Creating a content strategy
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Creating a content strategy

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By asserting that content strategy is the intersection of business analysis, user experience, and content development, we are laying claim to a profound change in the way we treat content. And we ...

By asserting that content strategy is the intersection of business analysis, user experience, and content development, we are laying claim to a profound change in the way we treat content. And we expect no less from the organizations that content serves. When we treat content, instead of a drain, as a corporate asset, when we look at its untapped potential instead of its cost, when we think about content in terms of consumer and corporate benefit, we are looking at content through a strategic lens.

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Creating a content strategy Creating a content strategy Presentation Transcript

  • Creating a Content Strategy
    RAHEL ANNE BAILIE, Senior Content Strategist
    INTENTIONAL DESIGN INC.
  • DANCING IN HIGH HEELS, BACKWARDS
  • "Sure [Fred Astaire] was great, but don't forget Ginger Rogers did everything he did backwards . . . and in high heels!" -- Bob Thaves 1982 © NEA Inc.
  • Publishing Process
    Day 0
  • The Real Story
    Day 0
  • But Actually …
  • CONTENT STRATEGY: SOME COMMON DEFINITIONS
  • What Is:
    Content:
    Contextualized data
    Content Strategy:
    Repeatable system that governs the management of content throughout the entire lifecycle
    Content Lifecycle:
    Iterative processes implemented as part of a content strategy
  • The Real Content Lifecycle
  • The Strategy Part
  • Asking the big question: why?
  • DESIGN
    Application to the project
    (IA, UX, IxD, etc)
    Specs, wireframes, flows
    USER/CUSTOMER GOALS
    CORP/ ORG / CLIENT
    GOALS
    REQUIREMENTS ANALYSIS
    BA, ROI, cost benefit analysis, professionalservices, implementation, integration, governance, etc
    USER EXPERIENCE
    User resarch, touchpoints,ethnographics, etc.
    PRODUCT / PROJECT
    (outcome)
    Articulated
    Strategic goals
    Derived objectives
    Tactical objectives
    Adjunct objectives
    Technical aspects
    CONTENT STRATEGYContent lifecycle management: strategic analysis, content collection, production/management, publishing
    COMMUNICATION GOALS
    Editorial strategy, localization strategy, metadata strategy, workflow and production design, social media strategy, delivery strategy
    Ideals
    Harsh realities
  • CONTENT STRATEGY: GOING UPHILL, BACKWARDS
  • Implementation Components
    Post-Publishing
    Sunset or evaluate and iterate? Archiving?
    Publishing
    How many channels? Variations?
    Management
    Components? Business rules?
    Technical
    Components? Standards?
    Collection
    Localization? Other versioning?
    Creation
    Voice and tone? Re-use? Style guide?
  • Content Strategy Components
    Business require-ments matrix
    Process models
    Personas, scenarios
    Gap analysis
    User research
    Wire-frames
    Content inventory
    Content matrix
    Flow diagrams
    Content audit
    Content models
    Templates
    Content Plan
    Govern-ance Plan
    Content migration
    Metadata strategy
    Delivery design
    Custom, personal views
    Localiz-ation plan
    Standards guidelines
  • WHY:all in the context
  • DESIGN
    Application to the project
    (IA, UX, IxD, etc)
    Specs, wireframes, flows
    USER/CUSTOMER GOALS
    CORP/ ORG / CLIENT
    GOALS
    REQUIREMENTS ANALYSIS
    BA, ROI, cost benefit analysis, professionalservices, implementation, integration, governance, etc
    USER EXPERIENCE
    User resarch, touchpoints,ethnographics, etc.
    PRODUCT / PROJECT
    (outcome)
    Articulated
    Strategic goals
    Derived objectives
    Tactical objectives
    Adjunct objectives
    Technical aspects
    CONTENT STRATEGYContent lifecycle management: strategic analysis, content collection, production/management, publishing
    COMMUNICATION GOALS
    Editorial strategy, localization strategy, metadata strategy, workflow and production design, social media strategy, delivery strategy
    Ideals
    Harsh realities
  • Discuss…
  • Resources
    delicious.com/rahelab (Tag: content_strategy)
    knol.google.com/k/content-strategy
    uxbooth.com
    Complete Beginner’s Guide to Content Strategy
    Managing Enterprise Content
    The Web Content Strategist’s Bible
    Content Strategy for the Web
    The Whuffie Factor
  • Rahel anne bailieintentional design Incwww.intentionaldesign.ca