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Creating a content strategy
 

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