Content Strategy in Europe and in European Projects @ CS Forum 2010


Published on

Published in: Design
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Content Strategy in Europe and in European Projects @ CS Forum 2010

  1. 1.
  2. 2. Sylvie Daumal<br />Information ArchitectDuke RazorfishParis, France<br />
  3. 3. Content strategy<br />In europe and in europeanprojects<br />26 juin 2009<br />
  4. 4. Content Strategy and Information Architecture are closely tied, although clearly distinguished, at least in North America. In European projects, however, this distinction has blurred.<br />Why am I talking ABOUT CS?<br />
  5. 5. As information architect, I am frequently put in charge of the content strategy, as well as the access, findability and semantic issues of the projects.<br />IA and CS<br />
  6. 6. Is this the right model for CS in Europe? Could there be another way for content strategy to be applied in Europe and in European projects?<br />IA and CS<br />
  7. 7. Content strategy in europe<br />01<br />7<br />
  8. 8. Content strategy’s practice areas are:<br />UX discovery and designContributeideas to the vision and design (caninclude audit phase). <br />Messaging strategyIdentify the key messaging and content to support both the brand and the UX vision.
<br />Findability and Access pointsNomenclature, labeling, taxonomy and metadatathat supports user access points, navigation and organisation of content. advise on SEO.
<br />Content deliveryContent deliverymechanisms, tools, technologies, and requirements. <br />Content creation and maintenancePlanning strategies for the maintenance of content.<br />What we are talking about<br />
  9. 9. Content editing is not new: in the printing industry publishers, journalists, editorialists and many other jobs have been responsible for these tasks for a long time.<br />old skills<br />
  10. 10. However, an onlinejournalist or editorialist is not a content strategist. CS requires new skills and knowledge related to digital support, like library science, search engine and CMS. Most of all, it is a user centered discipline.<br />But A new expertise…<br />
  11. 11. How many people are really doing content strategy in Europe? Is ‘content strategist’ their job title? If there is no CS on a project, who’s doing the job? That’s the question we want to answer.<br />What the question is<br />
  12. 12. Task, role and job<br />
  13. 13. LINKEDIN<br />Query: content strategistS in the USA<br />13<br />
  14. 14. How many content strategists in Europe?<br />
  15. 15. LINKEDIN<br />Query: content strategistSin the UK<br />15<br />
  16. 16. LINKEDIN<br />Query: content strategistSin france<br />16<br />
  17. 17. LINKEDIN<br />Query: content strategistS in germany<br />17<br />
  18. 18. LINKEDIN<br />Query: content strategistS in italy<br />18<br />
  19. 19. LINKEDIN<br />Query: content strategistSin spain<br />19<br />
  20. 20. LINKEDIN<br />Query: content strategistSin denmark<br />20<br />
  21. 21. LINKEDIN<br />Query: content strategistSin Belgium<br />21<br />
  22. 22. Not that many…<br />
  23. 23. distinguish Tasks and job titles?<br />+<br />+<br />23<br />
  24. 24. Content strategist role<br />Creation &<br />Delivery<br />Maintenance<br />Discovery<br />Messaging<br />Findability& Access<br />CS<br />CS<br />CS<br />CS<br />CS<br />+<br />+<br />+<br />+<br />+<br />Client stakeholders<br />IAs<br />User Research<br />Strategists<br />SEO<br />Technical manager<br />Project manager<br />IAs<br />UX Leads<br />Strategists<br />
  25. 25. Work organisation<br />
  26. 26. Who is in charge of content strategy when there is no content strategist?<br />
  27. 27. It depends on the kind of project, but in any case, at each step, some professionals are somehow responsible for it…<br />
  28. 28. Current organisation<br />Discovery<br />Messaging<br />Findability& Access<br />Creation &<br />Delivery<br />Maintenance<br />Strategists<br />Account managers<br />UXDs<br />Client stakeholders<br />Concept managers<br />Account managers<br />IAs<br />Account managers<br />Concept manager<br />Copywriters<br />Translators<br />Technical manager<br />Copywriters<br />Translators Project manager<br />
  29. 29. However, in a serial organisation, there can be some loss and distorsion between the first and last steps…<br />
  30. 30. Eventually, some tasks are simply not performed: findability or maintenance tasks can slip through the net… and not really handled by any team member.<br />
  31. 31. The key take-away is that most of these professionals are not user centred and therefore do not create content-related deliverables to pass on to the next step…<br />
  32. 32. CS in european Projects<br />02<br />32<br />
  33. 33. A European project usually deals with more than twenty languages and a very wide range of user behaviours: for instance, the German, Dutch and French do not have the same purchase behaviour online.<br />
  34. 34. There are two different kind of European projects: global initiatives (with some local adjustments) and local projects aiming at sharing some content.<br />
  35. 35. Global initiatives<br />
  36. 36. This kind of organisationaims to profit from an economy of scaleby centralising resources. Consequently, there is little concern about local particularities.<br />
  37. 37. Global initiatives are characterised by tensions: <br /> Global vs. Local<br /> Brand image first vs. Business first<br /> Communication territory vs. Answeringqueries<br />
  38. 38. On the local side, this can lead to competitive situations between global strategy and local operations (i.e. higher bid for paid search).<br />
  39. 39. On the global side, the approach often aligns on the lowest common denominator, which leads to a uniformity of information and tone of voice, without any character.<br />
  40. 40. This standardising approach does not fit with a real content strategy, all the more since these projects are driven by marketing or communication department on the client side, according to a top bottom scheme.<br />
  41. 41. These projects are also organised on a single platform: the CMS is chosen for its capability to manage different alphabets and languages, and shared assets, not to offer a wide range of variations.<br />
  42. 42. Sometimes, there can be specific content, e.g. local initiatives for local product. In this case, the content strategy can be more predominant, but it is still marketing that leads.<br />
  43. 43. Last but not least, European projects involve many different agencies (advertising, digital, analytics): positioning, messaging and tone of voice are commonly decided by a non-digital agency.<br />
  44. 44. Local projects<br />
  45. 45. With local projects, the approach is often to focus on the local expressionof the brand and emphasize the local integration. <br />
  46. 46. Since usually led by a communication team, the approach is also top down. However, local teams can share best practices, with a mind towards knowledge management.<br />
  47. 47. The differences of platforms and technologies are usually strong deterrents from sharing components. When components are re-used, side effects (such as sites looking a bit mish-mash) occur.<br />
  48. 48. However, local projects face the same issues as global ones: multiple agencies (with no freedom to create assets), brand- or product-oriented projects.<br />
  49. 49. Content strategies<br />03<br />Towards a european model?<br />
  50. 50. The question we’re asking is what can the future of CS in Europe be, i.e. in terms of defining, creating and maintaining content according to a user centered approach.<br />
  51. 51. European context<br />
  52. 52. Is it possible to hire a CS for each languagewhen you’re dealing with 20+ languages? Unfortunately, budgets cannot afford such a luxury.<br />
  53. 53. Is it possible to hire a CS for all languages, working for one pilot language, and have then translators dealing with each language? Unfortunately, this wouldn’t take behavioral differences into account.<br />
  54. 54. More realistically, content strategy has to adapt its discipline to multi-lingual projects. What are the possible solutions? <br />54<br />
  55. 55. Be present from the beginning to the end of the project to ensure content quality and accuracy. <br />55<br />
  56. 56. Separate tasks between global and local and create / invent deliverables that can be easily handled by translators or copywriters.<br />56<br />
  57. 57. user in the center<br />
  58. 58. Work with IAs and other UX professionals to promotebetter awareness among clients.<br />58<br />
  59. 59. Thank YoU<br />Sylvie Daumal – Information Architect, Duke Razorfish<br />E.:<br />