What’s all this fuss about content strategy? Kerry-Anne Gilowey Cape Town Content Strategy Meetup 22 September 2010
Back in the day…
I thought I’d spotted the problem.
But there was a bigger problem.
Things that were not getting attention: Labelling Tone and style Business goals Brand voice Error messages Consistency Ter...
I needed a new identity.
Turned out, content strategy was a thing.
And it was bigger than I’d ever imagined.
 
Oh noes! We’re stranded! In Paris!
What do content strategists do all day?
 
Identify user, business and stakeholder needs
Carry out content audits and analyses Some sites are harder than others.
Create style guides Instead of… we use… ensure make sure endeavour try wonderful killer
Develop user-oriented IA
Create content plans, menu taxonomies, and page templates
Write error messages
Set up editorial calendars
“ But I’m n-n-not a c-c-content strategist. What can I d-d-do?”
You can be a content champion.
You can implement content strategy principles. <ul><li>Put content first </li></ul><ul><li>Plan for the creation of conten...
That’s all. For now. Join us on the web: http://www.meetup.com/cs-cape-town Kerry-Anne Gilowey |  [email_address]  | @kerr...
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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.

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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?

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

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