Content Strategy:
      The Key to Effective Web Content


      Rick Allen
      Babson College
      F.W. Olin Graduate ...
Hi, I’m Rick.




Rick Allen • @epublishmedia
@epublishmedia                #pseweb • #ContentStrategy
                   ...
Hi, I’m Rick.




Rick Allen • @epublishmedia
@epublishmedia                #pseweb • #ContentStrategy
                   ...
What I’m talking about




@epublishmedia             #pseweb
What I’m talking about
      1. Why quality web content and
           strategy are so important




@epublishmedia       ...
What I’m talking about
      1. Why quality web content and
           strategy are so important

      2. Elements that c...
What I’m talking about
      1. Why quality web content and
           strategy are so important

      2. Elements that c...
What I’m talking about
      1. Why quality web content and
           strategy is so important

           Elements that ...
Why am I focusing
                 on content?



@epublishmedia                 #pseweb
Because I’m a publisher.
         Just like you!



@epublishmedia            #pseweb
“        The moment you launch a
         website, an email campaign, a
         mobile application, or content
         o...
Yes.




@epublishmedia          #pseweb
“        View yourself more like a
         publisher delivering valuable
         editorial products than as a
         m...
Content is why people
         visit your website.



@epublishmedia             #pseweb
Period.




@epublishmedia             #pseweb
“        Without content, the web
         would be a search box and a
         check out cart.




                      ...
Quality content



                      Users




@epublishmedia                     #pseweb
Quality content



                      Users




@epublishmedia                     #pseweb
Quality content


                 Attracts

                      Users




@epublishmedia                     #pseweb
Quality content


                 Attracts Informs

                      Users




@epublishmedia                      #...
Quality content


                 Attracts Informs

                      Users

                 Engages



@epublishmed...
Quality content


                 Attracts Informs

                      Users

                 Engages Retains



@epu...
Would you risk meeting
             any of these goals?




@epublishmedia                     #pseweb
Warning signs
 that you need content strategy.




@epublishmedia                   #pseweb
Warning signs
 that you need content strategy.
   Welcome & Overview pages Contain redundant, trivial
                    ...
Warning signs
 that you need content strategy.
   Welcome & Overview pages Contain redundant, trivial
                    ...
Warning signs
 that you need content strategy.
   Welcome & Overview pages Contain redundant, trivial
                    ...
Warning signs
 that you need content strategy.
   Welcome & Overview pages Contain redundant, trivial
                    ...
Warning signs
 that you need content strategy.
   Welcome & Overview pages Contain redundant, trivial
                    ...
Content strategy, anyone?




@epublishmedia                #pseweb
“        Content strategy is the
         practice of planning for the
         creation, delivery, and
         governanc...
“        Content strategy is the
         practice of planning for the
         creation, delivery, and
         governanc...
Content strategy answers
         critical questions.




@epublishmedia               #pseweb
@epublishmedia   #pseweb
How do we
          decide what to
          communicate?




@epublishmedia             #pseweb
How do we
          decide what to
          communicate?


                 How do we decide
                   what cont...
@epublishmedia   #pseweb
How do we
        prioritize content
         requirements?




@epublishmedia               #pseweb
How do we
        prioritize content
         requirements?


                   How do we
                  determine our...
@epublishmedia   #pseweb
How do we align
           analytics, usability
           and SEO/SEM with
            content creation?




@epublishmed...
How do we align
           analytics, usability
           and SEO/SEM with
            content creation?



             ...
Some good questions to
                 answer, right?



@epublishmedia                    #pseweb
Why is
 content often
  neglected?



@epublishmedia    #pseweb
Content is
      massive




@epublishmedia    #pseweb
Content is
      political




@epublishmedia    #pseweb
Content is time-
  consuming




@epublishmedia     #pseweb
Real challenges




@epublishmedia                     #pseweb
Poor excuses:




@epublishmedia                   #pseweb
“        It's the content contributors'
         responsibility. They need to
         own their content.




@epublishmed...
“        But, I did make it better!




@epublishmedia                        #pseweb
“        We can't accommodate
         everyone.




@epublishmedia                  #pseweb
“        Best practices aren't
         real-world.




@epublishmedia                   #pseweb
Customers don’t forgive
   businesses for bad websites.




@epublishmedia              #pseweb
No more
      excuses.




@epublishmedia   #pseweb
Make
        content
         work


                  http://www.flickr.com/photos/tomsaint/ / CC BY 2.0


@epublishmedia ...
Understand
      your
    content
   ecosystem

                 http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0
...
“        The ecosystem often reveals
         the ‘underlying principle’ of
         the content problem.




            ...
Web publishing is a
          collaborative process.




@epublishmedia                     #pseweb
@epublishmedia   #pseweb
@epublishmedia   #pseweb
@epublishmedia   #pseweb
@epublishmedia   #pseweb
“        Design without content is
         decoration.




                           Jeffrey Zeldman
                   ...
A CMS
                 is not enough.



@epublishmedia                    #pseweb
‘Nuff said.




@epublishmedia                 #pseweb
What I’m talking about
      1. Why quality web content and
           strategy are so important

      2. Elements that c...
What I’m talking about
           Why quality web content and
           strategy are so important

      2. Elements that...
Have a plan:




@epublishmedia                  #pseweb
Plan
        ‣ Prioritize message hierarchy
           Audit

           Analyze

           Strategize




@epublishmedia...
Message architecture




@epublishmedia                 #pseweb
Message architecture
        ‣   Ensures a consistent, clear brand message




@epublishmedia                             ...
Message architecture
        ‣   Ensures a consistent, clear brand message

        ‣   Identifies what your organization w...
Message architecture
        ‣   Ensures a consistent, clear brand message

        ‣   Identifies what your organization w...
Message architecture
        ‣   Ensures a consistent, clear brand message

        ‣   Identifies what your organization w...
Message architecture
        ‣   Ensures a consistent, clear brand message

        ‣   Identifies what your organization w...
Message architecture
        ‣   Ensures a consistent, clear brand message

        ‣   Identifies what your organization w...
“        How can you measure if
         content is appropriate if you
         don’t have a metric against
         which...
Plan
        ‣ Prioritize message hierarchy
        ‣ Audit
        ‣ Analyze
        ‣ Strategize




@epublishmedia     ...
Plan
           Prioritize message hierarchy

        ‣ Audit
           Analyze

           Strategize




@epublishmedia...
“        If you don't understand where
         you are now, you can't create
         a plan to get you where you
       ...
Content audit




@epublishmedia                   #pseweb
Content audit
        ‣ Content inventory




@epublishmedia                   #pseweb
Content audit
        ‣ Content inventory
        ‣ Quantitative audit




@epublishmedia                   #pseweb
Content audit
        ‣ Content inventory
        ‣ Quantitative audit
        ‣ Qualitative audit




@epublishmedia     ...
Plan
        ‣ Prioritize message hierarchy
        ‣ Audit
        ‣ Analyze
        ‣ Strategize




@epublishmedia     ...
Plan
           Prioritize message hierarchy

           Audit

        ‣ Analyze
           Strategize




@epublishmedia...
Content analysis




@epublishmedia                  #pseweb
Content analysis
        ‣   What is the purpose of each piece of web
            content? Does it meet our business objec...
Content analysis
        ‣   What is the purpose of each piece of web
            content? Does it meet our business objec...
Content analysis
        ‣   What is the purpose of each piece of web
            content? Does it meet our business objec...
Content analysis
        ‣   What is the purpose of each piece of web
            content? Does it meet our business objec...
Content analysis
        ‣   What is the purpose of each piece of web
            content? Does it meet our business objec...
Plan
        ‣ Prioritize message hierarchy
        ‣ Audit
        ‣ Analyze
        ‣ Strategize




@epublishmedia     ...
Plan
           Prioritize message hierarchy

           Audit

           Analyze

        ‣ Strategize




@epublishmedi...
Results




@epublishmedia             #pseweb
Results
        ‣   Defined target keywords and content topics
            relating to our brand message




@epublishmedia...
Results
        ‣   Defined target keywords and content topics
            relating to our brand message

        ‣   Web e...
Results
        ‣   Defined target keywords and content topics
            relating to our brand message

        ‣   Web e...
Results
        ‣   Defined target keywords and content topics
            relating to our brand message

        ‣   Web e...
Results




@epublishmedia             #pseweb
Results
        ‣ Page-level content structure




@epublishmedia                           #pseweb
Results
        ‣ Page-level content structure
        ‣ Linking strategy




@epublishmedia                           #ps...
Results
        ‣ Page-level content structure
        ‣ Linking strategy
        ‣ Defined content channels




@epublishm...
Results
        ‣ Page-level content structure
        ‣ Linking strategy
        ‣ Defined content channels
        ‣ Cont...
Define your
            publishing process:



@epublishmedia                    #pseweb
@epublishmedia   #pseweb
Publishing roles
        ‣ Requesters
        ‣ Providers
        ‣ Creators
        ‣ Editors
        ‣ Approvers
       ...
What I’m talking about
      1. Why quality web content and
           strategy are so important

      2. Elements that c...
What I’m talking about
           Why quality web content and
           strategy are so important

           Elements th...
Keep it
        going



                  http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0


@epublishmedia           ...
Have a plan.




@epublishmedia                  #pseweb
Measure
     content
  effectiveness


                  http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0


@...
Web analytics



       Business     Effective    Key
        goals       analysis    metrics




@epublishmedia          ...
(More) content analysis:




@epublishmedia                     #pseweb
Is content redundant,
                 outdated, trivial?



                               http://www.flickr.com/photos/wi...
Are links still functional?
        Is content still findable?



@epublishmedia                      #pseweb
Is content still useful,
         relevant, and accurate?



@epublishmedia                       #pseweb
Key points




Rick Allen • @epublishmedia
@epublishmedia                #pseweb • #ContentStrategy
                      ...
Key points
         ‣ Make content strategy a priority




Rick Allen • @epublishmedia
@epublishmedia                     ...
Key points
         ‣ Make content strategy a priority
         ‣ Be a publisher—focus on content




Rick Allen • @epubli...
Key points
         ‣ Make content strategy a priority
         ‣ Be a publisher—focus on content
         ‣ Know what con...
Key points
         ‣ Make content strategy a priority
         ‣ Be a publisher—focus on content
         ‣ Know what con...
Key points
         ‣ Make content strategy a priority
         ‣ Be a publisher—focus on content
         ‣ Know what con...
Key points
         ‣ Make content strategy a priority
         ‣ Be a publisher—focus on content
         ‣ Know what con...
Questions?




Rick Allen • @epublishmedia
@epublishmedia                 #pseweb • #ContentStrategy
                     ...
Thanks.




Rick Allen • @epublishmedia
@epublishmedia                      #pseweb • #ContentStrategy
                   ...
Rick Allen
    @epublishmedia
    http://www.epublishmedia.com


Rick Allen • @epublishmedia
@epublishmedia               ...
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Content Strategy: The Key to Effective Web Content

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Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com

Published in: Technology, News & Politics
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  • Dude--You are BRILLIANT. I am laughing out loud and shaking my head 'Yes. Halleluiah!' So well said, I wish I'd said it myself in this direct, smart and entertaining manner. Touche and merci.
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  • While i think this is a great presentation, i believe people care about the content they digest from sites. This is debatable of course. However, content strategy is key in keeping the site 'active' and the crowd around it.
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  • Hi Rick, nice presentation with great structure, overview, etc. Just 2 questions:

    - I can't find anything about the role of user-generated content in the content strategy. What are your thoughts on that?
    - And what are your thoughts on 37signals' recent rant about content (http://37signals.com/svn/posts/2358-this-is-not-content)? Quote: 'Treating content as a category on its own is missing the point entirely. Nobody cares about content. Nobody wakes up in the morning and thinks, hey, I should read some content today.'
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  • Content Strategy
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  • Content Strategy: The Key to Effective Web Content

    1. 1. Content Strategy: The Key to Effective Web Content Rick Allen Babson College F.W. Olin Graduate School of Business Canadian Post-Secondary Web Conference May 26, 2010 @epublishmedia Rick Allen • @epublishmedia #pseweb • #ContentStrategy #pseweb
    2. 2. Hi, I’m Rick. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    3. 3. Hi, I’m Rick. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    4. 4. What I’m talking about @epublishmedia #pseweb
    5. 5. What I’m talking about 1. Why quality web content and strategy are so important @epublishmedia #pseweb
    6. 6. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy @epublishmedia #pseweb
    7. 7. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
    8. 8. What I’m talking about 1. Why quality web content and strategy is so important Elements that comprise a content strategy What’s needed to maintain quality content @epublishmedia #pseweb
    9. 9. Why am I focusing on content? @epublishmedia #pseweb
    10. 10. Because I’m a publisher. Just like you! @epublishmedia #pseweb
    11. 11. “ The moment you launch a website, an email campaign, a mobile application, or content of any kind, you’re a publisher. Shouldn’t you start acting like one? Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
    12. 12. Yes. @epublishmedia #pseweb
    13. 13. “ View yourself more like a publisher delivering valuable editorial products than as a marketer selling products and services. Joe Pulizzi Co-Author, Get Content Get Customers @epublishmedia #pseweb
    14. 14. Content is why people visit your website. @epublishmedia #pseweb
    15. 15. Period. @epublishmedia #pseweb
    16. 16. “ Without content, the web would be a search box and a check out cart. Ian Alexander Eat Media @epublishmedia #pseweb
    17. 17. Quality content Users @epublishmedia #pseweb
    18. 18. Quality content Users @epublishmedia #pseweb
    19. 19. Quality content Attracts Users @epublishmedia #pseweb
    20. 20. Quality content Attracts Informs Users @epublishmedia #pseweb
    21. 21. Quality content Attracts Informs Users Engages @epublishmedia #pseweb
    22. 22. Quality content Attracts Informs Users Engages Retains @epublishmedia #pseweb
    23. 23. Would you risk meeting any of these goals? @epublishmedia #pseweb
    24. 24. Warning signs that you need content strategy. @epublishmedia #pseweb
    25. 25. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
    26. 26. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
    27. 27. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
    28. 28. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
    29. 29. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
    30. 30. Content strategy, anyone? @epublishmedia #pseweb
    31. 31. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
    32. 32. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
    33. 33. Content strategy answers critical questions. @epublishmedia #pseweb
    34. 34. @epublishmedia #pseweb
    35. 35. How do we decide what to communicate? @epublishmedia #pseweb
    36. 36. How do we decide what to communicate? How do we decide what content to create and update? @epublishmedia #pseweb
    37. 37. @epublishmedia #pseweb
    38. 38. How do we prioritize content requirements? @epublishmedia #pseweb
    39. 39. How do we prioritize content requirements? How do we determine our users’ needs? @epublishmedia #pseweb
    40. 40. @epublishmedia #pseweb
    41. 41. How do we align analytics, usability and SEO/SEM with content creation? @epublishmedia #pseweb
    42. 42. How do we align analytics, usability and SEO/SEM with content creation? How do we maintain voice, tone, and branding with content across multiple channels? @epublishmedia #pseweb
    43. 43. Some good questions to answer, right? @epublishmedia #pseweb
    44. 44. Why is content often neglected? @epublishmedia #pseweb
    45. 45. Content is massive @epublishmedia #pseweb
    46. 46. Content is political @epublishmedia #pseweb
    47. 47. Content is time- consuming @epublishmedia #pseweb
    48. 48. Real challenges @epublishmedia #pseweb
    49. 49. Poor excuses: @epublishmedia #pseweb
    50. 50. “ It's the content contributors' responsibility. They need to own their content. @epublishmedia #pseweb
    51. 51. “ But, I did make it better! @epublishmedia #pseweb
    52. 52. “ We can't accommodate everyone. @epublishmedia #pseweb
    53. 53. “ Best practices aren't real-world. @epublishmedia #pseweb
    54. 54. Customers don’t forgive businesses for bad websites. @epublishmedia #pseweb
    55. 55. No more excuses. @epublishmedia #pseweb
    56. 56. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 @epublishmedia #pseweb
    57. 57. Understand your content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 @epublishmedia #pseweb
    58. 58. “ The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science @epublishmedia #pseweb
    59. 59. Web publishing is a collaborative process. @epublishmedia #pseweb
    60. 60. @epublishmedia #pseweb
    61. 61. @epublishmedia #pseweb
    62. 62. @epublishmedia #pseweb
    63. 63. @epublishmedia #pseweb
    64. 64. “ Design without content is decoration. Jeffrey Zeldman Author, Designing With Web Standards @epublishmedia #pseweb
    65. 65. A CMS is not enough. @epublishmedia #pseweb
    66. 66. ‘Nuff said. @epublishmedia #pseweb
    67. 67. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
    68. 68. What I’m talking about Why quality web content and strategy are so important 2. Elements that comprise a content strategy What’s needed to maintain quality content @epublishmedia #pseweb
    69. 69. Have a plan: @epublishmedia #pseweb
    70. 70. Plan ‣ Prioritize message hierarchy Audit Analyze Strategize @epublishmedia #pseweb
    71. 71. Message architecture @epublishmedia #pseweb
    72. 72. Message architecture ‣ Ensures a consistent, clear brand message @epublishmedia #pseweb
    73. 73. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived @epublishmedia #pseweb
    74. 74. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts @epublishmedia #pseweb
    75. 75. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging @epublishmedia #pseweb
    76. 76. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels @epublishmedia #pseweb
    77. 77. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels ‣ Determines if content is appropriate for your users @epublishmedia #pseweb
    78. 78. “ How can you measure if content is appropriate if you don’t have a metric against which to measure it? Margot Bloomstein Appropriate, Inc @epublishmedia #pseweb
    79. 79. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
    80. 80. Plan Prioritize message hierarchy ‣ Audit Analyze Strategize @epublishmedia #pseweb
    81. 81. “ If you don't understand where you are now, you can't create a plan to get you where you need to be. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
    82. 82. Content audit @epublishmedia #pseweb
    83. 83. Content audit ‣ Content inventory @epublishmedia #pseweb
    84. 84. Content audit ‣ Content inventory ‣ Quantitative audit @epublishmedia #pseweb
    85. 85. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit @epublishmedia #pseweb
    86. 86. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
    87. 87. Plan Prioritize message hierarchy Audit ‣ Analyze Strategize @epublishmedia #pseweb
    88. 88. Content analysis @epublishmedia #pseweb
    89. 89. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? @epublishmedia #pseweb
    90. 90. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? @epublishmedia #pseweb
    91. 91. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? @epublishmedia #pseweb
    92. 92. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? @epublishmedia #pseweb
    93. 93. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? ‣ How will we measure the effectiveness of our content? @epublishmedia #pseweb
    94. 94. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
    95. 95. Plan Prioritize message hierarchy Audit Analyze ‣ Strategize @epublishmedia #pseweb
    96. 96. Results @epublishmedia #pseweb
    97. 97. Results ‣ Defined target keywords and content topics relating to our brand message @epublishmedia #pseweb
    98. 98. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand @epublishmedia #pseweb
    99. 99. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers @epublishmedia #pseweb
    100. 100. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers ‣ Editorial calendar, considering content channels, types, and themes • @epublishmedia #pseweb
    101. 101. Results @epublishmedia #pseweb
    102. 102. Results ‣ Page-level content structure @epublishmedia #pseweb
    103. 103. Results ‣ Page-level content structure ‣ Linking strategy @epublishmedia #pseweb
    104. 104. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels @epublishmedia #pseweb
    105. 105. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels ‣ Content maintenance requirements @epublishmedia #pseweb
    106. 106. Define your publishing process: @epublishmedia #pseweb
    107. 107. @epublishmedia #pseweb
    108. 108. Publishing roles ‣ Requesters ‣ Providers ‣ Creators ‣ Editors ‣ Approvers ‣ Publishers @epublishmedia #pseweb
    109. 109. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
    110. 110. What I’m talking about Why quality web content and strategy are so important Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
    111. 111. Keep it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 @epublishmedia #pseweb
    112. 112. Have a plan. @epublishmedia #pseweb
    113. 113. Measure content effectiveness http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 @epublishmedia #pseweb
    114. 114. Web analytics Business Effective Key goals analysis metrics @epublishmedia #pseweb
    115. 115. (More) content analysis: @epublishmedia #pseweb
    116. 116. Is content redundant, outdated, trivial? http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0 @epublishmedia #pseweb
    117. 117. Are links still functional? Is content still findable? @epublishmedia #pseweb
    118. 118. Is content still useful, relevant, and accurate? @epublishmedia #pseweb
    119. 119. Key points Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    120. 120. Key points ‣ Make content strategy a priority Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    121. 121. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    122. 122. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    123. 123. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    124. 124. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    125. 125. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan ‣ Measure content constantly—adapt to change, make smart decisions Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    126. 126. Questions? Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    127. 127. Thanks. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
    128. 128. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb

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