Content strategists come from a variety of backgrounds and talents, and have developed the skill set that it takes to succeed in the field we now call content strategy. It’s not a matter of knowing which tools to use – after all, the music is not in the violin, but the musician. If you want to work as a content strategist, which of your existing skills can you leverage, and what skills do you need to gain? What area of content strategy do you want to work in, and how do you move into that area? This slide deck was part of a webinar series sponsored by MindTouch. MindTouch creates software that can help you build social communities around your product and user assistance documentation. For more information on how MindTouch can help you deliver exceptional and engaging product help experiences, contact MindTouch at info@mindtouch.com or visit them on the web at www.mindtouch.com. You can learn more about content strategy by visiting Rahel Bailie's blog: www.intentionaldesign.ca. To contact Scott Abel: scottabel@mac.com. Or, check out his blog: www.thecontentwrangler.com.

1. hashtag
#mindtouch
April 15, 2011 You Content Strategy Material?
April 15, 2011 • • 1:00pm EST / /10:00am PST
Are 1:00pm EST 10:00am PST
Scott Abel interviews Rahel Anne Bailie
April 15, 2011 | 1:00pm EST/10:00am PDT Audio: +1 (213) 286-1201 Access code: 406-314-697 Webinar ID: 690-350-122
System Requirements ~PC: Windows® 7, Vista, XP or 2003 Server | Macintosh: Mac OS® X 10.4.11 (Tiger®) or newer

2. About Scott Abel
aka The Content Wrangler
content strategist | publishing expert | magazine columnist
social networking choreographer | blogger | mashup artist
scottabel@mac.com | 317.409.0839 | thecontentwrangler.com | twitter: @scottabel

3. the best support sites are powered by mindtouch
request a demonstration today
info@mindtouch.com | www.mindtouch.com

4. schedule | submitting questions | accessing the recording
technological challenges | twitter hash tag | book give-away
housekeeping: a few things you need to know

5. help us understand a little about you
and the organization for which you work
three polling questions should do the trick

6. our next webinar
Are you content strategy material?
Scott Abel interviews content strategy guru, Rahel Bailie
April 15, 2011 • • 1:00pm EST / /10:00am PSTadvocate
content strategy guru | user experience
April 15, 2011 1:00pm EST 10:00am PST
content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca

7. tell us a little about intentional design ...
what is it? what do you do there?
a little about Rahel and her content strategy firm

8. a content strategy is not
editing
copywriting
social media
structured content
project management
designing cool websites
content management system
to understand what a content strategy is
it helps to understand what it isnʼt
why are these things often mistaken for strategy?

9. what is strategy?
what does strategic planning mean?
a few definitions is a good place to start * but examples are good, too

10. an adaptation or complex of adaptations (as of behavior,
metabolism, or structure) that serves or appears to serve
a function in achieving evolutionary success
- merriam-webster dictionary
an alternative chosen to make happen a desired future,
such as achievement of a goal or solution to a problem
- businessdictionary.com
content is a business asset worthy of being managed
efficiently and effectively (i.e. strategically)
strategy is often lost upon those who think only about their end deliverables

11. how
about an
example?
the process of defining strategy, or direction, and making
decisions on allocating resources to pursue it
strategic planning involves deciding what to do with capital and people

12. a repeatable process * optimized for success * systematic
the chosen alternative to make happen a desired future, such
as an achievement of a goal or solution to a problem
what is a methodology? why do we need one?

13. evidence-based roi-driven
metrics, reporting analysis, planning
content strategists are the management
consultants of the content world
content strategy = thinking like a consultant } having a methodology

14. what does a formal methodology for
a content strategy look like?
understanding the process

15. Get solid grasp Understand
Do a gap Create a plan
of current goals for
analysis to fill the gap
state future state
Content inventory Content brief Content review Content matrix
Content audit Competitive analysis Technology review Style guide
User research Requirements matrix Localization review Accessibility guidelines
Personas, scenarios Governance assessment Metadata review Writing templates
Wireframes Editorial calendar
Personalization requirements Process models
Delivery design
Standards guidelines
Content migration plan
the process is the same regardless of the
type of challenge you are trying to solve
the basis of all consulting

16. Analyze
Requirements
Personas, scenarios
Governance
Budget
Publish
Aggregate Collect
Acquire
Transform
Author/Edit
Present
Version/Localize
Syndicate
Metadata
Revise/Sunset
Manage
Modeling/Typing
Configure/Components
Structure /Standards
Repository
all content has a lifecycle
your content strategy should support it
the content lifecycle

17. marketing, PR, library sciences, technical communication,
information architecture, development, localization
where do content strategists come from?

18. content strategists who comes from different focus areas
think about content from different vantage points
there arenʼt any schools or certificate programs * learn as you go

19. are you content strategy material?
letʼs find out!
take this six question self-assessment

20. 1
am I already doing content strategy work?
question one

21. our next webinar
April 15, 2011 • • 1:00pm EST / /10:00am PST
April 15, 2011 I 1:00pm EST 10:00am PST
can separate what is strategic
from what is implementation?
question two

22. will decision-makers recognize it?
question three

23. can I articulate my value proposition?
question four

24. am I prepared to
leave my comfort zone?
question five

25. can I think like a strategist / consultant?
question six

26. and now for a few questions from the audience
[submit yours using the chat window]
hereʼs a few we received from attendees in advance

27. where can I get a content strategy degree?
- Bryan F in Fort Lauderdale, FL
are there university programs or certificate courses available?

28. what resources can you recommend to someone who
is just getting started? - Shaunda G - Denver, CO
books * adjacent professions * workshops * blogs * social networks * meetups

30. our next webinar
Are you content strategy material?
Scott Abel interviews content strategy guru, Rahel Bailie
April 15, 2011 • • 1:00pm EST / /10:00am PSTadvocate
content strategy guru | user experience
April 15, 2011 1:00pm EST 10:00am PST
content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca

31. the best support sites are powered by mindtouch
request a demonstration today
info@mindtouch.com | www.mindtouch.com

32. our next webinar
Are you content strategy material?
Scott Abel interviews content strategy guru, Rahel Bailie
April 15, 2011 Correctness in/ Global Web Content
April Cultural • • 1:00pm EST /10:00am PST
15, 2011 1:00pm EST 10:00am PST
Scott Abel interviews Maxwell Hoffmann
April 29, 2011 * 1pm EDT / 10am PDT