Content strategy past, present, future
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This document summarizes the past, present and future of content strategy. It describes how content strategy has evolved from early websites organized by department and message to a more user-centered approach considering audience needs. Today, content strategists help align content with business goals and audience understanding. Looking ahead, content strategy will become more tailored to individual organizations and focus on connecting content and building relationships with audiences. Content strategists are helping lead organizational change by making sense of information and delivering it effectively.
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Content strategy past, present, future
- 1. Content Strategy Past, Present, and Future STC Chicago Annual Awards Banquet, March 19, 2015
- 2. The past….
- 3. Department Message Audience Department Message Audience Department Message Audience Department Message Audience
- 4. Then came the web
- 5. S7ll live at h;p://www.dpgraph.com/
- 6. S7ll live (for posterity’s sake) at h;p://www2.warnerbros.com/spacejam/movie/jam.htm
- 7. MTV’s home page in 1996
- 8. R.R. Donnelley corporate intranet, 1998 – the globe was really spinning!
- 9. Then came IA • User-‐centered design (what a concept!) • Organized content into buckets • Considered how people would travel through an online experience to accomplish their goals • Created and tested experiences
- 10. • How does content get to the site? • How long should content stay live? • How can we make sure that people create content so it can be found and used? • How much content is there in each secQon and how oRen it gets added to? • How can we bring together similar content from different parts of an organizaQon? What about the content?
- 11. • How good is the content that currently exists – how relevant is it to the audience, does it help the organizaQon meet its goals? • What’s missing? • Who is posQng the content, vs who’s creaQng it? • Is the system working to help make publishing and finding content easier, or is it making things more difficult? What about the content?
- 12. • How can we make sure people can get what they’re looking for on any device? • How can we proacQvely share informaQon with our audience most effecQvely through ever-‐increasing digital channels? • How does web content stay in synch with the organizaQon’s other channels – print, phone, in-‐person, etc.? What about the content?
- 14. DefiniQon
- 15. • Who, what, when, where, why, and how of publishing content online • A strategic statement tying content to business goals • The people, processes, and power to execute that statement DefiniQon
- 16. What is content?
- 17. Many types of content • Policies • Session descripQons • Product details • Course catalog lisQngs • ExecuQve biographies • Press releases • Newsle]ers • Magazine or journal arQcles • Program informaQon • Etc., etc., etc.
- 18. Content takes different forms • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
- 19. The present….
- 20. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
- 22. OrganizaQon: Programs, offerings Audience Messages Audience Audience Audience New thinking
- 23. Content strategist as orchestra conductor
- 24. Content strategy is change management
- 25. We are not there yet
- 28. The future….
- 29. Not one size fits all • Voice and tone • Goals • ConnecQons
- 32. Not one size fits all • Structure/reuse • “Intelligence” • Repurposing
- 33. Make connecQons with the content • Cross-‐linking • Tagging
- 34. 34 h]p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen Make connec7ons with the people
- 35. Shared focus on the audience
- 36. Shared understanding of the audience
- 37. Policies and guidelines + Audience understanding + Business knowledge =
- 39. Working together for customer saQsfacQon
- 40. The dream • True organizaQonal change • Show the connecQons between all work and content • GeneraQonal shiR?
- 41. Content strategists are leading the charge • Small community (2,000 pracQQoners) • New discipline • We speak, write, consult, advise, mentor, teach • Help organizaQons make sense of what they have and how they deliver informaQon: cut through the clu]er and reach audiences effecQvely
- 42. Thank you To reach me: Hilary Marsh hilary@hilarymarsh.com 312-‐806-‐7854 twi]er.com/hilarymarsh