Content Strategy 101

ContentStrategy 101

Content Strategy 101slideshare.net/lauracreekmore

Elements of a Web Project

Elements of a Web ProjectBusiness Goal Production Strategy Operations Design Analytics Development Review Testing Upgrades

Elements of a Web Project !Business Goal Production Strategy E NT Operations O Design N T Analytics C Development Review Testing Upgrades

Multi-Channel Landscape

Multi-Channel Landscape K K ! C K K A

ContentStrategy Is the Response

Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)

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

Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.

What Is Content Strategy?It’s a mindset.

What Is Content Strategy?It’s a mindset.It’s a toolbox.

The Content Strategy Mindset P

The Content Strategy Mindset PlanGovern Create P Organize

Phttp://www.ﬂickr.com/photos/skistz/

Steps to Content Strategy•Plan•Create•Organize•Govern

Know your business goalhttp://www.ﬂickr.com/photos/vizzzual-dot-com/

Know your audiencehttp://www.ﬂickr.com/photos/al_loves_perth/

Speak your customer’s languagehttp://www.ﬂickr.com/photos/denharsh/

Planning•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.

Planning: Sample Content Inventory

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.

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?

Design and Developmenthttp://www.ﬂickr.com/photos/adactio/

What Your Developer Wants From Youhttp://www.ﬂickr.com/photos/infusionsoft/

What Your Developer Wants From You R IT Y C L Ahttp://www.ﬂickr.com/photos/infusionsoft/

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/

Creating: Essential Details•Identify types of content

Creating: Essential Details•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]

Organizationhttp://www.ﬂickr.com/photos/melissadion/

Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly

Organizing: MetadataInformation about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body

Organizing: TaxonomyHierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists

Organizing: NavigationLabeling content for customers

Governinghttp://www.ﬂickr.com/photos/melissadion/

Governing: Identify Your PeoplePhoto by http://www.ﬂickr.com/photos/rhysasplundh/

Governing: Tools•Style guide for all content creators•Tone and voice chart•Editorial calendar•Deﬁned process•Plan for approvals•Review and analyze

Governing: TipDon’tover-process.

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

Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracreekmore

Content Strategy 101

by Laura Creekmore

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