• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The content strategy paradox
 

The content strategy paradox

on

  • 7,891 views

The rise of the term "content strategy" has given legitimacy to a field of practice that continues to be defined and refined . It is still a bit of cowboy country where typical deliverables are yet to ...

The rise of the term "content strategy" has given legitimacy to a field of practice that continues to be defined and refined . It is still a bit of cowboy country where typical deliverables are yet to be articulated, and best practices are yet to be agreed upon. On the other hand, content strategy seems to be everywhere, and underpins discussions of internet strategy, publishing strategy, social media strategy, and digital strategy, to name a few. The separation of content strategy from its hosts seems contrived and artificial. Can a practitioner deliver an effective content strategy without considering the user experience and digital strategy, or the marketing and business strategy? This presentation explores the connections and intersections between the various functional areas and provides a framework for aspiring and practicing strategists.

Statistics

Views

Total Views
7,891
Views on SlideShare
7,145
Embed Views
746

Actions

Likes
18
Downloads
214
Comments
2

9 Embeds 746

http://www.ide-smith.co.uk 595
http://www.linkedin.com 63
http://feeds.feedburner.com 42
http://localhost 28
http://paper.li 10
http://www.scoop.it 3
https://twitter.com 3
http://www.slideshare.net 1
https://www.rebelmouse.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The content strategy paradox The content strategy paradox Presentation Transcript

    • TheContent Strategy Paradox
      © Intentional Design Inc.
      www.intentionaldesign.ca
      Presented at Congility 2011
      May 2011
    • Content Strategy
      Who am I?
    • STRATEGY
    • Types of strategies
      Publishing strategy
      Communicationstrategy
      Digital strategy
      Engagementstrategy
      Internet strategy
    • CONTENT
    • Types of strategies
      Marketing
      Sales
      User Assistance (docs, help, training, knowledge base)
      User-generated
      Corporate
    • Common theme
      CONTENT
      STRATEGY
    • A sampling of recent workshops
    • A sampling of recent workshops
    • You’d think content strategy is …
      Lots of web, social, mobile
      Mostly marketing content
      Big part is editorial
      Focused on position and message
    • A sampling of recent workshops
    • You’d think content strategy is …
      Multi-channel publishing
      Mostly user assistance
      Big part is technical
      Focus on asset amplification
    • Will the real content strategy please stand up?
      Paradox: apparently contradictory statement
      Web
      Social
      Mobile/Apps
      Technical
      Engagement
      Localization
      Transactional
    • Will the real content strategy please stand up?
      One Discipline, Many Specialties
      Pediatrician
      Podiatrist
      Gynecologist
      Plastic surgeon
      Psychiatrist
      Web
      Social
      Mobile/Apps
      It’s all content strategy
      Technical
      Engagement
      Localization
      Transactional
    • What is content strategy?
      Repeatablesystemthat governs the management of content throughout the entirelifecycle
    • Defining Strategy
      An adaptation or complex of adaptations (as of behavior, metabolism, or structure) that serves or appears to serve an important function in achieving evolutionary success
      http://www.merriam-webster.com/dictionary/strategy
      Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. 
      http://en.wikipedia.org/wiki/Strategic_planning
      Alternative chosen to make happen a desired future, such as achievement of a goal or solution to a problem.
      http://www.businessdictionary.com/definition/strategy.html
    • What it’s not
      Copywriting
      Editing
      Web design
      Social media
      Information architecture
      Structured content
      Content management
      Project management
    • Tweetable
      Content strategy =
      Management consulting, specializing in content
    • Satellite view: Content supply chain
      That assumes:
      Content is a commodity
      It’s a single-use product
      Focus should be on optimization
      Content has clear start and end production points
      Production is linear, not iterative
      All content gets a single treatment
    • Street view: Content lifecycle
    • Content strategy
      Personas, scenarios
      Business require-ments summary
      Process models
      User research
      Wire-frames
      Gap analysis
      Flow diagrams
      Content matrix
      Govern-ance model
      Writing Templates
      Message architec-ture
      Content model
      Editorial calendar
      Content migration
      Content inventory
      Delivery design
      Custom, personal views
      Content plan
      Content audit
      Standards guidelines
      Localiz-ation strategy
      Training aids
      Metadata strategy
      Link strategy
      Sunset/ iterate
      Versioning
    • Responds to customer lifecycle
    • Tweetable
      Consumers use all types of content to make buying decisions.
    • Controlling access to content is an illusion
      Users don’t respect arbitrary silos
      All content can be used to make buying decisions
      Marketing, social, user-generated, documentation, training, and user assistance content are multiple sides of the same dice
    • We all want the same thing
      TRUST
      PROFIT
    • Tweet this
      Content is a valuable business asset.
    • EXAMPLE
      MARKETING CONTENT
    • To quote David Farbey
      Deliver the effective minimum dose of information
    • It’s all about me, me, me
      May 25, 2011
      2 days aftervolcanic eruption
    • EXAMPLE
      ENGINEERING CONTENT
    • To quote Noz Urbina
      Less work,more flow
    • Stealth strategy for competitive advantage
    • EXAMPLE
      PRODUCT CONTENT 1
    • Let Me … Confuse You
    • ( = SIM card)
      ( = international roaming)
      Let Me … Confuse You
    • EXAMPLE
      PRODUCT CONTENT 2
    • Former home page
      © Intentional Design Inc.
    • Strategic question
      But how do people buy an inverter?
    • Answer: Search the specs
      May 2005
      © Intentional Design Inc.
    • The product specs
      © Intentional Design Inc.
    • New home page
      Novice
      Intermediate
      Experienced
    • Compare
    • EXAMPLE
      MAINTENANCE CONTENT
    • Roomba
      Text option
      Graphic option
      User feedback
      Related content
      Print option
      http://www.irobot.com/uk/support/
    • EXAMPLE
      INTEGRATED CONTENT
    • To quote Scott Abel
      Getting users to click does not constitute strategy
    • Trikke
    • Maintenance content
    • User-generated content
    • Tweetable
      Under-the-hood aspects of content raise its value as an asset.
    • The Cynefin framework (cognitive-edge.com)
      • Analytical/ reductionst
      • Systems-based thinking
      • Pattern management
      • Complex adaptive systems
      • Crisis management
      • Stability-focused intervention
      • Legitimate best practice
      • Standard operating procedures
      Cynefin framework from Kurtz, C.F. and Snowden, D.J. “The new dynamics of strategy”, IBM Systems Journal, September 2003.
    • Tweetable
      Content strategy is a emergent practice (complex adaptive system)
    • Common aspects of content strategy
      Move the content “stuff” upstream in the process
      Produce good quality content
      Plan for all aspects of delivery
      Structure the content semantically
      Add meaningful attributes and metadata
    • Recognizing multiple channels
    • Under the hood
    • Takeaways
      • Content strategy is a many faceted discipline. Recognize it.
      • Good quality content is only the beginning. Leverage it to its fullest potential.
      • Delivering content is complex. Understand it well.
      • All content is marketing content. Treat it well.
      • Content strategy is evolving. Evolve with it.
    • Connecting @rahelab
      http://www.google.com/profiles/rahel.bailie
      T H A N K Y O U