Creating a Content Strategy<br />RAHEL ANNE BAILIE, Senior Content Strategist<br />INTENTIONAL DESIGN INC.<br />
DANCING IN HIGH HEELS, BACKWARDS<br />
"Sure [Fred Astaire] was great, but don't forget Ginger Rogers did everything he did backwards . . . and in high heels!" -...
Publishing Process<br />Day 0<br />
The Real Story<br />Day 0<br />
But Actually … <br />
CONTENT STRATEGY: SOME COMMON DEFINITIONS<br />
What Is:<br />Content:<br />Contextualized data<br />Content Strategy:<br />Repeatable system that governs the management ...
The Real Content Lifecycle<br />
The Strategy Part<br />
Asking the big question: why?<br />
DESIGN<br />Application to the project<br />(IA, UX, IxD, etc)<br />Specs, wireframes, flows<br />USER/CUSTOMER GOALS<br /...
CONTENT STRATEGY: GOING UPHILL,  BACKWARDS<br />
Implementation Components<br />Post-Publishing<br />Sunset or evaluate and iterate? Archiving?  <br />Publishing<br />How ...
Content Strategy Components<br />Business require-ments matrix<br />Process models<br />Personas, scenarios<br />Gap analy...
WHY:all in the context<br />
DESIGN<br />Application to the project<br />(IA, UX, IxD, etc)<br />Specs, wireframes, flows<br />USER/CUSTOMER GOALS<br /...
Discuss…<br />
Resources<br />delicious.com/rahelab (Tag: content_strategy)<br />knol.google.com/k/content-strategy<br />uxbooth.com<br /...
Rahel anne bailieintentional design Incwww.intentionaldesign.ca<br />
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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 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

  1. 1. Creating a Content Strategy<br />RAHEL ANNE BAILIE, Senior Content Strategist<br />INTENTIONAL DESIGN INC.<br />
  2. 2. DANCING IN HIGH HEELS, BACKWARDS<br />
  3. 3. "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.<br />
  4. 4. Publishing Process<br />Day 0<br />
  5. 5. The Real Story<br />Day 0<br />
  6. 6. But Actually … <br />
  7. 7. CONTENT STRATEGY: SOME COMMON DEFINITIONS<br />
  8. 8.
  9. 9. What Is:<br />Content:<br />Contextualized data<br />Content Strategy:<br />Repeatable system that governs the management of content throughout the entire lifecycle<br />Content Lifecycle:<br />Iterative processes implemented as part of a content strategy<br />
  10. 10. The Real Content Lifecycle<br />
  11. 11. The Strategy Part<br />
  12. 12. Asking the big question: why?<br />
  13. 13. DESIGN<br />Application to the project<br />(IA, UX, IxD, etc)<br />Specs, wireframes, flows<br />USER/CUSTOMER GOALS<br />CORP/ ORG / CLIENT<br />GOALS<br />REQUIREMENTS ANALYSIS<br />BA, ROI, cost benefit analysis, professionalservices, implementation, integration, governance, etc<br />USER EXPERIENCE<br />User resarch, touchpoints,ethnographics, etc.<br />PRODUCT / PROJECT<br />(outcome)<br />Articulated<br />Strategic goals<br />Derived objectives<br />Tactical objectives<br />Adjunct objectives<br />Technical aspects<br />CONTENT STRATEGYContent lifecycle management: strategic analysis, content collection, production/management, publishing <br />COMMUNICATION GOALS<br />Editorial strategy, localization strategy, metadata strategy, workflow and production design, social media strategy, delivery strategy<br />Ideals<br />Harsh realities<br />
  14. 14. CONTENT STRATEGY: GOING UPHILL, BACKWARDS<br />
  15. 15. Implementation Components<br />Post-Publishing<br />Sunset or evaluate and iterate? Archiving? <br />Publishing<br />How many channels? Variations?<br />Management <br />Components? Business rules? <br />Technical<br />Components? Standards? <br />Collection<br />Localization? Other versioning? <br />Creation<br />Voice and tone? Re-use? Style guide?<br />
  16. 16. Content Strategy Components<br />Business require-ments matrix<br />Process models<br />Personas, scenarios<br />Gap analysis<br />User research<br />Wire-frames<br />Content inventory<br />Content matrix<br />Flow diagrams<br />Content audit<br />Content models<br />Templates<br />Content Plan<br />Govern-ance Plan<br />Content migration<br />Metadata strategy<br />Delivery design<br />Custom, personal views<br />Localiz-ation plan<br />Standards guidelines<br />
  17. 17. WHY:all in the context<br />
  18. 18. DESIGN<br />Application to the project<br />(IA, UX, IxD, etc)<br />Specs, wireframes, flows<br />USER/CUSTOMER GOALS<br />CORP/ ORG / CLIENT<br />GOALS<br />REQUIREMENTS ANALYSIS<br />BA, ROI, cost benefit analysis, professionalservices, implementation, integration, governance, etc<br />USER EXPERIENCE<br />User resarch, touchpoints,ethnographics, etc.<br />PRODUCT / PROJECT<br />(outcome)<br />Articulated<br />Strategic goals<br />Derived objectives<br />Tactical objectives<br />Adjunct objectives<br />Technical aspects<br />CONTENT STRATEGYContent lifecycle management: strategic analysis, content collection, production/management, publishing <br />COMMUNICATION GOALS<br />Editorial strategy, localization strategy, metadata strategy, workflow and production design, social media strategy, delivery strategy<br />Ideals<br />Harsh realities<br />
  19. 19. Discuss…<br />
  20. 20. Resources<br />delicious.com/rahelab (Tag: content_strategy)<br />knol.google.com/k/content-strategy<br />uxbooth.com<br /> Complete Beginner’s Guide to Content Strategy<br />Managing Enterprise Content<br />The Web Content Strategist’s Bible<br />Content Strategy for the Web<br />The Whuffie Factor<br />
  21. 21. Rahel anne bailieintentional design Incwww.intentionaldesign.ca<br />
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