CONTENT
STRATEGY FTW
Kristina Halvorson, Brain Traffic   |   SXSW   |   03.13.2010
@halvorson
THE CONTENT PROBLEM
SKILLSET.ORG
                                                     Business	
  
                                           ...
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
SKILLSET.ORG
                                                    Business	
  
                                            ...
LIES WE TELL
OURSELVES.
THIS IS COPYWRITING.
THIS IS CONTENT.
•  Audit
•  Analyze
•  Strategize
•  Categorize
•  Structure
•  Create
•  Review
•  Approve
•  Publish
• ...
HOW DID WE
 GET HERE?
“
I thought the explosion of data needed an
architecture, needed a series of systems, needed
systemic design, a series of ...
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...
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        ...
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 per...
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear per...
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
inno...
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
inno...
STRUCTURE
NAV BAR

Quicken Personal Finance Products
Lorem ipsum lorem ipsum lorem ipsum lorem ipsum Lorem ipsum
lorem ipsum lorem i...
WORKFLOW
REALITY
HOW CAN YOU START?
THIS IS CONTENT.
•  Audit
•  Analyze
•  Strategize
•  Categorize
•  Structure
•  Create
•  Review
•  Approve
•  Publish
• ...
OMG
that is so not
my problem.
STUFF YOU CAN
 DO THAT WON’T
HURT TOO MUCH
#1: AUDIT
#2: ASK
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
                ...
#5: ASSUME
RESPONSIBILITY
YOU ARE A
PUBLISHER.
WHAT DO
YOU GET?
HAPPINESS
  Better user experience
  Greater brand consistency

  New operational efficiencies
  Better risk managemen...
THANKS.
          e info@braintraffic.com
          w braintraffic.com
            contentstrategy.com

          t @halvo...
MEETUP TOMORROW!
       Inaugural Austin
       Content Strategy Meetup
       Sunday, March 14, 7pm
       Lustre Pearl
 ...
Content Strategy FTW
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Content Strategy FTW
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Content Strategy FTW

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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.

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  • Excellent presentation with pictures than writings...Thanks for sharing
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  • very useful ppt.
    can u send me the ppt at uniquespecial@libero.it?

    kind regards
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  • = ENTREPRENEURS WANTED =

    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
    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0"></param><embed src="http://www.youtube.com/v/zabgFl4ta5Y?fs=1&amp;hl=en_US&amp;rel=0" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • Great Insightful presentation. Content inventory is a easy friendly way to organise information
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  • I need this book! Sad I missed this presentation.
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Content Strategy FTW

  1. 1. CONTENT STRATEGY FTW Kristina Halvorson, Brain Traffic | SXSW | 03.13.2010
  2. 2. @halvorson
  3. 3. THE CONTENT PROBLEM
  4. 4. 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  
  5. 5. http://www.mollystevens.com/portfolio.html
  6. 6. http://en.wikipedia.org/wiki/Concept_map
  7. 7. 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  
  8. 8. LIES WE TELL OURSELVES.
  9. 9. THIS IS COPYWRITING.
  10. 10. THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive
  11. 11. HOW DID WE GET HERE?
  12. 12. “ 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
  13. 13. CONTENT IS NOT A FEATURE.
  14. 14. “ 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
  15. 15. WHAT IS CONTENT STRATEGY?
  16. 16. CONTENT STRATEGY … plans for the creation, publication, and governance of useful, usable content.
  17. 17. •  Text and data •  Graphics •  Video and animation •  Audio
  18. 18. TEXT IS…   Page copy   Error messages   Articles   Task instructions   Links   Forms   Labels   Search results   Flash elements   Metadata   Alt tags   All of it
  19. 19. STRATEGY … is a plan for obtaining a specific goal or result.
  20. 20. NOT JUST …
  21. 21. NOT JUST …  What
  22. 22. BUT …  What  With what  Why  When  How  Where  For whom  How often  By whom  What next
  23. 23. HOW DOES IT HELP?
  24. 24. MESSAGING
  25. 25. REQUIREMENTS
  26. 26. BUSINESS OBJECTIVES + USER GOALS
  27. 27. 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. 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.
  31. 31. STRUCTURE
  32. 32. NAV BAR Quicken Personal Finance Products Lorem ipsum lorem ipsum lorem ipsum lorem ipsum Lorem ipsum lorem ipsum lorem ipsum lorem ipsum Quicken Online FREE •  Benefit 1 START NOW Quicken Visa promo •  Benefit 2 •  Benefit 3 Quicken Deluxe $59.99 Need Help Getting Started With Quicken? •  Benefit 1 ADD TO CART •  Benefit 2 •  Benefit 3 What’s Right for Me? Starting a Business? Quicken Premiere •  Benefit 1 Quicken Community $89.99 •  Benefit 2 •  Benefit 3 ADD TO CART Try Quicken Beam Beta
  33. 33. WORKFLOW
  34. 34. REALITY
  35. 35. HOW CAN YOU START?
  36. 36. THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive
  37. 37. OMG that is so not my problem.
  38. 38. STUFF YOU CAN DO THAT WON’T HURT TOO MUCH
  39. 39. #1: AUDIT
  40. 40. #2: ASK
  41. 41. ASK …  Why  With what  What  When  How  Where  For whom  How often  By whom  What next
  42. 42. #3: ANALYZE
  43. 43. INTERNALLY
  44. 44. #4: ALIGN
  45. 45. Govern 1.  Guide 2.  Measure Create 3.  Maintain 1.  Source 2.  Execute THE PLAN 3.  Approve Deliver 1.  Push 2.  Pull 3.  Exchange
  46. 46. #5: ASSUME RESPONSIBILITY
  47. 47. YOU ARE A PUBLISHER.
  48. 48. WHAT DO YOU GET?
  49. 49. 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
  50. 50. THANKS. e info@braintraffic.com w braintraffic.com contentstrategy.com t @halvorson
  51. 51. MEETUP TOMORROW! Inaugural Austin Content Strategy Meetup Sunday, March 14, 7pm Lustre Pearl 97 Rainey St
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