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Content Strategies for
       the Content Lifecycle




Rahel Anne Bailie           © 2010 Intentional Design Inc.
@rahela...
Framework   Content strategy:
            Repeatable system that
            governs management
            of content thr...
Content Strategy: convergence of disciplines and technologies



                                 Business
               ...
Content Strategist: convergence of skills and abilities




                  http://darmano.typepad.com/logic_emotion/200...
• Design/planning                           • Acquire
• Requirements                              • Author
• Personas, sce...
Pushing content to
its full potential

Potential ROI:
•Extend market reach
•Better decision-making for sales
•Better custo...
How to      How to / training

                       Marketing


                                  Support
  How to / tra...
Or this




                                                                                                       Support...
You can deliver this




                                          Training material
                       Support articl...
Now, broken
experiences can
damage brands faster
than ever.                    “Nothing can
                            de...
Same content, two content strategies

                        Little credit union

                                       ...
Content drives the
user experience.

                        Rather than designating
                        content as so...
Universal   Get content:
user goal
            1.    Find it.
            2.    Consume it.
            3.    Act on it.
Content strategy: extension of the experience design

            Identify need for
              user-centered
          ...
• Design/planning                           • Acquire
• Requirements                              • Author
• Personas, sce...
We consume content like music: in context.
The move away from single-use, linear content is happening fast.
Portable content: reduce, re-use, recycle
Properties of
portable content
Qualitative:
• Brand consistent
• Minimalist
• Audience-appropriate
• Translation-ready



...
Portable content
creates value
Convergence:
• Airline bookings
• Hotel bookings
• Car rental bookings
• Google maps
• Weat...
Move to experience design
Think beyond content; think experience

       Navigation                     Navigation



Ad                            ...
Mash-ups are also a form of content convergence. content.
We can create more comprehensible ways to present




          ...
We can customize content being delivered.
                                   Geography




                               ...
Mash-ups are also a form of content convergence.
We can create more interesting ways to present content.




             ...
Consumers don’t care about your silos
Bonus: We can do more, better, faster.
When architected well, it happens seamlessly.

                                 User-generated
     Subscriptions         ...
• Design/planning                           • Acquire
• Requirements                              • Author
• Personas, sce...
Exploit the potential of your
Can you fill a                           content
user value gap?
                           ...
Portable content: Converge, integrate, syndicate


   Necessitates a move away from silos:
   • Integration: Inserting dat...
Move assets up the value chain: increasing content value


    Single-use assets                 Multiple-use assets
   • ...
What is strategic content


   Strategic content is:
   • Portable – can fit multiple contexts
   • Concise – shaped aroun...
XML, DITA, DocBook, S1000D


    XML
     http://www.w3.org/TR/REC-xml/
     http://www.w3schools.com/xml/default.asp
  ...
Wikis, Other XML


    Wiki languages
     http://www.it.uu.se/internt/web/wikihelp/wikilang
     http://semanticweb.org...
Think outside the site
• What are the touch points?
• What can be automated for
users?
• What are the preferences of your
...
Shoot for the moon, to land amongst the stars.
Contact Info,
Acknowledgements,
Resources

Presentation © 2010 Intentional Design Inc.
www.intentionaldesign.ca

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Content strategies for the content lifecycle

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A good content strategy revolves around the content lifecycle. A content strategist needs to be able to draw from multiple disciplines such as business analysis and user experience. By using all the resources at hand, we can create value from the content as well as a better user experience.

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  • (c) 2010 Intentional Design Inc.Rahel Anne Bailiewww.intentionaldesign.ca
  • Transcript of "Content strategies for the content lifecycle"

    1. 1. Content Strategies for the Content Lifecycle Rahel Anne Bailie © 2010 Intentional Design Inc. @rahelab www.intentionaldesign.ca
    2. 2. Framework Content strategy: Repeatable system that governs management of content throughout the entire content lifecycle
    3. 3. Content Strategy: convergence of disciplines and technologies Business Analysis User Content Technology Experience Strategy Content Development
    4. 4. Content Strategist: convergence of skills and abilities http://darmano.typepad.com/logic_emotion/2006/05/tshaped_creativ.html
    5. 5. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
    6. 6. Pushing content to its full potential Potential ROI: •Extend market reach •Better decision-making for sales •Better customer support •Better info for Industry analysts •Potential IRR: Easier management of content •Reduce production time •Increase accuracy •Support risk management
    7. 7. How to How to / training Marketing Support How to / training Social content Support How to How to / training
    8. 8. Or this Support Technical manuals Support Social network Marketing Training material h30413.www3.hp.com/SupportServices/country/us/en/support/T1100.html.htm
    9. 9. You can deliver this Training material Support articles Technical manuals
    10. 10. Now, broken experiences can damage brands faster than ever. “Nothing can deter confidence quicker than a broken experience.”* * Christopher Cashdollar, Creative Director, Happy Cog Studios
    11. 11. Same content, two content strategies Little credit union BIG credit card company 1 “This Visa interface is great. I can download each statement, by month, for 2 “Vancity is great. I can enter the dates and download a whole 3 “Visa’s monthly download is driving me bananas. Why doesn’t Visa get it the last year.” year at a time, for the together?” last two years – in a single transaction.” 2:00 PM 2:15 PM 2:18 PM
    12. 12. Content drives the user experience. Rather than designating content as something that is plugged into a decorated shell, why not endeavour to put it at the centre? - Dorian Taylor http://doriantaylor.com/the-web-doesnt-have-content-the-web-is-content
    13. 13. Universal Get content: user goal 1. Find it. 2. Consume it. 3. Act on it.
    14. 14. Content strategy: extension of the experience design Identify need for user-centered design content Specify context of use Evaluate System design satisfies Specify specified requirements content requirements Produce design content solutions Adapted from: http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
    15. 15. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
    16. 16. We consume content like music: in context.
    17. 17. The move away from single-use, linear content is happening fast.
    18. 18. Portable content: reduce, re-use, recycle
    19. 19. Properties of portable content Qualitative: • Brand consistent • Minimalist • Audience-appropriate • Translation-ready Technological: • Structured • Standards-based • Semantic • Interoperable
    20. 20. Portable content creates value Convergence: • Airline bookings • Hotel bookings • Car rental bookings • Google maps • Weather networks Integration: • Automatic integration • Get instant, custom itinerary Syndication: • Share with trusted contacts • Auto-notifications Bottom line: Good Value www.tripit.com
    21. 21. Move to experience design
    22. 22. Think beyond content; think experience Navigation Navigation Ad Instructions Previews Cover art Music files Editorial http://www.allmusic.com
    23. 23. Mash-ups are also a form of content convergence. content. We can create more comprehensible ways to present http://www.worldmapper.org
    24. 24. We can customize content being delivered. Geography View Alerts Price range Bed/baths
    25. 25. Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://pipes.yahoo.com
    26. 26. Consumers don’t care about your silos
    27. 27. Bonus: We can do more, better, faster.
    28. 28. When architected well, it happens seamlessly. User-generated Subscriptions content RSS feeds Marketing CRM content Information content portal Engineering Tech content Training Support center Comm content content content
    29. 29. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
    30. 30. Exploit the potential of your Can you fill a content user value gap? – Is it structured? The first impression of a site is made within 50 milliseconds – Can it be re-used? – Can it be filtered? – Can it be searched (more importantly, found)? – Can it be personalized? – Can it be integrated? – Can your content converge? – Can it be syndicated? – Can it interoperate with other systems?
    31. 31. Portable content: Converge, integrate, syndicate Necessitates a move away from silos: • Integration: Inserting data variables into content before delivery • Convergence: Displaying or delivering content in a single place (screen or page) • Syndication: Automation of content delivery
    32. 32. Move assets up the value chain: increasing content value Single-use assets Multiple-use assets • Cheap • More cost • Little value • More value • Utilitarian • More care How do you from here to here?
    33. 33. What is strategic content Strategic content is: • Portable – can fit multiple contexts • Concise – shaped around a single concept • Findable – has good metadata • Standards-based – can be used across platforms
    34. 34. XML, DITA, DocBook, S1000D XML  http://www.w3.org/TR/REC-xml/  http://www.w3schools.com/xml/default.asp DITA  http://dita.xml.org/  http://dita.xml.org/5-minute-dita-tutorial DocBook  http://www.docbook.org/  http://wiki.docbook.org/topic/DocBookTutorials S1000D  http://www.s1000d.org/ And many other schemas: http://www.w3schools.com/schema/schema_intro.asp
    35. 35. Wikis, Other XML Wiki languages  http://www.it.uu.se/internt/web/wikihelp/wikilang  http://semanticweb.org/wiki/Structured_wiki  http://talk.bmc.com/blogs/blog-gentle/anne-gentle/dita-wiki Specialty XML, conversions  http://www.stilo.com/  http://www.stylusstudio.com/xml_to_xml_mapper.html  http://www.dclab.com
    36. 36. Think outside the site • What are the touch points? • What can be automated for users? • What are the preferences of your audiences? • Are you contributing to an engaging user experience? • How creative can you be? • What is the best you can hope to provide, logistically?
    37. 37. Shoot for the moon, to land amongst the stars.
    38. 38. Contact Info, Acknowledgements, Resources Presentation © 2010 Intentional Design Inc. www.intentionaldesign.ca Presenter: Rahel Anne Bailie, Content Strategist http://www.google.com/profiles/rahel.bailie Twitter: @rahelab Delicious: rahelab Slideshare: rahelab Photography used under Creative Commons: http://www.flickr.com/photos/fdecomite/
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