When building large websites, we planned for the design, creation and maintenance of content as part of our Define Phase. Different team members (strategists, IAs, writers, engineers, PMs) played the role of content strategist.
Advertising media and social media introduced new content planning complexities. The demand for content strategy explodes as more and more organizations transition from building simple marketing websites to more complex ones and online advertising takes off. Content increasingly seen as a “critical business asset.” The phrase “content is a critical business asset” is attributable to Halvorson.
“ You may not have heard of them yet, but you will. They're called Content Strategists, and they're fast becoming the most in-demand advisers for Web sites and corporate customers looking for a way to evolve into content makers and curators.” -- Fast Company
Content strategy is evolving quickly to keep up with changes in technology. We must continue to do what we’ve done in the past and add services to address new challenges.
There are many ways to organize a content strategy practice, from models focused on large marketing websites (Halvorson) to those targeted to publishing and editorial enterprises (MacIntyre), curation (Scime) and usability (McGrane).
Content strategy is a multidisciplinary effort. Determine whether your organization has the need for one or more dedicated content strategists or whether different individuals will play the lead role on a project by project basis. These individuals oversee the core set of services on every project (even if they are not personally responsible for creating all of them), ensuring that the plans are integrated and clearly communicated to the project team.
We recommend that your core set of content strategy services happen on every project, even if only a checklist to validate answers to key questions (what, who, where, when, how, why). Your core set of content strategy services is not an exhaustive list but highlights what’s most consistently needed across all your project work. You will expand or contract what you and your team does on a project by project basis.
Illustration credit: A List Apart. Photo credit:http://www.flickr.com/people/slyder/
Establishing a content strategy practice will help you to consistently create more beautiful content and structures to house that content. Architect Peter Zumthor: Kunsthaus, Bregenz, Switzerland (left); Saint Benedict Chapel, Sumvitg, Switzerland (right)
Let’s Talk Ami Walsh :: Senior Content Strategist Enlighten :: 3027 Miller Road, Ann Arbor, MI 48103 firstname.lastname@example.org Presentation on slideshare:: http://www.slideshare.net/amiwalsh
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