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What is Content Strategy


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what is content strategy and how do you go about formulating and implementing one for your organization?

Published in: Business, Education

What is Content Strategy

  1. 1. On Content Strategy Approaches to manage content Prasanna Lal Das (
  2. 2. Setting the stage <ul><li>Why content strategy </li></ul><ul><li>Components of content strategy </li></ul><ul><li>Planning your approach </li></ul>Prasanna Lal Das (
  3. 3. The content world <ul><li>Content plays different roles in organizations </li></ul><ul><ul><li>Communication/dissemination/information </li></ul></ul><ul><ul><li>Operational/technical </li></ul></ul><ul><ul><li>Learning/training </li></ul></ul><ul><ul><li>Business continuity </li></ul></ul><ul><ul><li>Legal/regulatory </li></ul></ul><ul><ul><li>More </li></ul></ul><ul><li>All of us participate in the production and consumption of content </li></ul>Prasanna Lal Das (
  4. 4. The state of content <ul><li>Most of us are not trained content professionals and operate in an unstructured content environment </li></ul><ul><ul><li>No standard documentation process/standards </li></ul></ul><ul><ul><li>Ill-defined workflows </li></ul></ul><ul><ul><li>No defined storage guidelines </li></ul></ul><ul><ul><li>Unclear lifecycle of individual pieces of content </li></ul></ul><ul><ul><li>Little emphasis on reuse and maintenance </li></ul></ul><ul><li>The result is ‘discontent with content’ </li></ul><ul><ul><li>Content loss </li></ul></ul><ul><ul><li>Poor content ‘findability’ and portability </li></ul></ul><ul><ul><li>Trust issues and growing irrelevance of content </li></ul></ul><ul><ul><li>Consequent impact on business </li></ul></ul>Prasanna Lal Das (
  5. 5. The role of content strategy <ul><li>The role of content strategy is to – </li></ul><ul><ul><li>Help organizations define the purpose and value of their content </li></ul></ul><ul><ul><li>Identify the content artifacts in an organization and define the characteristics and associated rules of an organization’s content types </li></ul></ul><ul><ul><li>Establish a workflow that is sensitive to the unique needs and constraints of the organization </li></ul></ul><ul><ul><li>Help develop the ‘personality’ of an organization’s content </li></ul></ul><ul><ul><li>Help create/adapt a content infrastructure to support an organization’s content processes </li></ul></ul><ul><ul><li>Help build capacity within the organization to sustain a best practices driven content environment </li></ul></ul><ul><ul><li>Provide a long-term view to an organization’s content methodology </li></ul></ul><ul><li>The objective is to produce content that is – </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Accurate </li></ul></ul><ul><ul><li>Usable </li></ul></ul><ul><ul><li>Portable </li></ul></ul><ul><ul><li>Sustainable </li></ul></ul>Prasanna Lal Das (
  6. 6. The purpose and value of content <ul><li>It is important to define the role of content in an organization </li></ul><ul><ul><li>Why do you produce content </li></ul></ul><ul><ul><li>How do you know that your content is appropriate </li></ul></ul><ul><ul><li>How well do you understand your readers’ needs (who needs what content, when, why, and how) </li></ul></ul><ul><ul><li>Which parts of the content lifecycle (capture/storage/dissemination/disposal) are most critical to the organization </li></ul></ul><ul><li>Possible sources of input include – </li></ul><ul><ul><li>The organization’s communications strategy (internal/external) </li></ul></ul><ul><ul><li>Management objectives </li></ul></ul><ul><ul><li>Operational priorities </li></ul></ul><ul><li>It is also important to measure the effectiveness of your content delivery </li></ul><ul><ul><li>Impact on revenue </li></ul></ul><ul><ul><li>Cost and time savings/Increased productivity </li></ul></ul><ul><ul><li>Improved deployment of resources </li></ul></ul><ul><ul><li>Better risk management/compliance </li></ul></ul><ul><ul><li>Superior change management </li></ul></ul><ul><ul><li>More </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Content value-proposition </li></ul></ul><ul><ul><li>Current state assessment (content) </li></ul></ul><ul><ul><li>Content inventory </li></ul></ul><ul><ul><li>Competition audits </li></ul></ul><ul><ul><li>User analysis </li></ul></ul>Prasanna Lal Das (
  7. 7. Content types and attributes <ul><li>As much as possible, each organization must define a finite list of content types </li></ul><ul><li>A content type denotes a group of content objects with common – </li></ul><ul><ul><li>Structure </li></ul></ul><ul><ul><li>Purpose </li></ul></ul><ul><li>Examples of content types include – </li></ul><ul><ul><li>Feature articles </li></ul></ul><ul><ul><li>FAQs </li></ul></ul><ul><ul><li>Working papers </li></ul></ul><ul><ul><li>Reports </li></ul></ul><ul><li>It is advisable to group content types based on structure or purpose </li></ul><ul><li>Content types definition helps – </li></ul><ul><ul><li>Determine authoring/publishing templates </li></ul></ul><ul><ul><li>Create business rules to manage content </li></ul></ul><ul><ul><li>Define content attributes or metadata </li></ul></ul><ul><li>Content type does not and should not determine display type </li></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Inventory of content types (classified as necessary) </li></ul></ul><ul><ul><li>Draft templates </li></ul></ul>Prasanna Lal Das (
  8. 8. Content attributes/metadata <ul><li>Metadata or content attributes represent information about a content object (‘data about data’, as per the standard definition) </li></ul><ul><li>To be comprehensive, the metadata must include information about – </li></ul><ul><ul><li>The content type </li></ul></ul><ul><ul><li>The document context </li></ul></ul><ul><ul><li>Content of the document </li></ul></ul><ul><ul><li>The domain </li></ul></ul><ul><ul><li>The relationship of the document to other documents </li></ul></ul><ul><ul><li>Assumptions/findings about user needs </li></ul></ul><ul><li>Taxonomy (thematic and business) provides the big picture to metadata development </li></ul><ul><li>Metadata is used to improve – </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Information architecture </li></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><li>Reuse </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Metadata/content attributes documentation </li></ul></ul><ul><ul><li>Taxonomy </li></ul></ul>Prasanna Lal Das (
  9. 9. Content workflow <ul><li>Content workflow describes the lifecycle of a piece of content from inception to finish </li></ul><ul><li>Typical stages include – </li></ul><ul><ul><li>Initiation </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Authoring </li></ul></ul><ul><ul><li>Editing/testing </li></ul></ul><ul><ul><li>Approval/publishing/finalization </li></ul></ul><ul><ul><li>Post-publication/finalization </li></ul></ul><ul><li>A workflow must define – </li></ul><ul><ul><li>Information flow </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Rules/security </li></ul></ul><ul><ul><li>Decision-points </li></ul></ul><ul><ul><li>Controls </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>Metadata opportunities/techniques </li></ul></ul><ul><ul><li>Storage </li></ul></ul><ul><ul><li>Options/exceptions </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Workflow diagrams </li></ul></ul><ul><ul><li>Workflow description/rules </li></ul></ul>Prasanna Lal Das (
  10. 10. Voice and tone <ul><li>Voice is the editorial representation of an organization/brand. It stands for an organization’s personality, its attitude towards its constituency, and conveys its positioning to its target constituencies </li></ul><ul><li>Voice and tone is important to – </li></ul><ul><ul><li>Strategize the role of content in an application </li></ul></ul><ul><ul><li>Create standards for nomenclature and diction </li></ul></ul><ul><ul><li>Ensure the consistent execution of content </li></ul></ul><ul><ul><li>Establish the broad contexts to which text behavior must be tailored </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Voice and tone documentation </li></ul></ul><ul><ul><li>Style guide, if necessary and appropriate </li></ul></ul><ul><ul><li>Additional editorial guidelines and checklists </li></ul></ul>Prasanna Lal Das ( ‘ Infra’ XYZ XYZ ‘ Supra’ XYZ Unsure Confident Presumptuous Apathetic Empathic Intrusive Vague Practical Esoteric Unreliable Trustworthy Guardian Lackluster Energetic/Vital Hyper-active Confined Approachable Inaccessible
  11. 11. Content infrastructure <ul><li>The content infrastructure of an organization includes all the tools/technologies available to content producers to create, edit, publish, and maintain content </li></ul><ul><li>This may include – </li></ul><ul><ul><li>Project tools (SAP, for instance) </li></ul></ul><ul><ul><li>Authoring tools and templates (Office tools, CMS) </li></ul></ul><ul><ul><li>Workflow (online or offline) </li></ul></ul><ul><ul><li>Storage/disposal tools </li></ul></ul><ul><ul><li>Publishing/dissemination tools </li></ul></ul><ul><ul><li>Maintenance tools </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Current state assessment (infrastructure - business) </li></ul></ul><ul><ul><li>CMS specifications (business) </li></ul></ul><ul><ul><li>Storage guidelines (business) </li></ul></ul><ul><ul><li>User experience input </li></ul></ul><ul><ul><li>Search strategy input </li></ul></ul><ul><ul><li>Publishing rules input </li></ul></ul><ul><ul><li>Legal/regulatory input </li></ul></ul>Prasanna Lal Das (
  12. 12. Content as culture <ul><li>Content management is as much a cultural initiative as it an operational or technical one </li></ul><ul><li>Organizations must build a content management culture to support its overall content goals </li></ul><ul><li>Elements of a content management culture include – </li></ul><ul><ul><li>Familiarity with content objectives and processes </li></ul></ul><ul><ul><li>Awareness of content tools </li></ul></ul><ul><ul><li>Training in content standards and guidelines </li></ul></ul><ul><li>Deliverables include – </li></ul><ul><ul><li>Training material </li></ul></ul><ul><ul><li>Checklists and guidelines </li></ul></ul>Prasanna Lal Das (
  13. 13. Long-term view <ul><li>A few general observations as you embark on your own content strategy </li></ul><ul><ul><li>Unify your content management process </li></ul></ul><ul><ul><li>Separate content presentation from authoring </li></ul></ul><ul><ul><li>Pay heed to the institutional framework </li></ul></ul><ul><ul><li>Focus on user experience </li></ul></ul><ul><ul><li>Disaggregate content </li></ul></ul><ul><ul><li>Define templates early, whenever possible and appropriate </li></ul></ul><ul><ul><li>Plan for life after publication/dissemination </li></ul></ul><ul><ul><li>Bridge the gap between business and technology </li></ul></ul><ul><ul><li>Plan first, buy the tools later </li></ul></ul>Prasanna Lal Das (
  14. 14. Can you do it? <ul><li>Content management was once described as 10% technology, 40% process control, and 50% governance </li></ul><ul><li>Key skills for a content practitioner include – </li></ul><ul><ul><li>Content sub-process expertise </li></ul></ul><ul><ul><li>Business analysis </li></ul></ul><ul><ul><li>Information architecture </li></ul></ul><ul><ul><li>Technology awareness </li></ul></ul><ul><ul><li>Industry knowledge </li></ul></ul><ul><ul><li>Culture/change management </li></ul></ul>Prasanna Lal Das (
  15. 15. Suggested reading <ul><li>Managing Enterprise Content – Ann Rockley (with Pamela Kostur and Steve Manning) </li></ul><ul><li>Content Management Bible – Bob Boiko </li></ul><ul><li>Enterprise Content Management – Tom Jenkins </li></ul><ul><li> </li></ul><ul><li> </li></ul>Prasanna Lal Das (
  16. 16. Thank you Prasanna Lal Das (