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Content Strategy: Why Now?
The document outlines the significance of content strategy in today's digital landscape, describing it as the planning for the creation, delivery, and governance of various content types. It details the responsibilities and activities involved in content strategy, including messaging, sourcing, management, and engagement. The document also traces the evolution of content strategy from its early mentions online to its current prominence and highlights future trends in the field.
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Content Strategy: Why Now?
- 1. Content Strategy: WhyNow? Content Strategy Seminar 2012 8 February 2012 Rachel Lovinger @rlovinger
- 2. RACHEL LOVINGER 2 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
- 3. CONTENT STRATEGY: WHYNOW? 3 • Where we’ve come from • Why content strategy matters • Where we’re headed ©2012 Razorfish. All rights reserved.
- 4. WHERE WE’VE COMEFROM
- 5. First, a definition WHATIS CONTENT STRATEGY?
- 6. “Content Strategy plansfor the creation, delivery, and governance of useful, usable content.” - Kristina Halvorson
- 7. WHAT IS CONTENT? 7 • Text on the site • Images • Video • Audio • Data • User Comments • Email • Online Conversations ©2012 Razorfish. All rights reserved.
- 8. CONTENT IS THEREASON PEOPLE GO TO YOUR SITE 8 Photo by zandperl
- 9. CONTENT STRATEGY RESPONSIBILITIES 9 • Messaging: What are we trying to say, and to whom? • Sourcing: Where is our content coming from? • Management: How are we going to deliver and maintain it? • Engagement: How do people find and connect with our content? ©2012 Razorfish. All rights reserved.
- 10. CONTENT STRATEGY ACTIVITIES 10 • Messaging • Content evaluation • Editorial strategy • Content/Brand alignment • Features & formats recommendations • Sourcing • Gap analysis • Content specifications • Content creation guidelines • Governance plan • Syndication strategy ©2012 Razorfish. All rights reserved.
- 11. CONTENT STRATEGY ACTIVITIES 11 • Management • Content Model • Editorial workflow • Metadata & Taxonomy • CMS consulting • Engagement • Platforms/channels recommendations • Search strategy • Social strategy • Mobile strategy ©2012 Razorfish. All rights reserved.
- 12. THESE ACTIVITIES AREINTER-RELATED 12 Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? ©2012 Razorfish. All rights reserved.
- 13. CONTENT STRATEGY ISINTERDISCIPLINARY 13 marketers writers designers editors Messaging Sourcing What are we trying to say, Where is our content and to whom? coming from? strategy & planning Engagement Management How do people find and How are we going to deliver connect with our content? and maintain it? developers search information social media architects ©2012 Razorfish. All rights reserved.
- 14. A bit ofhistory HOW DID WE GET HERE?
- 15. MENTIONS ON THEWEB: 2000-2008 15 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
- 16. 2000: CHECKLIST FROMINC. 16
- 17. 2001: JAKOB NIELSEN– “WRITING FOR THE WEB” 17
- 18. 2002: PAUL FORDOFFERS HIS SERVICES 18
- 19. 2003: ANN ROCKLEY– MANAGING ENTERPRISE CONTENT 19
- 20. 2004: CS FOREMAIL NEWSLETTERS 20
- 21. 2005: AMY GAHRANSTARTS A SERIES 21
- 22. 2006: RSS ISTHE “HOT NEW THING” 22
- 23. 2007: RACHEL LOVINGER– BOXES & ARROWS 23
- 24. 2008: KRISTINA HALVORSON– A LIST APART 24
- 25. MENTIONS ON THEWEB: 2000-2008 25 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 Year ©2012 Razorfish. All rights reserved.
- 26. MENTIONS ON THEWEB: 2000-2011 26 Results for "Content Strategy" Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
- 27. MENTIONS ON THEWEB: 2000-2011 27 Results for "Content Strategy" SOMETHING HAPPENED HERE Google Results 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year ©2012 Razorfish. All rights reserved.
- 28. CONTENT STRATEGY CONSORTIUM:19 MARCH 2009 28 At the IA Summit, organized by: Kristina Halvorson @halvorson and Karen McGrane @karenmcgrane Attended by: Ian Alexander @eatmedia Rachel Lovinger @rlovinger Margot Bloomstein @mbloomstein Jeff MacIntyre @jeffmacintyre Jennifer Bohmbach @evoljennifer Keri Maijala @clamhead Shelly Bowen @shelbow Laura Melcher @lmelcher Lorelei Brown @beezy Elena Melendy @emelendy Christopher Collette @collettico Chris Moritz @chrismoritz R. Stephen Gracey @RSGracey Melissa Rach @melissarach Stephanie Hale @HaleStephanie Erin Scime @erinscime Margret Hanley @magshanley Gene Smith @gsmith Colleen Jones @leenjones Samantha Starmer @samanthastarmer ©2012 Razorfish. All rights reserved.
- 29. CONTENT STRATEGY FORTHE WEB: 22 AUG 2009 29
- 30. THEN: UNPRECEDENTED GROWTH 30 Photo by Jeff Myers
- 31.
- 32. CONTENT STRATEGY CONFERENCES 32 CS Forum 2010: Paris, France 2011: London, England 2012: Cape Town, South Africa CONTENT STRATEGY APPLIED 2011 & 2012: MINNEAPOLIS, MN
- 33. ARTICLES & BLOGPOSTS 33
- 34. OTHER CONTENT STRATEGYBOOKS 34
- 35. COLLEGE COURSES 35 College Courses ContentsMagazine.com ©2011 Razorfish. All rights reserved.
- 36. CONTENTS MAGAZINE 36 http://contentsmagazine.com/
- 37. A bit aboutme HOW DID I GET HERE?
- 38. RACHEL LOVINGER 38 • Associate Content Strategy Director, Razorfish, New York • Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com • Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010): http://nimble.razorfish.com (@NimbleRF on Twitter) ©2012 Razorfish. All rights reserved. Photo by Rohanna Mertens
- 39. EDITORS: HOME PAGE 39 Screenshot via Wayback Machine
- 40. THE OTHER 10,000+ARTICLES 40 Screenshot via Wayback Machine
- 41. HOW I BECAMEA CONTENT STRATEGIST 41 Editorial Goals Business Goals Technology ©2012 Razorfish. All rights reserved.
- 42. HOW I BECAMEA CONTENT STRATEGIST 42 Tactics Editorial Goals Business Goals Vision Technology ©2012 Razorfish. All rights reserved.
- 43. APPROACHES TO WEBCONTENT STRATEGY 43 Richard Ingram made this diagram to show how people bring different skills, backgrounds, and experiences to their work in Content Strategy, and this impacts the way they practice, and the aspects they focus on. Diagram by Richard Ingram
- 44. HOW DID WEALL GET HERE? 44 The following year, Ingram surveyed content strategists about their educational and professional backgrounds. He mapped the answers from 265 respondents to get an even more detailed view of the paths we took to get to Content Strategy. Diagram by Richard Ingram
- 45. It’s not necessaryto have “Content Strategist” in your title in order to practice content strategy.
- 46.
- 47. Content Grooming CLEARING OUTTHE R.O.T.
- 48. ROT = REDUNDANT,OUTDATED, TRIVIAL 48 • Criteria for evaluating content • This article is trivial • These related items are redundant ©2012 Razorfish. All rights reserved.
- 49. CONTENT ANALYSIS &CREATION GUIDELINES 49 • Evaluate content quality • Remove or revise content, as needed • Prevent ROT in new content • Relevant • On-brand • Periodic review ©2012 Razorfish. All rights reserved.
- 50. Content Creation “EVERYONE’S APUBLISHER”
- 51. NON-MEDIA COMPANIES 51 • Sourcing or writing articles • Creating videos • Seeding social media campaigns • Monitoring communities • Etc. ©2012 Razorfish. All rights reserved.
- 52. EDITORIAL STRATEGIES 52 • Define messaging goals “Encourage exploration and build brand loyalty. Foster discussion among existing and prospective customers.” • Optimize the organization and operational practices workflow diagram by Richard Ingram, via Intentional Design
- 53. Content Business Models “PRINTIS DEAD”
- 54. PRINT IS ATRISK 54 Photo by inky
- 55. ATTENTION IS DIVIDED 55 ©2012 Razorfish. All rights reserved. Photo by me
- 56. CREATE NEW DIGITALEXPERIENCES 56 ©2012 Razorfish. All rights reserved.
- 57. CREATE NEW BUSINESSMODELS 57 ©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
- 58.
- 59. READ ON OURTABLETS 59 ©2012 Razorfish. All rights reserved. Photo by TheCreativePenn
- 60. UPLOAD PHOTOS FROMOUR PHONES 60 ©2012 Razorfish. All rights reserved. Photo by Mathias Klang
- 61. STREAM VIDEOS ONOUR TV 61 ©2012 Razorfish. All rights reserved. Photo by Dennis S. Hurd
- 62. TALK TO OURCARS TO PLAY MUSIC 62 ©2012 Razorfish. All rights reserved. Photo by HighTechDad
- 63. Multiplatform publishing followsthe principle: Produce once, use multiple times.
- 64. OPTIMIZE: CONTENT CREATION& EXPERIENCE 64 Photo by cvander
- 65.
- 66. ENGAGING ON MANYCHANNELS 66 ©2012 Razorfish. All rights reserved.
- 67. SUPERFANS, DEEPLY ENGAGED 67 You don’t control the conversation. But you can participate. ©2012 Razorfish. All rights reserved. Fan Art by kidnotorious
- 68. TRACK SOCIAL ACTIVITY 68 ©2012 Razorfish. All rights reserved.
- 69.
- 70. FUTURE TRENDS &NEEDS
- 71. INCREASED CONTENT STRATEGYCOLLABORATION 71 Marketing Social • Integrated Processes • Commercial Tools
- 72. STRUCTURED DATA 72 • Markup that provides more meaning and context • Ad hoc and standard methods of adding structure <b>Madonna</b> Indicates that the text within the tags should be bold. <H1>Madonna</H1> Indicates that the text within the tags is a headline. <foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a name, as defined in the “Friend of a Friend” vocabulary. <amgID=64565>Madonna</amgID> Indicates that the text within the tags refers to the recording artist Madonna, as described on AllMusic. ©2012 Razorfish. All rights reserved.
- 73. STRUCTURED DATA INTHE CMS 73 Example: Drupal 7 • Open source CMS • Native support for standard data structures ©2012 Razorfish. All rights reserved.
- 74. SEMANTIC TECHNOLOGY 74 Connect your content and data to other rich data sources <IMDbID=tt1193138>Up in the Air</IMDbID> ©2012 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
- 75. GLOBALIZATION/LOCALIZATION 75 ©2012 Razorfish. All rights reserved. Photo by me
- 76. MULTIPLATFORM PUBLISHING 76 ©2012 Razorfish. All rights reserved. Source: Fast Company
- 77.
- 78. CONTENT STRATEGY: WHYNOW? 78 • Content Strategy has arrived • It will continue to develop and grow • We were doing Content Strategy without even knowing it • Now we’re getting disciplined • It’s work that matters • Almost everything we do online involves content • We’re almost always online Content strategy is going to help us make sense of this digital world ©2012 Razorfish. All rights reserved.
- 79.