A brief introduction to content strategy to kick-off the Content Strategy Singapore Meetup group.

1. Unpacking Content Strategy
Content Strategy Singapore Meetup - July 7, 2016

2. A big thank you to

3. Why we’re here today
• Get the CS community together in Singapore so we can help each other out.
• Learn from what community is doing in Singapore.
• Spread good practices.
• Grow the community - get others excited about the field.

4. Agenda
• Unpacking CS - our take
• Discuss how to grow this meetup
• Discuss topics for next meetups

5. Unpacking CS

6. 612 Meetups around the world

10. “You have to start with the
customer experience and
work backwards to the
technology.”

11. “Content strategy plans for the
creation, publication, and
governance of useful, usable
content.”
- Kristina Halvorson
Starts here
Evaluated here
What is content strategy

12. What is data
Data is the facts,
observations and questions
that a user has access to
through their past
experiences or through their
five senses.
https://aycl.uie.com/virtual_seminars/watch_intro/139/3

13. What is information
Information is not the content
we put on a website, it is
whatever the user interprets
from the website.
https://aycl.uie.com/virtual_seminars/watch_intro/139/2

14. What is content
Content is the intentional
arrangement of data to help
users better interpret and
understand.
https://aycl.uie.com/virtual_seminars/watch_intro/139/2

15. InformationData → Content

16. CS is NOT content writing
Content writing is the practice
of writing useful, usable
content. Content design is a
growing field.
Content strategy plans for the
creation, publication, and
governance of useful, usable
content.

17. CS is NOT content marketing
Content writing is the practice
of writing useful, usable
content. Content design is a
growing field.
Content strategy plans for the
creation, publication, and
governance of useful, usable
content.
Content marketing is the
practice of creating and
distributing relevant and
valuable content to attract,
acquire, and engage
customers.

18. CS is NOT content management strategy
Content writing is the practice
of writing useful, usable
content. Content design is a
growing field.
Content strategy plans for the
creation, publication, and
governance of useful, usable
content.
Content marketing is the
practice of creating and
distributing relevant and
valuable content to attract,
acquire, and engage
customers.
Content management is the
practice of selecting the right
technology stack to enable
content creation and
management.

19. Content strategy
process

20. Discover
Define
Develop
Deploy

21. Governance

22. Design
https://gathercontent.com/blog/performance-driven-
content-key-successful-content
CS is not just editorial

23. Case study

24. Challenges
Many people are calling the contact centre for general
enquiries. They find the website too cumbersome to navigate
and content too dense to understand.
Aspirations
More people self-serve and
feel satisfied with the task.
Focus
Search and content design.
Guiding principles
One topic, one page
Give answers, not info
Do the heavy work
Plain language
Activities
Content audit
Topic structure
Content modelling
Content design
...
Measurements
Awareness - increase in website use
Adoption - increase in returning visitors
Success - decrease in support calls
Satisfaction - +ve sentiments in polls
Ministry of Manpower Singapore

25. Before
MOM Maternity Leave page

26. After
One topic, one page
Do the heavy work
Use filters to display content
based on user’s criteria
https://www.mom.gov.sg/employment-practices/leave/maternity-leave
Give answers
Use calculators to give
answers specific to the user

27. What’s next

28. What do you want to see next?
Discover
● Content audit
● Top tasks / topics
● User research
● ...
Develop/Deploy
● Content design
● Editorial guidelines
● Content workflows
● Governance
● Metrics and
measurement
● ...
Define
● Core strategy
● Voice and tone
● Content modelling
● Content types, structure
● Taxonomy and metadata
● ...

29. Get involved
We need:
• Venues
• Volunteers
• Presenters
Contact us!
https://www.meetup.com/Content-Strategy-Singapore/