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CONTENT
STRATEGY FTW
Kristina Halvorson, Brain Traffic   |   SXSW   |   03.13.2010
@halvorson
THE CONTENT PROBLEM
SKILLSET.ORG
                                                     Business	
  
                                                     Analyst	
  
                                 Project	
                             Interac9on	
                        Produc9on	
  
                                 Manager	
                              Designer	
                          Assistant	
  
                 Account	
                                                                Visual	
  	
  
                                                     Producer	
  
                 Manager	
                                                               Designer	
  
    New	
  
                               Web	
  Analyst	
                        Informa9on	
                        Developer	
  
  Business	
  
                                                                         Architect	
  
 Developer	
  
                                                     Content	
                           Usability	
  
                                                    Strategist	
                         Specialist	
                      Programmer	
  
                                                                          SEO	
                                                             Technical	
  
                                                                        Specialist	
                                                        Assistant	
  
                                                                                                                             Server	
  
                                                   Web	
  Editor	
                                                           Admin	
  

                               Web	
  Writer	
  
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
SKILLSET.ORG
                                                    Business	
  
                                                    Analyst	
  
                                                                      User	
  
                                 Project	
                                                          Produc9on	
  
                                                                   Experience	
  
                                 Manager	
                                                           Assistant	
  
                                                                    Architect	
  
                 Account	
  
                                                    Producer	
                       Designer	
  
                 Manager	
  
    New	
  
                               Web	
  Analyst	
                    Informa9on	
  
  Business	
                                                                                        Developer	
  
                                                                     Architect	
  
 Developer	
  
                                                                                                                    Programmer	
  
                                                                                                                                     Technical	
  
                                                                                                                                     Assistant	
  
                                                                                                                       Server	
  
                                                                                                                       Admin	
  

                               Web	
  Writer	
  
LIES WE TELL
OURSELVES.
THIS IS COPYWRITING.
THIS IS CONTENT.
•  Audit
•  Analyze
•  Strategize
•  Categorize
•  Structure
•  Create
•  Review
•  Approve
•  Publish
•  Update
•  Archive
HOW DID WE
 GET HERE?
“
I thought the explosion of data needed an
architecture, needed a series of systems, needed
systemic design, a series of performance criteria
to measure it.

There are thousands of people using the term
(“information architecture”), and they have no
idea where the term came from, and 90 percent
of them aren't doing what I think they should
be doing anyway.

                             — Richard Saul Wurman
CONTENT IS
NOT A
FEATURE.
“
Late content is consistently one of the
reasons for project delays.
The task itself and resources needed to
complete the task are seriously
underestimated.
Accept it. Plan for it. Charge for it.
                — Web Redesign 2.0: Workflow That Works
                             Kelly Goto & Emily Cotler
WHAT IS CONTENT
      STRATEGY?
CONTENT STRATEGY
… plans for the creation, publication, and governance of
useful, usable content.
•  Text and data




•  Graphics




•  Video and
   animation




•  Audio
TEXT IS…
      Page copy            Error messages

      Articles             Task instructions

      Links                Forms

      Labels               Search results

      Flash elements       Metadata

      Alt tags             All of it
STRATEGY
… is a plan for obtaining a specific goal or result.
NOT JUST …
NOT JUST …
 What
BUT …
 What        With what
 Why         When
 How         Where
 For whom    How often
 By whom     What next
HOW DOES IT HELP?
MESSAGING
REQUIREMENTS
BUSINESS OBJECTIVES
+ USER GOALS
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear performance and remain
experts in the gear they sell.

And although not all employees have summited
Mount Everest, they all can help customers find
the right outdoor gear and clothing for any
outdoor adventure.

REI employees are recognized throughout the
outdoor industry for their product knowledge
and expertise.
REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear performance and
remain experts in the gear they sell.

And although not all employees have summited
Mount Everest, they all can help customers find
the right outdoor gear and clothing for any
outdoor adventure.

REI employees are recognized throughout the
outdoor industry for their product knowledge
and expertise.
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
innovative technology to build furniture that
stands the test of time.

This approach gives you the best of both worlds
—handcrafted quality with precision and
attention to detail.

We're committed to helping these artisans
preserve the American tradition of
handcraftsmanship.
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
innovative technology to build furniture that
stands the test of time.

This approach gives you the best of both worlds
—handcrafted quality with precision and
attention to detail.

We're committed to helping these artisans
preserve the American tradition of
handcraftsmanship.
STRUCTURE
NAV BAR

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WORKFLOW
REALITY
HOW CAN YOU START?
THIS IS CONTENT.
•  Audit
•  Analyze
•  Strategize
•  Categorize
•  Structure
•  Create
•  Review
•  Approve
•  Publish
•  Update
•  Archive
OMG
that is so not
my problem.
STUFF YOU CAN
 DO THAT WON’T
HURT TOO MUCH
#1: AUDIT
#2: ASK
ASK …
 Why         With what
 What        When
 How         Where
 For whom    How often
 By whom     What next
#3: ANALYZE
INTERNALLY
#4: ALIGN
Govern
 1.  Guide
 2.  Measure                      Create
 3.  Maintain                       1.  Source
                                    2.  Execute


                THE PLAN
                                    3.  Approve




                 Deliver
                   1.  Push
                   2.  Pull
                   3.  Exchange
#5: ASSUME
RESPONSIBILITY
YOU ARE A
PUBLISHER.
WHAT DO
YOU GET?
HAPPINESS
  Better user experience
  Greater brand consistency

  New operational efficiencies
  Better risk management through better controls
  Improved SEO and analytics

  More effective personalization and targeting
THANKS.
          e info@braintraffic.com
          w braintraffic.com
            contentstrategy.com

          t @halvorson
MEETUP TOMORROW!
       Inaugural Austin
       Content Strategy Meetup
       Sunday, March 14, 7pm
       Lustre Pearl
       97 Rainey St

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Content Strategy FTW

  • 1. CONTENT STRATEGY FTW Kristina Halvorson, Brain Traffic | SXSW | 03.13.2010
  • 2.
  • 3.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 13. SKILLSET.ORG Business   Analyst   Project   Interac9on   Produc9on   Manager   Designer   Assistant   Account   Visual     Producer   Manager   Designer   New   Web  Analyst   Informa9on   Developer   Business   Architect   Developer   Content   Usability   Strategist   Specialist   Programmer   SEO   Technical   Specialist   Assistant   Server   Web  Editor   Admin   Web  Writer  
  • 14.
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  • 18.
  • 19.
  • 20.
  • 21. SKILLSET.ORG Business   Analyst   User   Project   Produc9on   Experience   Manager   Assistant   Architect   Account   Producer   Designer   Manager   New   Web  Analyst   Informa9on   Business   Developer   Architect   Developer   Programmer   Technical   Assistant   Server   Admin   Web  Writer  
  • 22.
  • 25. THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive
  • 26. HOW DID WE GET HERE?
  • 27.
  • 28. “ I thought the explosion of data needed an architecture, needed a series of systems, needed systemic design, a series of performance criteria to measure it. There are thousands of people using the term (“information architecture”), and they have no idea where the term came from, and 90 percent of them aren't doing what I think they should be doing anyway. — Richard Saul Wurman
  • 29.
  • 30.
  • 31.
  • 33. “ Late content is consistently one of the reasons for project delays. The task itself and resources needed to complete the task are seriously underestimated. Accept it. Plan for it. Charge for it. — Web Redesign 2.0: Workflow That Works Kelly Goto & Emily Cotler
  • 34. WHAT IS CONTENT STRATEGY?
  • 35. CONTENT STRATEGY … plans for the creation, publication, and governance of useful, usable content.
  • 36. •  Text and data •  Graphics •  Video and animation •  Audio
  • 37. TEXT IS…   Page copy   Error messages   Articles   Task instructions   Links   Forms   Labels   Search results   Flash elements   Metadata   Alt tags   All of it
  • 38. STRATEGY … is a plan for obtaining a specific goal or result.
  • 41. BUT …  What  With what  Why  When  How  Where  For whom  How often  By whom  What next
  • 42. HOW DOES IT HELP?
  • 44.
  • 45.
  • 48.
  • 49. REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.
  • 50. REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.
  • 51.
  • 52.
  • 53. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
  • 54. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
  • 55.
  • 57. NAV BAR Quicken Personal Finance Products Lorem ipsum lorem ipsum lorem ipsum lorem ipsum Lorem ipsum lorem ipsum lorem ipsum lorem ipsum Quicken Online FREE •  Benefit 1 START NOW Quicken Visa promo •  Benefit 2 •  Benefit 3 Quicken Deluxe $59.99 Need Help Getting Started With Quicken? •  Benefit 1 ADD TO CART •  Benefit 2 •  Benefit 3 What’s Right for Me? Starting a Business? Quicken Premiere •  Benefit 1 Quicken Community $89.99 •  Benefit 2 •  Benefit 3 ADD TO CART Try Quicken Beam Beta
  • 58.
  • 60.
  • 62. HOW CAN YOU START?
  • 63. THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive
  • 64. OMG that is so not my problem.
  • 65. STUFF YOU CAN DO THAT WON’T HURT TOO MUCH
  • 67.
  • 69. ASK …  Why  With what  What  When  How  Where  For whom  How often  By whom  What next
  • 73. Govern 1.  Guide 2.  Measure Create 3.  Maintain 1.  Source 2.  Execute THE PLAN 3.  Approve Deliver 1.  Push 2.  Pull 3.  Exchange
  • 77. HAPPINESS   Better user experience   Greater brand consistency   New operational efficiencies   Better risk management through better controls   Improved SEO and analytics   More effective personalization and targeting
  • 78.
  • 79. THANKS. e info@braintraffic.com w braintraffic.com contentstrategy.com t @halvorson
  • 80. MEETUP TOMORROW! Inaugural Austin Content Strategy Meetup Sunday, March 14, 7pm Lustre Pearl 97 Rainey St