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Content Strategy 101

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Content Strategy 101

  1. 1. ContentStrategy 101
  2. 2. slideshare.net/lauracreekmore
  3. 3. Agenda9a: Introductions9:15a Why content strategy?How to advocate for contentWhat if it’s me?How-To: The tools10:30a Break10:45a Return11:45a Questions?
  4. 4. Right now:>Your name>What you do>Why content?
  5. 5. Why contentstrategy?
  6. 6. What is content?
  7. 7. http://www.flickr.com/photos/7819129@N07/
  8. 8. http://www.flickr.com/photos/23am/
  9. 9. Not just articles.Not just text.Not just pages.
  10. 10. http://www.flickr.com/photos/that_chrysler_guy/
  11. 11. What does contentdo?
  12. 12. http://www.flickr.com/photos/stevan/
  13. 13. http://www.flickr.com/photos/kkoshy/
  14. 14. http://www.flickr.com/photos/meetthemediaguru/
  15. 15. http://www.flickr.com/photos/omarriva/
  16. 16. http://www.flickr.com/photos/photoloni/
  17. 17. Ange Engag r e EntertaiInfor n Persuadm Amus e e Scare
  18. 18. Not just information.Communicating emotion.
  19. 19. http://www.flickr.com/photos/that_chrysler_guy/
  20. 20. Who is content for?
  21. 21. s
  22. 22. s PeopleCustome Boaters Ohiors Gardener s grad s Audience class18-34 of ’72 Preteen girls Users Keurig owners Moms
  23. 23. How to advocatefor content
  24. 24. Who owns content?
  25. 25. WritersAuthorsPodcaster sVideographe rsGraphic Photograph artists ers
  26. 26. WritersAuthorsPodcaster sVideographe rsGraphic Photograph artists ers
  27. 27. EditorWritersAuthor ss Podcaster sVideographe rsGraphic Photograph artists ers
  28. 28. EditorWritersAuthor Marketer sssPodcaster sVideographe rsGraphic Photograph artists ers
  29. 29. EditorWritersAuthor Marketer sssPodcaster Product Videographe smanagers rsGraphic Photograph artists ers
  30. 30. EditorWritersAuthor Marketer sssPodcaster Product Videographe smanagers UX designers Graphic rs Photograph artists ers
  31. 31. EditorWritersAuthor Marketer sssPodcaster Product Videographe smanagers UX designers Graphic rs Programmers Photograph artists ers
  32. 32. EditorWritersAuthor Marketer sssPodcaster Product Videographe smanagers UX designers Graphic rs Programmers Photograph artists C-Suite The ers
  33. 33. EditorWritersAuthor Marketer s ?ssPodcaster Product Videographe smanagers UX designers Graphic rs Programmers Photograph artists C-Suite The ers
  34. 34. Where doescontent happen?
  35. 35. Business ProductionStrateg OperatioDesign AnalyticsDevelopme RevieTesting Upgrade
  36. 36. Business ProductionStrateg E N T Operatio O N T Analytics CDesign ! RevieDevelopmeTesting Upgrade
  37. 37. The 11th-hourshitstorm McGrane —With thanks to Karen
  38. 38. What if it’s me?
  39. 39. How to talkabout content* *The what-not-to-do edition
  40. 40. “I need a biggerbudget.”
  41. 41. “I need a biggerteam.”
  42. 42. “I need you to careas much as I do.”
  43. 43. FINE! What works?
  44. 44. http://www.flickr.com/photos/8906966@N02/
  45. 45. But we’re not in thecontent business.
  46. 46. “Embrace that you are apublisher.” Content Officer at Chief —Ann Handley, MarketingProfs
  47. 47. “The one with the most engaging content wins.”Joe Pulizzi, — Content Marketing Institute
  48. 48. http://www.flickr.com/photos/wordridden/
  49. 49. http://www.flickr.com/photos/37815348@N00/
  50. 50. Great contentis a business asset.
  51. 51. How-To
  52. 52. “Content strategyguides your plansfor the creation,delivery andgovernance ofcontent.” Halvorson and Melissa —Kristina Rach, Content Strategy for the Web
  53. 53. http://www.flickr.com/photos/skistz/
  54. 54. http://2012.midwestuxconference.com/
  55. 55. Know yourbusiness goal.
  56. 56. Get more customersMake more money
  57. 57. Get more customersMake more moneyIncrease spend/cart 5%Decrease time-to-repeat-purchase 5%Get 10,000 people to contactsenators
  58. 58. What’s the business goal?
  59. 59. Know youraudience.
  60. 60. Who’s our audience?
  61. 61. More on audienceunderstandingKiller Web Content [Gerry McGovern]The Yahoo! Style GuideLetting Go of the Words [GinnyRedish]
  62. 62. Know what theywant.
  63. 63. What are our user stories?
  64. 64. Susie has never been to aconferencelike this. She wants to convinceher boss to give her time off andpay for it.
  65. 65. Susie has never been to aconferencelike this. She wants to convinceher boss to give her time off andJohn came last year and had apay for it.blast. He wants to sign up rightnow.
  66. 66. Susie has never been to aconferencelike this. She wants to convinceher boss to give her time off andJohn came last year and had apay for it.blast. He wants to sign up rightnow.Preston is trying to raise hisprofile. He’d like to apply tospeak.
  67. 67. Susie has never been to aconferencelike this. She wants to convinceher boss to give her time off andJohn came last year and had apay for it.blast. He wants to sign up rightnow.Preston is trying to raise hisprofile. He’d like to apply tospeak.It’s 5/31 and Jan can’t rememberwhat time things start tomorrow.
  68. 68. Susie has never been to aconferencelike this. She wants to convinceher boss to give her time off andJohn came last year and had apay for it.blast. He wants to sign up rightnow.Preston is trying to raise hisprofile. He’d like to apply tospeak.It’s 5/31 and Jan can’t rememberwhat time things start tomorrow.
  69. 69. Our stuff:What do we have?
  70. 70. *Terminologyinterlude*
  71. 71. Qualitative audit
  72. 72. Qualitative auditQuantitative audit
  73. 73. Qualitative auditQuantitative auditInventory
  74. 74. Qualitative auditQuantitative auditInventoryMatrix
  75. 75. Qualitative audit ? ? ?Quantitative auditInventoryMatrix
  76. 76. Inventory
  77. 77. Inventory you’ve *List what got
  78. 78. Site crawlers
  79. 79. Site crawlersExport from CMS
  80. 80. Site crawlersExport from CMSCopy-paste, copy-paste
  81. 81. What to puton the spreadsheet
  82. 82. Handout: Page 2 Inventory Items There’s no “one right list” of information to capture in a content inventory and audit. These are some things you should consider, depending on your business goals and the state of your content. • Index number [You create] • URL [if applicable] • Headline • Content summary [or content if short] • If page-based: Navigation information • Template • Supplements [Image, audio, video, PDF, etc.] • Sharing/other tools available • Analytics • If audio or video: File type, length, file size, format • If image: File type, dimensions, file size • If PDF: File size • Restricted to certain audience? • If public: SEO information: Browser title, keywords • And more!
  83. 83. Handout: Page 1 Content Inventory ID URL Headline
  84. 84. Right now:>Work with yourgroup>Start an inventory>Chunks or pages?>Capture severalitems
  85. 85. Now we know:
  86. 86. http://www.flickr.com/photos/sfllaw/
  87. 87. Creating a styleguide
  88. 88. Simple: Pick one
  89. 89. Simple: Pick oneMore: Think about industry-specific usage
  90. 90. Simple: Pick oneMore: Think about industry-specific usageCustomize: Add organization- specific info
  91. 91. Why?
  92. 92. http://www.flickr.com/photos/rosenfeldmedia/
  93. 93. We believe inexcellence.
  94. 94. consistenfunny tserious helpfulreserved snarkyinnovativ irreverene t
  95. 95. Representingvoice and tone:Examples!
  96. 96. MidwestUX.com reaches out todesigners, developers and othersinterested in the user experience.Our tone is collegial andprofessional. We convey eagernessto learn.
  97. 97. We say...Register today.
  98. 98. We say...Register today.We don’t say...Yo! It’s the hottest ticket in the Midwest! Get yours now. [too slangy]
  99. 99. We say...Register today.We don’t say...Yo! It’s the hottest ticket in the Midwest! Get yours now. [too slangy]We say...MidwestUX means top- notch speakers and networking.
  100. 100. We say...Register today.We don’t say...Yo! It’s the hottest ticket in the Midwest! Get yours now. [too slangy]We say...MidwestUX means top- notch speakers and networking.We don’t say...MidwestUX attendees find that the networking and speakers are beyond compare. [too stilted, passive]
  101. 101. Internet or internet?
  102. 102. Internet or internet?email, e-mail, E-mail, what??
  103. 103. Internet or internet?email, e-mail, E-mail, what??attendees, registrants, participants, MWUXers? [If the latter, how do we say it?]
  104. 104. Internet or internet?email, e-mail, E-mail, what??attendees, registrants, participants, MWUXers? [If the latter, how do we say it?]615.500.4131, 615-500-4131, (615) 500-4131? What about the 1- ?
  105. 105. Internet or internet?email, e-mail, E-mail, what??attendees, registrants, participants, MWUXers? [If the latter, how do we say it?]615.500.4131, 615-500-4131, (615) 500-4131? What about the 1- ?Should we call out time zone in copy?
  106. 106. Internet or internet?email, e-mail, E-mail, what??attendees, registrants, participants, MWUXers? [If the latter, how do we say it?]615.500.4131, 615-500-4131, (615) 500-4131? What about the 1- ?Should we call out time zone in copy?Should we mention that prices are in USD?
  107. 107. Grammar,punctuationSpellingTerminologyPolicyLook & feel
  108. 108. Is it the rightcontent?
  109. 109. Is it any good?
  110. 110. How to rate
  111. 111. http://www.flickr.com/photos/billsophoto/
  112. 112. Really important!
  113. 113. Rate facets.
  114. 114. ExemplaryGoodMehNot goodCrap
  115. 115. What else?
  116. 116. Gap analysis
  117. 117. Informationarchitecture
  118. 118. http://www.flickr.com/photos/y_i/
  119. 119. Pages-or-Content items?
  120. 120. Wireframe
  121. 121. WireframePage template
  122. 122. WireframePage templateContent template
  123. 123. Wireframe ? ? ?Page templateContent template
  124. 124. Content templates:Start withsomething you’dwireframe.
  125. 125. Handout: Page 3 Content Template This list should get you started to create content templates for your work. You won’t use every item on every template, and you may need to add items of your own to consider, depending on the needs of your site. Items in italics don’t appear to the user but may be very helpful to content creators. • URL ! Keywords? • Section • Audience(s)/Availability • Message • Style and tone notes • Browser page title! Char lim? • Headline! Char lim? Keywords? • Body/Media file! Char lim/Pagination/File specs? • Sidebar [Another content item?] • Image/Supplementary files! Specs? • Thumbnail! Specs? • Caption/Description! Char lim? • Related links [Definitely other content items.] • Summary! Char lim? • Categories • Tags
  126. 126. Right now:>Work with yourgroup>Make a template>Which contentitem?>List info you need
  127. 127. Tools:Whatever works
  128. 128. What for?
  129. 129. What for?Examples
  130. 130. What for?ExamplesDetails
  131. 131. Handout: Page 3 Content Template This list should get you started to create content templates for your work. You won’t use every item on every template, and you may need to add items of your own to consider, depending on the needs of your site. Items in italics don’t appear to the user but may be very helpful to content creators. • URL ! Keywords? • Section • Audience(s)/Availability • Message • Style and tone notes • Browser page title! Char lim? • Headline! Char lim? Keywords? • Body/Media file! Char lim/Pagination/File specs? • Sidebar [Another content item?] • Image/Supplementary files! Specs? • Thumbnail! Specs? • Caption/Description! Char lim? • Related links [Definitely other content items.] • Summary! Char lim? • Categories • Tags
  132. 132. Structure:Metadata andtaxonomy
  133. 133. Metadata:Useful in the CMSUseful forplacementBut...
  134. 134. ☐ Featured
  135. 135. Collectingmetadata youdon’t use is anexpensive habit.
  136. 136. Building towardgovernance
  137. 137. Things happenhere!
  138. 138. Just 1 rule
  139. 139. Don’t over-process.
  140. 140. MVP
  141. 141. M inimumViableP rocess
  142. 142. How many peopledoes it take tohave a process?
  143. 143. Define Create Review Publish
  144. 144. The Day 2problem —With thanks to Jeffrey MacIntyre
  145. 145. Editorial calendarAnalysis Workflow
  146. 146. Editorial calendarAnalysis Workflow
  147. 147. We haven’ttouched:AccessibilityTestingStructured contentSemantic taggingCMS design/developmentMore!
  148. 148. http://www.flickr.com/photos/skistz/
  149. 149. Other handoutsLibraryConferencesTerminology
  150. 150. Laura Creekmore@lauracreekmoreCreek Contenthttp://creekcontent.comlaura@creekcontent.comslideshare.net/lauracreekmore

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