11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content ...
11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content strategy into your web design process.
We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!
SKILLSET.ORG
Business
Analyst
Project
Interac9on
Produc9on
Manager
Designer
Assistant
Account
Visual
Producer
Manager
Designer
New
Web
Analyst
Informa9on
Developer
Business
Architect
Developer
Content
Usability
Strategist
Specialist
Programmer
SEO
Technical
Specialist
Assistant
Server
Web
Editor
Admin
Web
Writer
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
SKILLSET.ORG
Business
Analyst
User
Project
Produc9on
Experience
Manager
Assistant
Architect
Account
Producer
Designer
Manager
New
Web
Analyst
Informa9on
Business
Developer
Architect
Developer
Programmer
Technical
Assistant
Server
Admin
Web
Writer
“
I thought the explosion of data needed an
architecture, needed a series of systems, needed
systemic design, a series of performance criteria
to measure it.
There are thousands of people using the term
(“information architecture”), and they have no
idea where the term came from, and 90 percent
of them aren't doing what I think they should
be doing anyway.
— Richard Saul Wurman
CONTENT IS
NOT A
FEATURE.
“
Late content is consistently one of the
reasons for project delays.
The task itself and resources needed to
complete the task are seriously
underestimated.
Accept it. Plan for it. Charge for it.
— Web Redesign 2.0: Workflow That Works
Kelly Goto & Emily Cotler
WHAT IS CONTENT
STRATEGY?
CONTENT STRATEGY
… plans for the creation, publication, and governance of
useful, usable content.
• Text and data
• Graphics
• Video and
animation
• Audio
TEXT IS…
Page copy Error messages
Articles Task instructions
Links Forms
Labels Search results
Flash elements Metadata
Alt tags All of it
STRATEGY
… is a plan for obtaining a specific goal or result.
NOT JUST …
NOT JUST …
What
BUT …
What With what
Why When
How Where
For whom How often
By whom What next
HOW DOES IT HELP?
MESSAGING
REQUIREMENTS
BUSINESS OBJECTIVES
+ USER GOALS
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear performance and remain
experts in the gear they sell.
And although not all employees have summited
Mount Everest, they all can help customers find
the right outdoor gear and clothing for any
outdoor adventure.
REI employees are recognized throughout the
outdoor industry for their product knowledge
and expertise.
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear performance and
remain experts in the gear they sell.
And although not all employees have summited
Mount Everest, they all can help customers find
the right outdoor gear and clothing for any
outdoor adventure.
REI employees are recognized throughout the
outdoor industry for their product knowledge
and expertise.
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
innovative technology to build furniture that
stands the test of time.
This approach gives you the best of both worlds
—handcrafted quality with precision and
attention to detail.
We're committed to helping these artisans
preserve the American tradition of
handcraftsmanship.
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
innovative technology to build furniture that
stands the test of time.
This approach gives you the best of both worlds
—handcrafted quality with precision and
attention to detail.
We're committed to helping these artisans
preserve the American tradition of
handcraftsmanship.
STRUCTURE
NAV BAR
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ASK …
Why With what
What When
How Where
For whom How often
By whom What next
#3: ANALYZE
INTERNALLY
#4: ALIGN
Govern
1. Guide
2. Measure Create
3. Maintain 1. Source
2. Execute
THE PLAN
3. Approve
Deliver
1. Push
2. Pull
3. Exchange
#5: ASSUME
RESPONSIBILITY
YOU ARE A
PUBLISHER.
WHAT DO
YOU GET?
HAPPINESS
Better user experience
Greater brand consistency
New operational efficiencies
Better risk management through better controls
Improved SEO and analytics
More effective personalization and targeting
THANKS.
e info@braintraffic.com
w braintraffic.com
contentstrategy.com
t @halvorson
MEETUP TOMORROW!
Inaugural Austin
Content Strategy Meetup
Sunday, March 14, 7pm
Lustre Pearl
97 Rainey St
Osi Kenya
We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!
Overview: http://bit.ly/b1Eehh
Testimonials: http://bit.ly/l3WEXJ
Website: www.MyEntrepreneurCommunity.com
1 year ago