• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Web Content Strategy in a Multi-Channel World
 

Web Content Strategy in a Multi-Channel World

on

  • 1,117 views

Content strategy is more important than ever as we publish to many outlets to serve many audiences. The key is to keep your message and voice consistent by planning for all the channels. ...

Content strategy is more important than ever as we publish to many outlets to serve many audiences. The key is to keep your message and voice consistent by planning for all the channels.

NOTE: This lacks examples since the talk was part of a panel in which another speaker gave examples of putting these ideas into practice.

Statistics

Views

Total Views
1,117
Views on SlideShare
1,110
Embed Views
7

Actions

Likes
2
Downloads
9
Comments
0

3 Embeds 7

https://twitter.com 5
http://pinterest.com 1
http://www.pinterest.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Web Content Strategy in a Multi-Channel World Web Content Strategy in a Multi-Channel World Presentation Transcript

    • C A R R I E H A N E D E N N I S O N @ C A R R I E H D Web Content Strategy in a Multi-Channel World
    • Content is…
    • www.flickr.com/photos/32741315@N06/5015 573731
    • Content strategy is…  Planning for the creation, publication, and governance of useful, usable content. – Kristina Halvorson  Thinking about content from the earliest stages of a project through maintenance.
    • Content is everywhere www.flickr.com/photos/bigbaddie/566391539 www.flickr.com/photos/jamiemc/516853136 www.flickr.com/photos/stev evox/8377092256 www.flickr.com/photos/intelfreepress/5126458612 www.flickr.com/photos/samsung tomorrow/8308302453 www.flickr.com/photos/james_nash/3404191156
    • Mobile is not mobile www.flickr.com/photos/sbfisher/6115339176 www.flickr.com/photos/jlmaral/85 96682380
    • Thoughts on Mobile “There is always another platform. Think of it as 100 platforms on one content model.” -Paul Ford “There is no such thing as content strategy for mobile.” - Karen McGrane “You are in the content publishing business” - Karen McGrane from Content Strategy for Mobile
    • Content Blog Facebook Product Descriptions Twitter LinkedInEmail Apps Website Pinterest
    • Tools  Content inventory/audit  Content mapping & models  Gap analysis  Governance plan  Message architecture  Editorial calendar  Voice & tone/style guide
    • Content Strategy at Work
    • Message Architecture  An outline or hierarchy of communication goals  Actionable and specific to communication channel  Captures qualities not copy
    • Editorial Calendar  Plan for what, where, when  Includes all channels  Provides consistency and ongoing success
    • Voice & Tone Guide  Specific to content types and channels  Keeps context in mind  Provides consistency in channel  See voiceandtone.com
    • Create Once, Publish Everywhere Content Object Web Article Web Stub Email Ad Blog Post Facebook Twitter
    • You’ll be prepared for anything www.flickr.com/photos/james_nash/3404191156