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

  • 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 Terminology User needs
  • 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.
    • 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
  • That’s all. For now. Join us on the web: http://www.meetup.com/cs-cape-town Kerry-Anne Gilowey | [email_address] | @kerry_anne