We need to talk about...Content Strategy
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Presentation given at the Information Design Conference, 13th April 2012, Greenwich, London
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We need to talk about...Content Strategy
- 1. We need to talk about… …Content Strategy David Farbey Information Design Conference Greenwich, UK 13th April 2012
- 3. What is Content Strategy? Promotes content as a central element Recognises the need to manage the content life cycle
- 4. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 5. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 6. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 7. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 8. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 9. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
- 10. CS Events
- 11. CS Events
- 12. CS Events
- 13. CS Books
- 14. CS Books
- 15. CS Books
- 16. CS Books
- 17. CS Books
- 18. How new is new? Published 2010
- 19. How new is new? Is content strategy about project management? Published 1994
- 20. How new is new? Is content strategy about customer engagement? Published 1998
- 21. How new is new? Is content strategy about content management? Published 2002
- 22. How does CS define good content? Appropriate Right for the User and the Context Right for the Business Useful User-Centered Clear Consistent Concise Supported Erin Kissane, The Elements of Content Strategy
- 23. Influences on CS The Editor The Curator The Marketer The Information Scientist Erin Kissane, The Elements of Content Strategy
- 24. Same old problems Departmental silos Poor internal communication No sponsorship Problems of governance http://www.flickr.com/photos/birdwatcher63/5367727228/
- 25. Good things about Content Strategy Promotes the importance of clear and purposeful communication Puts “information” before “technology” Renewed interest in managing enterprise content Gives content creators something to aspire to
- 26. Less good things about Content Strategy Dominated by digital agencies Confused with“Content Marketing” Technology starting to dominate Design research and user testing not taking place Just another buzzword
- 27. Ongoing debate “Content Strategy is the new SEO” James Mathewson, http://writingfordigital.com/2012/01/09/content- strategy-is-the-new-seo/ “Is there such a thing as Content Strategy?” Gerry McGovern, http://www.gerrymcgovern.com/nt/2012/nt-2012-02- 27-Content-strategy.htm
- 29. Thank you David Farbey writes the Marginal Notes blog at www.farbey.co.uk tweets as @dfarb teaches at SHU http://www.shu.ac.uk/prospectus/course/141/ replies to email to david@farbey.co.uk