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Content Strategy Framework for the Content Lifecycle

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Any content strategy begins with a

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Content Strategy Framework for the Content Lifecycle

  1. 1. A Content Strategy Framework for Managing Content throughout its Lifecycle Rahel Anne Bailie © 2010 Intentional Design Inc. @rahelab www.intentionaldesign.ca
  2. 2. Framework Content strategy: Repeatable system that governs management of content throughout the entire content lifecycle
  3. 3. Content Strategy: convergence of disciplines and technologies Business Analysis User Content Technology Experience Strategy Content Development
  4. 4. Content Strategist: convergence of skills and abilities http://darmano.typepad.com/logic_emotion/2006/05/tshaped_creativ.html
  5. 5. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
  6. 6. Pushing content to its full potential Potential ROI: •Extend market reach •Better decision-making for sales •Better customer support •Better info for Industry analysts •Potential IRR: •Easier management of content •Reduce production time •Increase accuracy •Support risk management
  7. 7. You can deliver this Training material Support articles Technical manuals
  8. 8. Or this Support Technical manuals Support Social network Marketing Training material h30413.www3.hp.com/SupportServices/country/us/en/support/T1100.html.htm
  9. 9. Now, broken experiences can damage brands faster than ever. “Nothing can deter confidence quicker than a broken experience.”* * Christopher Cashdollar, Creative Director, Happy Cog Studios
  10. 10. Same content, two content strategies Little credit union BIG credit card company 1 “This Visa interface is great. I can download each statement, by month, for 2 “Vancity is great. I can enter the dates and download a whole 3 “Visa’s monthly download is driving me bananas. Why doesn’t Visa get it the last year.” year at a time, for the together?” last two years – in a single transaction.” 2:00 PM 2:15 PM 2:18 PM
  11. 11. Content drives the user experience. Rather than designating content as something that is plugged into a decorated shell, why not endeavour to put it at the centre? - Dorian Taylor http://doriantaylor.com/the-web-doesnt-have-content-the-web-is-content
  12. 12. Universal Get content: user goal 1. Find it. 2. Consume it. 3. Act on it.
  13. 13. Content strategy: extension of the experience design Identify need for user-centered design content Specify context of use Evaluate System design satisfies Specify specified requirements content requirements Produce design content solutions Adapted from: http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
  14. 14. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
  15. 15. We consume content like music: in context.
  16. 16. The move away from single-use, linear content is happening fast.
  17. 17. Portable content: reduce, re-use, recycle
  18. 18. Properties of portable content Qualitative: • Brand consistent • Minimalist • Audience-appropriate • Translation-ready Technological: • Structured • Standards-based • Semantic • Interoperable
  19. 19. Portable content creates value Convergence: • Airline bookings • Hotel bookings • Car rental bookings • Google maps • Weather networks Integration: • Automatic integration • Get instant, custom itinerary Syndication: • Share with trusted contacts • Auto-notifications Bottom line: Good Value www.tripit.com
  20. 20. Move to experience design
  21. 21. Think beyond content; think experience Navigation Navigation Ad Instructions Previews Cover art Music files Editorial http://www.allmusic.com
  22. 22. Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://www.worldmapper.org
  23. 23. Mash-ups are also a form of content convergence. We can create more interesting ways to present content. http://pipes.yahoo.com
  24. 24. Consumers don’t care about your silos
  25. 25. Bonus: We can do more, better, faster.
  26. 26. When architected well, it happens seamlessly. User-generated Subscriptions content RSS feeds Marketing CRM content Information content portal Engineering Tech content Training Support center Comm content content content
  27. 27. • Design/planning • Acquire • Requirements • Author • Personas, scenarios • Edit • Governance • Metadata • Budget Analyze Collect • Aggregate Publish Manage • Transform • Content modeling • Present • Configure/components • Syndicate • Structure /standards • Revise/sunset • Repository
  28. 28. Exploit the potential of your Can you fill a content user value gap? – Is it structured? The first impression of a site is made within 50 milliseconds – Can it be re-used? – Can it be filtered? – Can it be searched (more importantly, found)? – Can it be personalized? – Can it be integrated? – Can your content converge? – Can it be syndicated? – Can it interoperate with other systems?
  29. 29. Shoot for the moon, to land amongst the stars.
  30. 30. Think outside the site • What are the touch points? • What can be automated for users? • What are the preferences of your audiences? • Are you contributing to an engaging user experience? • How creative can you be? • What is the best you can hope to provide, logistically?
  31. 31. Contact Info, Acknowledgements, Resources Presentation © 2010 Intentional Design Inc. www.intentionaldesign.ca Presenter: Rahel Anne Bailie, Content Strategist Twitter: @rahelab Slideshare: @rahelab LinkedIn: ca.linkedin.com/in/ rahelannebailie Facebook: rahel.bailie Photography used under Creative Commons: http://www.flickr.com/photos/fdecomite/

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