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What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
What the... Files: Content and Content Strategy
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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.

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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  • 1. The “What The...”Files:Content(and Content Strategy)
  • 2. Welcome to the first edition of the “What The…” Files!
  • 3. Welcome to the first edition of the “What The…” Files! (Also known as WTF)
  • 4. We know that content strategy can sometimes seem complicated.
  • 5. (Okay, a lot of the time.)http://www.flickr.com/photos/27956723@N04/3134099114/
  • 6. But content is important!
  • 7. So we want to demystify
  • 8. So we want to demystifyand dejargonize
  • 9. So we want to demystifyand dejargonizesome of the things we talkabout here from time to time
  • 10. ...so they’re easier to understand.http://www.flickr.com/photos/bramus/3249196137/
  • 11. Let’s start with the obvious:
  • 12. Let’s start with the obvious: CONTENT.
  • 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. Even if you break it down into
  • 15. Even if you break it down into webpages
  • 16. Even if you break it down into webpages blog posts
  • 17. Even if you break it down into webpages blog posts tweets
  • 18. Even if you break it down into webpages blog posts tweets videos
  • 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. Even if we start talking about
  • 21. Even if we start talking about brand
  • 22. Even if we start talking about brand messagehttp://www.flickr.com/photos/myklroventine/3545127104/
  • 23. Even if we start talking about brand message tonehttp://www.flickr.com/photos/21025851@N00/2169196138/
  • 24. Even if we start talking about brand message tone stylehttp://www.flickr.com/photos/marvinkuo/3692938632/
  • 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. So, what’s content?
  • 27. So, what’s content? (Really)
  • 28. Contentis your ambassador.
  • 29. Contentrepresentswho you are.
  • 30. Contentgoes out anddoes your job for you
  • 31. Contentgoes out anddoes your job for youevery
  • 32. Contentgoes out anddoes your job for youevery single
  • 33. Contentgoes out anddoes your job for youevery single day.
  • 34. We can’t be everywhere at once
  • 35. We can’t be everywhere at once Answering questions
  • 36. We can’t be everywhere at once Answering questions Communicating information
  • 37. We can’t be everywhere at once Answering questions Communicating information Driving action.
  • 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. It assumes many forms. Webpages Blog posts Tweets Videoshttp://screenrant.com/jennifer-lawrence-mystique-x-men-first-class-2-robf-84669/
  • 40. And, yes, it is a complicated creature. Brand Message Tone Style http://en.wikipedia.org/wiki/DNA
  • 41. But content is abig fucking deal!
  • 42. Let’s give it a hand.
  • 43. Let’s give it a hand.http://www.flickr.com/photos/anirudhkoul/3734360895/
  • 44. No, I mean, let’s give it a hand.
  • 45. http://www.flickr.com/photos/richardnorth/7030695503/ http://www.flickr.com/photos/docsearls/5500720398/
  • 46. How do we do that?Content strategy, of course.
  • 47. How do we do that?Content strategy, of course. WTF IS CONTENT STRATEGY?
  • 48. There are a lot of definitions of content strategy out there.
  • 49. Content strategy plans for the creation, publication, and governance of useful, usable content.Kristina Halvorson, http://www.alistapart.com/articles/thedisciplineofcontentstrategy/
  • 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. [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. OMGThat sounds like a lot of work.
  • 53. OMGThat sounds like a lot of work. (Well, it is.)
  • 54. It also sounds a little scary.http://www.flickr.com/photos/digallagher/2858735729/
  • 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. Content strategy is more than a bunch of deliverables.http://www.flickr.com/photos/kamshots/3096111340/
  • 57. Content strategy is more than just communicating.http://www.flickr.com/photos/kamshots/3096111340/
  • 58. Content strategy isunderstandinghow, what, whenwhere and whyyou publish in orderto communicate.
  • 59. You show you care by givingattention, structure and support.
  • 60. You show you care by givingattention, structure and support. Right?
  • 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. What we call contentstrategy is justcaring about andcommitting toyour content.
  • 63. Whether it’s a marketing campaign or an internal knowledgebase or an informational website or a news publication or an online community.
  • 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. We all care about our content, right?http://www.flickr.com/photos/kamshots/3096111340/
  • 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. Sounds like marriage, huh?http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/makelessnoise/361306540/
  • 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. 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. meetcontent.com @meetcontent

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