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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