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The many facets of content strategy


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In this webcast recording, Sarah O'Keefe discusses the future of content strategy.

The purpose of content strategy is to support your organization's business goals. Content strategists need to understand how content across the organization—marketing, technical, and more—contributes to the overall business success.

Published in: Technology
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The many facets of content strategy

  1. 1. The many facets of content strategy Sarah O’Keefe
 Scriptorium Publishing flickr:wilhelmja
  2. 2. ❖ Founder and president, Scriptorium Publishing,, North Carolina, USA ❖ Coauthor of Content Strategy 101 ❖ Interested in collision of content, publishing, and technology Sarah O’Keefe @sarahokeefe
  3. 3. Content strategy: Support business goals using information and information products. flickr:MCADLibrary
  4. 4. POLL: Is your content localized? flickr:MCADLibrary
  5. 5. The discipline of content strategy is still evolving. flickr:4x4jeepchick
  6. 6. We have issues…
  7. 7. Maslow’s hierarchy
  8. 8. Source:TheentireInternet
  9. 9. The hierarchy of content needs
  10. 10. Content exists for user.
  11. 11. Content is accurate.
  12. 12. Content is appropriate for user.
  13. 13. Content and users are connected.
  14. 14. Intelligent content!
  15. 15. POLL: Where is your content in the hierarchy?
  16. 16. Assess each level’s requirements.
  17. 17. Minimum viable content flickr:john.schultz
  18. 18. Minimum viable content Too muchNot enough Minimum
  19. 19. Minimum viable content ❖ Meets regulatory requirements ❖ Meets business goals
  20. 20. Minimum viable content ❖ Accurate, concise, and complete ❖ Delivered in the needed formats ❖ Delivered in the needed languages ❖ Delivered on time
  21. 21. Not enough Too much Obstructs business goal Supports business goal
  22. 22. Not enough Too much Obstructs business goal Supports business goal Zone of 
 viable content
  23. 23. Minimum viable content ❖ What are the regulatory requirements? ❖ How does this content help meet the organization’s business goals? What is the purpose of this content? ❖ In what formats is this content needed? In which languages? ❖ Who must create the content? ❖ What is the content velocity? How quickly must it be delivered and how often will it change?
  24. 24. Minimum viable content
  25. 25. Marketing focus
  26. 26. Tech comm focus
  27. 27. “Entropy always wins.” flickr:einalem
  28. 28. Importanceofscalability Scalability issues
  29. 29. Content strategy facets
  30. 30. Content strategy needs to be holistic. flickr:brighton
  31. 31. We must understand 
 all the facets. flickr:rvr
  32. 32. We are splitting hairs. We should be helping customers. flickr:MCADLibrary
  33. 33. Questions? flickr: avlxyz
  34. 34. Contact information ❖ Sarah O’Keefe