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How to Become a Content Strategy Advocate
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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/

Published in Technology , Design
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Transcript

  • 1. CONTENT STRATEGY for Web Managers 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 •Usability
  • 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 MD111 http://www.flickr.com/photos/md111/4868607422/ 1999
  • 15. Photo by mkrigsman http://www.flickr.com/photos/mkrigsman/3428179614/
  • 16. Photo by Julie70 http://www.flickr.com/photos/joyoflife/62420762/
  • 17. CONTENT STRATEGY to the rescue
  • 18. Content strategy plans for the CREATION, DELIVERY, & GOVERNANCE OF USEFUL, USABLE CONTENT. Kristina Halvorson
  • 19. Credit: Shelly Bowen http://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 Governance Credit: Kristina Halvorson/Brain Traffic
  • 22. Content components People components Substance Workflow Structure Governance Credit: Kristina Halvorson/Brain Traffic
  • 23. Content components People components Substance Workflow Structure Governance Credit: Kristina Halvorson/Brain Traffic IA
  • 24. HOW TO BECOME a content strategy ADVOCATE
  • 25. “Trying to bang the web content strategy drum from within an organisation is not without its ups and downs–rather like a game of snakes and ladders.” Richard Ingram
  • 26. 1. make it part of your WEB STRATEGY CAMPAIGN
  • 27. Photo by gkpsecretariat http://www.flickr.com/photos/globalknowledgepartnership/1365318157/
  • 28. 2. EXPLAIN IT to your STAKEHOLDERS
  • 29. Photo by fortinbras http://www.flickr.com/photos/fortinbras/282533499/in/set-72157602873755324/
  • 30. 3. APPLY IT to your DESIGN PROCESS
  • 31. 4. ENGAGE with the COMMUNITY
  • 32. •#contentstrategy
  • 33. •#contentstrategy •Google & LinkedIn groups
  • 34. •#contentstrategy •Google & LinkedIn groups •Meetups
  • 35. •#contentstrategy •Google & LinkedIn groups •Meetups •Conferences
  • 36. Photo by MD111 http://www.flickr.com/photos/md111/4868607422/ 1999
  • 37. Photo by Arno & Louise http://www.flickr.com/photos/arnolouise/3246153693/
  • 38. Q&A
  • 39. Jonathan Kahn @lucidplot togetherlondon.com