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We need to talk about...Content Strategy
 

We need to talk about...Content Strategy

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Presentation given at the Information Design Conference, 13th April 2012, Greenwich, London

Presentation given at the Information Design Conference, 13th April 2012, Greenwich, London

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    We need to talk about...Content Strategy We need to talk about...Content Strategy Presentation Transcript

    • We need to talk about… …Content Strategy David Farbey Information Design Conference Greenwich, UK 13th April 2012
    • What is Content Strategy? Promotes content as a central element Recognises the need to manage the content life cycle
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
    • CS Events
    • CS Events
    • CS Events
    • CS Books
    • CS Books
    • CS Books
    • CS Books
    • CS Books
    • How new is new? Published 2010
    • How new is new?Is contentstrategy aboutprojectmanagement?Published 1994
    • How new is new?Is contentstrategy aboutcustomerengagement?Published 1998
    • How new is new?Is contentstrategy aboutcontentmanagement?Published 2002
    • How does CS define goodcontent? Appropriate  Right for the User and the Context  Right for the Business Useful User-Centered Clear Consistent Concise Supported Erin Kissane, The Elements of Content Strategy
    • Influences on CS The Editor The Curator The Marketer The Information Scientist Erin Kissane, The Elements of Content Strategy
    • Same old problems Departmental silos Poor internal communication No sponsorship Problems of governance http://www.flickr.com/photos/birdwatcher63/5367727228/
    • Good things aboutContent Strategy Promotes the importance of clear and purposeful communication Puts “information” before “technology” Renewed interest in managing enterprise content Gives content creators something to aspire to
    • Less good thingsabout Content Strategy Dominated by digital agencies Confused with“Content Marketing” Technology starting to dominate Design research and user testing not taking place Just another buzzword
    • Ongoing debate “Content Strategy is the new SEO” James Mathewson, http://writingfordigital.com/2012/01/09/content- strategy-is-the-new-seo/ “Is there such a thing as Content Strategy?” Gerry McGovern, http://www.gerrymcgovern.com/nt/2012/nt-2012-02- 27-Content-strategy.htm
    • What’s the verdict?
    • Thank you David Farbey  writes the Marginal Notes blog at www.farbey.co.uk  tweets as @dfarb  teaches at SHU http://www.shu.ac.uk/prospectus/course/141/  replies to email to david@farbey.co.uk