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Content Strategy: Long Live the King

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For years we’ve been saying “content is king” … but many of us have been treating it like a pauper. Find out why we can no longer afford to leave our online content as an afterthought, and how the new and growing field of content strategy is paving the way for a new era of powerful, vibrant, impactful websites.

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Content Strategy: Long Live the King

  1. 1. Content Strategy: Long Live the King Rachel Parker Lyrica Copywriting
  2. 2. Hat tips Richard Sheffield contentstrategyweblog.com @richardlol Kristina Halvorson braintraffic.com @halvorson
  3. 3. Hat tips <ul><li>Rachel Lovinger rachellovinger.com, @rlovinger </li></ul><ul><li>Rahel Anne Bailie intentionaldesign.ca, @rahelab </li></ul>
  4. 9. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  5. 12. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  6. 15. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  7. 16. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  8. 17. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  9. 18. Mffrwr wffffrdmff frfrrfbrd hrpbgrgl nrtspwrgr …
  10. 19. By Jove, I am not covetous for gold, Nor care I who doth feed upon my cost;
  11. 20. And they all lived happily ever after
  12. 22. Content
  13. 23. Search Social media
  14. 24. Content Strategist
  15. 25. So … how did we get here?
  16. 26. Pay-per-Click SEO Information Architecture User Experience Accessibility Interactivity E-Commerce Dude, where’s my content?
  17. 27. Enter the Content Strategist
  18. 28. What is content?
  19. 29. Content Strategy <ul><li>The practice of planning for the creation, delivery, and governance of useful, usable content </li></ul><ul><li>- Kristina Halvorson </li></ul>
  20. 31. Content Strategy <ul><li>The nuts and bolts </li></ul>
  21. 32. Phase 1: Audit
  22. 33. Phase 2: Analysis
  23. 34. Phase 2: Analysis (cont’d)
  24. 35. Phase 3: Strategy
  25. 36. Phase 3: Strategy (cont’d)
  26. 37. Phase 4: Workflow
  27. 38. Phase 5: Writing
  28. 39. Phase 6: Delivery
  29. 40. Phase 7: Measurement
  30. 41. Phase 8: Maintenance
  31. 42. The Content Cycle
  32. 43. Content Strategy <ul><li>Who’s doing it … and how’s it going? </li></ul>
  33. 44. IBM <ul><li>Dedicated Editor-in-Chief </li></ul><ul><li>Large staff of Web content professionals </li></ul>
  34. 45. Wells Fargo <ul><li>Staff of Content Strategists </li></ul><ul><li>Content Effectiveness Program to ensure ongoing content assessment across the site </li></ul>
  35. 46. REI <ul><li>Staff of Content Strategists, Editors, and Writers </li></ul><ul><li>Vibrant “Expert Advice” section of informative articles and videos </li></ul>
  36. 47. Mint.com <ul><li>Investment in content as key driver to online success </li></ul>
  37. 48. In summary … <ul><li>Our content is hurting </li></ul><ul><li>There is a solution </li></ul><ul><li>The solution takes commitment, time, talent, energy, resources, and SUPPORT </li></ul><ul><li>… but ignore it at your own risk </li></ul>
  38. 49. Hail to the king, baby.

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