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Content Strategy: Why Now?

  1. Content Strategy: Why Now? Content Strategy Seminar 2012 8 February 2012 Rachel Lovinger @rlovinger
  2. RACHEL LOVINGER 2 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  3. CONTENT STRATEGY: WHY NOW? 3 • Where we’ve come from • Why content strategy matters • Where we’re headed ©2012 Razorfish. All rights reserved.
  4. WHERE WE’VE COME FROM
  5. First, a definition WHAT IS CONTENT STRATEGY?
  6. “Content Strategy plans for the creation, delivery, and governance of useful, usable content.” - Kristina Halvorson
  7. WHAT IS CONTENT? 7 • Text on the site • Images • Video • Audio • Data • User Comments • Email • Online Conversations ©2012 Razorfish. All rights reserved.
  8. CONTENT IS THE REASON PEOPLE GO TO YOUR SITE 8 Photo by zandperl
  9. CONTENT STRATEGY RESPONSIBILITIES 9 • Messaging: What are we trying to say, and to whom? • Sourcing: Where is our content coming from? • Management: How are we going to deliver and maintain it? • Engagement: How do people find and connect with our content? ©2012 Razorfish. All rights reserved.
  10. CONTENT STRATEGY ACTIVITIES 10 • Messaging • Content evaluation • Editorial strategy • Content/Brand alignment • Features & formats recommendations • Sourcing • Gap analysis • Content specifications • Content creation guidelines • Governance plan • Syndication strategy ©2012 Razorfish. All rights reserved.
  11. CONTENT STRATEGY ACTIVITIES 11 • Management • Content Model • Editorial workflow • Metadata & Taxonomy • CMS consulting • Engagement • Platforms/channels recommendations • Search strategy • Social strategy • Mobile strategy ©2012 Razorfish. All rights reserved.
  12. THESE ACTIVITIES ARE INTER-RELATED 12 Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? ©2012 Razorfish. All rights reserved.
  13. CONTENT STRATEGY IS INTERDISCIPLINARY 13 marketers writers designers editors Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? strategy & planning Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? developers search information social media architects ©2012 Razorfish. All rights reserved.
  14. A bit of history HOW DID WE GET HERE?
  15. MENTIONS ON THE WEB: 2000-2008 15 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  16. 2000: CHECKLIST FROM INC. 16
  17. 2001: JAKOB NIELSEN – “WRITING FOR THE WEB” 17
  18. 2002: PAUL FORD OFFERS HIS SERVICES 18
  19. 2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT 19
  20. 2004: CS FOR EMAIL NEWSLETTERS 20
  21. 2005: AMY GAHRAN STARTS A SERIES 21
  22. 2006: RSS IS THE “HOT NEW THING” 22
  23. 2007: RACHEL LOVINGER – BOXES & ARROWS 23
  24. 2008: KRISTINA HALVORSON – A LIST APART 24
  25. MENTIONS ON THE WEB: 2000-2008 25 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
  26. MENTIONS ON THE WEB: 2000-2011 26 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  27. MENTIONS ON THE WEB: 2000-2011 27 Results for "Content Strategy" SOMETHING HAPPENED HERE Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
  28. CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009 28 At the IA Summit, organized by: Kristina Halvorson @halvorson and Karen McGrane @karenmcgrane Attended by: Ian Alexander @eatmedia Rachel Lovinger @rlovinger Margot Bloomstein @mbloomstein Jeff MacIntyre @jeffmacintyre Jennifer Bohmbach @evoljennifer Keri Maijala @clamhead Shelly Bowen @shelbow Laura Melcher @lmelcher Lorelei Brown @beezy Elena Melendy @emelendy Christopher Collette @collettico Chris Moritz @chrismoritz R. Stephen Gracey @RSGracey Melissa Rach @melissarach Stephanie Hale @HaleStephanie Erin Scime @erinscime Margret Hanley @magshanley Gene Smith @gsmith Colleen Jones @leenjones Samantha Starmer @samanthastarmer ©2012 Razorfish. All rights reserved.
  29. CONTENT STRATEGY FOR THE WEB: 22 AUG 2009 29
  30. THEN: UNPRECEDENTED GROWTH 30 Photo by Jeff Myers
  31. CONTENT STRATEGY COMMUNITY 31
  32. CONTENT STRATEGY CONFERENCES 32 CS Forum 2010: Paris, France 2011: London, England 2012: Cape Town, South Africa CONTENT STRATEGY APPLIED 2011 & 2012: MINNEAPOLIS, MN
  33. ARTICLES & BLOG POSTS 33
  34. OTHER CONTENT STRATEGY BOOKS 34
  35. COLLEGE COURSES 35  College Courses  ContentsMagazine.com ©2011 Razorfish. All rights reserved.
  36. CONTENTS MAGAZINE 36 http://contentsmagazine.com/
  37. A bit about me HOW DID I GET HERE?
  38. RACHEL LOVINGER 38 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
  39. EDITORS: HOME PAGE 39 Screenshot via Wayback Machine
  40. THE OTHER 10,000+ ARTICLES 40 Screenshot via Wayback Machine
  41. HOW I BECAME A CONTENT STRATEGIST 41 Editorial Goals Business Goals Technology ©2012 Razorfish. All rights reserved.
  42. HOW I BECAME A CONTENT STRATEGIST 42 Tactics Editorial Goals Business Goals Vision Technology ©2012 Razorfish. All rights reserved.
  43. APPROACHES TO WEB CONTENT STRATEGY 43 Richard Ingram made this diagram to show how people bring different skills, backgrounds, and experiences to their work in Content Strategy, and this impacts the way they practice, and the aspects they focus on. Diagram by Richard Ingram
  44. HOW DID WE ALL GET HERE? 44 The following year, Ingram surveyed content strategists about their educational and professional backgrounds. He mapped the answers from 265 respondents to get an even more detailed view of the paths we took to get to Content Strategy. Diagram by Richard Ingram
  45. It’s not necessary to have “Content Strategist” in your title in order to practice content strategy.
  46. WHY CONTENT STRATEGY MATTERS
  47. Content Grooming CLEARING OUT THE R.O.T.
  48. ROT = REDUNDANT, OUTDATED, TRIVIAL 48 • Criteria for evaluating content • This article is trivial • These related items are redundant ©2012 Razorfish. All rights reserved.
  49. CONTENT ANALYSIS & CREATION GUIDELINES 49 • Evaluate content quality • Remove or revise content, as needed • Prevent ROT in new content • Relevant • On-brand • Periodic review ©2012 Razorfish. All rights reserved.
  50. Content Creation “EVERYONE’S A PUBLISHER”
  51. NON-MEDIA COMPANIES 51 • Sourcing or writing articles • Creating videos • Seeding social media campaigns • Monitoring communities • Etc. ©2012 Razorfish. All rights reserved.
  52. EDITORIAL STRATEGIES 52 • Define messaging goals “Encourage exploration and build brand loyalty. Foster discussion among existing and prospective customers.” • Optimize the organization and operational practices workflow diagram by Richard Ingram, via Intentional Design
  53. Content Business Models “PRINT IS DEAD”
  54. PRINT IS AT RISK 54 Photo by inky
  55. ATTENTION IS DIVIDED 55 ©2012 Razorfish. All rights reserved. Photo by me
  56. CREATE NEW DIGITAL EXPERIENCES 56 ©2012 Razorfish. All rights reserved.
  57. CREATE NEW BUSINESS MODELS 57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
  58. Content Delivery DISRUPTIVE PERSONAL TECH
  59. READ ON OUR TABLETS 59 ©2012 Razorfish. All rights reserved. Photo by TheCreativePenn
  60. UPLOAD PHOTOS FROM OUR PHONES 60 ©2012 Razorfish. All rights reserved. Photo by Mathias Klang
  61. STREAM VIDEOS ON OUR TV 61 ©2012 Razorfish. All rights reserved. Photo by Dennis S. Hurd
  62. TALK TO OUR CARS TO PLAY MUSIC 62 ©2012 Razorfish. All rights reserved. Photo by HighTechDad
  63. Multiplatform publishing follows the principle: Produce once, use multiple times.
  64. OPTIMIZE: CONTENT CREATION & EXPERIENCE 64 Photo by cvander
  65. Content Communications THE UBIQUITOUS CONVERSATION
  66. ENGAGING ON MANY CHANNELS 66 ©2012 Razorfish. All rights reserved.
  67. SUPERFANS, DEEPLY ENGAGED 67 You don’t control the conversation. But you can participate. ©2012 Razorfish. All rights reserved. Fan Art by kidnotorious
  68. TRACK SOCIAL ACTIVITY 68 ©2012 Razorfish. All rights reserved.
  69. WHERE WE’RE HEADED
  70. FUTURE TRENDS & NEEDS
  71. INCREASED CONTENT STRATEGY COLLABORATION 71 Marketing Social • Integrated Processes • Commercial Tools
  72. STRUCTURED DATA 72 • Markup that provides more meaning and context • Ad hoc and standard methods of adding structure <b>Madonna</b> Indicates that the text within the tags should be bold. <H1>Madonna</H1> Indicates that the text within the tags is a headline. <foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a name, as defined in the “Friend of a Friend” vocabulary. <amgID=64565>Madonna</amgID> Indicates that the text within the tags refers to the recording artist Madonna, as described on AllMusic. ©2012 Razorfish. All rights reserved.
  73. STRUCTURED DATA IN THE CMS 73 Example: Drupal 7 • Open source CMS • Native support for standard data structures ©2012 Razorfish. All rights reserved.
  74. SEMANTIC TECHNOLOGY 74 Connect your content and data to other rich data sources <IMDbID=tt1193138>Up in the Air</IMDbID> ©2012 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
  75. GLOBALIZATION/LOCALIZATION 75 ©2012 Razorfish. All rights reserved. Photo by me
  76. MULTIPLATFORM PUBLISHING 76 ©2012 Razorfish. All rights reserved. Source: Fast Company
  77. CONCLUSION
  78. CONTENT STRATEGY: WHY NOW? 78 • Content Strategy has arrived • It will continue to develop and grow • We were doing Content Strategy without even knowing it • Now we’re getting disciplined • It’s work that matters • Almost everything we do online involves content • We’re almost always online Content strategy is going to help us make sense of this digital world ©2012 Razorfish. All rights reserved.
  79. Thanks! RACHEL LOVINGER @rlovinger
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