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Content Strategy Framework for the Content Lifecycle
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Content Strategy Framework for the Content Lifecycle

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Any content strategy begins with a

Any content strategy begins with a

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  • (c) 2010 Intentional Design Inc.Rahel Anne Bailiewww.intentionaldesign.ca
  • Transcript

    • 1. A Content Strategy Framework for Managing Content throughout its Lifecycle Rahel Anne Bailie © 2010 Intentional Design Inc. @rahelab www.intentionaldesign.ca
    • 2. Framework Content strategy: Repeatable system that governs management of content throughout the entire content lifecycle
    • 3. Content Strategy: convergence of disciplines and technologies Business Analysis User Content Technology Experience Strategy Content Development
    • 4. Content Strategist: convergence of skills and abilities http://darmano.typepad.com/logic_emotion/2006/05/tshaped_creativ.html
    • 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. 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. You can deliver this Training material Support articles Technical manuals
    • 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. 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
    • 10. 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
    • 11. 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
    • 12. Universal Get content: user goal 1. Find it. 2. Consume it. 3. Act on it.
    • 13. 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
    • 14. • 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
    • 15. We consume content like music: in context.
    • 16. The move away from single-use, linear content is happening fast.
    • 17. Portable content: reduce, re-use, recycle
    • 18. Properties of portable content Qualitative: • Brand consistent • Minimalist • Audience-appropriate • Translation-ready Technological: • Structured • Standards-based • Semantic • Interoperable
    • 19. 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
    • 20. Move to experience design
    • 21. Think beyond content; think experience Navigation Navigation Ad Instructions Previews Cover art Music files Editorial http://www.allmusic.com
    • 22. Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://www.worldmapper.org
    • 23. Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://pipes.yahoo.com
    • 24. Consumers don’t care about your silos
    • 25. Bonus: We can do more, better, faster.
    • 26. 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
    • 27. • 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
    • 28. 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?
    • 29. Shoot for the moon, to land amongst the stars.
    • 30. 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?
    • 31. Contact Info, Acknowledgements, Resources Presentation © 2010 Intentional Design Inc. www.intentionaldesign.ca Presenter: Rahel Anne Bailie, Content Strategist Twitter: @rahelab Slideshare: @rahelab LinkedIn: ca.linkedin.com/in/ rahelannebailie Facebook: rahel.bailie Photography used under Creative Commons: http://www.flickr.com/photos/fdecomite/