Content Strategy

Content Strategy - Presentation Transcript

content strategy: the mania. the myth. the method. kristina halvorson brain traffic

“ content ” > 5000

content coordinator content manager content administrator content engineer content systems lead content processor content technician content assistant

information technologist information architect information designer information systems lead information coordinator information manager information specialist information representative

experience design social media metrics + analytics content marketing behavioral targeting mobile marketing seo and on and on …

why isn’t anyone actually talking about the content, itself?

content strategy web writing web editing content QA ?

it’s no fun.

where is the content?

what does it look like?

what does it say?

who cares?

it’s messy. it takes time. it’s expensive. it’s political. it’s overwhelming.

let’s just talk about EXPERIENCE.

content strategy matters.

Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Content Usability Programmer Strategist Specialist SEO Technical Specialist Assistant Server Web Editor Administrator Web Writer skillset.org

Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Programmer Technical Assistant Server Administrator Web Writer skillset.org

here’s how content strategy can help.

Understand the content. In collaboration with Information Architect and SEO Expert • Audit, analyze and report on current content. • Develop and employ best practices in taxonomy formulation to enhance indexing, browsing, search and retrieval as well as Search Engine Optimization. • Help establish general taxonomy guidelines and assist in the development of content classification systems (controlled vocabularies, faceted classification systems, synonym rings, hierarchical taxonomies and folksonomies). … but first, please FIX THE CONTENT.

Create smart, relevant content strategies. • Balance user research, competitive analysis, web analytics and content audit/analysis with internal business objectives to ensure actionable, relevant, and well‐written user‐centered content. • Collaborate with interaction and visual designers, product managers, and developers to drive the development of compelling user experiences. • Communicate and present your work to the larger team, and be able to defend your work with a solid rationale. • Always look for opportunities to add value, particularly in the realms of content quality, usability, and navigation.

Find, organize, and manage content for development projects of all sizes. • Define all content requirements for projects based on experience design/IA requirements. • Coordinate content provided by all departments and/or agency partners, making recommendations for new content and changes while ensuring that all content is both consistent and accurate. In collaboration with Web Editor • Collaborate with stakeholders to define, implement and manage efficient procedures and workflows for web content development, including creation, review, revision, approval, legal clearance, and translation. • Review all web content at multiple stages of development for conformance to company standards.

Create and enforce governance standards and process around content. In collaboration with Web Editor • Drive the adoption and usage of content and usability guidelines. • Collaborate with stakeholders to define, implement and manage efficient procedures and workflows for the web content life cycle, including archiving and removal. • Be constantly vigilant in assuring newly‐implemented and existing standards remain at the forefront of all content development projects.

that’s a lot.

“ content ” > 5000

“ content strategist ” 8

it’s messy. it takes time. it’s expensive. it’s political. it’s overwhelming.

are web sites still relevant?

“The people love the Web. They love the Web because they can find out for themselves, from people like them. They love the Web because the Web is many messages, and the Web gives people the chance to compare, rate, question, talk back, and – most importantly – act.”

“The essence of the Web is action. We go to the Web because we have a task; there is something we need to do; there is a problem we need to solve.”

“What helps us to do? What helps us to act?”

Written words. The oxygen of the Web is written words. There is no life on the Web without written words.

save the internets. hire a content strategist today.

thanks. email kristina@braintraffic.com twitter @halvorson phone 612.331.6600 x25