This document discusses content strategy and its key elements. Content strategy guides the creation, delivery, and management of critical information for organizations to meet user needs and business goals simultaneously. It examines the components of content strategy, including substance, structure, workflow, and governance. Content strategy also explores who does the work, such as web writers, editors, information architects, and subject matter experts.

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Natalie Bradfield & Jon Yearwood

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*Examine what is and is not content
strategy
*Examine key elements of content strategy
*Explore who does the work

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*But first, what is “content”?
-What a user came to see, read, learn
*From a business standpoint, content is
-CRITICAL INFO.!
-A website, application, intranet
-Created to contain, deliver, &
communicate

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*How to meet organizational and user goals
and needs simultaneously
*It guides plans for creating, delivering &
managing content
-How to use content
-Decisions about content
-Set goals to measure success of
content
http://www.youtube.com/watch?v=Kpv_l
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*May focus on actual creating and
formatting
-Editorial, structural & technical
aspects
*May be an enterprise-wide effort/ highlevel business strategy
-Make decisions to select and execute
certain content to a specific audience

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*A series of educational articles
*A full-service, online knowledge base
*An employee blog post series
*A new tablet subscription service
*Social media
*(These are considered tactics)

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*A strategy is an idea that sets the direction
for the future
*“Will this help us to where we’re going?”
*http://www.youtube.com/watch?v=F_fH5Z
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*“The Quad”
-An image the displays the critical
components of content strategy
*Components that affect whether or not
your content ends up usable and stable to
users and businesses

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* Substance
–Topics, types, sources, tone, style
-What message we need to communicate
to our audience
* Structure
–How content is prioritized, organized,
formatted, and displayed
* Workflow
–The process, tools and human resources
we need to create and maintain ongoing
content
* Governance
–Consistent managing of changes &
updates

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*For ideally large or complex
projects:
*Web writers & editors
*Information architects
*Database managers
*Subject matter experts

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*Oversees content initiatives
*Examine and analyze factors that impact
content
*Gather, edit, and analyze existing content
*Updating existing content
*Grouping and tagging content
*Maintaining and governing content postlaunch

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* Messaging & Branding
-The “story” behind the content: brand values
* Web Writing
-Writing useful, usable content intended for online
delivery
* Information Architect
* -The design of navigation systems to help people
find and manage info. More successfully
* Search Engine Optimization
-Increase potential relevance to specific key words
on web & site search engines
* Metadata Strategy
-(Data about data) Identify, organize, use & reuse
content to appeal to key audiences
* Content Management Strategy
-Capture, store, deliver & preserve an
organization’s content

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*Content strategy connects real
content to real people

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