content strategy: creating it and selling it internally and externally
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A presentation by Hilary Marsh and Molly Wright Steenson, delivered at netcontent/Chicago in June 2002
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content strategy: creating it and selling it internally and externally
- 1. content strategy: creating it and selling it internally and externally hilary marsh molly wright steenson net content/chicago | june 2002
- 3. what is content strategy?
- 6. Where content strategy resides These six points need to be considered in order to create a content strategy . business goals user needs information to create users existing information content strategy user goals
- 16. tools
Editor's Notes
- Audience definition? Familiarity with the term? Three different axes: -- user characteristics and what they need to accomplish w/ what you’re building -- user needs vs. business goals -- existing information vs. new information
- Audience definition? Familiarity with the term? Three different axes: -- user characteristics and what they need to accomplish w/ what you’re building -- user needs vs. business goals -- existing information vs. new information
- There are a lot of political agendas at play: those internally at your company, those of your team, those who hold the pursestrings for the budget. Watching and understanding them is useful in several ways: Makes for a smoother project If you have to architect a workflow or signoff path, or if additional employees/contractors will be needed to support the site, you can spot pitfalls in advance The woman with the blue binder. She’s got the info. the secret person who everybody goes through Think of yourself as a secret consultant.
- There are a lot of political agendas at play: those internally at your company, those of your team, those who hold the pursestrings for the budget. Watching and understanding them is useful in several ways: Makes for a smoother project If you have to architect a workflow or signoff path, or if additional employees/contractors will be needed to support the site, you can spot pitfalls in advance The woman with the blue binder. She’s got the info. the secret person who everybody goes through Think of yourself as a secret consultant.
- User research: Interviews Observation Journaling Surveys Storytelling techniques the more you get into their heads, the more your challenge your own assumptions about them, the more successful your site will be. Personas and scenarios: good, fertile ground for content people. We’ve got insight (from things like reporting and writing), and we’re good at constructing stories.
- User research: Interviews Observation Journaling Surveys Storytelling techniques the more you get into their heads, the more your challenge your own assumptions about them, the more successful your site will be.
- User research: Interviews Observation Journaling Surveys Storytelling techniques the more you get into their heads, the more your challenge your own assumptions about them, the more successful your site will be.
- User research: Interviews Observation Journaling Surveys Storytelling techniques the more you get into their heads, the more your challenge your own assumptions about them, the more successful your site will be.
- Others? brainstorm. let the results of your research, interviews and task definition help you determine what’s there that could be examined, deleted or added. consider things that aren’t in existence or are in the head of the woman with the blue binder.
- User research: Interviews Observation Journaling Surveys Storytelling techniques the more you get into their heads, the more your challenge your own assumptions about them, the more successful your site will be.