The content strategy paradox
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The content strategy paradox

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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.

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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