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Content Strategy Spectrum - Cait Vlastakis Smith - Centerline Digital

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The Content Marketing Institute describes two types of content strategists:
- Front-end content strategists are more focused on marketing goals, the customer-facing experience, and content messaging.

- Back-end content strategists are more focused on content structure, scalability and platform.

However, these types of content strategists should be seen as a dichotomy of roles. They’re intimately connected and ultimately working toward the same goal: bringing clarity to information, delivering value to users and creating cognitive ease.

In this presentation, we break down the roles and then show how they only exist in combination.

Learn more: http://www.centerline.net

Published in: Marketing

Content Strategy Spectrum - Cait Vlastakis Smith - Centerline Digital

  1. 1. Cait Vlastakis Smith
 Executive Strategy Director,
 Centerline Digital The CONTENT STRATEGY Spectrum @caitvsmith
  2. 2. Imagine this for a minute: @caitvsmith “We need a content strategy.” 
 – Marketing Director “We need a content strategy.” – Web Strategy Director
  3. 3. “We need a content strategy.” 
 – Marketing Director “We need a content strategy.” – Web Strategy Director @caitvsmith These two individuals are looking for solutions to different challenges, yet they’re using the exact same words. Fun, right? Let’s unpack this.
  4. 4. “We need a content strategy.” 
 – Marketing Director “We need a content strategy.” – Web Strategy Director @caitvsmith Translation:
 “The content we’re creating isn’t resonating with people, nor is it targeted to them at the right time.” Translation: “Our content is a mess. It’s not scalable, structured for personalization and is completely outdated.”
  5. 5. “We need a content strategy.” 
 – Marketing Director “We need a content strategy.” – Web Strategy Director @caitvsmith Translation:
 “The content we’re creating isn’t resonating with people, nor is it targeted to them at the right time.” Translation: “Our content is a mess. It’s not scalable, structured for personalization and is completely outdated.” THESE PROBLEMS ARE 
 OFTEN INTERRELATED
  6. 6. What’s involved in content strategy? Story & narrative development Content governance Content types/variations Personalization Editorial guidelines Content cadence/calendars Channel activation @caitvsmith Content auditing/analyses Information architecture CMS & publishing workflows Scalability planning Taxonomy Modular content design Content modeling Metadata schemas SEO
  7. 7. Story & narrative development Content governance Content types/variations Editorial guidelines Content cadence/calendars Channel activation @caitvsmith Content auditing/analyses Information architecture CMS & publishing workflows Scalability planning Taxonomy Modular content design Content modeling Metadata schemas SEO Stolen/Adopted from 
 the fields of: Linguistics
 Storytelling
 Knowledge management Business strategy User experience Technical writing What’s involved in content strategy? Personalization
  8. 8. Story & narrative development Content governance Information architecture CMS & publishing workflows Scalability planning Taxonomy Modular content design Content modeling Content types/variations Editorial guidelines Metadata schemas Content cadence/calendars Channel activation @caitvsmith SEOContent auditing/analyses Audience 
 understanding At the core of content strategy: Clarity of 
 information User 
 experience What’s involved in content strategy? Personalization
  9. 9. Story & narrative development Content governance Information architecture CMS & publishing workflows Scalability planning Taxonomy Modular content design Content modeling Content types/variations Personalization Editorial guidelines Metadata schemas Content cadence/calendars Channel activation @caitvsmith SEOContent auditing/analyses At the core of content strategy: “Front-End” Activities “Back-End” Activities Source: http://contentmarketinginstitute.com/2016/02/types-content-strategist/ Audience 
 understanding Clarity of 
 information User 
 experience What’s involved in content strategy?
  10. 10. Story & narrative development Content governance Content types/variations Personalization Editorial guidelines Content cadence/calendars Channel activation @caitvsmith Content auditing/analyses Source: http://contentmarketinginstitute.com/2016/02/types-content-strategist/ What’s involved in content strategy? Often described as activities related to:
 CONTENT MARKETING The results of these activities are typically seen directly by users through the quality and relevance of the content. “Front-End” Activities
  11. 11. Information architecture CMS & publishing workflows Scalability planning Taxonomy Modular content design Content modeling Metadata schemas @caitvsmith SEO Source: http://contentmarketinginstitute.com/2016/02/types-content-strategist/ What’s involved in content strategy? Often described as activities related to:
 TECHNICAL WRITING & 
 USER EXPERIENCE The results of these activities often aren’t seen, but are felt through one’s experience finding and consuming the content. “Back-End” Activities
  12. 12. The Content Strategy Spectrum @caitvsmith Let’s look at these front-end and back-end activities within a spectrum rather than a dichotomy. Here’s how we break down 
 the spectrum.
  13. 13. The Content Strategy Spectrum @caitvsmith Customers/Users & Publishers/Creators Audience Understanding At the center of everything: 
 audience understanding.
  14. 14. The Content Strategy Spectrum @caitvsmith Structure and relevance of content creates clarity for consumption. Clarity of Information Customers/Users & Publishers/Creators Audience Understanding Structure + Relevance Clarity of Information
  15. 15. The Content Strategy Spectrum @caitvsmith Creating delightful experience is only possible with findable, relevant content that’s easy to consume. Structure + Relevance Clarity of Information Customers/Users & Publishers/Creators Audience Understanding User Experience Cognitive Ease + Findability
  16. 16. The Content Strategy Spectrum @caitvsmith The What What will audiences consume? Structure + Relevance Clarity of Information Customers/Users & Publishers/Creators Audience Understanding User Experience Cognitive Ease + Findability Content strategy activities and outputs answer one of three questions.
  17. 17. The Content Strategy Spectrum @caitvsmith The What What will audiences consume? Structure + Relevance Clarity of Information Customers/Users & Publishers/Creators Audience Understanding User Experience Cognitive Ease + Findability The Where What platforms/channels should we consider?
  18. 18. The Content Strategy Spectrum @caitvsmith The What What will audiences consume? Structure + Relevance Clarity of Information Customers/Users & Publishers/Creators Audience Understanding User Experience Cognitive Ease + Findability The Where What platforms/channels should we consider? The How How do we execute?
  19. 19. The Content Strategy Spectrum @caitvsmith The What What will audiences consume? Structure + Relevance Clarity of Information Customers/Users & Publishers/Creators Audience Understanding User Experience Cognitive Ease + Findability The Where What platforms/channels should we consider? The How How do we execute? Now, let’s look at front-end and back-end content strategy activities within this spectrum.
  20. 20. Information architecture Scalability planning Taxonomy Modular content Content modeling CMS structure @caitvsmith SEO integration “Back-End” Activities Source: http://contentmarketinginstitute.com/2016/02/types-content-strategist/ Refresher: Metadata schemas Content governance Content types/variations Personalization Editorial guidelines Content cadence/calendars Social/Community activation Content auditing/analyses “Front-End” Activities Narrative/Storyline development Message targeting CMS & publishing workflows Audience Clarity of information User Experience
  21. 21. s @caitvsmith The What What will audiences consume? What platforms/channels 
 should we consider? The How How do we execute? Content types/variations Personalization Editorial guidelines Content cadence/calendars Social/Community activation Narrative/Storyline development Information architecture CMS & publishing workflows Taxonomy Modular content Content modeling Metadata schemas SEO integration CMS structure The Where Message targeting Scalability planning “Front-End” Activities “Back-End” Activities KEY: Mapped Activities The How Content auditing/analyses Content governance Audience Clarity of information User Experience
  22. 22. s @caitvsmith The What What will audiences consume? What platforms/channels 
 should we consider? The How How do we execute? Content types/variations Personalization Editorial guidelines Social/Community activation Narrative/Storyline development Information architecture CMS & publishing workflows Taxonomy Modular content Content modeling Metadata schemas SEO integration CMS structure The Where Message targeting Scalability planning “Front-End” Activities “Back-End” Activities KEY: Mapped Activities Content auditing/analyses Content governance Clarity of information User Experience Content cadence/calendars Audience
  23. 23. @caitvsmith Translation:
 “The content we’re creating isn’t resonating with people, nor is it targeted to them at the right time.” Remember these? Translation: “Our content is a mess. It’s not scalable, structured for personalization and is completely outdated.” “We need a content strategy.” 
 – Marketing Director “We need a content strategy.” – Web Strategy Director
  24. 24. s @caitvsmith Personalization Editorial guidelines Social/Community activation Message targeting “Front-End” Activities “Back-End” Activities KEY: Content auditing/analyses User Experience “The content we’re creating isn’t resonating with people, nor is it targeted to them at the right time.” MARKETING CHALLENGE: At first blush, it appears we only need front-end content strategy… Content cadence/calendars Audience The What What will audiences consume? What platforms/channels 
 should we consider? The Where The How How do we execute? Clarity of information
  25. 25. s @caitvsmith Personalization Editorial guidelines Social/Community activation Message targeting “Front-End” Activities “Back-End” Activities KEY: Content auditing/analyses Clarity of information User Experience “The content we’re creating isn’t resonating with people, nor is it targeted to them at the right time.” MARKETING CHALLENGE: …until we dig into the technical needs and requirements to execute. Content cadence/calendars AudienceMetadata schemas SEO integration CMS structure Taxonomy Modular content The What What will audiences consume? What platforms/channels 
 should we consider? The Where The How How do we execute?
  26. 26. s @caitvsmith Personalization Information architecture Taxonomy Modular content Content modeling Metadata schemas CMS structure “Front-End” Activities “Back-End” Activities KEY: User Experience Audience “Our content is a mess. It’s not scalable, structured for personalization and is completely outdated.” IT CHALLENGE: It appears we need mostly back-end content strategy… The What What will audiences consume? What platforms/channels 
 should we consider? The Where The How How do we execute? Clarity of information Scalability planning
  27. 27. s @caitvsmith The What What will audiences consume? What platforms/channels 
 should we consider? Personalization Information architecture Taxonomy Modular content Content modeling Metadata schemas CMS structure The Where “Front-End” Activities “Back-End” Activities KEY: User Experience Audience “Our content is a mess. It’s not scalable, structured for personalization and is completely outdated.” IT CHALLENGE: …until we dig into the different content needs per audience and the publishing models necessary to support them. Editorial guidelines Content auditing/analyses Content governance CMS & publishing workflows Content types/variations Message targeting The How How do we execute? Clarity of information
  28. 28. Conclusion @caitvsmith Front-end and back-end content strategy are highly dependent upon one another to succeed, very much like marketing and IT.
 
 Tapping into both skill sets reshapes how you solve the problem and improves the 
 viability of the solution.
  29. 29. s Caitlin Vlastakis Smith Executive Strategy Director Twitter: @caitvsmith
 Linkedin: /in/caitlinvsmith centerline.net Twitter: @centerline Centerline Digital

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