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What is Content Strategy

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what is content strategy and how do you go about formulating and implementing one for your organization?

what is content strategy and how do you go about formulating and implementing one for your organization?

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  • 1. On Content Strategy Approaches to manage content Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 2. Setting the stage
    • Why content strategy
    • Components of content strategy
    • Planning your approach
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 3. The content world
    • Content plays different roles in organizations
      • Communication/dissemination/information
      • Operational/technical
      • Learning/training
      • Business continuity
      • Legal/regulatory
      • More
    • All of us participate in the production and consumption of content
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 4. The state of content
    • Most of us are not trained content professionals and operate in an unstructured content environment
      • No standard documentation process/standards
      • Ill-defined workflows
      • No defined storage guidelines
      • Unclear lifecycle of individual pieces of content
      • Little emphasis on reuse and maintenance
    • The result is ‘discontent with content’
      • Content loss
      • Poor content ‘findability’ and portability
      • Trust issues and growing irrelevance of content
      • Consequent impact on business
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 5. The role of content strategy
    • The role of content strategy is to –
      • Help organizations define the purpose and value of their content
      • Identify the content artifacts in an organization and define the characteristics and associated rules of an organization’s content types
      • Establish a workflow that is sensitive to the unique needs and constraints of the organization
      • Help develop the ‘personality’ of an organization’s content
      • Help create/adapt a content infrastructure to support an organization’s content processes
      • Help build capacity within the organization to sustain a best practices driven content environment
      • Provide a long-term view to an organization’s content methodology
    • The objective is to produce content that is –
      • Relevant
      • Accurate
      • Usable
      • Portable
      • Sustainable
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 6. The purpose and value of content
    • It is important to define the role of content in an organization
      • Why do you produce content
      • How do you know that your content is appropriate
      • How well do you understand your readers’ needs (who needs what content, when, why, and how)
      • Which parts of the content lifecycle (capture/storage/dissemination/disposal) are most critical to the organization
    • Possible sources of input include –
      • The organization’s communications strategy (internal/external)
      • Management objectives
      • Operational priorities
    • It is also important to measure the effectiveness of your content delivery
      • Impact on revenue
      • Cost and time savings/Increased productivity
      • Improved deployment of resources
      • Better risk management/compliance
      • Superior change management
      • More
    • Deliverables include –
      • Content value-proposition
      • Current state assessment (content)
      • Content inventory
      • Competition audits
      • User analysis
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 7. Content types and attributes
    • As much as possible, each organization must define a finite list of content types
    • A content type denotes a group of content objects with common –
      • Structure
      • Purpose
    • Examples of content types include –
      • Feature articles
      • FAQs
      • Working papers
      • Reports
    • It is advisable to group content types based on structure or purpose
    • Content types definition helps –
      • Determine authoring/publishing templates
      • Create business rules to manage content
      • Define content attributes or metadata
    • Content type does not and should not determine display type
    • Deliverables include –
      • Inventory of content types (classified as necessary)
      • Draft templates
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 8. Content attributes/metadata
    • Metadata or content attributes represent information about a content object (‘data about data’, as per the standard definition)
    • To be comprehensive, the metadata must include information about –
      • The content type
      • The document context
      • Content of the document
      • The domain
      • The relationship of the document to other documents
      • Assumptions/findings about user needs
    • Taxonomy (thematic and business) provides the big picture to metadata development
    • Metadata is used to improve –
      • Search
      • Information architecture
      • Personalization
      • Reuse
    • Deliverables include –
      • Metadata/content attributes documentation
      • Taxonomy
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 9. Content workflow
    • Content workflow describes the lifecycle of a piece of content from inception to finish
    • Typical stages include –
      • Initiation
      • Research
      • Authoring
      • Editing/testing
      • Approval/publishing/finalization
      • Post-publication/finalization
    • A workflow must define –
      • Information flow
      • Activities
      • Rules/security
      • Decision-points
      • Controls
      • Tools
      • Metadata opportunities/techniques
      • Storage
      • Options/exceptions
    • Deliverables include –
      • Workflow diagrams
      • Workflow description/rules
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 10. Voice and tone
    • Voice is the editorial representation of an organization/brand. It stands for an organization’s personality, its attitude towards its constituency, and conveys its positioning to its target constituencies
    • Voice and tone is important to –
      • Strategize the role of content in an application
      • Create standards for nomenclature and diction
      • Ensure the consistent execution of content
      • Establish the broad contexts to which text behavior must be tailored
    • Deliverables include –
      • Voice and tone documentation
      • Style guide, if necessary and appropriate
      • Additional editorial guidelines and checklists
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/) ‘ Infra’ XYZ XYZ ‘ Supra’ XYZ Unsure Confident Presumptuous Apathetic Empathic Intrusive Vague Practical Esoteric Unreliable Trustworthy Guardian Lackluster Energetic/Vital Hyper-active Confined Approachable Inaccessible
  • 11. Content infrastructure
    • The content infrastructure of an organization includes all the tools/technologies available to content producers to create, edit, publish, and maintain content
    • This may include –
      • Project tools (SAP, for instance)
      • Authoring tools and templates (Office tools, CMS)
      • Workflow (online or offline)
      • Storage/disposal tools
      • Publishing/dissemination tools
      • Maintenance tools
    • Deliverables include –
      • Current state assessment (infrastructure - business)
      • CMS specifications (business)
      • Storage guidelines (business)
      • User experience input
      • Search strategy input
      • Publishing rules input
      • Legal/regulatory input
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 12. Content as culture
    • Content management is as much a cultural initiative as it an operational or technical one
    • Organizations must build a content management culture to support its overall content goals
    • Elements of a content management culture include –
      • Familiarity with content objectives and processes
      • Awareness of content tools
      • Training in content standards and guidelines
    • Deliverables include –
      • Training material
      • Checklists and guidelines
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 13. Long-term view
    • A few general observations as you embark on your own content strategy
      • Unify your content management process
      • Separate content presentation from authoring
      • Pay heed to the institutional framework
      • Focus on user experience
      • Disaggregate content
      • Define templates early, whenever possible and appropriate
      • Plan for life after publication/dissemination
      • Bridge the gap between business and technology
      • Plan first, buy the tools later
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 14. Can you do it?
    • Content management was once described as 10% technology, 40% process control, and 50% governance
    • Key skills for a content practitioner include –
      • Content sub-process expertise
      • Business analysis
      • Information architecture
      • Technology awareness
      • Industry knowledge
      • Culture/change management
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 15. Suggested reading
    • Managing Enterprise Content – Ann Rockley (with Pamela Kostur and Steve Manning)
    • Content Management Bible – Bob Boiko
    • Enterprise Content Management – Tom Jenkins
    • www.metatorial.com
    • www.boxesandarrows.com
    Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)
  • 16. Thank you Prasanna Lal Das (http://www.prasannalaldas.blogspot.com/)