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Toward a Unified Field Theory
of Content Strategy
 Content Strategy Consortium ~ IA Summit 2009
 Memphis, Tennessee
 March ...
“ONE MAY SAY THE ETERNAL MYSTERY OF THE WORLD IS ITS COMPREHENSIBILITY.”
WORD ART: WWW.WORDLE.NET
AN EXCEPTIONALLY SIMPLE THEORY OF EVERYTHING
E8 THEORY PROPOSED BY PHYSICIST ANTONY GARRETT LISI, NOVEMBER 2007
DEFINE:EVERYTHING
    EVERYTHING IS CONTENT
•
Theory
A supposition or a system of ideas intended to
explain something, especially one based on
general principles indepe...
CONTENT REACHES CONSUMERS
INTERNET ACTIVITY INDEX (IAI) ~ AS OF JANUARY 2009.
“PRINT IS NOT DEAD. PRINT IS WHERE WORDS GO TO DIE.”
JARVIS:
IRONICALLY, PRINT IS DEAD WAS RECENTLY PUBLISHED IN PAPERBACK.
Field
Discipline: a branch of knowledge

A particular kind of commercial enterprise




                               Pri...
Unify
To become one

To join or combine

To bring together for a common purpose or action
or ideology or in a shared situa...
Unified
What Brings Us Together?
Desire for Community
Collaboration       Professional growth

Collegiality        Mentoring

Knowledge-sharing   Job leads...
Desire to Contribute
Educate clients     Improve quality

Educate peers       Improve processes

Influence managers   Gener...
Personal Fulfillment
Intellectual stimulation

Career satisfaction

Career advancement

Sense of achievement

Networking
Shared Values
Useful          Graceful

Clear           Logical

Accurate        Meaningful

Appropriate     Relevant

Com...
Field
What Separates Us?
Where We Come From
Library science            Advertising

Information science        Rhetoric

Information design        ...
Where We Work
Marketing agency         Web-only

Advertising agency       Cross-platform digital

Web design studio       ...
How We Specialize
Editorial standards and calendaring

Content management technologies and life cycle

Messaging and writi...
Who We Are
Gender identity            Personality

Racial identity            Religious belief

Age                       ...
Reminders
WE ARE NOT LOCAL
CONTENT STRATEGY IS A WORLDWIDE MOVEMENT
What will define the media company of the
             future? The ability to let content travel
             across a myri...
EXTERNAL PRESSURES
DISAMBIGUATION: THIS IS MARKETING
EXTERNAL PRESSURES
DISAMBIGUATION: THIS ALSO MARKETING. THOUGH SHE CALLS IT PR.
“Where’s your business case?”

Territoriality

Organizational resistance

Bureaucracy

Arrogance

Conservatism

Personal a...
Theory
What Do We Do About It?
As content strategists,
we are uniquely
positioned to address
these challenges—
by using the tools of
our discipline itsel...
What Do We Need?


An actionable communications
strategy aligned with our values
How Do We Get One?
Define mission

Define values

Define target audiences

Outline specific goals

Align messaging and create ...
What Tools Do We Use?
Consistent labels and taxonomies

High-traffic sites with sound metadata and SEO

Content aggregation...
Our Mission
Create a content strategy for Content Strategy
References
Digital Outlook Report 09. Razorfish, March 9, 2009, pp. 174–175. http://
www.razorfish.com/#/ideas/reports-and-p...
Toward a Unified Field Theory of Content Strategy


                                    Elena Melendy
                     ...
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Toward a Unified Field Theory of Content Strategy

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Thoughts on defining the emerging discipline of and building a professional community for interactive content strategy. Call to action. Presented to the first Content Strategy Consortium at IA Summit 2009, Memphis, TN, 3/19/09

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Transcript of "Toward a Unified Field Theory of Content Strategy"

  1. 1. Toward a Unified Field Theory of Content Strategy Content Strategy Consortium ~ IA Summit 2009 Memphis, Tennessee March 19, 2009 Elena Melendy elenamelendy.com 917 517.1976 @emelendy
  2. 2. “ONE MAY SAY THE ETERNAL MYSTERY OF THE WORLD IS ITS COMPREHENSIBILITY.” WORD ART: WWW.WORDLE.NET
  3. 3. AN EXCEPTIONALLY SIMPLE THEORY OF EVERYTHING E8 THEORY PROPOSED BY PHYSICIST ANTONY GARRETT LISI, NOVEMBER 2007
  4. 4. DEFINE:EVERYTHING EVERYTHING IS CONTENT •
  5. 5. Theory A supposition or a system of ideas intended to explain something, especially one based on general principles independent of the thing to be explained An idea accounting for or justifying something A set of principles on which an activity is based Compact OED
  6. 6. CONTENT REACHES CONSUMERS INTERNET ACTIVITY INDEX (IAI) ~ AS OF JANUARY 2009.
  7. 7. “PRINT IS NOT DEAD. PRINT IS WHERE WORDS GO TO DIE.” JARVIS: IRONICALLY, PRINT IS DEAD WAS RECENTLY PUBLISHED IN PAPERBACK.
  8. 8. Field Discipline: a branch of knowledge A particular kind of commercial enterprise Princeton University WordNet
  9. 9. Unify To become one To join or combine To bring together for a common purpose or action or ideology or in a shared situation To act in concert or unite in a common purpose or belief Princeton University WordNet
  10. 10. Unified What Brings Us Together?
  11. 11. Desire for Community Collaboration Professional growth Collegiality Mentoring Knowledge-sharing Job leads Sociability Client referrals
  12. 12. Desire to Contribute Educate clients Improve quality Educate peers Improve processes Influence managers Generate opportunity
  13. 13. Personal Fulfillment Intellectual stimulation Career satisfaction Career advancement Sense of achievement Networking
  14. 14. Shared Values Useful Graceful Clear Logical Accurate Meaningful Appropriate Relevant Comprehensive Timely Persuasive Consistent
  15. 15. Field What Separates Us?
  16. 16. Where We Come From Library science Advertising Information science Rhetoric Information design Journalism Information architecture Communications Technical writing Liberal Arts Marketing Linguistics
  17. 17. Where We Work Marketing agency Web-only Advertising agency Cross-platform digital Web design studio Print and online Single practitioner Software products Large enterprise Small business Non-profit organization
  18. 18. How We Specialize Editorial standards and calendaring Content management technologies and life cycle Messaging and writing Content organization and metadata SEO Delivery and distribution
  19. 19. Who We Are Gender identity Personality Racial identity Religious belief Age Sexual orientation Differently abled status Politics
  20. 20. Reminders
  21. 21. WE ARE NOT LOCAL CONTENT STRATEGY IS A WORLDWIDE MOVEMENT
  22. 22. What will define the media company of the future? The ability to let content travel across a myriad of platforms, devices and lifestyles. The will to embrace new forms of measurement, data, technology and digital infrastructure to manage complexity. And the vision to compete on the future. Razorfish Digital Outlook Report 09, March 9, 2009 WE ARE NOT WEB-ONLY THE INTERACTIVE LANDSCAPE IS RAPIDLY EVOLVING
  23. 23. EXTERNAL PRESSURES DISAMBIGUATION: THIS IS MARKETING
  24. 24. EXTERNAL PRESSURES DISAMBIGUATION: THIS ALSO MARKETING. THOUGH SHE CALLS IT PR.
  25. 25. “Where’s your business case?” Territoriality Organizational resistance Bureaucracy Arrogance Conservatism Personal agenda
  26. 26. Theory What Do We Do About It?
  27. 27. As content strategists, we are uniquely positioned to address these challenges— by using the tools of our discipline itself.
  28. 28. What Do We Need? An actionable communications strategy aligned with our values
  29. 29. How Do We Get One? Define mission Define values Define target audiences Outline specific goals Align messaging and create content Secure communication channels Distribute and promote
  30. 30. What Tools Do We Use? Consistent labels and taxonomies High-traffic sites with sound metadata and SEO Content aggregation Cross-platform publishing Formal lobbying / national trade association Informal social networks, virtual and in-person ???
  31. 31. Our Mission Create a content strategy for Content Strategy
  32. 32. References Digital Outlook Report 09. Razorfish, March 9, 2009, pp. 174–175. http:// www.razorfish.com/#/ideas/reports-and-papers/special-reports/ Halvorson, Kristina. “The Discipline of Content Strategy.” A List Apart, December 16, 2008. http://www.alistapart.com/articles/ thedisciplineofcontentstrategy Internet Activity Index, January 2009. Online Publishers Association. http:// www.online-publishers.org/page.php/prmID/421 Lovinger, Rachel. “Content Strategy: The Philosophy of Data.” Boxes and Arrows, March 26, 2007. http://www.boxesandarrows.com/view/content- strategy-the MacIntyre, Jeffrey. “Content-tious Strategy.” A List Apart, December 16, 2008. http://www.alistapart.com/articles/contenttiousstrategy
  33. 33. Toward a Unified Field Theory of Content Strategy Elena Melendy Minty Fresh Media LLC 115 South Oxford Street, No. 524 Brooklyn, New York 11217 elenamelendy.com 917 517.1976 @emelendy
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