Everything You Always Wanted to Know About Content Strategy

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Everything You Always Wanted to Know About Content Strategy* ... but were afraid to ask

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Everything You Always Wanted to Know About Content Strategy

  1. 1. “Everything you always wanted to know about content strategy* *But were afraid to ask”
  2. 2. “Are content strategists glorified peeping toms?”
  3. 3. Masters of Content •  A clinical approach to content •  Understand the desires of users •  Understand the desires of the brand •  Understand the desires of experience designers, creatives, and developers
  4. 4. Masters of Content e art and science of •  Organization •  Empathy •  Rhetoric
  5. 5. Masters of Content A discipline within User Experience •  Contextual inquiry (social listening & search behavior) •  Conceptual models •  Personas •  User testing •  User journeys •  Competitive analysis •  Perceived affordances (dashboards, infinite feeds, dynamic tiles, immersive worlds, wizards)
  6. 6. EVALUATE Project brief Gap Analysis Kickoff meeting Workflow snapshot Workflow recommendations User research User proxies Editorial calendar Communication plan Delivery channel strategy Feature design recommendations Content style guide Content templates Community and social guidelines Voice and tone guidelines CREATIVE ANALYTICAL Content Audit DESIGN
  7. 7. Masters of Content: e Dreaded Audit BUSINESS  NEED   ALIGN  ON  REVIEW  STANDARDS   INVENTORY  SITE   CONDUCT  AUDIT   SYNTHESIZE  &  VISUALIZE   SUMMARIZE  KEY  RECOMMENDATIONS  
  8. 8. Masters of Content: Review Standards GUIDELINES   TARGET   CONSIDERATIONS   Voice and tone   Brand   Does the content consistently reflect the brand voice and attributes? Does the content reinforce the brand positioning? Usable, findable, shareable, optimized   Customers & Robots   Can customers find the content when searching using relevant keywords? Is the content easy to navigate to and through?   Readability, accessibility   Customers & Compliance   Is the content written at the appropriate grade level? Is the content accessible by those with visual or auditory impairments? •  Voice and style Useful,•  Useful, relevant, clear,content timely and up-to-date? relevant, Customers   Is the persuasive clear, persuasive   Is the content consistent throughout the experience? •  Findable, shareable the content improve user understanding of Does product or brand?   •  Readability, accessibility
  9. 9. “Will you whisper sweet nothings into my ear?”
  10. 10. Masters of Content: Content Narrative Translate brand meaning into content •  Pillars/themes •  Channels •  Roadmap
  11. 11. Masters of Content: Content Narrative Translate brand meaning into content
  12. 12. “Does size matter to a content strategist?”
  13. 13. Size Matters •  Less is best •  Too much unkempt content hurts usability •  More to manage, more resources, higher costs •  Focus on what matters
  14. 14. “e food here is terrible, and the portions are too small.”
  15. 15. lesscontentmorestrategy.com
  16. 16. “How would a sadomasochist interpret content strategy?”
  17. 17. Less Content, Better Results •  •  •  •  •  •  Identify top tasks Prioritize content Remove long-tail content Reduce cognitive overload Write shorter, more succinct copy Improve usability
  18. 18. Focus on Results Business-critical content solves business-critical goals •  •  •  •  22% decrease in online complaints 48% increase in inbound links 80% increase in visitors 70% increase in new registrations
  19. 19. Customer Satisfaction = Better ROI
  20. 20. Customer Experience = Better ROI
  21. 21. Customer Satisfaction = Better ROI Customer Experience = Better ROI
  22. 22. “Should content strategists and designers ‘go native’?”
  23. 23. BUSINESS STRATEGY BRAND STRATEGY MEDIA STRATEGY (paid) SEARCH STRATEGY CONTENT STRATEGY (owned) SOCIAL STRATEGY CONTENT MARKETING
  24. 24. And now a sponsored post from e School for Digital Crasmanship
  25. 25. http://www.admci.org
  26. 26. “Are content strategists monogamous?”
  27. 27. Should content strategists by monogamous? Creative Dev CS XD/UX
  28. 28. INFORM Messaging Voice & Tone Content Models Navigation Metadata Content Matrix Wireframe  AnnotaAons   Template  Type  DefiniAons   Page  Element  DefiniAons   Content  InteracAvity   DESIGN CONFORM Governance New Content Updates Archival
  29. 29. “Design thinking is the search for the magical balance between business and art, structure and chaos, intuition and logic, concept and execution...”
  30. 30. Clients
  31. 31. “Are there any deviant content strategy practices I should know about?”
  32. 32. TYPICAL HUB MODEL for CONTENT STRATEGY Content for Website
  33. 33. NEW MODEL for CONTENT STRATEGY? Content for Website
  34. 34. 300,000  sites  since  2012  
  35. 35. e Robots Are Now Your Writers
  36. 36. Wear My Content
  37. 37. Wear My Content
  38. 38. Brand Newsrooms, Brand Content, RTM
  39. 39. Licensed per term Outsource & owned Exploit the death spiral
  40. 40. Big Data, Binge Viewing & Cadence
  41. 41. Big Data & Binge Viewing
  42. 42. Final oughts for CS Success •  Adopt the same curious approach to content as you had to sex as a teenager •  Bring a clinician’s mindset to your work with content •  Use the UX toolbox to help inform your content strategy, which in turn can be used to inform design strategy •  Don’t hate, collaborate – a brand’s content strategy is bigger than me or you. Guide the ship when you need to. •  in or play to win with your content •  A.B.E. – Always Be Evolving
  43. 43. “anks! Any questions?”
  44. 44. “Are content strategists into cross-dressing?”
  45. 45. t rchitec ation A Inform r velope e -end D Front r ywrite Cop lesman Sa st Analy s usines B SEO or d Edit Bran odeler m tabase Da
  46. 46. Technology & Content
  47. 47. UNIFIED ENTERPRISE CONTENT STRATEGY PRINT TRAINING Central Governed XML Content Repository WEB MOBILE SOCIAL INTRANET
  48. 48. Key home 0.0.0.0 Proposed Website Sitemap category 0.0.0.0 Existing Page Home Page landing 1.0.0.0 landing 2.0.0.0 landing 3.0.0.0 landing 4.0.0.0 category 0.0.0.0 New Page Multiple links landing 5.0.0.0 Utility Business Platforms category 1.1.0.0 Process Management category 1.2.0.0 Industrial Automation category 1.3.0.0 Climate Technologies category 1.4.0.0 Network Power category 1.5.0.0 Commercial & Residential Innovation category 2.1.0.0 Featured Innovations Investors category 3.1.0.0 Annual Reports Careers category 4.1.0.0 Career Search News category 5.1.0.0 Search Select Language Corporate News category 2.2.0.0 category 3.2.0.0 category 4.2.0.0 category 5.2.0.0 It's Never Been Done Before Investor Relations MBA Graduates Footer Business News category 2.3.0.0 Apps & Tools category 2.4.0.0 Video Gallery category 2.5.0.0 Community Exchange (Social Innovation) About Us category 3.3.0.0 Corporate Governance category 4.3.0.0 category 5.3.0.0 Discover Emerson Financial News category 4.4.0.0 category 5.4.0.0 Culture & Diversity category 4.5.0.0 Meet Our People Contact Us Business Platforms Events category 5.5.0.0 Site Map Media Kit Privacy Policy category 1.6.0.0 By Brand (Faceted Search) Terms of Use
  49. 49. “Is it OK to learn ‘content strategies’ from older women?”
  50. 50. Redish ahead of her time •  Use natural language •  ink of your site as a conversation with your customer •  Exhibit domain mastery •  Stay “on theme” in your headlines and copy •  Use semantic linking •  Maintain strong information scent
  51. 51. “Does food act as an aphrodisiac for content strategists?”
  52. 52. GREAT  ADS,  CAMPAIGNS,  CONTENT   MARKETING,  DESTINATION   MICROSITES,  BRANDED  UTILITY  APPS,   SOCIAL  ENGAGEMENT   PRODUCT  INFORMATION,  PRICING,   CONTRACT  INFORMATION,   DISCLAIMER,  LEGALESE   NEWSLETTERS,  HOW-­‐TO’s,  TIPS  and   TRICKS,  PERSONALIZATION,  SOCIAL   ENGAGEMENT,  SWEEPSTAKES  

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