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What's all this fuss about content strategy?
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What's all this fuss about content strategy?

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I gave this talk at the very first Content Strategy Cape Town Meetup, in September 2010. It was meant as a pretty broad overview and history of the discipline of content strategy.

I gave this talk at the very first Content Strategy Cape Town Meetup, in September 2010. It was meant as a pretty broad overview and history of the discipline of content strategy.

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  • I realised I wasn’t a copywriter anymore. But what was I?
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What's all this fuss about content strategy? Presentation Transcript

  • 1. What’s all this fuss about content strategy? Kerry-Anne Gilowey Cape Town Content Strategy Meetup 22 September 2010
  • 2. Back in the day…
  • 3. I thought I’d spotted the problem.
  • 4. But there was a bigger problem.
  • 5. Things that were not getting attention: Labelling Tone and style Business goals Brand voice Error messages Consistency Terminology User needs
  • 6. I needed a new identity.
  • 7. Turned out, content strategy was a thing.
  • 8. And it was bigger than I’d ever imagined.
  • 9.  
  • 10. Oh noes! We’re stranded! In Paris!
  • 11. What do content strategists do all day?
  • 12.  
  • 13. Identify user, business and stakeholder needs
  • 14. Carry out content audits and analyses Some sites are harder than others.
  • 15. Create style guides Instead of… we use… ensure make sure endeavour try wonderful killer
  • 16. Develop user-oriented IA
  • 17. Create content plans, menu taxonomies, and page templates
  • 18. Write error messages
  • 19. Set up editorial calendars
  • 20. “ But I’m n-n-not a c-c-content strategist. What can I d-d-do?”
  • 21. You can be a content champion.
  • 22. You can implement content strategy principles.
    • Put content first
    • Plan for the creation of content
    • Understand your audience
    • Take a step back from your business
    • Be consistent
    • Keep control in a single place
  • 23. That’s all. For now. Join us on the web: http://www.meetup.com/cs-cape-town Kerry-Anne Gilowey | [email_address] | @kerry_anne