Satura stratēģija - saturs ir karalis!


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Visi saka, ka saturs ir karalis, taču kādēļ mēs pret to neattiecamies attiecīgi un tas vienmēr ir pēdējais punkts darāmo lietu sarakstā.

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  • About humans, who have made mountains of trash and junk So they went away on the big ship Left behind are these small robots. This is the web content novadays!
  • Collects everything interesting – moment of pause Satisfaction, inspiring, revelation
  • Meets friend Eva
  • Takes back to his home and shows of things Imidate urge to share! Qeastion! How many of you here are coders? Designers? Copywriters?
  • What roles do we have in our web development process? Leader Project coder Project designer Wireframes, project management, user flows, sitemaps We meet, yeey, few days before start… And then we must make content! Last day!
  • Then we see this blank page, with “lorem ipsum” text. Everybody knows what this mean? We have working page without content, and the content must be writen in short time
  • Technology is so cool Design is so cool We are so cool marketing people, that we make the best landing pages Our product is soo cool Content is the second hand!
  • Copywriting in traditional way. We do it, we send it and then forget about it.
  • Goes online and it goes LIVE We see content, we use content, we reuse content from time to time, we copy content.
  • We feel the content. Everybody can touch and feel content - wall-e world We think of content still, and CHECK AND DONE
  • Its not when you decide to start make blog, or you decide to start twitter account
  • Content is not thing you can maintain, its not your car or whatever staff need to be “maintain” Governance means, that we are responsible for content, it needs human touch, feel and eye.
  • When do we start to think about this kind of content at the start? Is there content makers involved?
  • When do we start to think about this kind of content at the start? Is there content makers involved?
  • Content optimizes your conversations with your customer, user, vendor and even employee
  • There are four side: Marketing Ceo/bussiness Strategy(maybe) And IT
  • What user needs What competitors are doing Others issues
  • Satura stratēģija - saturs ir karalis!

    1. 1. Content strategy Everyone knows the content is a king; everyone knows-it comes last on your “to do” list Māris Reliņš | 28.03.2011 Tallin
    2. 7. Web content problem
    3. 11. We lie to ourselves
    4. 13. Online content is LIVE
    5. 14. Content is not a feature
    6. 15. “ Content strategy plans for the creation, publication and governance of useful, usable content” Kristina Halvorson “ Content strategy is about publishing.” - Erin Kissane
    7. 16. What's it not
    8. 17. Maintenance VS Governance
    9. 18. Text forms: <ul><li>Page copy </li></ul><ul><li>Articles </li></ul><ul><li>Links </li></ul><ul><li>Labels </li></ul><ul><li>Alt tags/Captions </li></ul><ul><li>Flash elements </li></ul><ul><li>Error messages </li></ul><ul><li>Task instructions </li></ul><ul><li>Forms </li></ul><ul><li>Search result page (!) </li></ul><ul><li>Meta data </li></ul>
    10. 19. Key questions <ul><li>What </li></ul><ul><li>Why </li></ul><ul><li>How </li></ul><ul><li>For whom </li></ul><ul><li>By whom </li></ul><ul><li>With what </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>How often </li></ul><ul><li>What next </li></ul>
    11. 20. You are a publisher
    12. 21. “ Content is perfectly appropriate for users when it makes them feel like geniuses on critically important missions, offering them precisely what they need, exactly when they need it, and in just the right form. All of this requires that you get pretty deeply into your user’s heads, if not their tailoring specifications.” - The Elements of content strategy by Erin Kissane
    13. 22. What next? 8 assignments
    14. 23. 1.Define real website goals
    15. 24. 2.Assign a content advocate
    16. 25. 3.Invite “content advocate” to your project first meeting
    17. 26. 4.Do a content factor analysis
    18. 27. 5.Create a detailed time and budget estimate
    19. 28. 6.Start asking questions
    20. 29. 7.Create a workflow plan
    21. 30. 8.Editorial, publishing and governance calendar
    22. 31. Thank you. e-mail: blog: twitter: @marisrelins