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A Content Strategy Roadmap

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A Content Strategy Roadmap

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How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)

How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)

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A Content Strategy Roadmap

  1. A Content Strategy Roadmap Kristina Halvorson, Brain Traffic • @halvorson
  2. Content
  3. This is copywriting.
  4. This is content.
  5. Content Strategy
  6. Content strategy plans for the creation, delivery and governance of useful, usable content.
  7. Not just … • What
  8. But … • What • With what • Why • Where • How • When • When • How often • For whom • What next
  9. Core Strategy (or, Purpose) What will your content do for your business and your users?
  10. Substance What content do you and your audiences need, and why?
  11. Structure How is content organized, prioritized, and accessed?
  12. Workflow How is content created and maintained?
  13. Governance How are decisions about content and content strategy made?
  14. The Story of Jasper and the Tree Frogs (and His Website)
  15. http://www.animalpicturesforkids.info/images/wmwallpapers/Blue-Poison-Dart-Frog-1.jpeg
  16. http://www.flickr.com/photos/briangratwicke/4396412750/
  17. http://www.flickr.com/photos/briangratwicke/4396252726/sizes/l/in/photostream/
  18. http://www.flickr.com/photos/meneldur/128086667/sizes/z/in/photostream/
  19. http://www.flickr.com/photos/striatic/1101476/sizes/z/in/photostream/
  20. http://www.flickr.com/photos/fernando/36759033/
  21. http://www.flickr.com/photos/bennybenso/1477405293/
  22. http://www.flickr.com/photos/briangratwicke/4396412750/
  23. TEAMWEB ANGIE BEN DAVE CARI PROJECT USER VISUAL DEVELOPER MANAGER EXPERIENCE DESIGNER
  24. Discover Define Design Develop Deploy
  25. The Kickoff
  26. How will your content serve your business and your users?
  27. Discover Discover Define Design Develop Deploy
  28. Discover • Business objectives • Current technology • Project objectives • Functional requirements • User research • Cross-platform initiatives • Stakeholder interviews • Industry trends • Usability testing • Competitors • Design research • Content audit
  29. high level tree frog audit http://lsdev.biz/files/2010/08/Sample_Content_Audit.jpg
  30. high level tree frog audit
  31. high level tree frog audit
  32. TEAMWEB ANGIE BEN DAVE CARI PROJECT USER VISUAL DEVELOPER MANAGER EXPERIENCE DESIGNER
  33. JULIE CONTENT COPYWRITER WRANGLER
  34. Discover CONTENT • Business ROT Content objectives • Current technology Stakeholder agendas • Project objectives Current style guide • Functional requirements Content owners • User research Content readability • Contextual considerations Workflow and timelines • Stakeholder interviews Search analytics • Industry trends Metadata integrity • Usability testing Legal requirements • Competitors Translation requirements • Design research Channel requirements • Content audit Accessibility requirements
  35. • Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date? • Structure: Where is your content? How is it organized? What does your metadata look like? How do people find your content? Are you delivering content on multiple channels and platforms? • Workflow: How does content happen (from creation to deletion)? Who is involved? • Governance: What are your policies, guidelines, and standards? Who owns that?
  36. “Tell me more about that.”
  37. Discover Define Define Design Develop Deploy
  38. Define • Project plan • High level architecture • Website objectives • Content requirements • Success metrics • Features definition • Dependencies • Development plan • Branding elements • User testing/QA • Design mock-ups • Launch plan
  39. http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/
  40. Back it up. • What • With what • Why • Where • How • When • When • How often • For whom • What next
  41. Define CONTENT • Project plan • High level architecture • Core messaging Core messaging • Workflow design • Website objectives • Content requirements • Style guide • Role descriptions • Success metrics • Features definition • Topics and transactions • Editorial calendar • Branding elements • Development plan • Governance guidelines • Content migration plans • Design concepts • QA requirements
  42. Messaging Mesaging is an internal tool used to… • Prioritize content types and choices • Keep content consistent (over media and time) • Guide design choices • Align content owners
  43. JULIE BEN CONTENT USER WRANGLER EXPERIENCE
  44. CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.
  45. high level tree frog audit
  46. Define CONTENT • Core messaging • Workflow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs
  47. SHORT STYLE GUIDE: Junglebox is… Like this. Not this. Due to their tiny size, springtails These tiny springtails float on the float on the surface of water. This Smart water’s surface, which makes it trait can be exploited when easier to remove them for feedings. attempting to remove the springs from their culture for feedings. Should you have questions or concerns regarding our live Have questions? I’m happy to help Helpful out however I can. specimens, products, shipping or other subject, please contact us so we may be of assistance. OMG! Check out our awesome new Our new vivariums have us crop of Dendrobates Tinctorius!! Enthusiastic hopping up and down with excitement. Seriously, you’ll freak out over these. FREAK. OUT.
  48. Define CONTENT • Core messaging • Workflow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs
  49. JULIE ANGIE CONTENT PROJECT WRANGLER MANAGER
  50. EDITORIAL CALENDAR
  51. Discover Define Design Design Develop Deploy
  52. Design • Detailed site map • Visual treatment definition • Page types • Mockups • Wireframes • Style guide • Storyboards • Copywriting • Task design • Video/audio creation • Application structure • CMS templates
  53. high level tree frog audit
  54. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS FROG 1 FROG 2 FROG 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur Flexible space #1 Flexible space #2 Flexible space #3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur
  55. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS frog 1 frog 2 frog 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur Learn: (topic) Frog Blog ON SALE! Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
  56. Design CONTENT • Messaging hierarchy • Workflow design • Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs
  57. JULIE BEN CONTENT USER WRANGLER EXPERIENCE
  58. Design CONTENT • Messaging hierarchy • Workflow design • Page tables Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs
  59. Page Table Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.
  60. JULIE DAVE CONTENT VISUAL WRANGLER DESIGNER
  61. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS frog 1 frog 2 frog 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur Learn: (topic) Frog Blog ON SALE! Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
  62. CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.
  63. SHORT STYLE GUIDE: Junglebox is… Like this. Not this. Due to their tiny size, springtails These tiny springtails float on the float on the surface of water. This Smart water’s surface, which makes it trait can be exploited when easier to remove them for feedings. attempting to remove the springs from their culture for feedings. Should you have questions or concerns regarding our live Have questions? I’m happy to help Helpful out however I can. specimens, products, shipping or other subject, please contact us so we may be of assistance. OMG! Check out our awesome new Our new vivariums have us crop of Dendrobates Tinctorius!! Enthusiastic hopping up and down with excitement. Seriously, you’ll freak out over these. FREAK. OUT.
  64. Page Table Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.
  65. JUNGLEBOX Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Equipment Gallery Story Frog Blog Learn Jasper EXCITING, EXOTIC DART FROGS Phyllobates terribilis Dendrobates auratus Epipedobates tricolor The world’s most poisonous The green-and-black poison Some of the smallest frogs vertebrate. Vulnerable to arrow frog is the most-often around, ranging from 1 to 4 disease and climate change. sighted frog in the wild. centimeters. Learn: Feeding Frog Blog ON SALE! Avoid these top 5 mistakes when 04.17.12 — Jasper shares how climate We’re overstocked on a few of feeding your growing frog. change can affect your littlest friends Jasper’s favorites. Check them out >
  66. Discover Define Design Develop Develop Deploy
  67. Develop • HTML templates • Development environment • Back end components • Data model • QA • Content upload • Error log • Authoring conventions • System integration • SEO implementation
  68. JULIE ANGIE CONTENT PROJECT WRANGLER MANAGER
  69. high level tree frog audit
  70. http://www.web-content-strategy.com/
  71. http://www.web-content-strategy.com/
  72. •` http://www.web-content-strategy.com/
  73. http://www.web-content-strategy.com/
  74. http://www.web-content-strategy.com/
  75. http://www.web-content-strategy.com/
  76. Develop CONTENT • HTML templates • Content inventory • Development environment • Per-page metadata • Coding upload • Content • Data model • Error messages • QA editorial style guide • Content upload • Full • Training materials • Error guidelines • SEO log • Authoring conventions • Content QA plan • System integration • SEO implementation
  77. Discover Define Design Develop Deploy Deploy
  78. h"p://www.flickr.com/photos/pinguino/4081421885/
  79. Care for CONTENT • Ongoing QA plan • Rolling content inventory • Metrics analysis • Staff coaching • Editorial oversight • Sourcing reviews • Metadata oversight • Governance board reviews
  80. Content first.
  81. “ Fragmenting our content across different ‘device-optimized’ experiences is a losing proposition, or at least an unsustainable one. – Ethan Marcotte, Responsive Design
  82. http://nimble.razorfish.com/publication/?m=11968&l=1
  83. Start small. Start here. • Empower your writers • Use real copy • Assign content owners • Editorial calendar • Content inventory • Collaborate on metadata • Short-form style guide • Content QA plan • Page tables • Don’tlook back Don’t look back
  84. Content always.
  85. Thanks. • kristina@braintraffic.com • http://braintraffic.com All  images  used  under  CreaAve  Commons  licensing
  86. Get the book! • Amazon.com • Barnes and Noble • Other terrific bookstores http://contentstrategy.com
  87. And thanks to our cast… ANGIE BEN DAVE CARI JULIE DOERR BEUCHLER DOHMEIER TUMA HORTON

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