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Unpacking Content Strategy

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Unpacking Content Strategy

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Description

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

Transcript

  1. 1. Unpacking Content Strategy Content Strategy Singapore Meetup - July 7, 2016
  2. 2. A big thank you to
  3. 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. 4. Agenda • Unpacking CS - our take • Discuss how to grow this meetup • Discuss topics for next meetups
  5. 5. Unpacking CS
  6. 6. 612 Meetups around the world
  7. 7. “You have to start with the customer experience and work backwards to the technology.”
  8. 8. “Content strategy plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson Starts here Evaluated here What is content strategy
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. InformationData → Content
  13. 13. 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.
  14. 14. 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.
  15. 15. 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.
  16. 16. Content strategy process
  17. 17. Discover Define Develop Deploy
  18. 18. Governance
  19. 19. Design https://gathercontent.com/blog/performance-driven- content-key-successful-content CS is not just editorial
  20. 20. Case study
  21. 21. 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
  22. 22. Before MOM Maternity Leave page
  23. 23. 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
  24. 24. What’s next
  25. 25. 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 ● ...
  26. 26. Get involved We need: • Venues • Volunteers • Presenters Contact us! https://www.meetup.com/Content-Strategy-Singapore/

Description

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

Transcript

  1. 1. Unpacking Content Strategy Content Strategy Singapore Meetup - July 7, 2016
  2. 2. A big thank you to
  3. 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. 4. Agenda • Unpacking CS - our take • Discuss how to grow this meetup • Discuss topics for next meetups
  5. 5. Unpacking CS
  6. 6. 612 Meetups around the world
  7. 7. “You have to start with the customer experience and work backwards to the technology.”
  8. 8. “Content strategy plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson Starts here Evaluated here What is content strategy
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. InformationData → Content
  13. 13. 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.
  14. 14. 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.
  15. 15. 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.
  16. 16. Content strategy process
  17. 17. Discover Define Develop Deploy
  18. 18. Governance
  19. 19. Design https://gathercontent.com/blog/performance-driven- content-key-successful-content CS is not just editorial
  20. 20. Case study
  21. 21. 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
  22. 22. Before MOM Maternity Leave page
  23. 23. 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
  24. 24. What’s next
  25. 25. 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 ● ...
  26. 26. Get involved We need: • Venues • Volunteers • Presenters Contact us! https://www.meetup.com/Content-Strategy-Singapore/

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