Content Strategy: Long Live the King

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For years we’ve been saying “content is king” … but many of us have been treating it like a pauper. Find out why we can no longer afford to leave our online content as an afterthought, and how the new and growing field of content strategy is paving the way for a new era of powerful, vibrant, impactful websites.

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  • Thank you It’s a pleasure to be here Recognize HiMA Not national organization Angelika closed, new venue in 48 hours Content Strategy Something I’m passionate about New field, lots of buzz around it Overview – not nuts and bolts
  • Before I get started, I want to give a hat tip to a couple of good people If you go to Amazon, Barnes and Noble, or any other book source and you search for the title “Content Strategy,” you’ll get exactly two results. Kristina Halvorson is widely recognized as the Godmother of Content Strategy.
  • Before I get started, I want to give a hat tip to a couple of good people If you go to Amazon, Barnes and Noble, or any other book source and you search for the title “Content Strategy,” you’ll get exactly two results. Kristina Halvorson is widely recognized as the Godmother of Content Strategy.
  • Before I get started, I want to give a hat tip to a couple of good people If you go to Amazon, Barnes and Noble, or any other book source and you search for the title “Content Strategy,” you’ll get exactly two results. Kristina Halvorson is widely recognized as the Godmother of Content Strategy.
  • Content Strategy: Long Live the King

    1. 1. Content Strategy: Long Live the King Rachel Parker Lyrica Copywriting
    2. 2. Hat tips Richard Sheffield contentstrategyweblog.com @richardlol Kristina Halvorson braintraffic.com @halvorson
    3. 3. Hat tips <ul><li>Rachel Lovinger rachellovinger.com, @rlovinger </li></ul><ul><li>Rahel Anne Bailie intentionaldesign.ca, @rahelab </li></ul>
    4. 9. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    5. 12. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    6. 15. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    7. 16. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    8. 17. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    9. 18. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
    10. 19. By Jove, I am not covetous for gold, Nor care I who doth feed upon my cost;
    11. 20. And they all lived happily ever after
    12. 22. Content
    13. 23. Search Social media
    14. 24. Content Strategist
    15. 25. So … how did we get here?
    16. 26. Pay-per-Click SEO Information Architecture User Experience Accessibility Interactivity E-Commerce Dude, where’s my content?
    17. 27. Enter the Content Strategist
    18. 28. What is content?
    19. 29. Content Strategy <ul><li>The practice of planning for the creation, delivery, and governance of useful, usable content </li></ul><ul><li>- Kristina Halvorson </li></ul>
    20. 31. Content Strategy <ul><li>The nuts and bolts </li></ul>
    21. 32. Phase 1: Audit
    22. 33. Phase 2: Analysis
    23. 34. Phase 2: Analysis (cont’d)
    24. 35. Phase 3: Strategy
    25. 36. Phase 3: Strategy (cont’d)
    26. 37. Phase 4: Workflow
    27. 38. Phase 5: Writing
    28. 39. Phase 6: Delivery
    29. 40. Phase 7: Measurement
    30. 41. Phase 8: Maintenance
    31. 42. The Content Cycle
    32. 43. Content Strategy <ul><li>Who’s doing it … and how’s it going? </li></ul>
    33. 44. IBM <ul><li>Dedicated Editor-in-Chief </li></ul><ul><li>Large staff of Web content professionals </li></ul>
    34. 45. Wells Fargo <ul><li>Staff of Content Strategists </li></ul><ul><li>Content Effectiveness Program to ensure ongoing content assessment across the site </li></ul>
    35. 46. REI <ul><li>Staff of Content Strategists, Editors, and Writers </li></ul><ul><li>Vibrant “Expert Advice” section of informative articles and videos </li></ul>
    36. 47. Mint.com <ul><li>Investment in content as key driver to online success </li></ul>
    37. 48. In summary … <ul><li>Our content is hurting </li></ul><ul><li>There is a solution </li></ul><ul><li>The solution takes commitment, time, talent, energy, resources, and SUPPORT </li></ul><ul><li>… but ignore it at your own risk </li></ul>
    38. 49. Hail to the king, baby.
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