Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.” — Ann Handley, Chief Content Ofﬁcer at MarketingProfs “The one with the most engaging content wins.” — Joe Pulizzi, Content Marketing Institute
Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.
Planning: Inventory Tips•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers can be helpful.•Check your CMS for useful functionality.•Even on a small project, you’ll start to see issues at this point.
Planning: AnalysisWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs of inefﬁcient process: Creating similar content repeatedly•Gaps: What’s missing?
Design and Developmenthttp://www.ﬂickr.com/photos/adactio/
What Your Developer Wants From Youhttp://www.ﬂickr.com/photos/infusionsoft/
What Your Developer Wants From You R IT Y C L Ahttp://www.ﬂickr.com/photos/infusionsoft/
Creating: Content TemplatesContent templates [page tables] show how contentworks on the page.•Similar to wireframes•Less about layout, more about the meat•Beneﬁt: No last minute surprisesGreat resource: http://www.alistapart.com/articles/content-templates-to-the-rescue/
Creating: Essential Details•Identify types of content
The Content Strategist’s LibraryContent Strategy•Content Strategy for the Web | Kristina Halvorson and Melissa Rach•The Elements of Content Strategy | Erin Kissane•Content Strategy at Work | Margot Bloomstein•Contents Magazine | http://contentsmagazine.com/Information Architecture and User Experience [UX] Design•Don’t Make Me Think | Steve Krug•The Elements of User Experience | Jesse James Garrett•A Project Guide to UX Design | Russ Unger and Carolyn Chandler•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender•Information Architecture for the World Wide Web | Peter Morville and Louis RosenfeldWriting•Letting Go of the Words | Ginny Redish•The Yahoo! Style GuideContent Marketing•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott
Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@firstname.lastname@example.org/lauracreekmore