#STC13 ADOBE DAY: Content Strategy in a Content Economy

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"Adobe Day" presenter, Rahel Anne Bailie of Intentional Design, outlines why a content strategy is so critical in our new "content economy." Some concepts that Bailie shares may be found in her new book, co-authored by Noz Urbina, "Content Strategy: Connecting the dots between business, brand, and benefits", found at TheContentStrategyBook.com. This presentation makes clear that a content economy means getting contnet to the right: sources, platform, people, times, channels, formats, versions, languages and media.

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#STC13 ADOBE DAY: Content Strategy in a Content Economy

  1. 1. © 2013 Intentional Design Inc.www.intentionaldesign.ca@rahelabRahel Anne BailieContent Strategy ina Content EconomyIs Your Content Prepared?
  2. 2. Content StrategyBusinesscommunicationsTechnicalcommunicationIA/UsabilityContent/infomanagement
  3. 3. TOWARD A CONTENT ECONOMY
  4. 4. • Agricultural• Industrial• Service• Knowledge• Information• Attention• Content
  5. 5. Content economyLocation-basedGeolocation GeofencedVerifiedEndorsedSocialrelevanceCultural relevance
  6. 6. WHAT THIS MEANS FORCONTENT
  7. 7. • Content is being recognized as abusiness asset• Content deserves to be managedwith as much care as other assets
  8. 8. • Content, like design, is only noticedwhen there’s a problem with it
  9. 9. • New user experiences:• Smaller screens as primary entrypoint to the content• Mobile commerce and banking• Tablets as entertainment devices
  10. 10. • Ancillary: TV plus tablet for social• Sequential: Use PC, then mobile; or usemobile, then finish on PC• Simultaneous: Collaboration requiringinstant synchronization between devices*Thanks to Noz Urbina for the concept of content dimensions
  11. 11. • Market maturity:• Market differences• Social network penetration• Mobile market• Growth opportunities
  12. 12. • Cross-market content:• Single language for many markets• Offering native languages in othermarkets• Cross-border commerce incurscontent needs
  13. 13. MEETING THE NEED HEAD-ON
  14. 14. Content strategy“A repeatable system that governsthe management of contentthroughout the entire lifecycle.”- Rahel Anne Bailie, IntentionalDesign.ca
  15. 15. • The analysis and prescription is thestrategy• The rest of the work isimplementation• The earlier in the lifecycle you canget involved, the easier it is to effectchange
  16. 16. • Throughout the customer journey• Multiple variables for various marketconditions, product lines, and so on• Multiple outputs for different devicesand platforms• Localization, which is becomingmore complex
  17. 17. Getting content:• From the right sources• On the right platform• To the right people• At the right times• Through the right channels• In the right formats• In the right versions• In the right languages• In the right media
  18. 18. Available now fromonline retailers andXMLpress.netTheContentStrategyBook.com
  19. 19. • Multiple-instructor, two-day workshops• One-day content strategy bootcampContentStrategyWorkshops.com

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