GowanCommunicationsMichaelGowanCreatemeaningfulsiteswithcontentstrategyContentMatters
Thingsthatarebettertogether
Thingsthatarebettertogether
Thingsthatarebettertogether
• Inseparableintheuserexperience• Accentuateeachother• EssentialforasuccessfulsiteContentanddesign:bestbuds
• TherightcontentintherightplaceattherighttimeWhatcontentmatters?
• “Contentstrategyplansforthecreation,sharing,andgovernanceofcontent”--KristinaHalvorson• Afieldofpracticeencompassingever...
• CreatingcontentwithapurposeWhatiscontentstrategy?
• Betteruserexperience• Happierclients• MoreefficientcontentmanagementWhyCSmatters
• Writersandeditors• Informationarchitects• Webstrategists• DesignersWhodoescontentstrategy?
DesignPlayingwellwithothersUser ExperienceDevelopmentMarketing /CommunicationsContent Strategy
ProcessPlan Create Manage
• Knowyouraudience• Identifygoalsandobjectives• DocumentandsharePlanning
• Interviews• Metrics• CompetitiveanalysisPlanningtools
Arelevantconversation
• Contentinventory• Gapanalysis• ContentmatrixContentanalysis
Contentinventory
• Detailedfindingsfromplanning• Audience,usergoals,businessgoals,competitiveanalysis• Contenttypes• Contentrecommendations...
• Snapshotofcontentrequirements• ShareitContentstrategystatement
• Editorialstyleguide• Marketingguidelines• AcrosschannelsandmediaStyleandvoice
• Definecontentcreationprocess• Identifycontentcreators• DevelopcontenttoolsandtemplatesCreate
• Identifyneeds• Assignresources• Gathercontent• EditandapproveContentcreationprocess
ContentcreationprocessContentproposedDefine audienceand goalExists?NoYesNeedsrevision?New content notneededDraftIdentify ex...
• Questionnaires• Contenttemplates(pagetables)• PublishingchecklistContentcreationtools
Contentquestionnaire
Contenttemplates
• Review• Revise• RemoveManage
• Feedback(usertesting!)• Editorialcalendar• Contentmanagementsystem• Metrics• SearchlogsMaintenancetools
• Planforupcomingcontent• Schedulehomepage,socialmedia,blogpromotions• TieintomarketingplansEditorialcalendar
Editorialcalendar
• Trackreviewdates• Detailednotes(whychangesweremade)• LinkcheckerContentmanagementsystem
Searchlogs
• Ongoingprocess• Re-evaluategoals• AdjusttochangesinorgandcompetitivelandscapeRepeat
• Linkstrategy• Editorialcalendar• TrackingSocialmedia
• Well-plannedcontentevenmoreimportant• Differenttasks,sameCStools• PartofawidercontentstrategyMobile
• Time• Buyin• PersistenceWhatittakes
• Books-ContentStrategyfortheWeb,2ndEdition,HalvorsonandRach-TheElementsofContentStrategy,ErinKissane• OnlineGroups-Conten...
• HowcanCSimprovetherelationshipbetweenyourdesignandcopy?Discuss
• @zebgowan• michael@michaelgowan.comHowtoreachme
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AIGA Raleigh HOMEGROWN | Content Matters: Creating meaningful sites with content strategy

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AIGA Raleigh HOMEGROWN | Content Matters: Creating meaningful sites with content strategy

  1. 1. GowanCommunicationsMichaelGowanCreatemeaningfulsiteswithcontentstrategyContentMatters
  2. 2. Thingsthatarebettertogether
  3. 3. Thingsthatarebettertogether
  4. 4. Thingsthatarebettertogether
  5. 5. • Inseparableintheuserexperience• Accentuateeachother• EssentialforasuccessfulsiteContentanddesign:bestbuds
  6. 6. • TherightcontentintherightplaceattherighttimeWhatcontentmatters?
  7. 7. • “Contentstrategyplansforthecreation,sharing,andgovernanceofcontent”--KristinaHalvorson• Afieldofpracticeencompassingeveryaspectofcontent:Contentanalysis,SEO,metadata,taxonomy,editorialguidelines,workflow,socialmediaWhatiscontentstrategy?
  8. 8. • CreatingcontentwithapurposeWhatiscontentstrategy?
  9. 9. • Betteruserexperience• Happierclients• MoreefficientcontentmanagementWhyCSmatters
  10. 10. • Writersandeditors• Informationarchitects• Webstrategists• DesignersWhodoescontentstrategy?
  11. 11. DesignPlayingwellwithothersUser ExperienceDevelopmentMarketing /CommunicationsContent Strategy
  12. 12. ProcessPlan Create Manage
  13. 13. • Knowyouraudience• Identifygoalsandobjectives• DocumentandsharePlanning
  14. 14. • Interviews• Metrics• CompetitiveanalysisPlanningtools
  15. 15. Arelevantconversation
  16. 16. • Contentinventory• Gapanalysis• ContentmatrixContentanalysis
  17. 17. Contentinventory
  18. 18. • Detailedfindingsfromplanning• Audience,usergoals,businessgoals,competitiveanalysis• Contenttypes• ContentrecommendationsContentrequirements
  19. 19. • Snapshotofcontentrequirements• ShareitContentstrategystatement
  20. 20. • Editorialstyleguide• Marketingguidelines• AcrosschannelsandmediaStyleandvoice
  21. 21. • Definecontentcreationprocess• Identifycontentcreators• DevelopcontenttoolsandtemplatesCreate
  22. 22. • Identifyneeds• Assignresources• Gathercontent• EditandapproveContentcreationprocess
  23. 23. ContentcreationprocessContentproposedDefine audienceand goalExists?NoYesNeedsrevision?New content notneededDraftIdentify expertAssign contentcreatorGather contentEditReviseReview byexpertsReviseApprovedcontentImplement inCMSPre-publishingchecklistWeb pageYesNoExample Content Creation ProcessMaintain
  24. 24. • Questionnaires• Contenttemplates(pagetables)• PublishingchecklistContentcreationtools
  25. 25. Contentquestionnaire
  26. 26. Contenttemplates
  27. 27. • Review• Revise• RemoveManage
  28. 28. • Feedback(usertesting!)• Editorialcalendar• Contentmanagementsystem• Metrics• SearchlogsMaintenancetools
  29. 29. • Planforupcomingcontent• Schedulehomepage,socialmedia,blogpromotions• TieintomarketingplansEditorialcalendar
  30. 30. Editorialcalendar
  31. 31. • Trackreviewdates• Detailednotes(whychangesweremade)• LinkcheckerContentmanagementsystem
  32. 32. Searchlogs
  33. 33. • Ongoingprocess• Re-evaluategoals• AdjusttochangesinorgandcompetitivelandscapeRepeat
  34. 34. • Linkstrategy• Editorialcalendar• TrackingSocialmedia
  35. 35. • Well-plannedcontentevenmoreimportant• Differenttasks,sameCStools• PartofawidercontentstrategyMobile
  36. 36. • Time• Buyin• PersistenceWhatittakes
  37. 37. • Books-ContentStrategyfortheWeb,2ndEdition,HalvorsonandRach-TheElementsofContentStrategy,ErinKissane• OnlineGroups-ContentStrategyGoogleGroup-LinkedinContentStrategyGroupResources
  38. 38. • HowcanCSimprovetherelationshipbetweenyourdesignandcopy?Discuss
  39. 39. • @zebgowan• michael@michaelgowan.comHowtoreachme

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