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Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
Content Strategy 101
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Content Strategy 101

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A talk I gave at PodCamp Nashville 2012.

A talk I gave at PodCamp Nashville 2012.

Published in: Business, Technology, Design
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  • Transcript

    • 1. ContentStrategy 101
    • 2. Content Strategy 101slideshare.net/lauracreekmore
    • 3. Elements of a Web Project
    • 4. Elements of a Web ProjectBusiness Goal Production Strategy Operations Design Analytics Development Review Testing Upgrades
    • 5. Elements of a Web Project !Business Goal Production Strategy E NT Operations O Design N T Analytics C Development Review Testing Upgrades
    • 6. Multi-Channel Landscape
    • 7. Multi-Channel Landscape
    • 8. Multi-Channel Landscape K K ! C K K A
    • 9. ContentStrategy Is the Response
    • 10. Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
    • 11. But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.” — Ann Handley, Chief Content Officer at MarketingProfs “The one with the most engaging content wins.” — Joe Pulizzi, Content Marketing Institute
    • 12. Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.
    • 13. What Is Content Strategy?It’s a mindset.
    • 14. What Is Content Strategy?It’s a mindset.It’s a toolbox.
    • 15. The Content Strategy Mindset P
    • 16. The Content Strategy Mindset PlanGovern Create P Organize
    • 17. Phttp://www.flickr.com/photos/skistz/
    • 18. Steps to Content Strategy•Plan•Create•Organize•Govern
    • 19. Know your business goalhttp://www.flickr.com/photos/vizzzual-dot-com/
    • 20. Know your audiencehttp://www.flickr.com/photos/al_loves_perth/
    • 21. Speak your customer’s languagehttp://www.flickr.com/photos/denharsh/
    • 22. Planning•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
    • 23. Planning: Sample Content Inventory
    • 24. Planning: Inventory Tips•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers can be helpful.•Check your CMS for useful functionality.•Even on a small project, you’ll start to see issues at this point.
    • 25. Planning: AnalysisWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs of inefficient process: Creating similar content repeatedly•Gaps: What’s missing?
    • 26. Design and Developmenthttp://www.flickr.com/photos/adactio/
    • 27. What Your Developer Wants From Youhttp://www.flickr.com/photos/infusionsoft/
    • 28. What Your Developer Wants From You R IT Y C L Ahttp://www.flickr.com/photos/infusionsoft/
    • 29. Creating: Content TemplatesContent templates [page tables] show how contentworks on the page.•Similar to wireframes•Less about layout, more about the meat•Benefit: No last minute surprisesGreat resource: http://www.alistapart.com/articles/content-templates-to-the-rescue/
    • 30. Creating: Essential Details•Identify types of content
    • 31. Creating: Essential Details•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]
    • 32. Organizationhttp://www.flickr.com/photos/melissadion/
    • 33. Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly
    • 34. Organizing: MetadataInformation about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body
    • 35. Organizing: TaxonomyHierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists
    • 36. Organizing: NavigationLabeling content for customers
    • 37. Organizing: NavigationLabeling content for customers
    • 38. Governinghttp://www.flickr.com/photos/melissadion/
    • 39. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    • 40. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    • 41. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    • 42. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    • 43. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    • 44. Governing: Tools•Style guide for all content creators•Tone and voice chart•Editorial calendar•Defined process•Plan for approvals•Review and analyze
    • 45. Governing: TipDon’tover-process.
    • 46. The Content Strategist’s LibraryContent Strategy•Content Strategy for the Web | Kristina Halvorson and Melissa Rach•The Elements of Content Strategy | Erin Kissane•Content Strategy at Work | Margot Bloomstein•Contents Magazine | http://contentsmagazine.com/Information Architecture and User Experience [UX] Design•Don’t Make Me Think | Steve Krug•The Elements of User Experience | Jesse James Garrett•A Project Guide to UX Design | Russ Unger and Carolyn Chandler•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender•Information Architecture for the World Wide Web | Peter Morville and Louis RosenfeldWriting•Letting Go of the Words | Ginny Redish•The Yahoo! Style GuideContent Marketing•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott
    • 47. Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracreekmore

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