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Content Strategy: It's Not All Greek

by Gretchen Thomas on Jun 10, 2010

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An introduction to content strategy and why it's essential for any web project.

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An introduction to content strategy and why it's essential for any web project.

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Content Strategy: It’s Not All Greek — Presentation Transcript

Content Strategy: It’s not all Greek.

Remember the interactive olden days?

And what we were designing?

Soon, we realized something: People can read. And they want to read all the time, especially online.

We must meet this demand for information with great content strategy, or we may as well set up shop in Second Life.

And Nobody’s In Second Life. (apologies to any Second Lifers)

Content Strategy: Organizing and planning communication to meet specific objectives.

Brand and business objectives

User desires and needs

Sales and marketing objectives

Technology and other objectives

Content Strategy is a differentiator. But not for long. Just like that “fad” usability, CS is not an added value – it’s a requirement.

Content Strategy is absolutely essential for:

Interface planning

Social media plans

Blogging plans

Ongoing website management

Content Delay Syndrome: When you push copywriting, imagery and video to the very end of a project as executables rather than strategically planned interface elements.

Content Delay Syndrome:

Website Bolt-On Syndrome: When websites are hastily developed before thoughtful planning can occur, rendering future content and functionality homeless. Also happens when websites are developed from the “bottom up.”

The effects of CDS and WBOS:

Cure for a variety of web ills! Your content strategy should include, at the least:

Specific content identified to address business, user and development needs

Meta data/SEO keywords

Content channel distribution

Ongoing editorial plan

CS is also good for your:

Client

Project team

Brand

Marketers

End users

Sanity

What a CS looks like

What a CS looks like in action

Results:

Increased engagement

Better experience

Increased traffic (possibly due to change.gov)

Results:

Increased engagement

Better experience

Increased traffic (possibly due to change.gov)

To sum it up: Great user experiences take careful cross-functional planning – don’t let half-assed content tear down the rest of your project. Make great content a priority, and you’ll create something that actually matters.

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Thank You. Gretchen Thomas [email_address] http://www.linkedin.com/in/gretchenthomas414

Content Strategy: It's Not All Greek

by Gretchen Thomas on Jun 10, 2010

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Content Strategy: It’s Not All Greek — Presentation Transcript