Content Strategy: Why Now?
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Content Strategy: Why Now?

  • 11,784 views
Uploaded on

I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki. ...

I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.

The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
11,784
On Slideshare
8,988
From Embeds
2,796
Number of Embeds
23

Actions

Shares
Downloads
397
Comments
5
Likes
43

Embeds 2,796

http://scattergather.razorfish.com 1,935
http://www.content-marketing-blog.de 577
http://minestrone.tumblr.com 127
http://www.scoop.it 55
http://www.newsblur.com 23
http://a0.twimg.com 18
http://www.content-marketing-blog.de. 12
http://strawberryj.am 8
http://paper.li 6
http://us-w1.rockmelt.com 6
http://www.linkedin.com 6
http://bundlr.com 4
https://twitter.com 4
http://dashboard.bloglines.com 3
http://psjabbr.apphb.com 2
http://omacademy.tumblr.com 2
http://localhost 2
http://www.onlydoo.com 1
https://westssl.razorfish.com 1
http://translate.googleusercontent.com 1
http://www.netvibes.com 1
http://tweetedtimes.com 1
https://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Content Strategy: Why Now?Content Strategy Seminar 20128 February 2012Rachel Lovinger @rlovinger
  • 2. RACHEL LOVINGER 2• Associate Content Strategy Director, Razorfish, New York• Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com• Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  • 3. CONTENT STRATEGY: WHY NOW? 3• Where we’ve come from• Why content strategy matters• Where we’re headed ©2012 Razorfish. All rights reserved.
  • 4. WHERE WE’VE COME FROM
  • 5. First, a definitionWHAT IS CONTENTSTRATEGY?
  • 6. “Content Strategy plans for the creation,delivery, and governance of useful, usablecontent.” - Kristina Halvorson
  • 7. WHAT IS CONTENT? 7• Text on the site• Images• Video• Audio• Data• User Comments• Email• Online Conversations ©2012 Razorfish. All rights reserved.
  • 8. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE 8Photo by zandperl
  • 9. CONTENT STRATEGY RESPONSIBILITIES 9• Messaging: What are we trying to say, and to whom?• Sourcing: Where is our content coming from?• Management: How are we going to deliver and maintain it?• Engagement: How do people find and connect with our content? ©2012 Razorfish. All rights reserved.
  • 10. CONTENT STRATEGY ACTIVITIES 10• Messaging • Content evaluation • Editorial strategy • Content/Brand alignment • Features & formats recommendations• Sourcing • Gap analysis • Content specifications • Content creation guidelines • Governance plan • Syndication strategy ©2012 Razorfish. All rights reserved.
  • 11. CONTENT STRATEGY ACTIVITIES 11• Management • Content Model • Editorial workflow • Metadata & Taxonomy • CMS consulting• Engagement • Platforms/channels recommendations • Search strategy • Social strategy • Mobile strategy ©2012 Razorfish. All rights reserved.
  • 12. THESE ACTIVITIES ARE INTER-RELATED 12 Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? ©2012 Razorfish. All rights reserved.
  • 13. CONTENT STRATEGY IS INTERDISCIPLINARY 13 marketers writers designers editors Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? strategy & planning Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? developers search information social media architects ©2012 Razorfish. All rights reserved.
  • 14. A bit of historyHOW DID WE GET HERE?
  • 15. MENTIONS ON THE WEB: 2000-2008 15 Results for "Content Strategy"Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  • 16. 2000: CHECKLIST FROM INC. 16
  • 17. 2001: JAKOB NIELSEN – “WRITING FOR THE WEB” 17
  • 18. 2002: PAUL FORD OFFERS HIS SERVICES 18
  • 19. 2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT 19
  • 20. 2004: CS FOR EMAIL NEWSLETTERS 20
  • 21. 2005: AMY GAHRAN STARTS A SERIES 21
  • 22. 2006: RSS IS THE “HOT NEW THING” 22
  • 23. 2007: RACHEL LOVINGER – BOXES & ARROWS 23
  • 24. 2008: KRISTINA HALVORSON – A LIST APART 24
  • 25. MENTIONS ON THE WEB: 2000-2008 25 Results for "Content Strategy"Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  • 26. MENTIONS ON THE WEB: 2000-2011 26 Results for "Content Strategy"Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  • 27. MENTIONS ON THE WEB: 2000-2011 27 Results for "Content Strategy" SOMETHING HAPPENED HEREGoogle Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  • 28. CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009 28At the IA Summit, organized by: Kristina Halvorson @halvorson and Karen McGrane @karenmcgraneAttended by: Ian Alexander @eatmedia Rachel Lovinger @rlovinger Margot Bloomstein @mbloomstein Jeff MacIntyre @jeffmacintyre Jennifer Bohmbach @evoljennifer Keri Maijala @clamhead Shelly Bowen @shelbow Laura Melcher @lmelcher Lorelei Brown @beezy Elena Melendy @emelendy Christopher Collette @collettico Chris Moritz @chrismoritz R. Stephen Gracey @RSGracey Melissa Rach @melissarach Stephanie Hale @HaleStephanie Erin Scime @erinscime Margret Hanley @magshanley Gene Smith @gsmith Colleen Jones @leenjones Samantha Starmer @samanthastarmer ©2012 Razorfish. All rights reserved.
  • 29. CONTENT STRATEGY FOR THE WEB: 22 AUG 2009 29
  • 30. THEN: UNPRECEDENTED GROWTH 30Photo by Jeff Myers
  • 31. CONTENT STRATEGY COMMUNITY 31
  • 32. CONTENT STRATEGY CONFERENCES 32 CS Forum 2010: Paris, France 2011: London, England 2012: Cape Town, South Africa CONTENT STRATEGY APPLIED 2011 & 2012: MINNEAPOLIS, MN
  • 33. ARTICLES & BLOG POSTS 33
  • 34. OTHER CONTENT STRATEGY BOOKS 34
  • 35. COLLEGE COURSES 35 College Courses ContentsMagazine.com ©2011 Razorfish. All rights reserved.
  • 36. CONTENTS MAGAZINE 36 http://contentsmagazine.com/
  • 37. A bit about meHOW DID I GET HERE?
  • 38. RACHEL LOVINGER 38• Associate Content Strategy Director, Razorfish, New York• Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com• Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  • 39. EDITORS: HOME PAGE 39 Screenshot via Wayback Machine
  • 40. THE OTHER 10,000+ ARTICLES 40 Screenshot via Wayback Machine
  • 41. HOW I BECAME A CONTENT STRATEGIST 41 Editorial Goals Business Goals Technology ©2012 Razorfish. All rights reserved.
  • 42. HOW I BECAME A CONTENT STRATEGIST 42 Tactics Editorial Goals Business Goals Vision Technology ©2012 Razorfish. All rights reserved.
  • 43. APPROACHES TO WEB CONTENT STRATEGY 43Richard Ingram madethis diagram to showhow people bringdifferent skills,backgrounds, andexperiences to theirwork in ContentStrategy, and thisimpacts the way theypractice, and the aspectsthey focus on.Diagram by Richard Ingram
  • 44. HOW DID WE ALL GET HERE? 44The following year, Ingramsurveyed content strategistsabout their educational andprofessional backgrounds. Hemapped the answersfrom 265 respondents to getan even more detailed view ofthe paths we tookto get to Content Strategy.Diagram by Richard Ingram
  • 45. It’s not necessary to have “ContentStrategist” in your title in order to practice content strategy.
  • 46. WHY CONTENT STRATEGYMATTERS
  • 47. Content GroomingCLEARING OUT THE R.O.T.
  • 48. ROT = REDUNDANT, OUTDATED, TRIVIAL 48• Criteria for evaluating content• This article is trivial• These related items are redundant ©2012 Razorfish. All rights reserved.
  • 49. CONTENT ANALYSIS & CREATION GUIDELINES 49• Evaluate content quality • Remove or revise content, as needed• Prevent ROT in new content • Relevant • On-brand • Periodic review ©2012 Razorfish. All rights reserved.
  • 50. Content Creation“EVERYONE’S A PUBLISHER”
  • 51. NON-MEDIA COMPANIES 51• Sourcing or writing articles• Creating videos• Seeding social media campaigns• Monitoring communities• Etc. ©2012 Razorfish. All rights reserved.
  • 52. EDITORIAL STRATEGIES 52• Define messaging goals “Encourage exploration and build brand loyalty. Foster discussion among existing and prospective customers.”• Optimize the organization and operational practices workflow diagram by Richard Ingram, via Intentional Design
  • 53. Content Business Models“PRINT IS DEAD”
  • 54. PRINT IS AT RISK 54Photo by inky
  • 55. ATTENTION IS DIVIDED 55 ©2012 Razorfish. All rights reserved.Photo by me
  • 56. CREATE NEW DIGITAL EXPERIENCES 56 ©2012 Razorfish. All rights reserved.
  • 57. CREATE NEW BUSINESS MODELS 57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
  • 58. Content DeliveryDISRUPTIVE PERSONAL TECH
  • 59. READ ON OUR TABLETS 59 ©2012 Razorfish. All rights reserved.Photo by TheCreativePenn
  • 60. UPLOAD PHOTOS FROM OUR PHONES 60 ©2012 Razorfish. All rights reserved.Photo by Mathias Klang
  • 61. STREAM VIDEOS ON OUR TV 61 ©2012 Razorfish. All rights reserved.Photo by Dennis S. Hurd
  • 62. TALK TO OUR CARS TO PLAY MUSIC 62 ©2012 Razorfish. All rights reserved.Photo by HighTechDad
  • 63. Multiplatform publishing follows the principle: Produce once, use multiple times.
  • 64. OPTIMIZE: CONTENT CREATION & EXPERIENCE 64Photo by cvander
  • 65. Content CommunicationsTHE UBIQUITOUSCONVERSATION
  • 66. ENGAGING ON MANY CHANNELS 66 ©2012 Razorfish. All rights reserved.
  • 67. SUPERFANS, DEEPLY ENGAGED 67You don’tcontrol theconversation.But you canparticipate. ©2012 Razorfish. All rights reserved. Fan Art by kidnotorious
  • 68. TRACK SOCIAL ACTIVITY 68 ©2012 Razorfish. All rights reserved.
  • 69. WHERE WE’RE HEADED
  • 70. FUTURE TRENDS & NEEDS
  • 71. INCREASED CONTENT STRATEGY COLLABORATION 71 Marketing Social • Integrated Processes • Commercial Tools
  • 72. STRUCTURED DATA 72• Markup that provides more meaning and context• Ad hoc and standard methods of adding structure <b>Madonna</b> Indicates that the text within the tags should be bold. <H1>Madonna</H1> Indicates that the text within the tags is a headline. <foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a name, as defined in the “Friend of a Friend” vocabulary. <amgID=64565>Madonna</amgID> Indicates that the text within the tags refers to the recording artist Madonna, as described on AllMusic. ©2012 Razorfish. All rights reserved.
  • 73. STRUCTURED DATA IN THE CMS 73Example: Drupal 7• Open source CMS• Native support for standard data structures ©2012 Razorfish. All rights reserved.
  • 74. SEMANTIC TECHNOLOGY 74 Connect your content and data to other rich data sources <IMDbID=tt1193138>Up in the Air</IMDbID> ©2012 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
  • 75. GLOBALIZATION/LOCALIZATION 75 ©2012 Razorfish. All rights reserved.Photo by me
  • 76. MULTIPLATFORM PUBLISHING 76 ©2012 Razorfish. All rights reserved.Source: Fast Company
  • 77. CONCLUSION
  • 78. CONTENT STRATEGY: WHY NOW? 78• Content Strategy has arrived • It will continue to develop and grow • We were doing Content Strategy without even knowing it • Now we’re getting disciplined• It’s work that matters • Almost everything we do online involves content • We’re almost always onlineContent strategy is going to help usmake sense of this digital world ©2012 Razorfish. All rights reserved.
  • 79. Thanks!RACHEL LOVINGER@rlovinger