SlideShare a Scribd company logo
1 of 107
Download to read offline
A Content Strategy Roadmap
Kristina Halvorson, Brain Traffic • @halvorson
Content
This is copywriting.
This is content.
Content Strategy
Content strategy plans for the
creation, delivery and governance
    of useful, usable content.
Not just …
•   What
But …
•   What       •   With what
•   Why        •   Where
•   How        •   When
•   When       •   How often
•   For whom   •   What next
Core Strategy
     (or, Purpose)




What will your content do for
your business and your users?
Substance
What content do you
and your audiences
need, and why?
Structure
How is content organized,
prioritized, and accessed?
Workflow
How is content created
and maintained?
Governance
How are decisions about
content and content
strategy made?
The Story of Jasper
and the Tree Frogs
  (and His Website)
http://www.animalpicturesforkids.info/images/wmwallpapers/Blue-Poison-Dart-Frog-1.jpeg
http://www.flickr.com/photos/briangratwicke/4396412750/
http://www.flickr.com/photos/briangratwicke/4396252726/sizes/l/in/photostream/
http://www.flickr.com/photos/meneldur/128086667/sizes/z/in/photostream/
http://www.flickr.com/photos/striatic/1101476/sizes/z/in/photostream/
http://www.flickr.com/photos/fernando/36759033/
http://www.flickr.com/photos/bennybenso/1477405293/
http://www.flickr.com/photos/briangratwicke/4396412750/
TEAMWEB

ANGIE      BEN          DAVE       CARI
PROJECT    USER         VISUAL     DEVELOPER
MANAGER    EXPERIENCE   DESIGNER
Discover
Define
Design
Develop
Deploy
The Kickoff
How will your content
serve your business and
      your users?
Discover
Discover
Define
Design
Develop
Deploy
Discover
• Business objectives      • Current technology

• Project objectives       • Functional requirements

• User research            • Cross-platform initiatives

• Stakeholder interviews   • Industry trends

• Usability testing        • Competitors

• Design research          • Content audit
high level tree
                                                  frog audit



http://lsdev.biz/files/2010/08/Sample_Content_Audit.jpg
high level tree
frog audit
high level tree
frog audit
TEAMWEB

ANGIE      BEN          DAVE       CARI
PROJECT    USER         VISUAL     DEVELOPER
MANAGER    EXPERIENCE   DESIGNER
JULIE
CONTENT
COPYWRITER
WRANGLER
Discover CONTENT
• Business ROT
  Content objectives       • Current technology
                             Stakeholder agendas

• Project objectives
  Current style guide      • Functional requirements
                             Content owners

• User research
  Content readability      • Contextual considerations
                             Workflow and timelines

• Stakeholder interviews
  Search analytics         • Industry trends
                             Metadata integrity

• Usability testing
  Legal requirements       • Competitors
                             Translation requirements

• Design research
  Channel requirements     • Content audit
                             Accessibility requirements
• Substance: Who are you trying to reach?
  Why? What do they want to know? Is your
  current content accurate, relevant, up-to-date?

• Structure: Where is your content? How is it
  organized? What does your metadata look like?
  How do people find your content? Are you
  delivering content on multiple channels and
  platforms?

• Workflow: How does content happen (from
  creation to deletion)? Who is involved?

• Governance: What are your policies,
  guidelines, and standards? Who owns that?
“Tell me more about that.”
Discover
Define
Define
Design
Develop
Deploy
Define
• Project plan         • High level architecture
• Website objectives   • Content requirements
• Success metrics      • Features definition
• Dependencies         • Development plan
• Branding elements    • User testing/QA
• Design mock-ups      • Launch plan
http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/
Back it up.
•   What       •   With what
•   Why        •   Where
•   How        •   When
•   When       •   How often
•   For whom   •   What next
Define CONTENT
• Project plan              • High level architecture
• Core messaging
   Core messaging           • Workflow design
• Website objectives        • Content requirements
• Style guide               • Role descriptions
• Success metrics           • Features definition
• Topics and transactions   • Editorial calendar
• Branding elements         • Development plan
• Governance guidelines     • Content migration plans
• Design concepts           • QA requirements
Messaging
Mesaging is an internal tool used to…

    • Prioritize content types and choices
    • Keep content consistent (over
      media and time)
    • Guide design choices
    • Align content owners
JULIE      BEN
CONTENT    USER
WRANGLER   EXPERIENCE
CORE MESSAGE

      Junglebox makes it
      possible for everyone to
      experience the joy of
      owning, breeding and
      raising exotic frogs.
high level tree
frog audit
Define CONTENT
• Core messaging          • Workflow design
• Style guide             • Role descriptions
• Topics / Transactions   • Editorial calendar
• Governance guidelines • Content migration specs
SHORT STYLE GUIDE:
 Junglebox is…          Like this.                             Not this.

                                                     Due to their tiny size, springtails
                 These tiny springtails float on the float on the surface of water. This
     Smart       water’s surface, which makes it     trait can be exploited when
                 easier to remove them for feedings. attempting to remove the springs
                                                     from their culture for feedings.



                                                      Should you have questions or
                                                      concerns regarding our live
                 Have questions? I’m happy to help
    Helpful      out however I can.
                                                      specimens, products, shipping or
                                                      other subject, please contact us so
                                                      we may be of assistance.


                                                      OMG! Check out our awesome new
                 Our new vivariums have us            crop of Dendrobates Tinctorius!!
 Enthusiastic    hopping up and down with
                 excitement.
                                                      Seriously, you’ll freak out over
                                                      these. FREAK. OUT.
Define CONTENT
• Core messaging          • Workflow design
• Style guide             • Role descriptions
• Topics / Transactions   • Editorial calendar
• Governance guidelines • Content migration specs
JULIE      ANGIE
CONTENT    PROJECT
WRANGLER   MANAGER
EDITORIAL CALENDAR
Discover
Define
Design
Design
Develop
Deploy
Design
• Detailed site map       • Visual treatment definition
• Page types              • Mockups
• Wireframes              • Style guide
• Storyboards             • Copywriting
• Task design             • Video/audio creation
• Application structure   • CMS templates
high level tree
frog audit
JUNGLEBOX
                                                                                                                Login | Checkout

                                                                                         Herpetology the way you like it.

Buy                  Buy                     Our               Our                 Jasper’s             Watch &            Contact
Dart Frogs           Supplies                Gallery           Story               Frog Blog            Learn              Jasper



   FEATURED FROGS




   FROG 1                                      FROG 2                                      FROG 3


   Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,                 Lorem ipsum dolor sit amet,
   consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum     consectetur adipiscing elit. Vestibulum
   non massa accumsan odio                    non massa accumsan odio                     non massa accumsan odio
   consectetur                                consectetur                                 consectetur




   Flexible space #1                           Flexible space #2                           Flexible space #3
   Lorem ipsum dolor sit amet,                 Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,
   consectetur adipiscing elit. Vestibulum     consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum
   non massa accumsan odio                     non massa accumsan odio                    non massa accumsan odio
   consectetur                                 consectetur                                consectetur
JUNGLEBOX
                                                                                                              Login | Checkout

                                                                                        Herpetology the way you like it.

Buy                 Buy                      Our              Our                 Jasper’s            Watch &            Contact
Dart Frogs          Supplies                 Gallery          Story               Frog Blog           Learn              Jasper



  FEATURED FROGS




   frog 1                                      frog 2                                     frog 3
   Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,
   consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum
   non massa accumsan odio consectetur        non massa accumsan odio consectetur        non massa accumsan odio consectetur



   Learn: (topic)                              Frog Blog                                 ON SALE!

  Lorem ipsum dolor sit amet,                  Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,
  consectetur adipiscing elit.                 consectetur adipiscing elit.               consectetur adipiscing elit.
Design CONTENT
• Messaging hierarchy   • Workflow design
• Page tables           • Role descriptions
• Content attributes    • Editorial calendar
• Metadata schema       • Content migration specs
JULIE      BEN
CONTENT    USER
WRANGLER   EXPERIENCE
Design CONTENT
• Messaging hierarchy   • Workflow design
• Page tables
  Page tables           • Role descriptions
• Content attributes    • Editorial calendar
• Metadata schema       • Content migration specs
Page Table
Page:              Products
Objective:         Help customers understand we are experts who sell
                   the same high quality products we use ourselves, so
                   they will have the confidence to buy.

Source Material:   Current site, product box copy, current campaign materials
Maintenance:       Monthly

Key Messages:      After 10+ years of raising frogs, these are the products we
                   recommend. You don’t have to shop around, because
                   everything you need is right here.

Priority 1:        Highlight product categories
                   Only three bullet points (10-15 words each) for each category.
                      - What is it?
                      - What is it for?
                      - Why will it help you?

Priority 2:        Intro text
                   One sentence about how Junglebox only offers the products we
                   use ourselves.
JULIE      DAVE
CONTENT    VISUAL
WRANGLER   DESIGNER
JUNGLEBOX
                                                                                                              Login | Checkout

                                                                                        Herpetology the way you like it.

Buy                 Buy                      Our              Our                 Jasper’s            Watch &            Contact
Dart Frogs          Supplies                 Gallery          Story               Frog Blog           Learn              Jasper



  FEATURED FROGS




   frog 1                                      frog 2                                     frog 3
   Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,
   consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum    consectetur adipiscing elit. Vestibulum
   non massa accumsan odio consectetur        non massa accumsan odio consectetur        non massa accumsan odio consectetur



   Learn: (topic)                              Frog Blog                                 ON SALE!

  Lorem ipsum dolor sit amet,                  Lorem ipsum dolor sit amet,                Lorem ipsum dolor sit amet,
  consectetur adipiscing elit.                 consectetur adipiscing elit.               consectetur adipiscing elit.
CORE MESSAGE

      Junglebox makes it
      possible for everyone to
      experience the joy of
      owning, breeding and
      raising exotic frogs.
SHORT STYLE GUIDE:
 Junglebox is…          Like this.                             Not this.

                                                     Due to their tiny size, springtails
                 These tiny springtails float on the float on the surface of water. This
     Smart       water’s surface, which makes it     trait can be exploited when
                 easier to remove them for feedings. attempting to remove the springs
                                                     from their culture for feedings.



                                                      Should you have questions or
                                                      concerns regarding our live
                 Have questions? I’m happy to help
    Helpful      out however I can.
                                                      specimens, products, shipping or
                                                      other subject, please contact us so
                                                      we may be of assistance.


                                                      OMG! Check out our awesome new
                 Our new vivariums have us            crop of Dendrobates Tinctorius!!
 Enthusiastic    hopping up and down with
                 excitement.
                                                      Seriously, you’ll freak out over
                                                      these. FREAK. OUT.
Page Table
Page:              Products
Objective:         Help customers understand we are experts who sell
                   the same high quality products we use ourselves, so
                   they will have the confidence to buy.

Source Material:   Current site, product box copy, current campaign materials
Maintenance:       Monthly

Key Messages:      After 10+ years of raising frogs, these are the products we
                   recommend. You don’t have to shop around, because
                   everything you need is right here.

Priority 1:        Highlight product categories
                   Only three bullet points (10-15 words each) for each category.
                      - What is it?
                      - What is it for?
                      - Why will it help you?

Priority 2:        Intro text
                   One sentence about how Junglebox only offers the products we
                   use ourselves.
JUNGLEBOX                                                          Herpetology the way you like it.

Buy                Buy               Our                  Our              Jasper’s            Watch &           Contact
Dart Frogs         Equipment         Gallery              Story            Frog Blog           Learn             Jasper



  EXCITING, EXOTIC DART FROGS




  Phyllobates terribilis                Dendrobates auratus                       Epipedobates tricolor
  The world’s most poisonous            The green-and-black poison                Some of the smallest frogs
  vertebrate. Vulnerable to             arrow frog is the most-often              around, ranging from 1 to 4
  disease and climate change.           sighted frog in the wild.                 centimeters.


   Learn: Feeding                      Frog Blog                                  ON SALE!

   Avoid these top 5 mistakes when     04.17.12 — Jasper shares how climate        We’re overstocked on a few of
   feeding your growing frog.          change can affect your littlest friends     Jasper’s favorites. Check them out >
Discover
Define
Design
Develop
Develop
Deploy
Develop
• HTML templates        • Development environment
• Back end components   • Data model
• QA                    • Content upload
• Error log             • Authoring conventions
• System integration    • SEO implementation
JULIE      ANGIE
CONTENT    PROJECT
WRANGLER   MANAGER
high level tree
frog audit
http://www.web-content-strategy.com/
http://www.web-content-strategy.com/
•`



http://www.web-content-strategy.com/
http://www.web-content-strategy.com/
http://www.web-content-strategy.com/
http://www.web-content-strategy.com/
Develop CONTENT
• HTML templates
• Content inventory        • Development environment
                           • Per-page metadata
• Coding upload
• Content                  • Data model
                           • Error messages
• QA editorial style guide • Content upload
• Full                     • Training materials
• Error guidelines
• SEO log                  • Authoring conventions
                           • Content QA plan
• System integration       • SEO implementation
Discover
Define
Design
Develop
Deploy
Deploy
h"p://www.flickr.com/photos/pinguino/4081421885/
Care for CONTENT
• Ongoing QA plan       • Rolling content inventory

• Metrics analysis      • Staff coaching

• Editorial oversight   • Sourcing reviews

• Metadata oversight    • Governance board reviews
Content first.
“   Fragmenting our content across different
    ‘device-optimized’ experiences is a losing
    proposition, or at least an unsustainable one.

                          – Ethan Marcotte, Responsive Design
http://nimble.razorfish.com/publication/?m=11968&l=1
Start small. Start here.
• Empower your writers     • Use real copy

• Assign content owners    • Editorial calendar

• Content inventory        • Collaborate on metadata

• Short-form style guide   • Content QA plan

• Page tables              • Don’tlook back
                             Don’t look back
Content always.
Thanks.
 • kristina@braintraffic.com
 • http://braintraffic.com
                             All	
  images	
  used	
  under	
  CreaAve	
  Commons	
  licensing
Get the book!
 • Amazon.com
 • Barnes and Noble
 • Other terrific bookstores

http://contentstrategy.com
And thanks to our cast…




ANGIE   BEN         DAVE         CARI   JULIE
DOERR   BEUCHLER    DOHMEIER     TUMA   HORTON

More Related Content

What's hot

Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Centerline Digital
 
Social Beat - ROI Driven Digital Marketing
Social Beat - ROI Driven Digital MarketingSocial Beat - ROI Driven Digital Marketing
Social Beat - ROI Driven Digital Marketing
Social Beat
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
Michael Brenner
 
Content Marketing Overview
Content Marketing OverviewContent Marketing Overview
Content Marketing Overview
Dan Sturdivant
 

What's hot (20)

Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
 
Content marketing strategy
Content marketing strategyContent marketing strategy
Content marketing strategy
 
Content Strategy Basics
Content Strategy BasicsContent Strategy Basics
Content Strategy Basics
 
Content strategy and content marketing
Content strategy and content marketingContent strategy and content marketing
Content strategy and content marketing
 
Content strategy 101
Content strategy 101  Content strategy 101
Content strategy 101
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
 
Social Beat - ROI Driven Digital Marketing
Social Beat - ROI Driven Digital MarketingSocial Beat - ROI Driven Digital Marketing
Social Beat - ROI Driven Digital Marketing
 
Content marketing plan
Content marketing planContent marketing plan
Content marketing plan
 
Content strategy
Content strategyContent strategy
Content strategy
 
How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
 
Six Steps to Building a Content Strategy
Six Steps to Building a Content StrategySix Steps to Building a Content Strategy
Six Steps to Building a Content Strategy
 
Content marketing
Content marketingContent marketing
Content marketing
 
6 Step Content Strategy
6 Step Content Strategy6 Step Content Strategy
6 Step Content Strategy
 
Product Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation SlidesProduct Launch Go To Market Strategy PowerPoint Presentation Slides
Product Launch Go To Market Strategy PowerPoint Presentation Slides
 
Digital marketing case studies
Digital marketing case studiesDigital marketing case studies
Digital marketing case studies
 
Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022
 
2024 SEO Success Guide
2024 SEO Success Guide2024 SEO Success Guide
2024 SEO Success Guide
 
Content Marketing Overview
Content Marketing OverviewContent Marketing Overview
Content Marketing Overview
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing
 

Viewers also liked

A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
John Doherty
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
Karen McGrane
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
Jonathon Colman
 

Viewers also liked (20)

Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the futureGetting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
 
Content Marketing Strategy
Content Marketing StrategyContent Marketing Strategy
Content Marketing Strategy
 
A Blog is not a Content Strategy
A Blog is not a Content StrategyA Blog is not a Content Strategy
A Blog is not a Content Strategy
 
What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)What's Your Perception Strategy? (Why It's NOT All About Content)
What's Your Perception Strategy? (Why It's NOT All About Content)
 
Content Strategy for Mobile: The Workshop
Content Strategy for Mobile: The WorkshopContent Strategy for Mobile: The Workshop
Content Strategy for Mobile: The Workshop
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
How to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-StepHow to Write a Content Marketing Plan Step-by-Step
How to Write a Content Marketing Plan Step-by-Step
 
Content Strategy: The Key to Effective Web Content
Content Strategy: The Key to Effective Web ContentContent Strategy: The Key to Effective Web Content
Content Strategy: The Key to Effective Web Content
 
Ficha formativa novembro 2017
Ficha formativa novembro 2017Ficha formativa novembro 2017
Ficha formativa novembro 2017
 
A floresta.pptx joana 5ºb
A floresta.pptx joana 5ºbA floresta.pptx joana 5ºb
A floresta.pptx joana 5ºb
 
Revisões aula de apoio
Revisões aula de apoioRevisões aula de apoio
Revisões aula de apoio
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of Marketing
 
The Atomic Guide to Content Strategy
The Atomic Guide to Content StrategyThe Atomic Guide to Content Strategy
The Atomic Guide to Content Strategy
 
How to do content strategy
How to do content strategyHow to do content strategy
How to do content strategy
 
Information Architecture & Content Strategy
Information Architecture & Content StrategyInformation Architecture & Content Strategy
Information Architecture & Content Strategy
 
Content Strategy: Why Now?
Content Strategy: Why Now?Content Strategy: Why Now?
Content Strategy: Why Now?
 
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 2014
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 2014Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 2014
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 2014
 
Building an Integrated Content Strategy
Building an Integrated Content StrategyBuilding an Integrated Content Strategy
Building an Integrated Content Strategy
 
Content Strategy Summit 2014: Polishing Your Content Publishing Process
Content Strategy Summit 2014: Polishing Your Content Publishing ProcessContent Strategy Summit 2014: Polishing Your Content Publishing Process
Content Strategy Summit 2014: Polishing Your Content Publishing Process
 
Content Strategy FTW
Content Strategy FTWContent Strategy FTW
Content Strategy FTW
 

Similar to A Content Strategy Roadmap

Capstone digital HI presentation
Capstone digital HI presentationCapstone digital HI presentation
Capstone digital HI presentation
Eric Fitzgerald
 
Information architecture strategic process
Information architecture strategic processInformation architecture strategic process
Information architecture strategic process
Kerry Dirks MCPS MS
 
Making an Impact: UX Team of One
Making an Impact: UX Team of OneMaking an Impact: UX Team of One
Making an Impact: UX Team of One
vmcagwin
 
Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)
tiptoptech
 
Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)
tiptoptech
 
Seek #DIGNC Digital Non-Conference Conversation starter
Seek #DIGNC Digital Non-Conference Conversation starterSeek #DIGNC Digital Non-Conference Conversation starter
Seek #DIGNC Digital Non-Conference Conversation starter
SEEK Company
 
Context Aware Everything!
Context Aware Everything!Context Aware Everything!
Context Aware Everything!
Duo Consulting
 

Similar to A Content Strategy Roadmap (20)

Seek #CincySM Conversation Starter
Seek #CincySM Conversation StarterSeek #CincySM Conversation Starter
Seek #CincySM Conversation Starter
 
Looking at the wetware stakeholders in communities - fossa2011
Looking at the wetware   stakeholders in communities - fossa2011Looking at the wetware   stakeholders in communities - fossa2011
Looking at the wetware stakeholders in communities - fossa2011
 
Creating Killer Content for Your Blog
Creating Killer Content for Your BlogCreating Killer Content for Your Blog
Creating Killer Content for Your Blog
 
UX Therapy - Don't Jump
UX Therapy - Don't JumpUX Therapy - Don't Jump
UX Therapy - Don't Jump
 
Capstone digital HI presentation
Capstone digital HI presentationCapstone digital HI presentation
Capstone digital HI presentation
 
Information architecture 101
Information architecture 101Information architecture 101
Information architecture 101
 
Designing Narrative Content Workshop
Designing Narrative Content WorkshopDesigning Narrative Content Workshop
Designing Narrative Content Workshop
 
Information architecture strategic process
Information architecture strategic processInformation architecture strategic process
Information architecture strategic process
 
Archiving Best Practices -- Creative Operations Essentials
Archiving Best Practices -- Creative Operations EssentialsArchiving Best Practices -- Creative Operations Essentials
Archiving Best Practices -- Creative Operations Essentials
 
Making an Impact: UX Team of One
Making an Impact: UX Team of OneMaking an Impact: UX Team of One
Making an Impact: UX Team of One
 
Demo-driven innovation (University of Zurich, June 2013)
Demo-driven innovation (University of Zurich, June 2013)Demo-driven innovation (University of Zurich, June 2013)
Demo-driven innovation (University of Zurich, June 2013)
 
Looking at the wetware
Looking at the wetwareLooking at the wetware
Looking at the wetware
 
Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)
 
Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)Meaning of life (TipTop Technologies)
Meaning of life (TipTop Technologies)
 
Andrew Polaszek - ZooBank: ICZN’s open-access web register of animal names a...
Andrew Polaszek - ZooBank:  ICZN’s open-access web register of animal names a...Andrew Polaszek - ZooBank:  ICZN’s open-access web register of animal names a...
Andrew Polaszek - ZooBank: ICZN’s open-access web register of animal names a...
 
Seek #DIGNC Digital Non-Conference Conversation starter
Seek #DIGNC Digital Non-Conference Conversation starterSeek #DIGNC Digital Non-Conference Conversation starter
Seek #DIGNC Digital Non-Conference Conversation starter
 
MRECO Conversation Starter
MRECO Conversation StarterMRECO Conversation Starter
MRECO Conversation Starter
 
Understanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design ForUnderstanding Content: The Stuff We Design For
Understanding Content: The Stuff We Design For
 
Change agile for XP Days 2012 benelux v1.0
Change agile for XP Days 2012 benelux v1.0Change agile for XP Days 2012 benelux v1.0
Change agile for XP Days 2012 benelux v1.0
 
Context Aware Everything!
Context Aware Everything!Context Aware Everything!
Context Aware Everything!
 

More from Kristina Halvorson

More from Kristina Halvorson (7)

Content vs. the Customer
Content vs. the CustomerContent vs. the Customer
Content vs. the Customer
 
How to Conquer Content Chaos
How to Conquer Content ChaosHow to Conquer Content Chaos
How to Conquer Content Chaos
 
Use Your Words
Use Your WordsUse Your Words
Use Your Words
 
Mission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentMission Possible: Stakeholder Alignment
Mission Possible: Stakeholder Alignment
 
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are Drunk
 

Recently uploaded

What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
AnaBeatriz125525
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
srcw2322l101
 

Recently uploaded (20)

FEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service LightningFEXLE- Salesforce Field Service Lightning
FEXLE- Salesforce Field Service Lightning
 
What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...What is social media.pdf Social media refers to digital platforms and applica...
What is social media.pdf Social media refers to digital platforms and applica...
 
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdfبروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
بروفايل شركة ميار الخليج للاستشارات الهندسية.pdf
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
Unleash Data Power with EnFuse Solutions' Comprehensive Data Management Servi...
 
HR and Employment law update: May 2024.
HR and Employment law update:  May 2024.HR and Employment law update:  May 2024.
HR and Employment law update: May 2024.
 
Falcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small BusinessesFalcon Invoice Discounting Setup for Small Businesses
Falcon Invoice Discounting Setup for Small Businesses
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to Know
 
The Inspiring Personality To Watch In 2024.pdf
The Inspiring Personality To Watch In 2024.pdfThe Inspiring Personality To Watch In 2024.pdf
The Inspiring Personality To Watch In 2024.pdf
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
Event Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybridEvent Report - IBM Think 2024 - It is all about AI and hybrid
Event Report - IBM Think 2024 - It is all about AI and hybrid
 
PitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for StartupsPitchBook’s Guide to VC Funding for Startups
PitchBook’s Guide to VC Funding for Startups
 
Powers and Functions of CPCB - The Water Act 1974.pdf
Powers and Functions of CPCB - The Water Act 1974.pdfPowers and Functions of CPCB - The Water Act 1974.pdf
Powers and Functions of CPCB - The Water Act 1974.pdf
 
Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)Inside the Black Box of Venture Capital (VC)
Inside the Black Box of Venture Capital (VC)
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Revolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon ComponentsRevolutionizing Industries: The Power of Carbon Components
Revolutionizing Industries: The Power of Carbon Components
 
Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.
 
HAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future ProspectsHAL Financial Performance Analysis and Future Prospects
HAL Financial Performance Analysis and Future Prospects
 
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdfInnomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
Innomantra Viewpoint - Building Moonshots : May-Jun 2024.pdf
 

A Content Strategy Roadmap

  • 1. A Content Strategy Roadmap Kristina Halvorson, Brain Traffic • @halvorson
  • 6. Content strategy plans for the creation, delivery and governance of useful, usable content.
  • 8. But … • What • With what • Why • Where • How • When • When • How often • For whom • What next
  • 9.
  • 10. Core Strategy (or, Purpose) What will your content do for your business and your users?
  • 11. Substance What content do you and your audiences need, and why?
  • 12. Structure How is content organized, prioritized, and accessed?
  • 13. Workflow How is content created and maintained?
  • 14. Governance How are decisions about content and content strategy made?
  • 15.
  • 16. The Story of Jasper and the Tree Frogs (and His Website)
  • 19.
  • 20.
  • 27. TEAMWEB ANGIE BEN DAVE CARI PROJECT USER VISUAL DEVELOPER MANAGER EXPERIENCE DESIGNER
  • 30.
  • 31.
  • 32.
  • 33. How will your content serve your business and your users?
  • 35. Discover • Business objectives • Current technology • Project objectives • Functional requirements • User research • Cross-platform initiatives • Stakeholder interviews • Industry trends • Usability testing • Competitors • Design research • Content audit
  • 36.
  • 37.
  • 38. high level tree frog audit http://lsdev.biz/files/2010/08/Sample_Content_Audit.jpg
  • 40.
  • 42. TEAMWEB ANGIE BEN DAVE CARI PROJECT USER VISUAL DEVELOPER MANAGER EXPERIENCE DESIGNER
  • 44. Discover CONTENT • Business ROT Content objectives • Current technology Stakeholder agendas • Project objectives Current style guide • Functional requirements Content owners • User research Content readability • Contextual considerations Workflow and timelines • Stakeholder interviews Search analytics • Industry trends Metadata integrity • Usability testing Legal requirements • Competitors Translation requirements • Design research Channel requirements • Content audit Accessibility requirements
  • 45.
  • 46. • Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date? • Structure: Where is your content? How is it organized? What does your metadata look like? How do people find your content? Are you delivering content on multiple channels and platforms? • Workflow: How does content happen (from creation to deletion)? Who is involved? • Governance: What are your policies, guidelines, and standards? Who owns that?
  • 47. “Tell me more about that.”
  • 49. Define • Project plan • High level architecture • Website objectives • Content requirements • Success metrics • Features definition • Dependencies • Development plan • Branding elements • User testing/QA • Design mock-ups • Launch plan
  • 50.
  • 52. Back it up. • What • With what • Why • Where • How • When • When • How often • For whom • What next
  • 53. Define CONTENT • Project plan • High level architecture • Core messaging Core messaging • Workflow design • Website objectives • Content requirements • Style guide • Role descriptions • Success metrics • Features definition • Topics and transactions • Editorial calendar • Branding elements • Development plan • Governance guidelines • Content migration plans • Design concepts • QA requirements
  • 54. Messaging Mesaging is an internal tool used to… • Prioritize content types and choices • Keep content consistent (over media and time) • Guide design choices • Align content owners
  • 55. JULIE BEN CONTENT USER WRANGLER EXPERIENCE
  • 56. CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.
  • 58. Define CONTENT • Core messaging • Workflow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs
  • 59. SHORT STYLE GUIDE: Junglebox is… Like this. Not this. Due to their tiny size, springtails These tiny springtails float on the float on the surface of water. This Smart water’s surface, which makes it trait can be exploited when easier to remove them for feedings. attempting to remove the springs from their culture for feedings. Should you have questions or concerns regarding our live Have questions? I’m happy to help Helpful out however I can. specimens, products, shipping or other subject, please contact us so we may be of assistance. OMG! Check out our awesome new Our new vivariums have us crop of Dendrobates Tinctorius!! Enthusiastic hopping up and down with excitement. Seriously, you’ll freak out over these. FREAK. OUT.
  • 60. Define CONTENT • Core messaging • Workflow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs
  • 61. JULIE ANGIE CONTENT PROJECT WRANGLER MANAGER
  • 64. Design • Detailed site map • Visual treatment definition • Page types • Mockups • Wireframes • Style guide • Storyboards • Copywriting • Task design • Video/audio creation • Application structure • CMS templates
  • 66. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS FROG 1 FROG 2 FROG 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur Flexible space #1 Flexible space #2 Flexible space #3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur
  • 67. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS frog 1 frog 2 frog 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur Learn: (topic) Frog Blog ON SALE! Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
  • 68.
  • 69. Design CONTENT • Messaging hierarchy • Workflow design • Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs
  • 70. JULIE BEN CONTENT USER WRANGLER EXPERIENCE
  • 71. Design CONTENT • Messaging hierarchy • Workflow design • Page tables Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs
  • 72.
  • 73. Page Table Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.
  • 74. JULIE DAVE CONTENT VISUAL WRANGLER DESIGNER
  • 75. JUNGLEBOX Login | Checkout Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper FEATURED FROGS frog 1 frog 2 frog 3 Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur Learn: (topic) Frog Blog ON SALE! Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
  • 76. CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.
  • 77. SHORT STYLE GUIDE: Junglebox is… Like this. Not this. Due to their tiny size, springtails These tiny springtails float on the float on the surface of water. This Smart water’s surface, which makes it trait can be exploited when easier to remove them for feedings. attempting to remove the springs from their culture for feedings. Should you have questions or concerns regarding our live Have questions? I’m happy to help Helpful out however I can. specimens, products, shipping or other subject, please contact us so we may be of assistance. OMG! Check out our awesome new Our new vivariums have us crop of Dendrobates Tinctorius!! Enthusiastic hopping up and down with excitement. Seriously, you’ll freak out over these. FREAK. OUT.
  • 78. Page Table Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves.
  • 79. JUNGLEBOX Herpetology the way you like it. Buy Buy Our Our Jasper’s Watch & Contact Dart Frogs Equipment Gallery Story Frog Blog Learn Jasper EXCITING, EXOTIC DART FROGS Phyllobates terribilis Dendrobates auratus Epipedobates tricolor The world’s most poisonous The green-and-black poison Some of the smallest frogs vertebrate. Vulnerable to arrow frog is the most-often around, ranging from 1 to 4 disease and climate change. sighted frog in the wild. centimeters. Learn: Feeding Frog Blog ON SALE! Avoid these top 5 mistakes when 04.17.12 — Jasper shares how climate We’re overstocked on a few of feeding your growing frog. change can affect your littlest friends Jasper’s favorites. Check them out >
  • 81. Develop • HTML templates • Development environment • Back end components • Data model • QA • Content upload • Error log • Authoring conventions • System integration • SEO implementation
  • 82.
  • 83.
  • 84. JULIE ANGIE CONTENT PROJECT WRANGLER MANAGER
  • 92.
  • 93. Develop CONTENT • HTML templates • Content inventory • Development environment • Per-page metadata • Coding upload • Content • Data model • Error messages • QA editorial style guide • Content upload • Full • Training materials • Error guidelines • SEO log • Authoring conventions • Content QA plan • System integration • SEO implementation
  • 96.
  • 97. Care for CONTENT • Ongoing QA plan • Rolling content inventory • Metrics analysis • Staff coaching • Editorial oversight • Sourcing reviews • Metadata oversight • Governance board reviews
  • 99.
  • 100.
  • 101. Fragmenting our content across different ‘device-optimized’ experiences is a losing proposition, or at least an unsustainable one. – Ethan Marcotte, Responsive Design
  • 103. Start small. Start here. • Empower your writers • Use real copy • Assign content owners • Editorial calendar • Content inventory • Collaborate on metadata • Short-form style guide • Content QA plan • Page tables • Don’tlook back Don’t look back
  • 105. Thanks. • kristina@braintraffic.com • http://braintraffic.com All  images  used  under  CreaAve  Commons  licensing
  • 106. Get the book! • Amazon.com • Barnes and Noble • Other terrific bookstores http://contentstrategy.com
  • 107. And thanks to our cast… ANGIE BEN DAVE CARI JULIE DOERR BEUCHLER DOHMEIER TUMA HORTON