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Content Strategy: Why Now?Content Strategy Seminar 20128 February 2012Rachel Lovinger @rlovinger
RACHEL LOVINGER                            2• Associate Content Strategy Director,  Razorfish, New York• Co-editor of scat...
CONTENT STRATEGY: WHY NOW?                3• Where we’ve come from• Why content strategy matters• Where we’re headed  ©201...
WHERE WE’VE COME FROM
First, a definitionWHAT IS CONTENTSTRATEGY?
“Content Strategy plans for the creation,delivery, and governance of useful, usablecontent.”                   - Kristina ...
WHAT IS CONTENT?                            7•   Text on the site•   Images•   Video•   Audio•   Data•   User Comments•   ...
CONTENT IS THE REASON PEOPLE GO TO YOUR SITE   8Photo by zandperl
CONTENT STRATEGY RESPONSIBILITIES                            9• Messaging: What are we trying to say, and to whom?• Sourci...
CONTENT STRATEGY ACTIVITIES                10• Messaging  •   Content evaluation  •   Editorial strategy  •   Content/Bran...
CONTENT STRATEGY ACTIVITIES               11• Management •   Content Model •   Editorial workflow •   Metadata & Taxonomy ...
THESE ACTIVITIES ARE INTER-RELATED                                        12                    Messaging                 ...
CONTENT STRATEGY IS INTERDISCIPLINARY                                                               13                    ...
A bit of historyHOW DID WE GET HERE?
MENTIONS ON THE WEB: 2000-2008                                                                        15                  ...
2000: CHECKLIST FROM INC.   16
2001: JAKOB NIELSEN – “WRITING FOR THE WEB”   17
2002: PAUL FORD OFFERS HIS SERVICES   18
2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT   19
2004: CS FOR EMAIL NEWSLETTERS   20
2005: AMY GAHRAN STARTS A SERIES   21
2006: RSS IS THE “HOT NEW THING”   22
2007: RACHEL LOVINGER – BOXES & ARROWS   23
2008: KRISTINA HALVORSON – A LIST APART   24
MENTIONS ON THE WEB: 2000-2008                                                                        25                  ...
MENTIONS ON THE WEB: 2000-2011                                                                                  26        ...
MENTIONS ON THE WEB: 2000-2011                                                                                  27        ...
CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009                                        28At the IA Summit, organized by:       ...
CONTENT STRATEGY FOR THE WEB: 22 AUG 2009   29
THEN: UNPRECEDENTED GROWTH   30Photo by Jeff Myers
CONTENT STRATEGY COMMUNITY   31
CONTENT STRATEGY CONFERENCES                                  32                CS Forum             2010: Paris, France  ...
ARTICLES & BLOG POSTS   33
OTHER CONTENT STRATEGY BOOKS   34
COLLEGE COURSES                          35 College Courses ContentsMagazine.com ©2011 Razorfish. All rights reserved.
CONTENTS MAGAZINE                          36            http://contentsmagazine.com/
A bit about meHOW DID I GET HERE?
RACHEL LOVINGER                            38• Associate Content Strategy Director,  Razorfish, New York• Co-editor of sca...
EDITORS: HOME PAGE                39 Screenshot via Wayback Machine
THE OTHER 10,000+ ARTICLES        40 Screenshot via Wayback Machine
HOW I BECAME A CONTENT STRATEGIST                                         41                                   Editorial G...
HOW I BECAME A CONTENT STRATEGIST                                      42                                          Tactics...
APPROACHES TO WEB CONTENT STRATEGY   43Richard Ingram madethis diagram to showhow people bringdifferent skills,backgrounds...
HOW DID WE ALL GET HERE?        44The following year, Ingramsurveyed content strategistsabout their educational andprofess...
It’s not necessary to have “ContentStrategist” in your title in order to      practice content strategy.
WHY CONTENT STRATEGYMATTERS
Content GroomingCLEARING OUT THE R.O.T.
ROT = REDUNDANT, OUTDATED, TRIVIAL        48• Criteria for  evaluating  content• This article  is trivial• These related  ...
CONTENT ANALYSIS & CREATION GUIDELINES    49• Evaluate content quality  • Remove or revise content, as needed• Prevent ROT...
Content Creation“EVERYONE’S A PUBLISHER”
NON-MEDIA COMPANIES                       51• Sourcing or writing  articles• Creating videos• Seeding social media  campai...
EDITORIAL STRATEGIES                                          52• Define messaging goals                “Encourage explora...
Content Business Models“PRINT IS DEAD”
PRINT IS AT RISK   54Photo by inky
ATTENTION IS DIVIDED                         55      ©2012 Razorfish. All rights reserved.Photo by me
CREATE NEW DIGITAL EXPERIENCES           56 ©2012 Razorfish. All rights reserved.
CREATE NEW BUSINESS MODELS                57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
Content DeliveryDISRUPTIVE PERSONAL TECH
READ ON OUR TABLETS                          59      ©2012 Razorfish. All rights reserved.Photo by TheCreativePenn
UPLOAD PHOTOS FROM OUR PHONES                 60       ©2012 Razorfish. All rights reserved.Photo by Mathias Klang
STREAM VIDEOS ON OUR TV                       61       ©2012 Razorfish. All rights reserved.Photo by Dennis S. Hurd
TALK TO OUR CARS TO PLAY MUSIC               62      ©2012 Razorfish. All rights reserved.Photo by HighTechDad
Multiplatform publishing follows the principle:      Produce once, use multiple times.
OPTIMIZE: CONTENT CREATION & EXPERIENCE   64Photo by cvander
Content CommunicationsTHE UBIQUITOUSCONVERSATION
ENGAGING ON MANY CHANNELS                66 ©2012 Razorfish. All rights reserved.
SUPERFANS, DEEPLY ENGAGED                67You don’tcontrol theconversation.But you canparticipate. ©2012 Razorfish. All r...
TRACK SOCIAL ACTIVITY                    68 ©2012 Razorfish. All rights reserved.
WHERE WE’RE HEADED
FUTURE TRENDS & NEEDS
INCREASED CONTENT STRATEGY COLLABORATION   71         Marketing                            Social   • Integrated Processes...
STRUCTURED DATA                                                                                    72• Markup that provide...
STRUCTURED DATA IN THE CMS                      73Example: Drupal 7• Open source CMS• Native support for standard data str...
SEMANTIC TECHNOLOGY                                                                74                                     ...
GLOBALIZATION/LOCALIZATION                   75      ©2012 Razorfish. All rights reserved.Photo by me
MULTIPLATFORM PUBLISHING                     76     ©2012 Razorfish. All rights reserved.Source: Fast Company
CONCLUSION
CONTENT STRATEGY: WHY NOW?                                   78• Content Strategy has arrived  • It will continue to devel...
Thanks!RACHEL LOVINGER@rlovinger
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Content Strategy: Why Now?

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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.

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  1. 1. Content Strategy: Why Now?Content Strategy Seminar 20128 February 2012Rachel Lovinger @rlovinger
  2. 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. 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. 4. WHERE WE’VE COME FROM
  5. 5. First, a definitionWHAT IS CONTENTSTRATEGY?
  6. 6. “Content Strategy plans for the creation,delivery, and governance of useful, usablecontent.” - Kristina Halvorson
  7. 7. WHAT IS CONTENT? 7• Text on the site• Images• Video• Audio• Data• User Comments• Email• Online Conversations ©2012 Razorfish. All rights reserved.
  8. 8. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE 8Photo by zandperl
  9. 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. 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. 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. 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. 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. 14. A bit of historyHOW DID WE GET HERE?
  15. 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. 16. 2000: CHECKLIST FROM INC. 16
  17. 17. 2001: JAKOB NIELSEN – “WRITING FOR THE WEB” 17
  18. 18. 2002: PAUL FORD OFFERS HIS SERVICES 18
  19. 19. 2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT 19
  20. 20. 2004: CS FOR EMAIL NEWSLETTERS 20
  21. 21. 2005: AMY GAHRAN STARTS A SERIES 21
  22. 22. 2006: RSS IS THE “HOT NEW THING” 22
  23. 23. 2007: RACHEL LOVINGER – BOXES & ARROWS 23
  24. 24. 2008: KRISTINA HALVORSON – A LIST APART 24
  25. 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. 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. 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. 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. 29. CONTENT STRATEGY FOR THE WEB: 22 AUG 2009 29
  30. 30. THEN: UNPRECEDENTED GROWTH 30Photo by Jeff Myers
  31. 31. CONTENT STRATEGY COMMUNITY 31
  32. 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. 33. ARTICLES & BLOG POSTS 33
  34. 34. OTHER CONTENT STRATEGY BOOKS 34
  35. 35. COLLEGE COURSES 35 College Courses ContentsMagazine.com ©2011 Razorfish. All rights reserved.
  36. 36. CONTENTS MAGAZINE 36 http://contentsmagazine.com/
  37. 37. A bit about meHOW DID I GET HERE?
  38. 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. 39. EDITORS: HOME PAGE 39 Screenshot via Wayback Machine
  40. 40. THE OTHER 10,000+ ARTICLES 40 Screenshot via Wayback Machine
  41. 41. HOW I BECAME A CONTENT STRATEGIST 41 Editorial Goals Business Goals Technology ©2012 Razorfish. All rights reserved.
  42. 42. HOW I BECAME A CONTENT STRATEGIST 42 Tactics Editorial Goals Business Goals Vision Technology ©2012 Razorfish. All rights reserved.
  43. 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. 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. 45. It’s not necessary to have “ContentStrategist” in your title in order to practice content strategy.
  46. 46. WHY CONTENT STRATEGYMATTERS
  47. 47. Content GroomingCLEARING OUT THE R.O.T.
  48. 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. 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. 50. Content Creation“EVERYONE’S A PUBLISHER”
  51. 51. NON-MEDIA COMPANIES 51• Sourcing or writing articles• Creating videos• Seeding social media campaigns• Monitoring communities• Etc. ©2012 Razorfish. All rights reserved.
  52. 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. 53. Content Business Models“PRINT IS DEAD”
  54. 54. PRINT IS AT RISK 54Photo by inky
  55. 55. ATTENTION IS DIVIDED 55 ©2012 Razorfish. All rights reserved.Photo by me
  56. 56. CREATE NEW DIGITAL EXPERIENCES 56 ©2012 Razorfish. All rights reserved.
  57. 57. CREATE NEW BUSINESS MODELS 57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
  58. 58. Content DeliveryDISRUPTIVE PERSONAL TECH
  59. 59. READ ON OUR TABLETS 59 ©2012 Razorfish. All rights reserved.Photo by TheCreativePenn
  60. 60. UPLOAD PHOTOS FROM OUR PHONES 60 ©2012 Razorfish. All rights reserved.Photo by Mathias Klang
  61. 61. STREAM VIDEOS ON OUR TV 61 ©2012 Razorfish. All rights reserved.Photo by Dennis S. Hurd
  62. 62. TALK TO OUR CARS TO PLAY MUSIC 62 ©2012 Razorfish. All rights reserved.Photo by HighTechDad
  63. 63. Multiplatform publishing follows the principle: Produce once, use multiple times.
  64. 64. OPTIMIZE: CONTENT CREATION & EXPERIENCE 64Photo by cvander
  65. 65. Content CommunicationsTHE UBIQUITOUSCONVERSATION
  66. 66. ENGAGING ON MANY CHANNELS 66 ©2012 Razorfish. All rights reserved.
  67. 67. SUPERFANS, DEEPLY ENGAGED 67You don’tcontrol theconversation.But you canparticipate. ©2012 Razorfish. All rights reserved. Fan Art by kidnotorious
  68. 68. TRACK SOCIAL ACTIVITY 68 ©2012 Razorfish. All rights reserved.
  69. 69. WHERE WE’RE HEADED
  70. 70. FUTURE TRENDS & NEEDS
  71. 71. INCREASED CONTENT STRATEGY COLLABORATION 71 Marketing Social • Integrated Processes • Commercial Tools
  72. 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. 73. STRUCTURED DATA IN THE CMS 73Example: Drupal 7• Open source CMS• Native support for standard data structures ©2012 Razorfish. All rights reserved.
  74. 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. 75. GLOBALIZATION/LOCALIZATION 75 ©2012 Razorfish. All rights reserved.Photo by me
  76. 76. MULTIPLATFORM PUBLISHING 76 ©2012 Razorfish. All rights reserved.Source: Fast Company
  77. 77. CONCLUSION
  78. 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. 79. Thanks!RACHEL LOVINGER@rlovinger
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