ContentStrategy 101
Content Strategy 101slideshare.net/lauracreekmore
Elements of a Web Project
Elements of a Web ProjectBusiness Goal        Production  Strategy             Operations    Design                  Analy...
Elements of a Web Project                                 !Business Goal        Production  Strategy                    E ...
Multi-Channel Landscape
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 O...
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                                    ...
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...
Planning: AnalysisWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs o...
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                                     ...
Creating: Content TemplatesContent templates [page tables] show how contentworks on the page.•Similar to wireframes•Less a...
Creating: Essential Details•Identify types of content
Creating: Essential Details•Note characteristics         Headline [Character limit?]                              Copy wit...
Organizationhttp://www.flickr.com/photos/melissadion/
Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, ...
Organizing: MetadataInformation about your content Title                            KeywordsCreation Date                 ...
Organizing: TaxonomyHierarchy of contentHome >Business  >>Nashville business  >>Relocating business >Job Seekers >Tourists
Organizing: NavigationLabeling content for customers
Organizing: NavigationLabeling content for customers
Governinghttp://www.flickr.com/photos/melissadion/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
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 appr...
Governing: TipDon’tover-process.
The Content Strategist’s LibraryContent Strategy•Content Strategy for the Web | Kristina Halvorson and Melissa Rach•The El...
Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracree...
Content Strategy 101
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Content Strategy 101

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A talk I gave at PodCamp Nashville 2012.

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  • Content Strategy 101

    1. 1. ContentStrategy 101
    2. 2. Content Strategy 101slideshare.net/lauracreekmore
    3. 3. Elements of a Web Project
    4. 4. Elements of a Web ProjectBusiness Goal Production Strategy Operations Design Analytics Development Review Testing Upgrades
    5. 5. Elements of a Web Project !Business Goal Production Strategy E NT Operations O Design N T Analytics C Development Review Testing Upgrades
    6. 6. Multi-Channel Landscape
    7. 7. Multi-Channel Landscape
    8. 8. Multi-Channel Landscape K K ! C K K A
    9. 9. ContentStrategy Is the Response
    10. 10. Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
    11. 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. 12. Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.
    13. 13. What Is Content Strategy?It’s a mindset.
    14. 14. What Is Content Strategy?It’s a mindset.It’s a toolbox.
    15. 15. The Content Strategy Mindset P
    16. 16. The Content Strategy Mindset PlanGovern Create P Organize
    17. 17. Phttp://www.flickr.com/photos/skistz/
    18. 18. Steps to Content Strategy•Plan•Create•Organize•Govern
    19. 19. Know your business goalhttp://www.flickr.com/photos/vizzzual-dot-com/
    20. 20. Know your audiencehttp://www.flickr.com/photos/al_loves_perth/
    21. 21. Speak your customer’s languagehttp://www.flickr.com/photos/denharsh/
    22. 22. Planning•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
    23. 23. Planning: Sample Content Inventory
    24. 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. 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. 26. Design and Developmenthttp://www.flickr.com/photos/adactio/
    27. 27. What Your Developer Wants From Youhttp://www.flickr.com/photos/infusionsoft/
    28. 28. What Your Developer Wants From You R IT Y C L Ahttp://www.flickr.com/photos/infusionsoft/
    29. 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. 30. Creating: Essential Details•Identify types of content
    31. 31. Creating: Essential Details•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]
    32. 32. Organizationhttp://www.flickr.com/photos/melissadion/
    33. 33. Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly
    34. 34. Organizing: MetadataInformation about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body
    35. 35. Organizing: TaxonomyHierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists
    36. 36. Organizing: NavigationLabeling content for customers
    37. 37. Organizing: NavigationLabeling content for customers
    38. 38. Governinghttp://www.flickr.com/photos/melissadion/
    39. 39. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    40. 40. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    41. 41. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    42. 42. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    43. 43. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
    44. 44. Governing: Tools•Style guide for all content creators•Tone and voice chart•Editorial calendar•Defined process•Plan for approvals•Review and analyze
    45. 45. Governing: TipDon’tover-process.
    46. 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. 47. Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracreekmore
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