The Truth About Content: Broken Dreams and the Big Fix

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

The Truth About Content:
Broken Dreams and the Big Fix
Kris%na Halvorson
March 10, 2018
SXSW
@halvorson

4:14 PM - 9 August 2014

6 Ways to Wipe Up Any Mess

Studies show paper napkins bring
families together

10 Easy Ways To Store Paper Towels

Aw snap.

One month later…

What happened?

Vision
Mission
Goal
Strategy
Objec4ve
Tac4c
Target

Vision
Mission
Goal
Strategy
Objec4ve
Tac4c
Target
Vision Ideal future state
Mission What we exist to do
Goal Long-term me...

Vision
Mission
Goal
Strategy
Objec4ve
Tac4c
Target
Vision GP paper products in every home
Mission To clean up every body’s...

This is
not a
content
strategy.

Content strategy guides the
creation, delivery, and governance
of useful, usable content.

• Deﬁne
• PrioriIze
• Integrate
• SystemaIze
• Measure

Content design uses data and evidence
to give the audience what they need,
at the %me they need it,
and in a way they expe...

Experience
• What are our users’ needs and
preferences?
• What does our content ecosystem
look like?
• What are our custom...

Systems design is the process of deﬁning
the architecture, modules, and data for a system
to saIsfy speciﬁed requirements.

Structure
• How will we organize content for
browse-and-ﬁnd?
• What tags are most intuiIve for users?
• How will we catego...

Process
• How will content move through its
lifecycle?
• What tools will we use to create,
deliver, and maintain content?
...

• Deﬁne
• PrioriIze
• Integrate
• SystemaIze
• Measure

1. Reset.

This is now.

It’s okay to scrap stuff.

2. Get aligned.

Vision Ideal future state
Mission What we exist to do
Goal Long-term measurable outcomes
Strategy Path to success
Objec4ve...

3. (Actually) know your audience.

• Phone interviews
• Onsite interviews
• Usability tesIng
• Website polls
• Social listening
• Keyword trends
• Website se...

4. Establish common
systems and standards.

• Editorial mission
• Style guide
• Messaging architecture
• Publishing calendar
• Needs-based
personas
• Page templates a...

5. Beware the silver bullet.

By 2018, 20 percent of business content
will be authored by machines.
“
– Gartner, Inc. 2016 predicIons

THE TECHNOLOGY
IS NOT THE THING.

✓ Reliable source of data and content
✓ Accurate informaIon that’s suited to the
applicaIon
✓ Framework for organizing the...

1. Structure your content.
2. Write like a person.
3. Clean up your house.

There’s a deeply-held view within
technology culture that people are the
problem that technology is going to ﬁx …
“
– Gerr...

… Technology can help, but without
quality people, technology just helps you
ﬁll the garbage dump faster.
“
– Gerry McGove...

What now?

1.Reset.
2.Get aligned.
3.(Actually) know your audience.
4.Establish common systems and standards.
5.Beware the silver bul...

Content first.
Humans

Thank you.
Kris%na Halvorson
h^p://contentstrategy.com
@halvorson

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1033581 views
Storytelling For The Web: Integrate... by Chiara Aliotta 945137 views
Artificial Intelligence, Data and C... by OECD Directorate ... 865593 views
How to Leverage AI to Boost Employe... by SocialHRCamp 363144 views
2024 State of Marketing Report – by... by Marius Sescu 206375 views
Everything You Need To Know About C... by Expeed Software 226977 views

View on Slideshare

1 of 80 Ad

View on Slideshare

1 of 80 Ad