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?

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

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