Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
9. Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted audience,
with the objective of driving some
profitable action…
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“
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Lots More To Learn About
10 Definitions of Content Strategy
by Monica Bussolati
Point of View: Content Strategy
by Kevin Nichols
What Is Content Strategy?
by Aha Media Group
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What is “a content strategy”?
• A content strategy—any strategy—is the path you’ll take
towards meeting your goals and fulfilling your vision. It may
be one of a few parallel paths towards the same goals.
• A content strategy helps define what you WILL do and what
you WON’T do.
• All tactical content initiatives must map back to your strategy.
• Your content strategy should force you to prioritize and to
say “no.”
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How To Get There
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
30. 1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
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Business objectives Current technology
Project objectives Functional requirements
User research Cross-platform initiatives
Stakeholder interviews Industry trends
Usability testing Competitors
Design research Content inventory
Typical Discovery Checklist
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Example: Content Strategy Framework
CORE
STRATEGY
Evolve our print production model to deliver
single-source, omnichannel content.
We communicate effortlessly with priority
audiences everywhere.
38. 1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
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“Define and Design”
Project plan High level architecture
Success metrics Content requirements
Dependencies Features definition
Branding elements Development plan
Design mock-ups User testing/QA
SEO guidelines Launch plan
47. How do you make the
case for content
strategy?
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Pain Points
• “We’re struggling with too much content across our
digital properties, with more being produced every day.”
• “We don’t know who owns the content.”
• “Our content is inconsistent, off-brand, outdated, even
incorrect in places.”
• “We’re partway through a website redesign and
suddenly have major content problems.”
• “We’re duplicating work efforts in digital and print
content.”
• “People in our company all talk about content and
content strategy in totally different ways.”
• “There are lots of politics and opinions that make
progress very difficult.”
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Opportunities
DIGITAL SERVICES IMPROVEMENT
• Reduced content operations cost
• Reduced content approval cycle time
• Decreased content redundancy
• Increased flexibility of content production and distribution
CUSTOMER VALUE IMPROVEMENT
• Higher content quality, lower error rates
• Increased customer satisfaction
• New customer interactions
• Increased direct bookings
51. How can you make
content strategy a part
of your world?
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Smart Next Steps*
Read:
Attend:
Work with:
* I am biased.
Content Strategy for the Web
The Content Strategy Toolkit
Any Confab content strategy conference
Brain Traffic
53. CONTENT STRATEGY
FOR THE WEB You!
Kristina @Halvorson
Coauthor, Content Strategy for the Web
CEO, Brain Traffic
Founder, Confab Events
54. More Ideas: Books and Articles
- How To Create a Clear Project Plan
- Auditing Big Sites Doesn’t Have To Be Taxing
- Audit Sampling: It’s a Numbers Game
- Good Kickoff Meetings, by Kevin Hoffman
- Moments of Impact: How To Design Strategic
Conversations that Accelerate Change
- “Interviewing Humans”
- Just Enough Research
- Good Strategy, Bad Strategy
- What Is Strategy and Does It Matter?