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The     Content Strategy Paradox                                 Rahel Anne Bailie                     © 2011 Intentional ...
Who am I?                         Content Strategy       Business        Technical                    Content/info        ...
STRATEGY
Alternatives chosen                                 to make happen a                                 desired future, such ...
Publishing strategy                      CommunicationTypes of strategies                      strategy                   ...
CONTENT
Something contained,             in a receptacle             www.thefreedictionary.com/content             The stuff betwe...
Marketing                                       Sales                      User AssistanceTypes of strategies             ...
CONTENTCommon theme               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 o...
A sampling of recent workshops
A sampling of recent workshops
You’d think content strategy is …• Multi-channel publishing• Mostly user assistance• Big part is technical• Focus on asset...
Will the real content strategy please stand up?    Paradox: apparently    contradictory statement   Web Mobile Apps    Soc...
Will the real content strategy please stand up?    One Discipline,    Many Specialties        Mobile Pediatrician  Weball ...
Repeatable system                            that governs theWhat is content strategy?                            manageme...
Copywriting                     Editing                     Web designWhat it’s not                                     So...
Tweetable     Content strategy =  Management consulting,   specializing in content
Satellite view: Content supply chain That assumes:                    Strategy/ Analyze • Content is a commodity • It’s a ...
Street view: It’s more like this
The content lifecycle • Requirement analysis                       • Author/Edit • User research                          ...
Sample deliverables   Business    require-               Process                Personas,     ments                 models...
Deliverables mapped to methodology    Get solid          Understand                                              Do a gap ...
Responds to customer lifecycle                     Identify problem or                             need    Relationship   ...
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 buy...
We all want the same thing                       Brand   PROFIT                            TRUST          Efficiency      ...
Tweetable    Content is a valuable    business asset.
MARKETING          CONTENTEXAMPLE
Deliver the                        effectiveTo quote David Farbey                        minimum                        do...
It’s all about me, me, me                                May 25, 2011                                 2 days after        ...
ENGINEERING          CONTENTEXAMPLE
Less work,To quote Noz Urbina                      more flow
Stealth strategy for competitive advantage
PRODUCT          CONTENT 1EXAMPLE
Let Me … Confuse You
Let Me … Confuse You                                      ( = SIM card)         ( = international roaming)
PRODUCT          CONTENT 2EXAMPLE
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
MAINTENANCE          CONTENTEXAMPLE
Text option         Graphic optionRoomba         User         feedback         Related         content         Print      ...
INTEGRATED          CONTENTEXAMPLE
Getting users                      to clickTo quote Scott Abel                      does not                      constitu...
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)•Pattern                                                                        ...
Tweetable    Content strategy is a    emergent practice    (in a complex    adaptive system)
Common aspects of content strategy  • Move the content “stuff” upstream in the    process  • Produce good quality content ...
Recognizing multiple channels
Under the hood                                 Content                                 variation                     User ...
Takeaways • Content strategy is a many   faceted discipline. Recognize it. • Good quality content is only the   beginning....
Connecting                               @rahelab    http://www.google.com/profiles/rahel.bailie                 THANK YOU
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The content strategy paradox

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  1. 1. The Content Strategy Paradox Rahel Anne Bailie © 2011 Intentional Design Inc.@rahelab www.intentionaldesign.ca
  2. 2. Who am I? Content Strategy Business Technical Content/info IA/Usability communications communication management
  3. 3. STRATEGY
  4. 4. Alternatives chosen to make happen a desired future, such as achievement ofDefinition a goal or solution to a problem. http://www.businessdictionary.com/definition/strategy.html
  5. 5. Publishing strategy CommunicationTypes of strategies strategy Digital strategy Engagement Internet strategy strategy
  6. 6. CONTENT
  7. 7. Something contained, in a receptacle www.thefreedictionary.com/content The stuff between the tagsDefinition Rahel Anne Bailie at Lavacon 2010 Potential information http://profile.typepad.com/jgollner Human-usable, contextualized data http://goo.gl/bmIhg
  8. 8. Marketing Sales User AssistanceTypes of strategies (docs, help, training, knowledge base) User-generated Corporate
  9. 9. CONTENTCommon theme STRATEGY
  10. 10. A sampling of recent workshops
  11. 11. A sampling of recent workshops
  12. 12. You’d think content strategy is …• Lots of web, social, mobile• Mostly marketing content• Big part is editorial• Focused on position and message
  13. 13. A sampling of recent workshops
  14. 14. A sampling of recent workshops
  15. 15. You’d think content strategy is …• Multi-channel publishing• Mostly user assistance• Big part is technical• Focus on asset amplification
  16. 16. Will the real content strategy please stand up? Paradox: apparently contradictory statement Web Mobile Apps Social Technical Engagement Localization Transactional
  17. 17. Will the real content strategy please stand up? One Discipline, Many Specialties Mobile Pediatrician Weball content strategy It’s Podiatrist Apps Social Technical Gynecologist Engagement Plastic Psychiatrist Localization surgeon Transactional
  18. 18. Repeatable system that governs theWhat is content strategy? management of content throughout the entire lifecycle
  19. 19. Copywriting Editing Web designWhat it’s not Social media Information architecture Structured content Content management Project management
  20. 20. Tweetable Content strategy = Management consulting, specializing in content
  21. 21. Satellite view: Content supply chain That assumes: Strategy/ Analyze • Content is a commodity • It’s a single-use product Author/ Edit • Focus should be on optimization Content Management • Content has clear start and UX/Deploy end production points • Production is linear, not Localize iterative • All content gets a single Measure treatment
  22. 22. Street view: It’s more like this
  23. 23. The content lifecycle • Requirement analysis • Author/Edit • User research • Acquire • Governance planning • Version/Localize • Budget • Metadata Analyze Collect Publish Manage • Modeling/typing • Aggregate/Transform • Configure/components • Publish/Syndicate • Structure /standards • Evaluate • Repository • Iterate or sunset
  24. 24. Sample deliverables Business require- Process Personas, ments models scenarios summary Gap User Wire- analysis research frames Govern- Content Flow ance matrix diagrams model Message Content Writing architec- model Templates ture Content Editorial Content inventory calendar migration Custom, Content Delivery personal plan design Localiz- views Content Standards ation audit guidelines strategy Metadata Link Training strategy strategy aids Sunset/ Versioning iterate
  25. 25. Deliverables mapped to methodology Get solid Understand Do a gap Create a plan grasp of goals for analysis to fill the gap current state future state Content inventory Content brief Content review Content matrix Style guide Content audit Competitive analysis Technology Accessibility review guidelines User research Requirements matrix Writing templates Localization Editorial calendar Personas, Governance review Process models scenarios assessment Delivery design Metadata review Standards guidelines Wireframes Content migration plan Personalization requirements
  26. 26. Responds to customer lifecycle Identify problem or need Relationship Present and renewal / upgrade differentiate solutions Demonstrate expertise / validate reputation Long-term support Post-purchase familiarization
  27. 27. Tweetable Consumers use all types of content to make buying decisions.
  28. 28. 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
  29. 29. We all want the same thing Brand PROFIT TRUST Efficiency Credibility
  30. 30. Tweetable Content is a valuable business asset.
  31. 31. MARKETING CONTENTEXAMPLE
  32. 32. Deliver the effectiveTo quote David Farbey minimum dose of information
  33. 33. It’s all about me, me, me May 25, 2011 2 days after volcanic eruption
  34. 34. ENGINEERING CONTENTEXAMPLE
  35. 35. Less work,To quote Noz Urbina more flow
  36. 36. Stealth strategy for competitive advantage
  37. 37. PRODUCT CONTENT 1EXAMPLE
  38. 38. Let Me … Confuse You
  39. 39. Let Me … Confuse You ( = SIM card) ( = international roaming)
  40. 40. PRODUCT CONTENT 2EXAMPLE
  41. 41. Former home page © Intentional Design Inc.
  42. 42. Strategic question But how do people buy an inverter?
  43. 43. Answer: Search the specs May 2005 © Intentional Design Inc.
  44. 44. The product specs © Intentional Design Inc.
  45. 45. New home page Novice Intermediate Experienced
  46. 46. Compare
  47. 47. MAINTENANCE CONTENTEXAMPLE
  48. 48. Text option Graphic optionRoomba User feedback Related content Print option http://www.irobot.com/uk/support/
  49. 49. INTEGRATED CONTENTEXAMPLE
  50. 50. Getting users to clickTo quote Scott Abel does not constitute strategy
  51. 51. Trikke
  52. 52. Maintenance content
  53. 53. User-generated content
  54. 54. Tweetable Under-the-hood aspects of content raise its value as an asset.
  55. 55. The Cynefin framework (cognitive-edge.com)•Pattern •Analytical/ management reductionst•Complex •Systems-based adaptive thinking systems•Crisis •Legitimate management best practice•Stability- •Standard focused operating intervention procedures Cynefin framework from Kurtz, C.F. and Snowden, D.J. “The new dynamics of strategy”, IBM Systems Journal, September 2003.
  56. 56. Tweetable Content strategy is a emergent practice (in a complex adaptive system)
  57. 57. 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
  58. 58. Recognizing multiple channels
  59. 59. Under the hood Content variation User Formatting experience variation Interaction Source variation content Content planning Business requirements Publishing pipeline
  60. 60. 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.
  61. 61. Connecting @rahelab http://www.google.com/profiles/rahel.bailie THANK YOU
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