What is Content Strategy?     Leveraging content    to its fullest potential                       © 2012 Intentional Desi...
Content Strategy   Business        Technical                    Content/info                                 IA/Usabilityc...
Content (n)  How we use to communicate:  text, graphics, video, audio                                 !?@  Extension of th...
Common definitions Content strategy:   Content lifecycle:  Repeatable process  Iterative cycle that  that governs        s...
Strategy/ AnalysisContent• Content as commodity• Factors in optimization     Authoring/ EditingSupply chain               ...
NuancedInteractiveComplexMessy
NuancedInteractiveComplexMessy
NuancedInteractiveComplexMessy
NuancedInteractive                                           ( = SIM card)Complex              ( = international roaming)M...
Begin at thebeginning ……but where is thebeginning?
• Requirement analysis                       • Acquire• User research                              • Author/Edit• Governan...
Content DesignContent architecture             Content developmentContent   Technical              Content   Editorial    ...
Legacy system constraintsDelivery decisionsCustomer focusMultiple outputsContent interconnectionProject complexity
1         “This Visa interface is    great. I can download each      statement, by month, for                             ...
( = SIM card)( = international roaming)
Well, some companies don’t …
• Need intelligent content strategy  to get intelligent content• Treat content as part of the  content lifecycle• Keeping ...
Available in stores starting December 2012ContentStrategyforDecisionMakers.com
What is Content Strategy?                 Leveraging content                to its fullest potential                      ...
What is content strategy
What is content strategy
What is content strategy
What is content strategy
What is content strategy
What is content strategy
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What is content strategy

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What is content strategy

  1. 1. What is Content Strategy? Leveraging content to its fullest potential © 2012 Intentional Design Inc. @rahelab www.intentionaldesign.ca
  2. 2. Content Strategy Business Technical Content/info IA/Usabilitycommunications communication management
  3. 3. Content (n) How we use to communicate: text, graphics, video, audio !?@ Extension of the user experience Human-consumable, contextualized data The stuff “contained” between the tags Container Content /Container
  4. 4. Common definitions Content strategy: Content lifecycle: Repeatable process Iterative cycle that that governs spans analysis, content throughout collection, the entire content management, and lifecycle publishing stages
  5. 5. Strategy/ AnalysisContent• Content as commodity• Factors in optimization Authoring/ EditingSupply chain Content Management• Linear• Clear start and end UX/ Publishing• Single content treatment Localization Measurement
  6. 6. NuancedInteractiveComplexMessy
  7. 7. NuancedInteractiveComplexMessy
  8. 8. NuancedInteractiveComplexMessy
  9. 9. NuancedInteractive ( = SIM card)Complex ( = international roaming)Messy
  10. 10. Begin at thebeginning ……but where is thebeginning?
  11. 11. • Requirement analysis • Acquire• User research • Author/Edit• Governance planning • Version/Localize• Budget • Metadata Analyze Collect Publish Manage • Modeling/typing• Aggregate/Transform • Configure/components• Publish/Syndicate • Structure /standards• Evaluate • Repository• Iterate or sunset
  12. 12. Content DesignContent architecture Content developmentContent Technical Content Editorial Metadata Creation types structure quality structure
  13. 13. Legacy system constraintsDelivery decisionsCustomer focusMultiple outputsContent interconnectionProject complexity
  14. 14. 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 year at a 3 “Visa’s monthly download is driving me bananas. Why doesn’t Visa get it the last year.” time, for the last two years – together?” in a single transaction.”2:00 PM 2:15 PM 2:16 PM 2:18 PM
  15. 15. ( = SIM card)( = international roaming)
  16. 16. Well, some companies don’t …
  17. 17. • Need intelligent content strategy to get intelligent content• Treat content as part of the content lifecycle• Keeping content under control means considering its entire lifecycle, including iterations• Content lifecycle exists, whether you acknowledge it or not• A strategy needs to span all related content
  18. 18. Available in stores starting December 2012ContentStrategyforDecisionMakers.com
  19. 19. What is Content Strategy? Leveraging content to its fullest potential Thank youRahel Anne Bailie © 2012 Intentional Design Inc.@rahelab www.intentionaldesign.ca

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