The document provides an introduction to content strategy, outlining its evolution and fundamental concepts, including user-centered design and the importance of content organization and accessibility. It defines content strategy in relation to business goals and details various content types and formats, as well as the roles and responsibilities of content strategists. Additionally, it emphasizes governance, technology integration, and the collaboration necessary across different functions to effectively manage content.

1. Introduction
to Content
Strategy
How did we get here, and what is content
strategy, anyway?

2. In the
beginning…..

3. S"ll
live
at
h+p://www.dpgraph.com/

4. S"ll
live
(for
posterity’s
sake)
at
h+p://www2.warnerbros.com/spacejam/movie/jam.htm

5. MTV’s
home
page
in
1996

6. R.R.
Donnelley
corporate
intranet,
1998
–
the
globe
was
really
spinning!

7. Then came IA
• User-centered design (what a concept!)
• Organized content into buckets
• Considered how people would travel through
an online experience to accomplish their goals
• Created and tested experiences

8. • How does content get to the site?
• How long should content stay live?
• How can we make sure that people create
content so it can be found and used?
• How much content is there in each section and
how often it gets added to?
• How can we bring together similar content
from different parts of an organization?
What about the content?

9. • How good is the content that currently
exists – how relevant is it to the audience,
does it help the organization meet its
goals?
• What’s missing?
• Who is posting the content, vs who’s
creating it?
• Is the system working to help make
publishing and finding content easier, or
is it making things more difficult?
What about the content?

10. • How can we make sure people can get
what they’re looking for on any device?
• How can we proactively share information
with our audience most effectively
through ever-increasing digital channels?
What about the content?

11. Enter
Content
Strategy

13. Definition
• Who, what, when, where, why, and
how of publishing content online
• A strategic statement tying
content to business goals
• The people, processes, and power
to execute that statement

14. What is
“content”?

15. There are many
types of content
• Policies
• Session descriptions
• Product details
• Course catalog listings
• Executive biographies
• Press releases
• Newsletters
• Online magazines
• Individual articles
• Etc., etc., etc.

16. Content can take
different forms
• Web pages
• Blog posts
• Infographics
• Images
• PDFs
• Video
• Audio

17. What do
content
strategists
do?

18. Editorial
• Content inventory
• Content assessment
• Editorial style
• Voice and tone

19. Strategy
• Content strategy vision statement
• Selling content strategy to management
• Showing ROI of content

20. Marketing
• Editorial calendar
• Audience understanding
• Analytics

21. Governance
• Who is in charge of your content?
• Who reviews and approves it?
• Who makes sure it is tagged correctly?
• Who can say “no”?
• What processes do (or should) exist to
ensure that the right content is
published?
• How will content be archived, and what
does “archived” mean?

22. Technology
• Content design and modeling
• Taxonomy and metadata
• Content management systems
• Mobile

23. Content Strategy
Partners
• UX
• Design
• Communications
• Marketing
• Technology
• Internal SMEs