A “Do It Yourself” Guide to Content Strategy

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My presentation at the Content Strategy Forum in Paris, April 2010. …

My presentation at the Content Strategy Forum in Paris, April 2010.

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  • The internet publishing revolution is part of the “mass amateurization of efforts previously reserved for media professionals,” in the words of Clay Shirky.



















Transcript

  • 1. DIY CONTENT STRATEGY Jonathan Kahn @lucidplot
  • 2. WHO’S IN the HOUSE?
  • 3. the pain of a BROKEN EXPERIENCE
  • 4. • User research • Web strategy • UX design • Web standards • Project management
  • 5. EASY SOLUTIONS that don’t work
  • 6. •“Lorem ipsum”
  • 7. • “Lorem ipsum” • Demand content upfront
  • 8. • “Lorem ipsum” • Demand content upfront • Install a CMS
  • 9. •“Lorem ipsum” •Demand content upfront •Install a CMS •Hire copywriter (last minute)
  • 10. WASTING our TIME
  • 11. Photo by whatnot http://www.flickr.com/photos/whatnot/417210565/
  • 12. FEAR of STRATEGY
  • 13. “DESIGN IS THE EASY PART.” Karen McGrane http://www.dachisgroup.com/2010/03/dachis-group-social- business-summit-2010-karen-mcgrane-on-user-experience/
  • 14. Photo by mkrigsman http://www.flickr.com/photos/mkrigsman/3428179614/
  • 15. Photo by Julie70 http://www.flickr.com/photos/joyoflife/62420762/
  • 16. the ideal: HIRE A SPECIALIST
  • 17. Photo by arturodonate http://www.flickr.com/photos/arturodonate/3668398063/
  • 18. A CORE DISCIPLINE of user experience
  • 19. “CONTENT IS NOT A FEATURE.” Kristina Halvorson
  • 20. Photo by bfick http://www.flickr.com/photos/ficken/1813744832/
  • 21. HOW TO PRACTISE content strategy
  • 22. 1. make it part of your WEB STRATEGY CAMPAIGN
  • 23. Photo by gkpsecretariat http://www.flickr.com/photos/globalknowledgepartnership/1365318157/
  • 24. 2. be an ADVOCATE
  • 25. Photo by fortinbras http://www.flickr.com/photos/fortinbras/282533499/in/set-72157602873755324/
  • 26. 3. APPLY IT to your DESIGN PROCESS
  • 27. 4. ENGAGE with the COMMUNITY
  • 28. WHAT’S the BENEFIT?
  • 29. Photo by Arno & Louise http://www.flickr.com/photos/arnolouise/3246153693/
  • 30. Photo by notsogoodphotography http://www.flickr.com/photos/notsogoodphotography/2860523248/
  • 31. Q&A
  • 32. Jonathan Kahn @lucidplot togetherlondon.com