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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

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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