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A professional carol - the past, present, and future of content strategy

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A short history of content strategy, the profession today, and trends in the industry

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A professional carol - the past, present, and future of content strategy

  1. 1. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab A professional carol: the past, present, and future of content strategy (with apologies to Charles Dickens) Photo credit, all photos: Rahel Anne BailieEbenezer Scrooge encounters "Jacob Marley's ghost" in Dickens's novella, A Christmas Carol
  2. 2. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab NAME Title Scroll (UK) Photo of presenter here RAHEL ANNE BAILIE Chief Knowledge Officer Scroll (UK)
  3. 3. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved The ghost of content past
  4. 4. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Short history of publishing 40,000 BC Cave paintings 3,000 BC Clay tablet books, papyrus rolls 1,300 BC Books in China 300 BC Library opens in Egypt 8 BC Paper as writing medium 1040 First movable type 1843 Steam- powered rotary printing press 1982 TCP/IP protocol standard 1983 Desktop publishing begins 1996 Web versions of newspapers 1998 Google is founded 1999 Self- publishing through Blogger 2007 Kindle is released 2007 iPhone is launched 2008 Apple launches app store 2012 DCMI Metadata Terms
  5. 5. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Once upon a time, delivering content was relatively simple PrintPrepressProofreadEditWrite
  6. 6. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Way, way back … before the Web University of Oregon Editorial Style Guide • Brand guidelines • Tone and voice • The 4Cs: • Clear • Complete • Correct • Concise • Plain Language • Controlled Technical English
  7. 7. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Then about the time that the dinosaurs roamed…
  8. 8. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Two disciplines converging
  9. 9. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Ghost of content present
  10. 10. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab We need to support omnichannel marketing Courtesy Kevin Nichols
  11. 11. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Four pieces of content Used in four product lines Used in four products in each product line Used in four delivery formats We need to support multiplicity
  12. 12. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab We need to “go digital” The Semantic Web Stack (from Wikipedia) • Marketing content • Informational content • User assistance content • Transactional content • Entertainment content • Instructive content • Localised content • Microcontent • Metadata
  13. 13. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Content strategy goes mainstream (about 2009)
  14. 14. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab The profession is developing
  15. 15. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Everyone jumps on board the CS bandwagon PR Content [what?] Technical Social Content marketing Search and SEO Advertising Journalism Marketing marketing marketing marketing User experience PR Transactional Code strings Products
  16. 16. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Delivering content got complicated is increasingly complex
  17. 17. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved So what is content strategy?
  18. 18. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Something contained in a receptacle The “stuff” between the tags Potential information Human-usable, contextualized data Content
  19. 19. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Strategy Alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.
  20. 20. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy
  21. 21. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy Alternatives were considered and decisions were made.
  22. 22. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy Set of principles are organised into a delivery method.
  23. 23. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The established system has some control and authority.
  24. 24. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The process of controlling how content is managed.
  25. 25. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The system must take into consideration all of the stages, including future iterations.
  26. 26. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved The content lifecycle is the heartbeat
  27. 27. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab The content lifecycle
  28. 28. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved If you’re not strategising about the entire content lifecycle, you’re not doing content strategy.
  29. 29. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved Ghost of content future
  30. 30. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Trends in content strategy Content side Corporate side Profession side What the future holds
  31. 31. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved For the content
  32. 32. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab More output complexity
  33. 33. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab More specialised tools
  34. 34. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab More standards
  35. 35. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved For corporations
  36. 36. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Digital agencies • Most will focus on design and ignore content • A few will start the hard process of change Companies • Slow increase in companies hiring content strategists, with initial fumbling to understand what expectations they should have Public sector • Traditionally, as late adopters, will continue to embrace content design until content strategy is eventually better understood What the future holds
  37. 37. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk © 2015 Scroll LLP All rights reserved For the profession
  38. 38. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Growth in maturity
  39. 39. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab More governance And for content strategy?
  40. 40. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab More skills Impresses me Doesn’t impress me
  41. 41. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab Scroll workshops to fill the gap Bootcamps • 2-day intensive gearing up for agency work • Suitable for professionals who need the right framework and up-skilling in specific areas Accreditation course • 6-day course, with course work, that prepares professionals to work in the industry • Raises the bar for practitioners by synchronizing the editorial and technical aspects Content design courses • For the “UX of content” professionals • Training to standards of gov.uk content design role
  42. 42. www.scroll.co.uk © 2015 Scroll LLP @ScrollUK @rahelab www.scroll.co.uk info@scroll.co.uk rahel.bailie@scroll.co.uk Twitter: @ScrollUK / @rahelab By telephone: UK +44 (0)203 318 1828 (office) UK +44 (0)7869 643 685 (mobile) Speaking and workshops: bailie.com SCROLL London, UK

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