
A question of job description
                       Audit
                                           Strategy

   Update ...
Challenges & Perspectives
SWOT

 Strenghts              Weaknesses



                 2010




Opportunities            Threats
SWOT

                •Project Management
 Strenghts      •Communication Strategy            Weaknesses
                •S...
SWOT

                •Project Management
 Strenghts      •Communication Strategy              Weaknesses
                ...
SWOT

                •Project Management                  •Content = Commodity
 Strenghts      •Communication Strategy   ...
SWOT

                •Project Management                      •Content = Commodity
 Strenghts      •Communication Strateg...
SWOT

                •Project Management                      •Content = Commodity
 Strenghts      •Communication Strateg...
SWOT

                •Project Management                      •Content = Commodity
 Strenghts      •Communication Strateg...
Challenges & Perspectives

       2 sides of a same coin




                ✓
Challenges & Perspectives

       2 sides of a same coin




                ✓
Challenges & Perspectives

       2 sides of a same coin



                       • Standards
                ✓ • Tools
 ...
Testimonials

Content Strategy & Editorial Strategy:
2 different names for a same goal?

• Yes they are synonyms
• The 1st...
Testimonials

Content Strategy & Editorial Strategy:
2 different names for a same goal?

• Yes they are synonyms
• The 1st...
Testimonials


❝
•


•
    Do you do content/editorial strategy in your daily job?
    •
    •
        Have those 2 terms ...
Testimonials


❝
•


•
    Do you do content/editorial strategy in your daily job?
    •
    •
        Have those 2 terms ...
Testimonials

Content Strategy can be translated literally in
French (stratégie de contenu)... provided we
educate and hel...
Testimonials


A combination of need analysis, user
experience & content creation, this is what I
do as an editorial strat...
Testimonials

I wouldn’t speak about Strategy. Content
management is very pragmatic, with a
mechanical dimension. I would ...
Testimonials


I’ve been thinking more and more on
content’s life after they ‘ve been published
on the Web, i.e. on other ...
Testimonials

I like the notion of “content curator”, which
encompasses the editorial dimension in the
content strategy. B...
Testimonials


Tools I use to help optimize content lifecycle?
Content inventory, benchmark review,
brainstorming, content...
Testimonials



Static Content is a typical I.T. phrase. For a
content strategist, every content piece has to
be updated o...
Thank you !

          info@wearethewords.com
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Do we speak content strategy in france waw mva_1

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Content strategy may have been considered as a critical emerging discipline in the English-speaking market place over the past year, but on the French-speaking one, in Europe, it has not. Why? Is it maybe because "content" as such is more often referred to as "data" in French? Or is it because when addressing issues of usable, awesome and interactive information, French information specialists do not use the word "content"? Or is it simply because we have been practicing editorial strategy from the beginning of the Web?

What lies behind the words "editorial" and "content" strategy? Are the concepts so different from one culture to another ? And do these cultural differences really impact the way we treat data and information?

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  • Re-use, Derivation
  • Re-use, Derivation
  • Re-use, Derivation
  • Re-use, Derivation
  • Re-use, Derivation
  • Re-use, Derivation

  • “Unified” < Ann Rockley, Managing Enterprise Content -> Offline & Online Content

  • “Unified” < Ann Rockley, Managing Enterprise Content -> Offline & Online Content









  • Quelle est votre pratique? Quels sont vos critères de sélection?
  • Do we speak content strategy in france waw mva_1

    1. 1. Do We Speak Content Strategy in France?
    2. 2. Do We Speak Content Strategy in France? The State of Content Strategy on the “French” market
    3. 3. Do We Speak Content Strategy in France? The State of Content Strategy on the “French” market We had been doing Content Strategy all our lives... and didn’t even know it!
    4. 4. Do We Speak Content Strategy in France? The State of Content Strategy on the “French” market We had been doing Content Strategy all our lives... and didn’t even know it!
    5. 5. (How) Do We Do Content Strategy?
    6. 6. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE
    7. 7. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE USER EXPERIENCE
    8. 8. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY
    9. 9. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE EDITORIAL STRATEGY USER EXPERIENCE Content Inventory/ Cardsorting & Sitemapping/ Wireframing/.
    10. 10. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE EDITORIAL STRATEGY USER EXPERIENCE Content Inventory/ Cardsorting & Sitemapping/ Storyboards & Workflows/ Wireframing/. User Testing/ Test Reporting/.
    11. 11. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY Content Inventory/ Storyboards & Workflows/ Editorial Audit∏/ Cardsorting & Sitemapping/ User Testing/ Content providing & Webwriting/ Wireframing/. Test Reporting/. Workshops & Seminars/.
    12. 12. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY Content Inventory/ Storyboards & Workflows/ Editorial Audit∏/ Cardsorting & Sitemapping/ User Testing/ Content providing & Webwriting/ Wireframing/. Test Reporting/. Workshops & Seminars/. Connecting your Website to your Users Needs
    13. 13. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY
    14. 14. (How) Do We Do Content Strategy? INFORMATION ARCHITECTURE • Need Analysis • Benchmark Analysis • Storyboarding, wireframing and sitemapping • Usability & Graphical Chart EDITORIAL STRATEGY • Editorial benchmark • Lexical charting • Rewriting institutional contents WEBWRITING TRAININGS • Target group: Communication Managers, Investments Specialists • Content: • Web is a media; reader is user; digital content usability • Redactional, formal & functional requirements • Applied exercices & recommandations DELIVERABLES • Sitemap, wireframes, PSD files • Optimized content • Graphical & Editorial Styleguide
    15. 15. (How) Do We Do Content Strategy? EDITORIAL STRATEGY (QUALITATIVE) • Web Editorial Strategy Assessement & Validation • SWOT Web Editorial Strategy Project • Brainstorming sessions with Communication Experts & Managers to fine-tune the Web Content Strategy • Final Recommandations for authoring & editing workflows, tone of voice, etc., UGC, etc. CONTENT STRATEGY (QUANTITATIVE) • SWOT Web Editorial Strategy Project • Brainstorming sessions with Communication Experts & Managers to fine-tune the Web Content Strategy • Final Recommandations for reuse, ROT content treatments DELIVERABLES • SWOT - written assessment • Brainstorming check-lists • Recommandations NEXT STEP • Editorial Chart • Usability Chart
    16. 16. Are you sure to be on the right place?
    17. 17. Content Strategy or Editorial Strategy Content Strategy Editorial Strategy “Exploring Editorial Strategy” “Do we speak Content Strategy in FR?” Jeffrey MacIntyre WAW!
    18. 18. Content Strategy or Editorial Strategy Content Strategy Editorial Strategy “Exploring Editorial Strategy” “Do we speak Content Strategy in FR?” Jeffrey MacIntyre WAW!
    19. 19. Do We Speak Content Strategy in France? Content Strategy ≈ Editorial Strategy • A question of definition • A question of culture • A question of job description Challenges & Perpsectives • S.W.O.T of the French Content Strategy Market • They said it (Experts’ quotes)
    20. 20. Content Strategy ≈ Editorial Strategy
    21. 21. A question of definition Content Strategy Editorial Strategy
    22. 22. A question of definition Content Strategy Editorial Strategy Technology, devices & methods to use (capture, store, deliver, preserve, derive, re-use) an organization’s content...
    23. 23. A question of definition Content Strategy Editorial Strategy Technology, devices & methods to use (capture, store, deliver, preserve, derive, re-use) an organization’s content... Data ... Copy & paste ... Bytes
    24. 24. A question of definition Content Strategy Editorial Strategy Guidelines, tools & Technology, devices & methods by which the methods to use (capture, organization’s content is store, deliver, preserve, governed, with a view to derive, re-use) an convey their values and organization’s content... image. Data ... Copy & paste ... Bytes
    25. 25. A question of definition Content Strategy Editorial Strategy Guidelines, tools & Technology, devices & methods by which the methods to use (capture, organization’s content is store, deliver, preserve, governed, with a view to derive, re-use) an convey their values and organization’s content... image. Data ... Copy & paste ... Bytes Story ... Tone of voice ... Opinion ...
    26. 26. A question of culture Content Strategy Editorial Strategy
    27. 27. A question of culture Content Strategy Editorial Strategy Editorial Strategy
    28. 28. A question of culture Content Strategy Editorial Strategy Editorial Strategy Content Strategy
    29. 29. A question of culture Editorial Strategy Content Strategy Relevant Findable Readable Usable Awesome Legible
    30. 30. A question of job description Audit Strategy Update & Management Content Lifecycle Production Editorial Strategy “Editor” Content Strategy Publication “Webmaster”
    31. 31. A question of job description Audit Strategy Update & Management Content Lifecycle Production Editorial Strategy “Editor” Content Strategy Publication “Webmaster”
    32. 32. A question of job description Audit Strategy Update & Management Content Lifecycle Production Editorial Strategy “Editor” Content Strategy Publication “Webmaster”
    33. 33. Challenges & Perspectives
    34. 34. SWOT Strenghts Weaknesses 2010 Opportunities Threats
    35. 35. SWOT •Project Management Strenghts •Communication Strategy Weaknesses •Standards (Ux, IA, W3C) 2010 Opportunities Threats
    36. 36. SWOT •Project Management Strenghts •Communication Strategy Weaknesses •Standards (Ux, IA, W3C) 2010 •KPI & ROI Opportunities •User Experience Threats •Content Quality Standards
    37. 37. SWOT •Project Management •Content = Commodity Strenghts •Communication Strategy •Opinions < Facts Weaknesses •Standards (Ux, IA, W3C) •Lack of Expertise 2010 •KPI & ROI Opportunities •User Experience Threats •Content Quality Standards
    38. 38. SWOT •Project Management •Content = Commodity Strenghts •Communication Strategy •Opinions < Facts Weaknesses •Standards (Ux, IA, W3C) •Lack of Expertise 2010 •KPI & ROI •Too much skills Opportunities •User Experience •Content Production Market Loss Threats •Content Quality Standards •Reluctance to share knowledge
    39. 39. SWOT •Project Management •Content = Commodity Strenghts •Communication Strategy •Opinions < Facts Weaknesses •Standards (Ux, IA, W3C) •Lack of Expertise 2010 •KPI & ROI •Too much skills Opportunities •User Experience •Content Production Market Loss Threats •Content Quality Standards •Reluctance to share knowledge
    40. 40. SWOT •Project Management •Content = Commodity Strenghts •Communication Strategy •Opinions < Facts Weaknesses •Standards (Ux, IA, W3C) •Lack of Expertise 2010 •KPI & ROI •Too much skills Opportunities •User Experience •Content Production Market Loss Threats •Content Quality Standards •Reluctance to share knowledge
    41. 41. Challenges & Perspectives 2 sides of a same coin ✓
    42. 42. Challenges & Perspectives 2 sides of a same coin ✓
    43. 43. Challenges & Perspectives 2 sides of a same coin • Standards ✓ • Tools • Job Descriptions
    44. 44. Testimonials Content Strategy & Editorial Strategy: 2 different names for a same goal? • Yes they are synonyms • The 1st includes the 2d one • The 2D one includes the 1st • Both are just a buzz http://polls.linkedin.com/p/69257/gfrpf
    45. 45. Testimonials Content Strategy & Editorial Strategy: 2 different names for a same goal? • Yes they are synonyms • The 1st includes the 2d one • The 2D one includes the 1st • Both are just a buzz http://polls.linkedin.com/p/69257/gfrpf
    46. 46. Testimonials ❝ • • Do you do content/editorial strategy in your daily job? • • Have those 2 terms the same meaning? How would you define them both? What are your types of clients in both branches? • Since when have you been practising content/editorial strategy? • How would you best translate “Content Strategy” in French? • What are the tools and/or services you use in your activity? • What types of services do you propose to optimize your clients’ contents (writing, edition, re-use, derivation, ...) • Do you do some content re-use consultancy? • Do you do trainings on content/editorial strategy?
    47. 47. Testimonials ❝ • • Do you do content/editorial strategy in your daily job? • • Have those 2 terms the same meaning? How would you define them both? What are your types of clients in both branches? • Since when have you been practising content/editorial strategy? • How would you best translate “Content Strategy” in French? • What are the tools and/or services you use in your activity? • What types of services do you propose to optimize your clients’ contents (writing, edition, re-use, derivation, ...) • Do you do some content re-use consultancy? • Do you do trainings on content/editorial strategy? http://wearethewords.posterous.com (EN) http://www.ecrirepourleweb.com (FR)
    48. 48. Testimonials Content Strategy can be translated literally in French (stratégie de contenu)... provided we educate and help our clients to really understand & apply what it is. — Isabelle Canivet, Luxemburg Editorial strategist & Webwriter since 1999, www.action-redaction.com Isabelle works as a consultant, a trainer & a writer; she wrote Bien rédiger pour le Web (Eyrolles).
    49. 49. Testimonials A combination of need analysis, user experience & content creation, this is what I do as an editorial strategist. — Olivier De Keyser , Brussels Olivier has been active in web content management since 2005. Freelance Journalist @ Inside (Belgian ICT magazine) Web Content & Project Officer @ Cefic & ICCA, www.cefic.be
    50. 50. Testimonials I wouldn’t speak about Strategy. Content management is very pragmatic, with a mechanical dimension. I would rather say Editorial Content Optimization. — Benoît De La Fonchais, Lyon Web Content Manager since 3 years, former Journalist Benoît works as a consultant, a trainer & a writer, for French Editorial Agencies & Companies.
    51. 51. Testimonials I’ve been thinking more and more on content’s life after they ‘ve been published on the Web, i.e. on other media & devices. — Eve Demange, Paris Free Lance Editorial Strategist since 1998, plumeinteractive.canalblog.com Eve works for big companies ‘that have the means to invest in quality content’.
    52. 52. Testimonials I like the notion of “content curator”, which encompasses the editorial dimension in the content strategy. But for me, the word editorial itself refers to text content. — Cédric Doucet, Paris Chief Consultant with Dixxit (interactive editorial agency) since 2004 Dixxit has worked with big International and French companies since 1999. www.dixxit.fr
    53. 53. Testimonials Tools I use to help optimize content lifecycle? Content inventory, benchmark review, brainstorming, content production, editorial plan, archiving & cleaning chart... — Jean-Marc Hardy, Brussels Jean-Marc has been working on and promoting a Quality Web since 1996. www.redaction.be, www.60questions.net Jean-Marc is co-author of “Réussir son site Web en 60 fiches” (Dunod).
    54. 54. Testimonials Static Content is a typical I.T. phrase. For a content strategist, every content piece has to be updated one day or another. — Hugo Poliart, Brussels Advisor, Belgian Prime Ministry Chancellery Hugo leads a 14 CS’s team for the Belgian Governement Public Website, www.belgium.be
    55. 55. Thank you ! info@wearethewords.com
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