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What is a Content Strategist?
 

What is a Content Strategist?

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A brief exploration of the content strategy--the goal, the value, the methodology--and an explanation of what content strategists do and how they fit into creative teams.

A brief exploration of the content strategy--the goal, the value, the methodology--and an explanation of what content strategists do and how they fit into creative teams.

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    What is a Content Strategist? What is a Content Strategist? Presentation Transcript

    • What the %$* is a Content Strategist? And all your content strategy questions answered. Wednesday, October 6, 2010
    • content strategy defined “ the practice of planning for content “content strategy is to creation, delivery, and copywriting as IA is to governance” design” - Rachel Lovinger -Kristina Halvorson Wednesday, October 6, 2010
    • the goal of content strategy “ to use words and data to create unambiguous content that supports meaningful, interactive experiences ” - Rachel Lovinger Wednesday, October 6, 2010
    • the benefits of content strategy ✤ Creates targeted, measurable and actionable content ✤ Ensures content supports business goals and meets user needs ✤ Reduces project costs by saving time and effort and preventing scope-creep ✤ Identifies and provides support for content production, ✤ Increases billings by providing data in support of content production and design recommendations Wednesday, October 6, 2010
    • What content THE CONTENT strategists do WHISPERER Define the purpose, form, and development process of content assets required to meet user and business needs. Answer 5 Questions: 1. What content do we need? 2. How will content be structured? 3. How will users find the content? 4. How will we get from here to launch? 5. What’s next once the content is out there? Wednesday, October 6, 2010
    • AUDIT STRATEGY PLAN • content analysis & evaluation • determine/define: • metadata plan • competitive analysis • content ownership & • marketing/ad concepts • stakeholder interviews taxonomy • migration plan • production process • governance plan • brand voice MAINTAIN CREATE • QC plan/periodic audits • produce content • monitor/measure analytics • optimize content a content-ious life what content strategist do over the lifecycle of content development projects Wednesday, October 6, 2010
    • DEFINE DESIGN DEVELOP DEPLOY • audience research/persona • determine/define: • produce content • content QA development • content ownership & taxonomy • write copy • monitor/measure analytics • content analysis & evaluation • production process plan • SEO • competitive analysis • editorial strategy • asset rights review • stakeholder interviews • content management strategy • metadata plan • content strategy/tone brief • content distribution strategy • migration plan • strategy presentation • governance plan a work in project how content strategists contribute to each phase of a project Wednesday, October 6, 2010
    • deliverables 1. Message map 11. Content management system architecture 2. Content inventory 12. Metadata framework 3. Qualitative/quantitative content analysis 13. Taxonomy 4. Gap analysis 14. Content flow schematic 5. Site map 15. User research/consumer insights 6. Page tables 16. Content quality assurance tools 7. Content template map 17. Content production schedule 8. Editorial strategy 18. Competitor content audit 9. Content style guide 19. Content migration plan 10. Editorial process workflow diagram 20. Content licensing evaluation report Wednesday, October 6, 2010
    • deliverables 1. Message map 11. Content management system architecture 2. Content inventory 12. Metadata framework 3. Qualitative/quantitative content analysis 13. Taxonomy 4. Gap analysis 14. Content flow schematic 5. Site map 15. User research/consumer insights 6. Page tables 16. Content quality assurance tools 7. Content template map 17. Content production schedule 8. Editorial strategy 18. Competitor content audit 9. Content style guide 19. Content migration plan 10. Editorial process workflow diagram 20. Content licensing evaluation report Wednesday, October 6, 2010
    • key deliverable Content Analysis Answers the questions: •Summarizes and analyzes resources, •What is the business trying to achieve with research and circumstances that inform its content? recommendations about the creation, •What do our users want and need from the delivery, and governance of content. content? •Spells out a project’s purpose, scope, •How will we measure the success of our business goals, and user needs. content? •Helps focus resources, prevent scope •What can we do with our available creep and identify new opportunities. resources? Wednesday, October 6, 2010
    • content strategists in context Information Architect metadata schema taxonomies content mapping site map navigation maps page tables wireframes content audit user flow content analysis Content content strategy Interaction Strategist content distribution model Visual Designer content production workflow Designer user research/consumer insights page templates CMS architecture content migration plan content QA tools/process editorial strategy style guide Copywriter Programmer brand strategy Wednesday, October 6, 2010
    • key to success in practice ✤ Involve early ✤ Collaborate often ✤ Provide plenty of data ✤ Invest in content audit and analysis ✤ Recognize that content strategy is an art and a science Wednesday, October 6, 2010