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Gc let's put some strategy in our content strategy - van ue may 2019

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Vancouver Experience Meetup Group (VanUE) presenation, May 2019. Learn how to make sure that your content strategy is strategic, by following a strategic canvas framework.

Published in: Design
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Gc let's put some strategy in our content strategy - van ue may 2019

  1. 1. Let’s put some strategy in our content strategies! Kathy Wagner, Content Strategy Inc.
  2. 2. #StrategyFirstCS | @Kathy_CS_Inc What we’re talking about 1. Different ways to approach CS 2. A tool to focus on strategy 3. Small steps 4. Review 5. Questions
  3. 3. Ways to approach content strategy
  4. 4. #StrategyFirstCS | @Kathy_CS_Inc What you see depends on your lens UX/CX Digital Content Manager Practitioner Strategist
  5. 5. #StrategyFirstCS | @Kathy_CS_Inc Choose the right hat for the occasion UX/CX Digital Content Manager Practitioner Strategist
  6. 6. Content Strategist Photo by Artem Kovalev on Unsplash#StrategyFirstCS | @Kathy_CS_Inc
  7. 7. Content Meaningful information in any channel, in any format, that is created for any human audience. #StrategyFirstCS | @Kathy_CS_Inc
  8. 8. Content strategy Content strategy guides the creation, delivery, and governance of useful, usable, content. ~Kristina Halvorson #StrategyFirstCS | @Kathy_CS_Inc
  9. 9. Content strategy Strategy + Content = Content Strategy #StrategyFirstCS | @Kathy_CS_Inc
  10. 10. Different kinds of CS Product/UX CS Website CS Enterprise CS Marketing CS Content engineering #StrategyFirstCS | @Kathy_CS_Inc
  11. 11. How do most content strategists spend their days? #StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
  12. 12. • Audits • Recommendations • Personas • Future vision • Research • Writing • Journey maps • Content models • Training • Team building • Information architecture • Messaging
  13. 13. What is that accomplishing? And why? #StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
  14. 14. Strategy is not… #StrategyFirstCS | @Kathy_CS_Inc
  15. 15. Best practices #StrategyFirstCS | @Kathy_CS_Inc Methods or techniques generally accepted as superior because they produce consistently superior results.
  16. 16. Tactics #StrategyFirstCS | @Kathy_CS_Inc Means by which a strategy is carried out. Activities that deal with the demands of the moment, or move towards milestones.
  17. 17. Strategy is… #StrategyFirstCS | @Kathy_CS_Inc
  18. 18. Strategy “A coherent set of analysis, concepts, policies, and arguments that respond to a high- stakes challenge.” ~ Richard Rumelt #StrategyFirstCS | @Kathy_CS_Inc
  19. 19. Know your high-stakes challenge Find it or have it Photo by Tj Kolesnik on Unspl#StrategyFirstCS | @Kathy_CS_Inc
  20. 20. Photo by Tj Kolesnik on Unspl#StrategyFirstCS | @Kathy_CS_Inc Know your high-stakes challenge Aligns with a recognized strategic goal. Can be significantly impacted through content.
  21. 21.  Good high-stakes challenge  Not good high-stakes challenge Reduce customer support calls Revise content for plain language Streamline operational efficiency Review content approval process Align digital properties to one brand Revise page titles for consistency Reuse content efficiently across regions Develop a taxonomy Increase employee use of intranet Move HR policies from pdf to html #StrategyFirstCS | @Kathy_CS_Inc
  22. 22. When we know how our activities fit within a strategy We know our contributions are valued#StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
  23. 23. How much strategy is in your content strategy work? #StrategyFirstCS | @Kathy_CS_Inc
  24. 24. A strategy has three parts: 1. Findings & foundation 2. Guiding focus 3. Coherent action plan #StrategyFirstCS | @Kathy_CS_Inc
  25. 25. A tool to stay focused on strategy
  26. 26. Download this here: www.contentstrategyinc.com/wp-content/uploads/Strategic-Content-Strategy-Canvas.pdf
  27. 27. Understand the current situation, future objectives, and any obstacles or opportunities involved. #StrategyFirstCS | @Kathy_CS_Inc Photo by Gabriel Jimenez on Unsplash Findings and foundation
  28. 28. Investigate business needs and environment • What challenge did you identify, or are you responding to? • How will the current business environment help or hinder your progress? • What resources do you have to work with, in terms of skill-sets, time, and budget? #StrategyFirstCS | @Kathy_CS_Inc
  29. 29. Investigate audience needs and situation • Who is your audience? • What are your audience’s goals, perceptions, and needs? • What obstacles and opportunities are there in meeting audience needs? #StrategyFirstCS | @Kathy_CS_Inc
  30. 30. Review your current content situation • What content do you have or need to work with, to effectively respond to the challenge? • What content teams and processes are impacted? • How much work is required to move the content (and content teams, processes, technology, etc) from current state to future vision? #StrategyFirstCS | @Kathy_CS_Inc
  31. 31. Guiding focus Provides: • a vision for the future. • high-level guidelines for getting there. • a rationale for why this vision is the strategic solution. Photo by Chris Barbalis on Unsplash#StrategyFirstCS | @Kathy_CS_Inc
  32. 32. Show the content strategy vision #StrategyFirstCS | @Kathy_CS_Inc • A sneak peek into the future state of content. • Not a blue-sky vision. An achievable, strategic vision.
  33. 33. Define the guiding principles #StrategyFirstCS | @Kathy_CS_Inc • Are rules that help people stay focused. • Provides enough of a high-level “how” to get senior-level support. • Becomes a decision-making framework moving forward.
  34. 34. Provide the rationale • Why this vision, and these guiding principles, rather than another? • What does the research show? • Reiterate risks of status quo. #StrategyFirstCS | @Kathy_CS_Inc
  35. 35. Guiding focus Findings & foundation #StrategyFirstCS | @Kathy_CS_Inc
  36. 36. Action plan A detailed outline of what’s involved and how the work will get done. This is where you list the tactics, or activities, needed to achieve the vision. Photo by Markus Spiske on Unsplash#StrategyFirstCS | @Kathy_CS_Inc
  37. 37. Action plan • What needs to happen, by who, and when? • How will it get done (in terms of resourcing, budgets, etc)? • What are the dependencies and implications (for example, technology and training)? • Creating a detailed roadmap works well for this. #StrategyFirstCS | @Kathy_CS_Inc
  38. 38. Guiding focus Action plan Findings & foundation #StrategyFirstCS | @Kathy_CS_Inc
  39. 39. The canvas does not convey strategy details Simply a tool to help make sure your content strategy is strategic. You can use it as… Download this here: www.contentstrategyinc.com/wp-content/uploads/Strategic-Content-Strategy-Canvas.pdf
  40. 40. A facilitation tool. Photo by Daria Nepriakhina on Unsplash
  41. 41. A working framework. #StrategyFirstCS | @Kathy_CS_Inc
  42. 42. A summary snapshot. Photo by Malcolm Lightbody on Unsplash#StrategyFirstCS | @Kathy_CS_Inc
  43. 43. Start small
  44. 44. How to open the door for strategic work? • Start small • Support other teams • Build trust • Measure progress • Share successes Photo by Joaquin Paz y Miño on Unsplash#StrategyFirstCS | @Kathy_CS_Inc
  45. 45.  Good high-stakes challenge  Good small high-stakes challenge Reduce customer support calls …from people who visit support site Streamline operational efficiency …of approval process within a team Align digital properties to new brand … starting with one priority area Reuse content efficiently across regions …starting with one use case Increase employee use of intranet …starting with high-priority section #StrategyFirstCS | @Kathy_CS_Inc
  46. 46. Aligns with a recognized strategic goal. Can be significantly impacted through content. Photo by Tj Kolesnik on Unspl#StrategyFirstCS | @Kathy_CS_Inc Even a small high-stakes challenge
  47. 47. Strategy review
  48. 48. A strategy Is a response to a high-stakes challenge. #StrategyFirstCS | @Kathy_CS_Inc
  49. 49. A strategy has three parts: 1. Findings & foundation 2. Guiding focus 3. Coherent action plan #StrategyFirstCS | @Kathy_CS_Inc
  50. 50. Findings & foundation includes: 1. Business needs 2. Audience needs 3. Content needs #StrategyFirstCS | @Kathy_CS_Inc
  51. 51. Guiding focus includes: 1. Vision 2. Guiding principles 3. Rationale #StrategyFirstCS | @Kathy_CS_Inc
  52. 52. Coherant action plan includes: 1. Who 2. What 3. When #StrategyFirstCS | @Kathy_CS_Inc
  53. 53. To make sure you cover all areas that contribute to good content strategy Use the canvas framework #StrategyFirstCS | @Kathy_CS_Inc
  54. 54. Use the canvas framework • To facilitate discussion • To guide your approach • To show snapshot #StrategyFirstCS | @Kathy_CS_Inc
  55. 55. How do you spend your days? #StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
  56. 56. • Audits • Recommendations • Personas • Future vision • Research • Writing • Journey maps • Content models • Training • Team building • Information architecture • Messaging
  57. 57. But you’ll know what you’re contributing to. And can prioritize your efforts. #StrategyFirstCS | @Kathy_CS_Inc Photo by Artem Kovalev on Unsplash
  58. 58. If you want more on strategy
  59. 59. Visit ContentStrategyInc.com for related articles: • Content leaders: Managers, practioners, and strategists • Put more strategy into your content strategy • How to complete the content strategy canvas • Three ways to use the content strategy canvas And to download the canvas: • Strategic Content Strategy Canvas (pdf)
  60. 60. Questions? And thank you Kathy Wagner Content Strategy Inc kathy@contentstrategyinc.com @Kathy_CS_Inc | @Team_CS_Inc Monthly newsletter: http://eepurl.com/bTo4PH

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