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Content Strategy


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An introduction to the field of content strategy

Published in: Design, Technology

Content Strategy

  1. 1. Terra Incognita Exploring Content Strategy Land UX Romandie November 20th 2012 Memi Beltrame @bratwurstkomet Liip - Agile Web Development
  2. 2. Trust me I almost knowwhat I‘m talking about
  3. 3. Disclaimer ☟None of this is mine. All the important resources at the end of the presentation
  4. 4. Content: Status Quo
  5. 5. Most content sucks.
  6. 6. Contentis apain inthe butt.
  7. 7. Content is treated as a commodity.It‘s not the desert you can do without.
  8. 8. Content is not a feature. Kristina Halvorson Picture: Warren Parsons
  9. 9. Design without content is decoration. Jeffrey Zeldman
  10. 10. Silverbullets that failed• A redesign• A new CMS• A different design agency• A facebook page. Or a microsite.• Lorem Ipsum• „We want content up front“
  11. 11. H E NC EContentStrategy
  12. 12. The boring part that sounds like work starts here. Apologies.
  13. 13. To tackle the challenges of content we must have theanswer to a lot of questions.
  14. 14. Not just...• How?
  15. 15. But...• How? • By Whom?• Why? • With what?• What? • Where?• When? • How often?• For whom? • What next?
  16. 16. Some definitions
  17. 17. Content Strategy guidesyour plans for the creation, delivery, and governance of content.
  18. 18. Having a content strategy means using content to achieve business goals.
  19. 19. Content strategy ischange management.
  20. 20. What a strategist does
  21. 21. Strategists at all times• create clarity• facilitate smart decisions• align stakeholders• help operationalize change
  22. 22. How will your content support yourorganisational objectives
  23. 23. What content does youraudience need and why?
  24. 24. How is content organized,prioritized and accessed?
  25. 25. How is content created,delivered and maintained?
  26. 26. How are decisions aboutcontent and CS made?
  27. 27. Factors of InfluenceAll the factors that impact the contents lifecycle.
  28. 28. Stakeholders• Decision Makers• Funders• Champions• Showstoppers• Affected People
  29. 29. Internal Impact factors• Target audience Those affected by the content: - Providers, - Editors - Maintainers - Reviewers
  30. 30. Internal Impact factors• Messaging What do you want to say: - Content needs - Keeping content consistent - Aligning content owners.
  31. 31. Internal Impact factors• Channels - Websites, social media activities, mobile, intra/extranet, print media, email campaigns, advertising - Publishing process - Cross check with stakeholders
  32. 32. External Impact factors• Users - User research• Competitors - Competitor research
  33. 33. Strategy
  34. 34. Core StrategyThe long-term vision for all your content related initiatives
  35. 35. „We‘ll develop a state-of-the-art content infrastructure thatmakes it easy for us to adapt to new device formats quickly.“
  36. 36. Achieve • Be • Do• Achieve: What does your CS need to accomplish• Be: What content product(s) will we create?• Do: What will the company neet to do to support the effort?
  37. 37. Content Components Substance & Structure
  38. 38. Substance What content do you have?What content do you need and why?
  39. 39. How do you get content that isCompelling, useful, actionable credible, substantial,influential, meaningful, lovable
  40. 40. Defining Substance• Topics: The subjects that matter• Purpose: Every piece of content needs to have a function.• Voice and Tone: Watch you language, fuckers!• Source: Where your content comes from.
  41. 41. Content AuditAn assessment of the stateand actionability of allavailable content.
  42. 42. A Note of Warning
  43. 43. Content Audits★ Assess all available content and define its state (Redundant, Outdated, Irrelevant)★ Define what is to happen with the content until when★ Help establish ownership & responsibility
  44. 44. Content Audit
  45. 45. Content Audit• Quantitative inventory: a list of all the content and its state. - ID, Title, URL, Format, Source, Technical Home, Metadata, Traffic/ Usage Stats, Last update, Language - Roll your own: Choose other factors depending on your audit goal.
  46. 46. Content Audit• Qualitative audit Best Practices assessment: Usability, findability, actionability, accuracy, task completion This expands the quantitative audit.
  47. 47. Content Audit• Qualitative audit Strategic assessment: Business value, message, brand/ voice appropriateness This expands the quantitative audit.
  48. 48. Crucial AutomateLong-Lasting Short-lived Get Rid of Trivial
  49. 49. A vase with abouquet ofLorem Ipsum.
  50. 50. StructureHow will your content be prioritized, organized formatted and displayed?
  51. 51. How do you get content that isReusable, related, shareable,mobile, responsive, adaptive, contextual, orbital
  52. 52. Defining Structure• Channels, platforms and formats• Navigation and nomenclature:• Links• Microcopy• Metadata and tagging
  53. 53. People Components Workflow & Governance
  54. 54. Workflow: Ownership• Business units and individuals• Need: Budget, time, understanding and approval to take care of content. The power to say NO.• Roles: Web manager, content creator, reviewer/approver, SEO specialist, subject matter expert.
  55. 55. Workflow: Content• Creating and sourcing content - Original content - curated/aggregated content - content migration.
  56. 56. Tools for content creation• Editorial calendar A spreadsheet that captures content ideas and schedules current content for publishing.• Content requirement checklist A checklist for preferred content attributes.
  57. 57. Tools for content creation• Curation/aggregation checklist A checklist that helps to select, contract and publish third party content.• Migration spreadsheet A spreadsheet that maps content from one channel, property or process to another.
  58. 58. Workflow: Content• Maintaining content - Keeping it up to date - Keeping it relevant - Retiring it
  59. 59. Tools for maintainance• Content inventory A spreadsheed to record and track all of your content.• Content maintainance checklist A list of criteria used to evaluate and prioritize content for maintainance• Content maintainance log A CMS report or spreadsheet to see dates for last update and next scheduled review.
  60. 60. Workflow: Content• Evaluating content - Ongoing audit and analysis - Making sure content still meets user needs - making sure content helps fulfill business goals
  61. 61. Tools for evaluation• Qualitative audit spreadsheet Extention of the content inventory• Measurement scorecard A spreadsheet that helps stakeholders understand your measurement findings.• Measurement history An ongoing record of your measurements.
  62. 62. Governance• Authority and ownership policies Rules on who can decide what.• Process an procedures How stuff gets done• Content policies and guidelines Non-optional rules and sets of good practices
  63. 63. Tools for governance• Styleguides Guidelines that make sure content is consistent and follows certain standards.• Content planning & prioritization matrix Which content is done when in what order by whom.
  64. 64. Resources
  65. 65. BooksKristina HalvorsonMelissa Rach Erin Kissane Karen McGrane
  66. 66. Links• Audit spreadsheets:• Audit Questionnaires:• Vimeo CS videos:• Reader with Articles on CS:• Contents magazine:
  67. 67. People• Kristina Halvorson @halvorson• Melissa Rach @melissarach• Erin Kissane @kissane• Karen McGrane @karenmcgrane• Rachel Lovinger @rlovinger• Jeffrey MacIntyre @jeffmacintyre• Sara Wachter Boettcher @sara_ann_marie
  68. 68. Questions?
  69. 69. MERCI!I‘m @bratwurstkomet