Content Strategy

1. Terra Incognita Exploring Content Strategy Land UX Romandie November 20th 2012 Memi Beltrame @bratwurstkomet Liip - Agile Web Development liip.ch

2. Trust me I almost know what I‘m talking about

3. Disclaimer ☟ None of this is mine. All the important resources at the end of the presentation

4. Content: Status Quo

5. Most content sucks.

6. Content is a pain in the butt.

7. Content is treated as a commodity. It‘s not the desert you can do without.

8. Content is not a feature. Kristina Halvorson Picture: Warren Parsons http://ﬂic.kr/p/6kxsc3

9. Design without content is decoration. Jeffrey Zeldman

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. H E NC E Content Strategy

12. The boring part that sounds like work starts here. Apologies.

14. To tackle the challenges of content we must have the answer to a lot of questions.

15. Not just... • How?

16. But... • How? • By Whom? • Why? • With what? • What? • Where? • When? • How often? • For whom? • What next?

17. Some deﬁnitions

18. Content Strategy guides your plans for the creation, delivery, and governance of content.

19. Having a content strategy means using content to achieve business goals.

20. Content strategy is change management.

21. What a strategist does

22. Strategists at all times • create clarity • facilitate smart decisions • align stakeholders • help operationalize change

23. How will your content support your organisational objectives

24. What content does your audience need and why?

25. How is content organized, prioritized and accessed?

26. How is content created, delivered and maintained?

27. How are decisions about content and CS made?

28. Factors of Inﬂuence All the factors that impact the contents lifecycle.

29. Stakeholders • Decision Makers • Funders • Champions • Showstoppers • Aﬀected People

30. Internal Impact factors • Target audience Those aﬀected by the content: - Providers, - Editors - Maintainers - Reviewers

31. Internal Impact factors • Messaging What do you want to say: - Content needs - Keeping content consistent - Aligning content owners.

32. Internal Impact factors • Channels - Websites, social media activities, mobile, intra/extranet, print media, email campaigns, advertising - Publishing process - Cross check with stakeholders

33. External Impact factors • Users - User research • Competitors - Competitor research

34. Strategy

35. Core Strategy The long-term vision for all your content related initiatives

36. „We‘ll develop a state-of-the-art content infrastructure that makes it easy for us to adapt to new device formats quickly.“

37. 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?

38. Content Components Substance & Structure

39. Substance What content do you have? What content do you need and why?

40. How do you get content that is Compelling, useful, actionable credible, substantial, inﬂuential, meaningful, lovable

41. 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.

42. Content Audit An assessment of the state and actionability of all available content.

43. A Note of Warning

45. 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

46. Content Audit

47. 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.

48. Content Audit • Qualitative audit Best Practices assessment: Usability, ﬁndability, actionability, accuracy, task completion This expands the quantitative audit.

49. Content Audit • Qualitative audit Strategic assessment: Business value, message, brand/ voice appropriateness This expands the quantitative audit.

50. Crucial Automate Long-Lasting Short-lived Get Rid of Trivial

51. A vase with a bouquet of Lorem Ipsum.

52. Structure How will your content be prioritized, organized formatted and displayed?

53. How do you get content that is Reusable, related, shareable, mobile, responsive, adaptive, contextual, orbital

54. Deﬁning Structure • Channels, platforms and formats • Navigation and nomenclature: • Links • Microcopy • Metadata and tagging

55. People Components Workﬂow & Governance

56. 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.

57. Workﬂow: Content • Creating and sourcing content - Original content - curated/aggregated content - content migration.

58. 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.

59. 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.

60. Workﬂow: Content • Maintaining content - Keeping it up to date - Keeping it relevant - Retiring it

61. 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.

62. Workﬂow: Content • Evaluating content - Ongoing audit and analysis - Making sure content still meets user needs - making sure content helps fulﬁll business goals

63. 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.

64. 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

65. 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.

66. Resources

67. Books Kristina Halvorson Melissa Rach Erin Kissane Karen McGrane

68. Links • Audit spreadsheets: http://www.kevinpnichols.com/enterprise_content_strategy/ • Audit Questionnaires: http://www.kevinpnichols.com/enterprise_content_strategy/ • Vimeo CS videos: http://liip.to/CS_videos • Reader with Articles on CS: http://liip.to/CS_reader • Contents magazine: http://contentsmagazine.com

69. 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

70. Questions?

71. MERCI! I‘m @bratwurstkomet

Content Strategy

Content Strategy

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