@we_are_Nomensa
@sophiedennis
SOPHIE DENNIS
UX & Content Strategy Consultant
Cayenne
@sophiedennis
Content Strategy:
Beyond the Wireframe
JULIET RICHARDSON
Principal UX Consultant
Nomensa
@we_are_Nomensa

@we_are_Nomensa
@sophiedennis
Very funny picture goes here
Why go beyond the
wireframe?
Hilarious slogan goes here

@we_are_Nomensa
@sophiedennis
• What is content strategy
• The 8 essentials of great content
• How to plan for the time and effort needed to
create great content
• The activities, people and roles involved
• Take away some practical tools and techniques
What we’ll cover

@we_are_Nomensa
@sophiedennis
What is content
strategy?
There are lots of definitions…

@we_are_Nomensa
@sophiedennis
“Planning for the creation, delivery, and
governance of useful, usable content” !
Kristina Halvorson

@we_are_Nomensa
@sophiedennis
“Planning for the creation, delivery, and
governance of useful, usable content” !
Kristina Halvorson

@we_are_Nomensa
@sophiedennis
“Planning for the creation, aggregation,
delivery, and governance of useful, usable,
and appropriate content in an experience” !
Margot Bloomstein

@we_are_Nomensa
@sophiedennis
“Content strategy is to copywriting as
information architecture is to design” !
Rachel Lovinger

@we_are_Nomensa
@sophiedennis
“A plan for adding unique, expert,
and indexable content to your site
on a regular basis” !
Mark O’Brien

@we_are_Nomensa
@sophiedennis
“Content marketing strategy [must come] first
and this requires goals, different forms of content
for different customer touchpoints, mapping the
needs of people, the channels they prefer and the
content or stories, etc” !
Joe Pulizzi

@we_are_Nomensa
@sophiedennis
A broad church
Different specialisms
Different backgrounds
Different perspectives
Let’s bring it all together…

Adapted by Sophie Dennis sophiedennis.co.uk
from original © Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad
People & Culture – the ‘how’
Content – the ‘what’
Creation,
delivery
and
governance
Useful,
usable
content
Governance Workflow
StructureSubstance
The elements of
Content
Strategy
What kind of content do
we need (topics, types,
sources, etc…), and what
messages does content
need to communicate to our
audience?
How is content prioritized,
organized, formatted, and
displayed? IA, metadata,
data modelling, distribution
channel, linking strategies,
etc
How are key decisions about
content and content
strategy made? How are
changes initiated and
communicated?
What processes, tools, and
human resources are
required for content
initiatives to launch
successfully and
maintain ongoing
quality?

@we_are_Nomensa
@sophiedennis
What is
great content?

@we_are_Nomensa
@sophiedennis
Appropriate for the organisation
– and for its customers
Contributes to both the organisation’s
objectives, and the customer’s goal.
On brand
A consistent tone of voice
communicates an organisation’s values
through every piece of content.
Necessary and needed
Do not treat the web as a store
cupboard with infinite stuffing space —
your users’ brains certainly aren’t.
Useful, usable and user-centred
Appropriate to the user’s goals and
context, accessible, readable and
understandable.
Clear, consistent and concise
Content that is clear and concise takes
less time to read and understand. But it
also takes time, effort and skill to create.
Right for the distribution channel
Websites, print, social media: different
content works better on different
channels. Adapt, remix and reuse.
Discoverable
There is no point going to the expense
of commissioning, creating and
publishing content if no one can find it.
Sustainable
Publishing is just the start. Make sure you
have a plan to manage and monitor
content throughout its lifecycle.
The 8 qualities of great content
1
2
3
4
5
6
7
8

@we_are_Nomensa
@sophiedennis
Sustainable
throughout its
lifecycle…

@we_are_Nomensa
@sophiedennis
The Content Lifecycle

@we_are_Nomensa
@sophiedennis
Activity:
Content lifecycle
• Work in pairs
• Map the activities onto the broad “plan,
create, manage” lifecycle

@we_are_Nomensa
@sophiedennis
activity
activity
activity
activity
activity
activity
activity
activity
activity
activity

@we_are_Nomensa
@sophiedennis

@we_are_Nomensa
@sophiedennis
Marketing
Who does what?
Copywriter Editor
Subject
Matter
Expert

@we_are_Nomensa
@sophiedennis
Activity:
Who’s involved
• Work in groups of four
• Each take one of the four roles
• Put a yellow dot next to each stage you
think you would be involved in

@we_are_Nomensa
@sophiedennis
Brainstorm ideas
Create editorial
calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft

@we_are_Nomensa
@sophiedennis
Activity:
Who’s in charge?
• As a group, discuss who should take the
lead at each stage of the production
process
• Put a red dot in the box under their name
• Only one red dot per row!

@we_are_Nomensa
@sophiedennis
Brainstorm ideas
Create editorial
calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft

@we_are_Nomensa
@sophiedennis
Activity:
Who does what
• Pick one or two activities
• Discuss what each of you would be
doing at that stage
• Write a short summary for each role on a
post-it and stick it under their name

@we_are_Nomensa
@sophiedennis
Brainstorm ideas
Create editorial
calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft
Bring
doughnuts
Be
Interviewed
nit pick
Find cat
pictures
Interview
Expert
Write
stuff

@we_are_Nomensa
@sophiedennis
Responsible
The person who does the work: responsible for completing
the action
Accountable
Oversees the work: accountable for its completion and quality
Consulted
Influences the work: consulted parties have input into the
action
Informed
Knows what’s happening: informed parties need to know
action has been taken
RACI Matrix
R
A
C
I

@we_are_Nomensa
@sophiedennis
Responsible
Does the work
Accountable
Oversees the work
Consulted
Influences the work
Informed
Knows what’s happening
Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter
Create editorial
calendar
Senior Editor Marketing Manager
Copywriter, Subject
Matter Expert
Write first draft Copywriter Senior Editor Subject Matter Expert
Review, edit & proof-
read
2nd Senior Editor Copywriter
Find photos Designer Senior Editor Subject Matter Expert Copywriter
Upload, approve &
publish
Senior Editor Marketing Manager Subject Matter Expert Copywriter
Promote on social
media
Marketing Assistant Marketing Manager Senior Editor
Monitor & report Marketing Assistant Marketing Manager Senior Editor
Review: Update?
Retire? Archive?
Copywriter Senior Editor Marketing Manager Subject Matter Expert
RACI MatrixMore examples at racichart.org

@we_are_Nomensa
@sophiedennis
The practicalities
• Create a process that fits
• Define and communicate roles clearly
• Be realistic!
(Don’t forget the multiplication sign)

@we_are_Nomensa
@sophiedennis
Useful Tools
Automate your
content audits
Collate and review content
from multiple contributors
Manage your ongoing
editorial calendar
gathercontent.com
content-insight.com
divvyhq.com

@we_are_Nomensa
@sophiedennis
Recommended Books
Content Production
Planning for Agencies
Gather Content
!
FREE ebook download from
gathercontent.com/content-
production-planning-for-agencies/
Content Strategy
for the Web
Kristina Halvorson & Melissa Rach
2nd Edition, New Riders, 2013
contentstrategy.com
amazon.co.uk/Content-Strategy-Voices-
That-Matter/dp/0321808304
The Elements of
Content Strategy
Erin Kissane
A Book Apart, 2011
abookapart.com/products/the-
elements-of-content-strategy

SOPHIE DENNIS
UX & Content Strategy Consultant
Cayenne
@sophiedennis
!
GO BEYOND THE WIREFRAME!
JULIET RICHARDSON
Principal UX Consultant
Nomensa
@we_are_Nomensa