CONTENT
STRATEGY
for Web Managers
Jonathan Kahn
@lucidplot
WHO’S IN
the
HOUSE?
the pain of a
BROKEN
EXPERIENCE
•User research
•Web strategy
•UX design
•Web standards
•Usability
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 MD111
http://www.flickr.com/photos/md111/4868607422/
1999
Photo by mkrigsman
http://www.flickr.com/photos/mkrigsman/3428179614/
Photo by Julie70
http://www.flickr.com/photos/joyoflife/62420762/
CONTENT
STRATEGY
to the rescue
Content strategy plans for the
CREATION,
DELIVERY, &
GOVERNANCE OF
USEFUL, USABLE
CONTENT.
Kristina Halvorson
Credit: Shelly Bowen
http://www.shellybowen.com/2010/04/content-strategy-success-in-5-steps/
Credit: Kristina Halvorson/Brain Traffic
Content components People components
Substance Workflow
Structure Governance
Credit: Kristina Halvorson/Brain Traffic
Content components People components
Substance Workflow
Structure Governance
Credit: Kristina Halvorson/Brain Traffic
Content components People components
Substance Workflow
Structure Governance
Credit: Kristina Halvorson/Brain Traffic
IA
HOW TO
BECOME
a content strategy
ADVOCATE
“Trying to bang the web
content strategy drum
from within an
organisation is not
without its ups and
downs–rather like a g...
1.
make it part of your
WEB
STRATEGY
CAMPAIGN
Photo by gkpsecretariat
http://www.flickr.com/photos/globalknowledgepartnership/1365318157/
2.
EXPLAIN IT
to your
STAKEHOLDERS
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
•#contentstrategy
•#contentstrategy
•Google &
LinkedIn groups
•#contentstrategy
•Google &
LinkedIn groups
•Meetups
•#contentstrategy
•Google &
LinkedIn groups
•Meetups
•Conferences
Photo by MD111
http://www.flickr.com/photos/md111/4868607422/
1999
Photo by Arno & Louise
http://www.flickr.com/photos/arnolouise/3246153693/
Q&A
Jonathan Kahn
@lucidplot
togetherlondon.com
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
How to Become a Content Strategy Advocate
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 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

How to Become a Content Strategy Advocate

  1. 1. CONTENT STRATEGY for Web Managers 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 •Usability
  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 MD111 http://www.flickr.com/photos/md111/4868607422/ 1999
  15. 15. Photo by mkrigsman http://www.flickr.com/photos/mkrigsman/3428179614/
  16. 16. Photo by Julie70 http://www.flickr.com/photos/joyoflife/62420762/
  17. 17. CONTENT STRATEGY to the rescue
  18. 18. Content strategy plans for the CREATION, DELIVERY, & GOVERNANCE OF USEFUL, USABLE CONTENT. Kristina Halvorson
  19. 19. Credit: Shelly Bowen http://www.shellybowen.com/2010/04/content-strategy-success-in-5-steps/
  20. 20. Credit: Kristina Halvorson/Brain Traffic
  21. 21. Content components People components Substance Workflow Structure Governance Credit: Kristina Halvorson/Brain Traffic
  22. 22. Content components People components Substance Workflow Structure Governance Credit: Kristina Halvorson/Brain Traffic
  23. 23. Content components People components Substance Workflow Structure Governance Credit: Kristina Halvorson/Brain Traffic IA
  24. 24. HOW TO BECOME a content strategy ADVOCATE
  25. 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. 26. 1. make it part of your WEB STRATEGY CAMPAIGN
  27. 27. Photo by gkpsecretariat http://www.flickr.com/photos/globalknowledgepartnership/1365318157/
  28. 28. 2. EXPLAIN IT to your STAKEHOLDERS
  29. 29. Photo by fortinbras http://www.flickr.com/photos/fortinbras/282533499/in/set-72157602873755324/
  30. 30. 3. APPLY IT to your DESIGN PROCESS
  31. 31. 4. ENGAGE with the COMMUNITY
  32. 32. •#contentstrategy
  33. 33. •#contentstrategy •Google & LinkedIn groups
  34. 34. •#contentstrategy •Google & LinkedIn groups •Meetups
  35. 35. •#contentstrategy •Google & LinkedIn groups •Meetups •Conferences
  36. 36. Photo by MD111 http://www.flickr.com/photos/md111/4868607422/ 1999
  37. 37. Photo by Arno & Louise http://www.flickr.com/photos/arnolouise/3246153693/
  38. 38. Q&A
  39. 39. Jonathan Kahn @lucidplot togetherlondon.com

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