Content strategy

1,306 views

Published on

Published in: Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,306
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
22
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Content strategy

  1. 1. Content Strategy A brief introduction Jenni Taylor 7 June 2011
  2. 2. <ul><li>Most web project schedules postpone content development until the eleventh hour. As a result, content quality is often seriously compromised. When we practice content strategy, we ensure that our web content is treated as a valuable business asset, not an afterthought. </li></ul><ul><li>- Kristina Halvorson, Content Strategy for the Web </li></ul>
  3. 3. The basics… and some problems <ul><li>Good content is appropriate </li></ul><ul><li>Good content is useful </li></ul><ul><li>Good content is user-centred </li></ul><ul><li>Good content is clear </li></ul><ul><li>Good content is consistent </li></ul><ul><li>Good content is concise </li></ul><ul><li>Good content is supported </li></ul><ul><li>Content isn’t easy </li></ul><ul><li>Content is an unknown </li></ul><ul><li>Content is political </li></ul><ul><li>Content is time-consuming </li></ul>
  4. 4. What’s the solution? <ul><li>#1 – Do less, not more </li></ul><ul><li>#2 – Figure out what you have and where it’s coming from </li></ul><ul><li>#3 – Learn how to listen </li></ul><ul><li>#4 – Put someone in charge </li></ul><ul><li>#5 – Start asking ‘why?’ </li></ul>
  5. 5. The process <ul><li>Audit </li></ul><ul><li>Analysis </li></ul><ul><li>Strategy </li></ul><ul><li>Categorise </li></ul><ul><li>Structure </li></ul><ul><li>Create </li></ul><ul><li>Revise </li></ul><ul><li>Revise </li></ul><ul><li>Revise </li></ul><ul><li>Approve </li></ul><ul><li>Tag </li></ul><ul><li>Format </li></ul><ul><li>Publish </li></ul><ul><li>Update </li></ul><ul><li>Archive </li></ul>
  6. 6. Audit <ul><li>Perhaps the most important part of content strategy is the audit. </li></ul><ul><li>Proves to stakeholders the magnitude of the task! </li></ul><ul><li>Serves as a reference for source/existing content </li></ul><ul><li>Helps you scope the project </li></ul><ul><li>Gives you a clear understanding of what you have, where it lives and how useful it is </li></ul>
  7. 7. Content inventory <ul><li>Click through every page of your site/section and record what you find: </li></ul><ul><li>Title </li></ul><ul><li>Format (standard text, video, PDF etc) </li></ul><ul><li>URL or other location </li></ul><ul><li>Content type (landing page, article, support page, contact page, etc.) </li></ul><ul><li>Owner </li></ul><ul><li>Numbering system </li></ul><ul><li>Welcome to the spreadsheet…! </li></ul>
  8. 8. Qualitative and quantitative audits <ul><li>Quantitative audit </li></ul><ul><li>An index of all the content on your site, just the basics, no frills. </li></ul><ul><li>What do you have? </li></ul><ul><li>How is it organised? </li></ul><ul><li>Who creates it? </li></ul><ul><li>Where does it live? </li></ul><ul><li>Qualitative audit </li></ul><ul><li>Analysis of the quality and effectiveness of the content. </li></ul><ul><li>What does it say? </li></ul><ul><li>Is it accurate? </li></ul><ul><li>Is it useful? </li></ul><ul><li>Is it used by your audience? </li></ul><ul><li>It is written professionally? </li></ul><ul><li>Is it user-friendly? </li></ul>
  9. 9. Sources <ul><li>Erin Kissane, The Elements of Content Strategy </li></ul><ul><li>Kristina Halvorson, Content Strategy for the Web </li></ul><ul><li>The Discipline of Content Strategy , Kristina Halvorson </li></ul><ul><li>Content Strategy: The Philosophy of Data , Rachel Lovinger </li></ul>

×