DIY
CONTENT
STRATEGY
Jonathan Kahn
@lucidplot
WHO’S IN
the
HOUSE?
the pain of a
BROKEN
EXPERIENCE
•
User research
•
Web strategy
•
UX design
•
Web standards
•
Project
management
EASY
SOLUTIONS
that don’t work
•“Lorem ipsum”
•
“Lorem ipsum”
•
Demand content
upfront
•
“Lorem ipsum”
•
Demand content
upfront
•
Install a CMS
•“Lorem ipsum”
•Demand content
upfront
•Install a CMS
•Hire copywriter
(last minute)
WASTING
our
TIME
Photo by whatnot
http://www.flickr.com/photos/whatnot/417210565/
FEAR
of
STRATEGY
“DESIGN IS
THE EASY
PART.”
Karen McGrane
http://www.dachisgroup.com/2010/03/dachis-group-social-
business-summit-2010-kare...
Photo by mkrigsman
http://www.flickr.com/photos/mkrigsman/3428179614/
Photo by Julie70
http://www.flickr.com/photos/joyoflife/62420762/
the ideal:
HIRE A
SPECIALIST
Photo by arturodonate
http://www.flickr.com/photos/arturodonate/3668398063/
A CORE
DISCIPLINE
of user experience
“CONTENT
IS NOT A
FEATURE.”
Kristina Halvorson
Photo by bfick
http://www.flickr.com/photos/ficken/1813744832/
HOW TO
PRACTISE
content strategy
1.
make it part of your
WEB
STRATEGY
CAMPAIGN
Photo by gkpsecretariat
http://www.flickr.com/photos/globalknowledgepartnership/1365318157/
2.

be an
ADVOCATE
Photo by fortinbras
http://www.flickr.com/photos/fortinbras/282533499/in/set-72157602873755324/
3.
APPLY IT
to your
DESIGN
PROCESS
4.

ENGAGE
with the
COMMUNITY
WHAT’S
the
BENEFIT?
Photo by Arno & Louise
http://www.flickr.com/photos/arnolouise/3246153693/
Photo by notsogoodphotography
http://www.flickr.com/photos/notsogoodphotography/2860523248/
Q&A
Jonathan Kahn
@lucidplot
togetherlondon.com
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
A “Do It Yourself” Guide to Content Strategy
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A “Do It Yourself” Guide to Content Strategy

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

Slides don't make much sense without the video: http://www.vimeo.com/11143079

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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 of "A “Do It Yourself” Guide to Content Strategy"

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

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