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Content strategies for the content lifecycle
 

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 ...

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

Content strategies for the content lifecycle Content strategies for the content lifecycle Presentation Transcript

  • Content Strategies for the Content Lifecycle Rahel Anne Bailie © 2010 Intentional Design Inc. @rahelab www.intentionaldesign.ca
  • Framework Content strategy: Repeatable system that governs management of content throughout the entire content lifecycle
  • Content Strategy: convergence of disciplines and technologies Business Analysis User Content Technology Experience Strategy Content Development
  • Content Strategist: convergence of skills and abilities http://darmano.typepad.com/logic_emotion/2006/05/tshaped_creativ.html
  • • 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
  • 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
  • How to How to / training Marketing Support How to / training Social content Support How to How to / training
  • Or this Support Technical manuals Support Social network Marketing Training material h30413.www3.hp.com/SupportServices/country/us/en/support/T1100.html.htm
  • You can deliver this Training material Support articles Technical manuals
  • 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
  • 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
  • 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
  • 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 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
  • • 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
  • 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 Technological: • Structured • Standards-based • Semantic • Interoperable
  • 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
  • Move to experience design
  • Think beyond content; think experience Navigation Navigation Ad Instructions Previews Cover art Music files Editorial http://www.allmusic.com
  • Mash-ups are also a form of content convergence. content. We can create more comprehensible ways to present http://www.worldmapper.org
  • We can customize content being delivered. Geography View Alerts Price range Bed/baths
  • Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://pipes.yahoo.com
  • Consumers don’t care about your silos
  • Bonus: We can do more, better, faster.
  • 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
  • • 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
  • 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?
  • 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
  • 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?
  • 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
  • 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
  • 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
  • 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?
  • Shoot for the moon, to land amongst the stars.
  • 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/