1) Content strategy is becoming an important rising field that focuses on product development for content and sits at the intersection of content management and other disciplines like design.
2) Content strategy addresses longstanding problems with how content is managed on websites by taking a holistic lifecycle approach and establishing standards, processes and governance around content creation and publication.
3) Content strategy provides benefits for content management by ensuring content potential is realized through consistency, addressing organizational changes from new tools, and establishing measurement and long-term editorial planning.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...Duo Consulting
When it comes to building mobile products it takes a tight collaboration between content and design. Mobile users are task driven, want localized information, and have multiple elements around them competing for their attention. Design can't meet the users needs by merely creating a lovely interface, and content strategy can't tailor content independent of the device constraints.
Together, Content Strategists and Designers can optimize the user experience for mobile to ensure the products are useful and usable. Through case studies, we will share our method for co-owning the product creation and putting siloed design to bed.
Introduction to seo keyword and content strategyROI Logic
An introduction to the art and science behind the process of moving beyond keyword research into keyword mapping, strategic topic planning, and general content strategy. These slides will serve as a visual guide into what's involved and how the process works.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
This is a preview version of the Content Modelling Workshop that I've co-written with Cleve Gibbon. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...Duo Consulting
When it comes to building mobile products it takes a tight collaboration between content and design. Mobile users are task driven, want localized information, and have multiple elements around them competing for their attention. Design can't meet the users needs by merely creating a lovely interface, and content strategy can't tailor content independent of the device constraints.
Together, Content Strategists and Designers can optimize the user experience for mobile to ensure the products are useful and usable. Through case studies, we will share our method for co-owning the product creation and putting siloed design to bed.
Introduction to seo keyword and content strategyROI Logic
An introduction to the art and science behind the process of moving beyond keyword research into keyword mapping, strategic topic planning, and general content strategy. These slides will serve as a visual guide into what's involved and how the process works.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
This is a preview version of the Content Modelling Workshop that I've co-written with Cleve Gibbon. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Over the past five years, we’ve seen the rise of social media, the advent of mobile, the (constant) evolution of SEO, the invention of responsive design, and now the industry mandate of content marketing. And yet—despite the fact that everything requires it—content remains a fundamental challenge for all of our organizations. Too much content, or not enough. Producing content in silos, but no backing from leadership to break down the barriers. No central governance in place, but too many internal politics to make it a reality. Seriously—how are we supposed to deal with “digital transformation” if we still can’t agree on what content should go on the homepage of our website? With her typical pragmatism and humor, Kristina shares insights on what’s next (and what’s needed) for content strategy in 2015.
www.mima.org
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
Why a Content Hub should be at the heart of your Content Marketing Strategy. A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.
Emerging a Content Strategy from User ResearchScott\ Bryant
Presented at UX Australia 2010.
http://www.uxaustralia.com.au/conference-2010/
Emerging a Content Strategy from User Research
http://www.uxaustralia.com.au/conference-2010/emerging-a-content-strategy-from-user-research
For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?
User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?
In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Interactive Session: Build a Performance-Driven 2015 Content CalendarClevelandHUG
As organizations plan for 2015, marketers are charged with the development and execution of an effective content strategy—one that is based on historical performance and the customer journey, and designed to support business goals.
This presentation discusses best practices in content marketing—buyer persona development, mapping out your sales cycle and organization of a publishing calendar. Additionally, it features HubSpot tools that support content marketing efforts—personas, content calendar and SEO tool.
Infusioncon 2012: Leverage content, search, and social media to create maximu...Mike Corak
Mike Corak, Ethology
In this session, attendees will learn how companies are rallying efforts around content, and using that content to earn and own their digital exposure. Attendees will review a step by step guide to creating their own content marketing strategy, as well as tips and tools to use in implementation.
Topics:
What is content marketing?
The place content marketing plays in today's digital marketing strategy (earning and owning your media)
How marketers of any size can capitalize on the movement
LavaCon 2017 - Future-proof Your Content: Beyond Traditional Publishing for S...Jack Molisani
This session delineates why the most common publishing methods in today’s technical space cannot survive into the middle of the next decade. Tools and methodologies are required that are scalable for vast increases of “atomic” content and to dozens of more language targets. Discover what the minimum ingredients are for survival in terms of tools, workflows and content strategies.
Masterclass on the integration of service design and content strategy given at the Service Design Global Conference 2016 in Amsterdam.
Learn how to apply content strategy to customer journeys, enriching one of the best-known service design deliverables with critically important new layers.
Digital has changed customers’ relationship with brands. Content is the key area where this shift is being played out. Rather than having to ‘push’ your message on a customer, content offers the alluring possibility that they will want to ‘pull’ it to them.
For that pull to happen, you need to create the right kind of content: high-quality, engaging, and customer-focused.
The vision is clear, but in reality it seems a long way off. How can brands integrate paid, owned and earned media, overcome legacy marketing systems and organisational structures to win in the digital age?
Technical Communication and Web Content Strategydaniel spillers
A presentation I built for a research paper about Content Strategy for a Theory of Technical Communication course at the University of Arkansas at Little Rock.
Content Driven Marketing as the strategic source of competitive advantage – V...B2B Marketing Forum
Retail and B2B markets are under constant pressure of commoditization. How to cut through the clutter? By now smart marketing professionals have figured out that relevant, proprietary content is the key source of long term competitive advantage for the company. But how to get your colleagues and senior management aligned behind this thought? What is the preferable role of senior management and which troubles does one face in the process? What are the do’s and dont’s?
Similar to Predicate | When Content Management Needs a Content Strategy (20)
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The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
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3. Introductions
I’m an independent content strategist in
NYC. My practice focuses on:
‣ Digital product strategy;
‣ Media and entertainment clientele; and
‣ Contributing to the CS
body of knowledge.
4. Today’s Objectives
‣ Relevance. What does a rising field of
practice in web design mean to the
content management community? (A lot.)
‣ Applicability. How can you get to work
on a content strategy for your own
organization or clients?
9. Credit: “Redesign Must Die” , louisrosenfeld.com
Louis Rosenfeld:
Kill Redesign
‣ “Every large website
is a complex
adaptive system.”
‣ “A platform that’s supple and flexible, lends
itself to tuning, and supports multiple
levels of engagement.”
15. Why? Part I
A generation into
the web, we still
don’t do content
right.
It’s our open secret.
And it shows. Credit: Blogger.com circa 1999
16. Why? Part II
Old problems. No ownership or expertise.
CMS. Archive. Postlaunch erosion. Lack of
standards.
New problems. Deeper and wider
inventories. Richer offerings. Revenue
models. SEO. Social. Multichannel. Partners.
UGC. Technologies galore.
17. Introducing Content Strategy
‣ What? Product
development for content.
‣ How? CSes, like product
developers, sit between
“product” and “plumbing”.
19. “[Y]ou need a product manager.”
‣ “I am interested in the forest and the trees
of large Web sites, not solely strategic and
not solely in the weeds.”
David Hobbs, hobbsontech.com
20. Content Management
Methodologies
‣ Various models--from Boiko to Byrne,
Rockley to AIIM--strive for exhaustiveness.
‣ CMS Review’s 7 Stage Lifecycle calls them
to account.
25. Getting Oriented:
CS is Multidisciplinary
Credit: Richard Ingram
At minimum, it’s adjacent
to interaction design,
development,
copywriting, information
architecture, business
analysis and content
management.
26. Getting Oriented:
CS is a Lifecycle
“Content Strategy plans for the
creation, publication, and
governance of useful, usable content.”
--Kristina Halvorson
“If information architecture is the spatial design of
information, I see content strategy as the temporal side
of that same coin.” --Louis Rosenfeld
27. Old Testament
‣ The web is a publishing medium.
‣ Content is integral (to experience).
‣ Content producers = de facto publishers.
‣ To users, the web is awash in content.
Site owners feel the floodwaters, too.
So, sink or swim. Filter or be flooded.
28. New Testament
‣ Why? Because
publishing is hard. Credit: Jessica Hagy
Consider the masthead.
‣ Curation is king. The filter on the firehose
as an editorial function.
29. “The Day 2 Problem”
Postlaunch is a
project phase.
Nothing shines a light on the good
faith agreement between client and
consultant than thoughtful aftercare.
Editorial strategy is about caring for
content after launch day. Credit: Flickr Commons
30. Our Methodology
1. Audit 2. Plan 3. Build 4. Grow
product content editorial
content audit
strategy specification calendar
content
migration plan copy deck style guide
inventory
content
gap analysis
development
43. What’s in it for CM?
Content strategy is meaningful when...
‣ The potential of your deliverables is marred
by poor execution, inconsistency & inaction
‣ New tools require process & org. change
‣ Measurement matters
‣ You need the big picture
‣ Governance & standards are incomplete
‣ It’s time to tune, not redesign
44. DIY Content Strategy
Ask the tough questions.
When you care about a
client’s content, you are doing
content strategy.
Credit: Flickr Commons
“[A] CMS without a content strategy
leads to shovelware or worse.”
Jonathan Kahn, lucidplot.com
45. Where It Will Take You
Instilling a new postlaunch pride:
‣ bolder measures of success
‣ enduring results for your clientele;
lasting influence for your vision
‣ vanguard case studies
46. Content Strategy FYI
‣ CS, the Knol
‣ CS, the Google Group
‣ #contentstrategy on Twitter
‣ I’m @jeffmacintyre and @PredicateLLC
‣ Content Strategy for the Web,
Kristina Halvorson (New Riders, 2009)