What is content strategy?
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If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
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What is content strategy?
- 1. Introduction to Content Strategy How did we get here, and what is content strategy, anyway?
- 3. S"ll live at h+p://www.dpgraph.com/
- 4. S"ll live (for posterity’s sake) at h+p://www2.warnerbros.com/spacejam/movie/jam.htm
- 5. MTV’s home page in 1996
- 6. R.R. Donnelley corporate intranet, 1998 – the globe was really spinning!
- 7. Then came IA • User-centered design (what a concept!) • Organized content into buckets • Considered how people would travel through an online experience to accomplish their goals • Created and tested experiences
- 8. • How does content get to the site? • How long should content stay live? • How can we make sure that people create content so it can be found and used? • How much content is there in each section and how often it gets added to? • How can we bring together similar content from different parts of an organization? What about the content?
- 9. • How good is the content that currently exists – how relevant is it to the audience, does it help the organization meet its goals? • What’s missing? • Who is posting the content, vs who’s creating it? • Is the system working to help make publishing and finding content easier, or is it making things more difficult? What about the content?
- 10. • How can we make sure people can get what they’re looking for on any device? • How can we proactively share information with our audience most effectively through ever-increasing digital channels? What about the content?
- 13. Definition • Who, what, when, where, why, and how of publishing content online • A strategic statement tying content to business goals • The people, processes, and power to execute that statement
- 15. There are many types of content • Policies • Session descriptions • Product details • Course catalog listings • Executive biographies • Press releases • Newsletters • Online magazines • Individual articles • Etc., etc., etc.
- 16. Content can take different forms • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
- 18. Editorial • Content inventory • Content assessment • Editorial style • Voice and tone
- 19. Strategy • Content strategy vision statement • Selling content strategy to management • Showing ROI of content
- 20. Marketing • Editorial calendar • Audience understanding • Analytics
- 21. Governance • Who is in charge of your content? • Who reviews and approves it? • Who makes sure it is tagged correctly? • Who can say “no”? • What processes do (or should) exist to ensure that the right content is published? • How will content be archived, and what does “archived” mean?
- 22. Technology • Content design and modeling • Taxonomy and metadata • Content management systems • Mobile
- 23. Content Strategy Partners • UX • Design • Communications • Marketing • Technology • Internal SMEs