The document elaborates on the concept of content strategy, emphasizing its importance in the planning, creation, publication, and governance of useful content across various channels. It highlights the need for a comprehensive approach that includes content inventory, governance plans, and editorial calendars to maintain consistency. Additionally, it notes the challenges of mobile content and advocates for a flexible model that can adapt to different platforms.

1. C A R R I E H A N E D E N N I S O N
@ C A R R I E H D
Web Content Strategy in a
Multi-Channel World

2. Content is…

3. www.flickr.com/photos/32741315@N06/5015
573731

4. Content strategy is…
 Planning for the creation, publication, and governance of
useful, usable content.
– Kristina Halvorson
 Thinking about content from the earliest stages of a
project through maintenance.

5. Content is everywhere
www.flickr.com/photos/bigbaddie/566391539
www.flickr.com/photos/jamiemc/516853136
www.flickr.com/photos/stev
evox/8377092256
www.flickr.com/photos/intelfreepress/5126458612
www.flickr.com/photos/samsung
tomorrow/8308302453
www.flickr.com/photos/james_nash/3404191156

6. Mobile is not mobile
www.flickr.com/photos/sbfisher/6115339176
www.flickr.com/photos/jlmaral/85
96682380

7. Thoughts on Mobile
“There is always another platform. Think of it as 100
platforms on one content model.”
-Paul Ford
“There is no such thing as content strategy for mobile.”
- Karen McGrane
“You are in the content publishing business”
- Karen McGrane
from Content Strategy for Mobile

8. Content
Blog
Facebook
Product
Descriptions
Twitter
LinkedInEmail
Apps
Website
Pinterest

9. Tools
 Content inventory/audit
 Content mapping & models
 Gap analysis
 Governance plan
 Message architecture
 Editorial calendar
 Voice & tone/style guide

10. Content Strategy at Work

11. Message Architecture
 An outline or hierarchy of communication goals
 Actionable and specific to communication channel
 Captures qualities not copy

12. Editorial Calendar
 Plan for what, where, when
 Includes all channels
 Provides consistency and ongoing success

13. Voice & Tone Guide
 Specific to content types and channels
 Keeps context in mind
 Provides consistency in channel
 See voiceandtone.com

14. Create Once, Publish Everywhere
Content
Object
Web
Article
Web Stub
Email
Ad
Blog Post
Facebook
Twitter

15. You’ll be prepared for anything
www.flickr.com/photos/james_nash/3404191156