We need to talk about...Content Strategy

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

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We need to talk about...Content Strategy

  1. 1. We need to talk about… …Content Strategy David Farbey Information Design Conference Greenwich, UK 13th April 2012
  2. 2. What is Content Strategy? Promotes content as a central element Recognises the need to manage the content life cycle
  3. 3. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  4. 4. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  5. 5. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  6. 6. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  7. 7. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  8. 8. Slide by Rahel Anne Bailie,http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-100513225850-phpapp01-slide-5-768.jpg?1273810299
  9. 9. CS Events
  10. 10. CS Events
  11. 11. CS Events
  12. 12. CS Books
  13. 13. CS Books
  14. 14. CS Books
  15. 15. CS Books
  16. 16. CS Books
  17. 17. How new is new? Published 2010
  18. 18. How new is new?Is contentstrategy aboutprojectmanagement?Published 1994
  19. 19. How new is new?Is contentstrategy aboutcustomerengagement?Published 1998
  20. 20. How new is new?Is contentstrategy aboutcontentmanagement?Published 2002
  21. 21. 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
  22. 22. Influences on CS The Editor The Curator The Marketer The Information Scientist Erin Kissane, The Elements of Content Strategy
  23. 23. Same old problems Departmental silos Poor internal communication No sponsorship Problems of governance http://www.flickr.com/photos/birdwatcher63/5367727228/
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. What’s the verdict?
  28. 28. 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

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