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How to Become a Content Strategy Advocate

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You know that content strategy is crucial to your organization’s mission: content is a critical business asset that’s central to user experience. But there’s a problem: your organization still thinks …

You know that content strategy is crucial to your organization’s mission: content is a critical business asset that’s central to user experience. But there’s a problem: your organization still thinks it’s 1999. How do you turn around the oil tanker? Learn how to shift the conversation from fear and denial towards positive and realistic change, by becoming a content strategy advocate.

My presentation to the Geneva Web Group, 24 November 2010, which was also the first content strategy meetup in Geneva, Switzerland.

Video: http://lucidplot.com/2010/12/01/content-strategy-advocate-gva/

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Transcript

  • 1. CONTENTSTRATEGYfor Web ManagersJonathan Kahn@lucidplot
  • 2. WHO’S INtheHOUSE?
  • 3. the pain of aBROKENEXPERIENCE
  • 4. •User research•Web strategy•UX design•Web standards•Usability
  • 5. EASYSOLUTIONSthat don’t work
  • 6. •“Lorem ipsum”
  • 7. •“Lorem ipsum”•Demand contentupfront
  • 8. •“Lorem ipsum”•Demand contentupfront•Install a CMS
  • 9. •“Lorem ipsum”•Demand contentupfront•Install a CMS•Hire copywriter(last minute)
  • 10. WASTINGourTIME
  • 11. Photo by whatnothttp://www.flickr.com/photos/whatnot/417210565/
  • 12. FEARofSTRATEGY
  • 13. “DESIGN ISTHE EASYPART.”Karen McGranehttp://www.dachisgroup.com/2010/03/dachis-group-social-business-summit-2010-karen-mcgrane-on-user-experience/
  • 14. 1999Photo by MD111http://www.flickr.com/photos/md111/4868607422/
  • 15. Photo by mkrigsmanhttp://www.flickr.com/photos/mkrigsman/3428179614/
  • 16. Photo by Julie70http://www.flickr.com/photos/joyoflife/62420762/
  • 17. CONTENTSTRATEGYto the rescue
  • 18. Content strategy plans for theCREATION,DELIVERY, &GOVERNANCE OFUSEFUL, USABLECONTENT.Kristina Halvorson
  • 19. Credit: Shelly Bowenhttp://www.shellybowen.com/2010/04/content-strategy-success-in-5-steps/
  • 20. Credit: Kristina Halvorson/Brain Traffic
  • 21. Content components People components Substance Workflow Structure GovernanceCredit: Kristina Halvorson/Brain Traffic
  • 22. Content components People components Substance Workflow Structure GovernanceCredit: Kristina Halvorson/Brain Traffic
  • 23. Content components People components Substance WorkflowIA Structure Governance Credit: Kristina Halvorson/Brain Traffic
  • 24. HOW TOBECOMEa content strategyADVOCATE
  • 25. “Trying to bang the webcontent strategy drumfrom within anorganisation is notwithout its ups anddowns–rather like a gameof snakes and ladders.”Richard Ingram
  • 26. 1.make it part of yourWEBSTRATEGYCAMPAIGN
  • 27. Photo by gkpsecretariathttp://www.flickr.com/photos/globalknowledgepartnership/1365318157/
  • 28. 2.EXPLAIN ITto yourSTAKEHOLDERS
  • 29. Photo by fortinbrashttp://www.flickr.com/photos/fortinbras/282533499/in/set-72157602873755324/
  • 30. 3.APPLY ITto yourDESIGNPROCESS
  • 31. 4.ENGAGEwith theCOMMUNITY
  • 32. •#contentstrategy
  • 33. •#contentstrategy•Google &LinkedIn groups
  • 34. •#contentstrategy•Google &LinkedIn groups•Meetups
  • 35. •#contentstrategy•Google &LinkedIn groups•Meetups•Conferences
  • 36. 1999Photo by MD111http://www.flickr.com/photos/md111/4868607422/
  • 37. Photo by Arno & Louisehttp://www.flickr.com/photos/arnolouise/3246153693/
  • 38. Q&A
  • 39. Jonathan Kahn@lucidplottogetherlondon.com