Content Strategy FTW

CONTENT STRATEGY FTW Kristina Halvorson, Brain Traffic | SXSW | 03.13.2010

@halvorson

THE CONTENT PROBLEM

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

LIES WE TELL OURSELVES.

THIS IS COPYWRITING.

THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive

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 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.

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 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

WORKFLOW

REALITY

HOW CAN YOU START?

THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive

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 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

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Content Strategy FTW

by Kristina Halvorson on Mar 18, 2010

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Content Strategy FTW — Presentation Transcript