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