Today’s Objectives ‣ Relevance. What
does a rising ﬁeld of practice in web design mean to the content management community? (A lot.) ‣ Applicability. How can you get to work on a content strategy for your own organization or clients?
Credit: “Redesign Must Die” ,
louisrosenfeld.com Louis Rosenfeld: Kill Redesign ‣ “Every large website is a complex adaptive system.” ‣ “A platform that’s supple and ﬂexible, lends itself to tuning, and supports multiple levels of engagement.”
Why? Part I A generation
into the web, we still don’t do content right. It’s our open secret. And it shows. Credit: Blogger.com circa 1999
Why? Part II Old problems.
No ownership or expertise. CMS. Archive. Postlaunch erosion. Lack of standards. New problems. Deeper and wider inventories. Richer oﬀerings. Revenue models. SEO. Social. Multichannel. Partners. UGC. Technologies galore.
Getting Oriented: CS is Multidisciplinary
Credit: Richard Ingram At minimum, it’s adjacent to interaction design, development, copywriting, information architecture, business analysis and content management.
Getting Oriented: CS is a
Lifecycle “Content Strategy plans for the creation, publication, and governance of useful, usable content.” --Kristina Halvorson “If information architecture is the spatial design of information, I see content strategy as the temporal side of that same coin.” --Louis Rosenfeld
Old Testament ‣ The web
is a publishing medium. ‣ Content is integral (to experience). ‣ Content producers = de facto publishers. ‣ To users, the web is awash in content. Site owners feel the ﬂoodwaters, too. So, sink or swim. Filter or be ﬂooded.
New Testament ‣ Why? Because
publishing is hard. Credit: Jessica Hagy Consider the masthead. ‣ Curation is king. The ﬁlter on the ﬁrehose as an editorial function.
“The Day 2 Problem” Postlaunch
is a project phase. Nothing shines a light on the good faith agreement between client and consultant than thoughtful aftercare. Editorial strategy is about caring for content after launch day. Credit: Flickr Commons
Our Methodology 1. Audit 2.
Plan 3. Build 4. Grow product content editorial content audit strategy speciﬁcation calendar content migration plan copy deck style guide inventory content gap analysis development
What’s in it for CM?
Content strategy is meaningful when... ‣ The potential of your deliverables is marred by poor execution, inconsistency & inaction ‣ New tools require process & org. change ‣ Measurement matters ‣ You need the big picture ‣ Governance & standards are incomplete ‣ It’s time to tune, not redesign
DIY Content Strategy Ask the
tough questions. When you care about a client’s content, you are doing content strategy. Credit: Flickr Commons “[A] CMS without a content strategy leads to shovelware or worse.” Jonathan Kahn, lucidplot.com
Where It Will Take You
Instilling a new postlaunch pride: ‣ bolder measures of success ‣ enduring results for your clientele; lasting inﬂuence for your vision ‣ vanguard case studies
Content Strategy FYI ‣ CS,
the Knol ‣ CS, the Google Group ‣ #contentstrategy on Twitter ‣ I’m @jeﬀmacintyre and @PredicateLLC ‣ Content Strategy for the Web, Kristina Halvorson (New Riders, 2009)