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Content Strategy: It’s not all Greek.
Remember the interactive olden days?
Remember the interactive olden days?
Remember the interactive olden days?
Remember the interactive olden days?
Remember the interactive olden days?
And what we were designing?
And what we were designing?
And what we were designing?
And what we were designing?
And what we were designing?
Soon, we realized something: People can read. And they want to read all the time, especially online.
 
 
 
 
 
We must meet this demand for information with great content strategy, or we may as well set up shop in Second Life.
And Nobody’s In Second Life. (apologies to any Second Lifers)
Content Strategy: Organizing and planning communication to meet specific objectives.  <ul><li>Brand and business objective...
Content Strategy is a differentiator. But not for long.  Just like that “fad” usability, CS is not an added value – it’s a...
Content Strategy is absolutely essential for: <ul><li>Interface planning </li></ul><ul><li>Social media plans </li></ul><u...
Content Delay Syndrome: When you push copywriting, imagery and video to the very end of a project as executables rather th...
Content Delay Syndrome:
Website Bolt-On Syndrome: When websites are hastily developed before thoughtful planning can occur, rendering future conte...
 
The effects of CDS and WBOS:
The effects of CDS and WBOS:
Cure for a variety of web ills! Your content strategy should include, at the least: <ul><li>Specific content identified to...
CS is also good for your: <ul><li>Client </li></ul><ul><li>Project team </li></ul><ul><li>Brand </li></ul><ul><li>Marketer...
What a CS looks like
What a CS looks like
What a CS looks like
What a CS looks like
What a CS looks like in action
What a CS looks like in action
Results: <ul><li>Increased engagement </li></ul><ul><li>Better experience </li></ul><ul><li>Increased traffic (possibly du...
Results: <ul><li>Increased engagement </li></ul><ul><li>Better experience </li></ul><ul><li>Increased traffic (possibly du...
To sum it up: Great user experiences take careful cross-functional planning – don’t let half-assed content tear down the r...
Discussion
Thank You. Gretchen Thomas [email_address] http://www.linkedin.com/in/gretchenthomas414
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Content Strategy: It's Not All Greek

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An introduction to content strategy and why it's essential for any web project.

Published in: Career, Technology, Business

Content Strategy: It's Not All Greek

  1. 1. Content Strategy: It’s not all Greek.
  2. 2. Remember the interactive olden days?
  3. 3. Remember the interactive olden days?
  4. 4. Remember the interactive olden days?
  5. 5. Remember the interactive olden days?
  6. 6. Remember the interactive olden days?
  7. 7. And what we were designing?
  8. 8. And what we were designing?
  9. 9. And what we were designing?
  10. 10. And what we were designing?
  11. 11. And what we were designing?
  12. 12. Soon, we realized something: People can read. And they want to read all the time, especially online.
  13. 18. We must meet this demand for information with great content strategy, or we may as well set up shop in Second Life.
  14. 19. And Nobody’s In Second Life. (apologies to any Second Lifers)
  15. 20. Content Strategy: Organizing and planning communication to meet specific objectives. <ul><li>Brand and business objectives </li></ul><ul><li>User desires and needs </li></ul><ul><li>Sales and marketing objectives </li></ul><ul><li>Technology and other objectives </li></ul>
  16. 21. Content Strategy is a differentiator. But not for long. Just like that “fad” usability, CS is not an added value – it’s a requirement.
  17. 22. Content Strategy is absolutely essential for: <ul><li>Interface planning </li></ul><ul><li>Social media plans </li></ul><ul><li>Blogging plans </li></ul><ul><li>Ongoing website management </li></ul>
  18. 23. Content Delay Syndrome: When you push copywriting, imagery and video to the very end of a project as executables rather than strategically planned interface elements.
  19. 24. Content Delay Syndrome:
  20. 25. Website Bolt-On Syndrome: When websites are hastily developed before thoughtful planning can occur, rendering future content and functionality homeless. Also happens when websites are developed from the “bottom up.”
  21. 27. The effects of CDS and WBOS:
  22. 28. The effects of CDS and WBOS:
  23. 29. Cure for a variety of web ills! Your content strategy should include, at the least: <ul><li>Specific content identified to address business, user and development needs </li></ul><ul><li>Meta data/SEO keywords </li></ul><ul><li>Content channel distribution </li></ul><ul><li>Ongoing editorial plan </li></ul>
  24. 30. CS is also good for your: <ul><li>Client </li></ul><ul><li>Project team </li></ul><ul><li>Brand </li></ul><ul><li>Marketers </li></ul><ul><li>End users </li></ul><ul><li>Sanity </li></ul>
  25. 31. What a CS looks like
  26. 32. What a CS looks like
  27. 33. What a CS looks like
  28. 34. What a CS looks like
  29. 35. What a CS looks like in action
  30. 36. What a CS looks like in action
  31. 37. Results: <ul><li>Increased engagement </li></ul><ul><li>Better experience </li></ul><ul><li>Increased traffic (possibly due to change.gov) </li></ul>
  32. 38. Results: <ul><li>Increased engagement </li></ul><ul><li>Better experience </li></ul><ul><li>Increased traffic (possibly due to change.gov) </li></ul>
  33. 39. To sum it up: Great user experiences take careful cross-functional planning – don’t let half-assed content tear down the rest of your project. Make great content a priority, and you’ll create something that actually matters.
  34. 40. Discussion
  35. 41. Thank You. Gretchen Thomas [email_address] http://www.linkedin.com/in/gretchenthomas414

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