What the... Files: Content and Content Strategy

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A plain English overview of what content and content strategy are all about. The first in an occasional series of informal, visual posts for Meet Content.

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What the... Files: Content and Content Strategy

  1. 1. The “What The...”Files:Content(and Content Strategy)
  2. 2. Welcome to the first edition of the “What The…” Files!
  3. 3. Welcome to the first edition of the “What The…” Files! (Also known as WTF)
  4. 4. We know that content strategy can sometimes seem complicated.
  5. 5. (Okay, a lot of the time.)http://www.flickr.com/photos/27956723@N04/3134099114/
  6. 6. But content is important!
  7. 7. So we want to demystify
  8. 8. So we want to demystifyand dejargonize
  9. 9. So we want to demystifyand dejargonizesome of the things we talkabout here from time to time
  10. 10. ...so they’re easier to understand.http://www.flickr.com/photos/bramus/3249196137/
  11. 11. Let’s start with the obvious:
  12. 12. Let’s start with the obvious: CONTENT.
  13. 13. Let’s start with the obvious: CONTENT. (Kind of a clinical word, no?)(Kind of a clinical word, no?) http://www.flickr.com/photos/usnavy/5664927198/
  14. 14. Even if you break it down into
  15. 15. Even if you break it down into webpages
  16. 16. Even if you break it down into webpages blog posts
  17. 17. Even if you break it down into webpages blog posts tweets
  18. 18. Even if you break it down into webpages blog posts tweets videos
  19. 19. ...that’s just talking Even if you break it down into the vessel. about Webpages Blog posts Tweets Videos Etc. etc. etc. That’s just talking about the vessel.http://www.flickr.com/photos/miamism/3691003171/
  20. 20. Even if we start talking about
  21. 21. Even if we start talking about brand
  22. 22. Even if we start talking about brand messagehttp://www.flickr.com/photos/myklroventine/3545127104/
  23. 23. Even if we start talking about brand message tonehttp://www.flickr.com/photos/21025851@N00/2169196138/
  24. 24. Even if we start talking about brand message tone stylehttp://www.flickr.com/photos/marvinkuo/3692938632/
  25. 25. ...those are just more Even if we start talking about vocab words, right? Brand Message Tone Style Etc. etc. etc. Those are just more vocab words, right?http://www.flickr.com/photos/shortfatkid/2616688237/
  26. 26. So, what’s content?
  27. 27. So, what’s content? (Really)
  28. 28. Contentis your ambassador.
  29. 29. Contentrepresentswho you are.
  30. 30. Contentgoes out anddoes your job for you
  31. 31. Contentgoes out anddoes your job for youevery
  32. 32. Contentgoes out anddoes your job for youevery single
  33. 33. Contentgoes out anddoes your job for youevery single day.
  34. 34. We can’t be everywhere at once
  35. 35. We can’t be everywhere at once Answering questions
  36. 36. We can’t be everywhere at once Answering questions Communicating information
  37. 37. We can’t be everywhere at once Answering questions Communicating information Driving action.
  38. 38. But our We can’t be everywhere at once content can. Answering questions Communicating information Driving action. But our content is.http://www.fmtaccess.com/movies/is-znyders-superman-inspired-by-secret-origin/
  39. 39. It assumes many forms. Webpages Blog posts Tweets Videoshttp://screenrant.com/jennifer-lawrence-mystique-x-men-first-class-2-robf-84669/
  40. 40. And, yes, it is a complicated creature. Brand Message Tone Style http://en.wikipedia.org/wiki/DNA
  41. 41. But content is abig fucking deal!
  42. 42. Let’s give it a hand.
  43. 43. Let’s give it a hand.http://www.flickr.com/photos/anirudhkoul/3734360895/
  44. 44. No, I mean, let’s give it a hand.
  45. 45. http://www.flickr.com/photos/richardnorth/7030695503/ http://www.flickr.com/photos/docsearls/5500720398/
  46. 46. How do we do that?Content strategy, of course.
  47. 47. How do we do that?Content strategy, of course. WTF IS CONTENT STRATEGY?
  48. 48. There are a lot of definitions of content strategy out there.
  49. 49. Content strategy plans for the creation, publication, and governance of useful, usable content.Kristina Halvorson, http://www.alistapart.com/articles/thedisciplineofcontentstrategy/
  50. 50. The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiencesRachel Lovinger, http://www.boxesandarrows.com/view/content-strategy-the
  51. 51. [Content strategy is] a repeatable process or methodology that manages content within the entire content lifecycle.Rahel Bailie, via http://knol.google.com/k/content-strategy
  52. 52. OMGThat sounds like a lot of work.
  53. 53. OMGThat sounds like a lot of work. (Well, it is.)
  54. 54. It also sounds a little scary.http://www.flickr.com/photos/digallagher/2858735729/
  55. 55. It also sounds a little scary. But wait! It doesn’t have to be.http://www.flickr.com/photos/pjlewis/46117308/http://www.flickr.com/photos/digallagher/2858735729/
  56. 56. Content strategy is more than a bunch of deliverables.http://www.flickr.com/photos/kamshots/3096111340/
  57. 57. Content strategy is more than just communicating.http://www.flickr.com/photos/kamshots/3096111340/
  58. 58. Content strategy isunderstandinghow, what, whenwhere and whyyou publish in orderto communicate.
  59. 59. You show you care by givingattention, structure and support.
  60. 60. You show you care by givingattention, structure and support. Right?
  61. 61. You show you care by giving Attention Structure Support Right? Our content needs the same. Our content needs the same.http://www.flickr.com/photos/eelssej_/394781835/
  62. 62. What we call contentstrategy is justcaring about andcommitting toyour content.
  63. 63. Whether it’s a marketing campaign or an internal knowledgebase or an informational website or a news publication or an online community.
  64. 64. Whether it’s a marketing campaign or an internal knowledgebase or an informational website or a news publication or an online community. That’s all it is.
  65. 65. We all care about our content, right?http://www.flickr.com/photos/kamshots/3096111340/
  66. 66. We all care about our content, right? What we try to talk about are just the most effective ways of doing so for the long haul.http://www.flickr.com/photos/kamshots/3096111340/
  67. 67. Sounds like marriage, huh?http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/makelessnoise/361306540/
  68. 68. Just like marriage, it’s not always going to be easy.http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/dno1967b/6977722971/
  69. 69. But if you work at it, it can be AWESOME.http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/allanhenderson/3295404471/ and http://www.flickr.com/photos/allanhenderson/3321307022/ http://www.flickr.com/photos/allanhenderson/3321307022/
  70. 70. meetcontent.com @meetcontent

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