11. Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam nulla lectus, posuere
in tempor sed, venenatis ut libero. Integer
Whatamet sagittis quis,
neque mi, gravida sit is
consectetur et ligula. Strategy? dolor sit
Content Lorem ipsum
amet, consectetur adipiscing elit. Morbi
scelerisque dolor vel odio lacinia accumsan.
Morbi lacinia aliquam dolor, quis tempor est
sollicitudin vel. Morbi pharetra risus nec dolor
porttitor placerat. Donec sodales vestibulum
arcu, sed porttitor tortor consequat id. Nulla
ultrices viverra augue at gravida.Ut neque erat,
condimentum eget accumsan non, rutrum et
sapien. Pellentesque sed leo ut mauris
12. ?
“
Content strategy guides your
plans for the creation,
delivery, and governance of
content.”
Image Sourc
e: .net Magaz
ine - Kristina Halvorson
useful, usable
13. Content Strategy is:
• Creation - Creating, identify the content
• Delivery - Making the contents live
• Governance - Ma...
17. Governance is:
• Defining style, tone, voice, clarity
• Creating the content
• Managing the workflow
• Planning when the content types happen
Say It With Me:
Spreadsheets!
18. Content Strategy is not:
• Copywriting
• Information Architecture
...but Content Strategists may do those
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37. “
Site Maps & Wireframes
While today content is often
conveyed in multiple channels,
WTF?
seeing the framework
concretely through a
wireframe or sitemap
Laura Creekm
Creek Conten
t
ore
enhances the clarity of the
communication while you still
have time to fix the problems
you see in the design.
38. “
Don’t I already do Content Strategy?
- UX Professionals, Everywhere
“
I do Content Strategy every day.
- Content Marketers, Everywhere
52. User Personas
Mightyby
tes
ClimateRid
e | Person
as
USER TYP
E
USER
Prospectiv
e Rider QUOTE
DESCRIP TION
“I ride my
bike to wor MOTIVAT
want to rid k and PR is a 32 ION
e it for a ca year old w KEY ATTR
care abou use I educated ell IBUTES
t. Finally, , sharp an Looking to
a charity ev I can do d savvy give back
ent for an profession way and m in big
organizatio al male w eet like m Wants to
n I am trul loves trav ho inded participat
y el and seek individual something e in
passionate adventure. s s and bene that has a
about.” He is intere good caus fit a hip
Returning sted e. young vibe
Rider in the envi but also
ronment an benefits a
very activ d good caus
e. Wants to e.
“I particip do somet
ated in th has impact hing that
Climate R e .
ide and it Business
amazing ad was an owner who
venture fil the great loves N
with inspira led outdoors. urturing pa
tion and st relations
made in la hips Rel
connectio st year’s C iving the em
n.” Ride; dedi limate otional an
Donor cation to inspirationa d
the enviro helping l moments
nment. past years of
and helpin
motivate ne g to
“My co-w w particip
orkers are ants.
riding in 20 all
10 and I’d Married w
show my like to a ith kids bu
support.” responsibi t feels To
lity to give support th
back. e cause an
riders’ jour d Give first
neys. time users
and easy a fast
way to do
while crea nate
ting a bran
awarenes d
s and mot
to return. ivation
63. • Lists for each day.
• Custom locations.
• 84 tips (find bathrooms,
water stops, etc.)
• Lost riders can search
to get directions.
64. ACH REPORT
/OUTRE
DC 2012 al
RIDE NY
C-
e other soci
CLIMATE than all th
Climate Ride site
fic to the
more traf
ok sends
• Facebo combined.
networks
nt.
rs are a bit differe
so numbe
ts above,
r than the bulle
rated late
e was gene
This imag
NOTE:
10
65. CH REPORT
2/OUTREA
ID E N YC-DC 201
CLIMATE R
:
past month
s from the
some site metric
Here are
hould be
e . Our goal s
uring the rid e as well.
cre ase sig nificantly d nd after the rid
ee, visits in ns before a
NOTE: A s you can s sit e interactio
ement and
user engag
to increase
e, Sprout
ch as Hootsuit
via tools su
SOCIAL METRICS and mentions
ed metrics h, and so o
n.
possib le, we track t s, TweetReac
Where TweetChar
al, Go ogle Alerts,
68. Content Strategy Results
• Over $1M raised to date for beneficiaries
• 70+% conversion rate on donations
• Increased sign-up for upcoming rides
• Rider numbers have doubled in past year
69. Content Strategy Results
• Significant expansion of online reach
• 50% increase in amount raised per
ride over the last year
• Riders raise average of $85 more than last year
70. Content Strategy Results
• Riders reach almost 2000 more donors per ride
(up 43% from last year)
• Ridership up 46% from last year
• 18 riders already registered for 2013!
• Earliest ride registration on record
71. When You Apply Content
Strategy Throughout a
Project, You Get Results.
And Yes, You’ve Probably Been Doing It.
Or Avoiding It.
So, Soak In It.
72. When You Apply Content
Strategy Throughout a
Project, You Get Results.
And Yes, You’ve Probably Been Doing It.
Or Avoiding It.
Nishan t’s Dog
TSo, is
his Soak In It.
73. Additional Resources
• Content Strategy for the Web by Kristina Halvorson & Melissa Rach
• The Elements of Content Strategy by Erin Kissane (A Book Apart,
2011)
• Content Strategy at Work: Real-world Stories to Strengthen
Every Interactive Project by Margot Bloomstein (Morgan Kaufmann,
2012)
• Return on Engagement: Content, Strategy and Design
Techniques for Digital Marketing by Tim Frick (Focal Press, 2010)
• Clout: The Art and Science of Influential Web Content by Colleen
Jones (New Riders, 2010)
• Letting Go of the Words by Janice (Ginny) Redish (Morgan
Kaufmann, 2012)
74. Thank You!
Tim Frick | @timfrick Russ Unger | @russu
Mightybytes GE Capital
tim@mightybytes.com russ@userglue.com