The content strategy paradox

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

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

Strategic question
But how do people buy an inverter?

Answer: Search the specs
May 2005

The product specs

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

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The content strategy paradox

by Rahel Anne Bailie

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