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Content Strategy: Killing Time Between Redesigns
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Content Strategy: Killing Time Between Redesigns

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Slides from a discussion on Content Strategy at WordCamp Atlanta 2010.

Slides from a discussion on Content Strategy at WordCamp Atlanta 2010.

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  • This should be revisited and watched over time against traffic and success metrics – what does the best? What’s a cost of doing business type thing?


  • 1. Content Strategy:Killing Time Between Redesigns
    Dave Coustan
    For WordCamp Atlanta
  • 2.
  • 3. What This Is About:
    • The State Of The Open Market For Content
    • 4. What’s Happening At (Non-Media) Companies
    • 5. How Content Strategy Helps
    • 6. Tools, Techniques, And Examples
  • The State Of The Open Market For Content
  • 7. Demand Media! Oh Noes!
    “…[Demand Media] is paying bottom dollar to create “4,000 videos and articles” a day, based only on what’s hot on search engines. They push SEO juice to this content, which is made as quickly and cheaply as possible, and pray for traffic. It works like a charm, apparently.
    These models create a race to the bottom situation, where anyone who spends time and effort on their content is pushed out of business.”
    –Mike Arrington, TechCrunch
  • 8. Are The Disruptors  At Being Disrupted?
    “…the internet has always been filled with crap. So the challenge has always been how you find the cream. That’s where opportunities lie. That’s what Google saw.
    The new question is whether Google can keep ahead of the content farms and continually find new and better ways to find better stuff. I’ll bet on Google over crap-creators.
    But they better get cracking.”
    –Jeff Jarvis,BuzzMachine
  • 9. So What Is Really Happening?
    • Available tools and data can connect publishers with real interests of potential readers, reversing the “assignment pipe”
    • 10. Search Algorithms are in flux, adapting to the constantly changing information landscape
    • 11. The glut of robo-content is still a glut – needs human curators to make sense of it, filter it, and point to the best stuff. This is also a good role for brands.
    • 12. Every individual question doesn’t have one “right” answer/source / still has to compete against content coming from everywhere
    • 13. It’s not just content, but content strategy that’s king.
    • 14. PS, I don’t think content farms will really stop anyone.
  • What’s Happening At (Non-Media) Companies
  • 15. “Every company [is/should be/can be] a media company.”
  • 16. For Reals…
    More and more materials being brought online
    Your online presence – and not just your Web site - is your primary customer touchpoint
    Companies bypassing media/media dwindling anyway
    Organizations are needing to drastically increase communications without increasing comms staff
    Types of communication in demand aren’t in typical communicators’ wheelhouse (not just press, sales, and investor-facing materials)
    Journalists and consumers aren’t silo-edfrom each other
    Shift from an internally driven to a hybrid/externally driven publishing model
  • 17. There’s An Agency Feeding Frenzy
  • 18. How Can Content Strategy Help?
    Helps develop not just content, but internal or hybrid partner processes for creating content
    An agenda that supercedes but considers Marketing, CorpComm, PR, Customer Service, Media, etc. (editorial direction)
    A way to tie listening/search/research/feedback practices more directly into their publishing/creation practices
    Homes for all of the important things online
    It’s built for collaboration/modular
    It cares about visibility
  • 19. Tools And Techniques For Content Strategyimageby lunchbreath on Flickr
  • 20. Core Principles
    Your enterprise should serve an audience(s) and be engaged in the world around it.
    Material should be organized in ways that both offer an easy path for findability, and remain open to multiple points of access from elsewhere. Measure against both internal and external entry points.
    Take this from the content farms – what you choose to create should be aware of and informed by what people are searching for, the language they are using to look for it, and what they’re finding when they get there.
    Always create for humans, but be aware of systems and robots.
    Editorial strategy is a mix of planning and opportunism.
  • 21. Planning/Schematic
    Who is each part of your site speaking to? ->
    What various thing can the site offer that that audience would want? ->
    In what way can you deliver that?
  • 22. Planning/Schematic
    Who is each part of your site speaking to? ->
    What various thing can the site offer that that audience would want? ->
    In what way can you deliver that?
    Via Kristen Taylor Re:Knight Foundation
  • 23. Planning/Schematic
    Who is each part of your site speaking to? ->
    What various thing can the site offer that that audience would want? ->
    In what way can you deliver that?
  • 24. Planning/Schematic
    This also helps to establish content types, which help set user expectations.
  • 25. Opportunistic Path
    Audience knowns + Topical Hook/Moment Of Scarcity + Creative Solution (The Stuffo Model)
  • 26.
  • 27. Audit
    What’s really out there?
    who are the experts and enthusiasts
    where are the discussions taking place (and the traces)
    what’s the culture around them like
    are there gaps?
    What you’d find if you didn’t know how to search very well
    what real words do people use
    what do they find when they get there
    what might be an easy win
    what material do you have to draw from? What unique information do you have access to?
    what audiences do you already have that you need to serve? What are their expectations
    who are *your* experts? it’s ok to separate the day to day “staff” from the SME
  • 28. Audit Tools
    Traditional SEO tools, repurposed
    Google Insights for Search
    Internal Search Logs
    Social Media Research Tools, free and paid (Radian6, Techrigy, Sysomos, BlogPulse, etc.)
  • 29. Google Trends
  • 30. Google Insights For Search
  • 31. Editorial Process/Flow
    Editorial Calendar
    Regular research reports/tip sheets
    Idea Generation and Vetting Process
  • 32. Idea and Assignment Tracking
  • 33. And Don’t Forget: Take Care Of Your Audience.
    1. Find a subject you care about.2. Do not ramble, though.3. Keep it simple.4. Have the guts to cut.5. Sound like yourself.6. Say what you mean to say.7. Pity the readers.
    -Kurt Vonnegut
  • 34. Fin.Dave Coustanemail: Extraface@gmail.comweb: http://www.extraface.comtwitter: Extrafaceask me stuff: http://extraface.tumblr.com/ask1-570-4TOOFIS