Introduction
to Content
Strategy
How did we get here, and what is content
strategy, anyway?
In the
beginning…..
S"ll	
  live	
  at	
  h+p://www.dpgraph.com/	
  
	
  
S"ll	
  live	
  (for	
  posterity’s	
  sake)	
  at	
  h+p://www2.warnerbros.com/spacejam/movie/jam.htm	
  
	
  
MTV’s	
  home	
  page	
  in	
  1996	
  
R.R.	
  Donnelley	
  corporate	
  intranet,	
  1998	
  –	
  the	
  globe	
  was	
  really	
  spinning!	
  
	
  
Then came IA
•  User-centered design (what a concept!)
•  Organized content into buckets
•  Considered how people would tr...
•  How does content get to the site?
•  How long should content stay live?
•  How can we make sure that people create
cont...
•  How good is the content that currently
exists – how relevant is it to the audience,
does it help the organization meet ...
•  How can we make sure people can get
what they’re looking for on any device?
•  How can we proactively share information...
Enter
Content
Strategy
Definition
•  Who, what, when, where, why, and
how of publishing content online
•  A strategic statement tying
content to ...
What is
“content”?
There are many
types of content
•  Policies
•  Session descriptions
•  Product details
•  Course catalog listings
•  Execu...
Content can take
different forms
•  Web pages
•  Blog posts
•  Infographics
•  Images
•  PDFs
•  Video
•  Audio
What do
content
strategists
do?
Editorial
•  Content inventory
•  Content assessment
•  Editorial style
•  Voice and tone
Strategy
•  Content strategy vision statement
•  Selling content strategy to management
•  Showing ROI of content
Marketing
•  Editorial calendar
•  Audience understanding
•  Analytics
Governance
•  Who is in charge of your content?
•  Who reviews and approves it?
•  Who makes sure it is tagged correctly?
...
Technology
•  Content design and modeling
•  Taxonomy and metadata
•  Content management systems
•  Mobile
Content Strategy
Partners
•  UX
•  Design
•  Communications
•  Marketing
•  Technology
•  Internal SMEs
What is content strategy?
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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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Transcript of "What is content strategy?"

  1. 1. Introduction to Content Strategy How did we get here, and what is content strategy, anyway?
  2. 2. In the beginning…..
  3. 3. S"ll  live  at  h+p://www.dpgraph.com/    
  4. 4. S"ll  live  (for  posterity’s  sake)  at  h+p://www2.warnerbros.com/spacejam/movie/jam.htm    
  5. 5. MTV’s  home  page  in  1996  
  6. 6. R.R.  Donnelley  corporate  intranet,  1998  –  the  globe  was  really  spinning!    
  7. 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. 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. 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. 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?
  11. 11. Enter Content Strategy
  12. 12. 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
  13. 13. What is “content”?
  14. 14. 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.
  15. 15. Content can take different forms •  Web pages •  Blog posts •  Infographics •  Images •  PDFs •  Video •  Audio
  16. 16. What do content strategists do?
  17. 17. Editorial •  Content inventory •  Content assessment •  Editorial style •  Voice and tone
  18. 18. Strategy •  Content strategy vision statement •  Selling content strategy to management •  Showing ROI of content
  19. 19. Marketing •  Editorial calendar •  Audience understanding •  Analytics
  20. 20. 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?
  21. 21. Technology •  Content design and modeling •  Taxonomy and metadata •  Content management systems •  Mobile
  22. 22. Content Strategy Partners •  UX •  Design •  Communications •  Marketing •  Technology •  Internal SMEs
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