10 THINGSevery business person should know about

content strategy

INTRODUCTIONS

• Melissa Rach

• Director of Content Strategy, Brain Traffic

• Journalist, marketer, information architect, writer, etc.

VOCABULARY

CONTENT IS….

Available in a wide variety of formats:

• Text

• Graphics

• Videos/demos/animations

• Games/widgets

• Audio

CONTENT IS…

Created by just about everyone:

• The publishing industry/media

• Businesses and organizations of all kinds

• YOU!

CONTENT IS…

Just about everywhere.

• In print

• Online

• On signs

• On the radio

• Etc.

CONTENT IS…

How we communicate knowledge, it is:

• Informative

• Instructional

• Entertaining

INFORMATIVE

INSTRUCTIONAL

ENTERTAINING

OR ALL THREE

STRATEGY IS…

A plan for obtaining a specific goal or result.

This includes…

• Tactical recommendations and ideas

• Communication and enrollment overview

• Guidelines for smart decision making

• Change management and sustainment plan

WHAT IS CONTENT

STRATEGY?

“Content strategy plans for the

creation, publication, and

governance of content.

Kristina Halvorson

Brain Traffic

TWO BIG COMPONENTS

• Business value

• Messaging/storytelling

• Structure

• Creation workflow

• Publishing

• Maintenance/governance

Content Stuff

PeopleStuff

THE GOAL IS TO MAKE

CONTENT…

• Useful

• Usable

• Purposeful

• Profitable

User Stuff

BusinessStuff

1.TREAT CONTENT LIKE A

CRITICAL BUSINESS

ASSET. (IT IS ONE.)

“Because there isn’t a $1, $5, or

$10 denomination stamped on

the front of Web content, it’s

often difficult to know exactly

how valuable content is to your

company.

Bryan Eisenberg

Future Now

Adam Smith

Says value is:

• Exclusive

• Transparent

1776

1955

1956: INFORMATION AGE

1990:

INFORMATION

SUPERHIGHWAY

CONTENT SAVES MONEY

Content optimizes conversations with your:

• Your customers

• Vendors

• Employees

CONTENT MAKES MONEY

• Influences customers decisions

• Builds trust

• Provides purchase-path instructions

• Upsells

• Solicits feedback

MEASUREMENT MYTH

TO DO:

DEFINE REAL GOALS AND

SUCCESS METRICS.

2.CONTENT NEEDS

DEDICATED OVERSIGHT.

Brand/Marketing

UX/Web Strategy

IT/CMS

Product/The Business Content

1955

Brand/Marketing

UX/Web Strategy

IT/CMS

The Business

Content

Strategist

TO DO:

ASSIGN A CONTENT

ADVOCATE.

3.IT’S NEVER TOO EARLY

TO THINK ABOUT

CONTENT.

IMPACT OF 11TH

HOUR CONTENT

• Rework (IA, design, database, etc.)

• Delayed timelines

• Over budget

• Frustrated stakeholders

• Stressed employees

• Bad content

• Bad usability

• Unhappy users

• Unsuccessful project

TO DO:

INVITE YOUR CONTENT

ADVOCATE TO YOUR

PROJECT KICKOFF

MEETING

4.UNDERSTAND YOUR

CONTENT’S

ENVIRONMENT.

ON THE INSIDE

• Existing communications ecosystem

• Branding

• Technology/infrastructure

• Resources

• Political considerations

• Contracts/requirements

ON THE OUTSIDE

• User needs/wants

• Competitors

• Government regulations

• Environmental issues

• Economic climate

ALIGN STAKEHOLDERS

• Present risks and opportuntities

• Negotiate solutions

• Revisit goals and success factors

TO DO:

CONTENT FACTORS

ANALYSIS

5.DOCUMENT YOUR

CONTENT ECOSYSTEM.

Twitter

Print brochures

Call center script

Advertisements

Web Site

Annual report

Blog

In-person conversations

YouTube channelManuals

Direct Mail

Newsletter

Events

Packaging Signage

Press release

TO DO:

CREATE CONTENT MAPS

AND AUDITS

6.DON’T UNDERESTIMATE

THE CONTENT CREATION

EFFORT.

CONTENT IS

COMPLICATED

1. Strategize

2. Analyze Source

3. Categorize

4. Structure

5. Create

6. Stakeholder Review

7. Edit

8. Legal Review

9. Edit

10. Approve

11. Publish

12. Test

JUST TO GET STARTED…

1. Strategize

2. Analyze Source

3. Categorize

4. Structure

5. Create

6. Stakeholder Review

7. Edit

8. Legal Review

9. Edit

10. Approve

-----------------------

7. Publish

8. Test

hours

TO DO:

CREATE A DETAILED TIME

AND BUDGET ESTIMATE

7.ASK WHY.

START SMALL.

HOW CONTENT GROWS

• “Our competitors have XYZ, so we should, too.”

• “Every department needs equal representation.”

• “The CEO wants a community.”

• “This new widget is so cool.”

“Small websites are easier to

manage than big ones.

Since this is obvious, why don't

more sites choose to be smaller?

David Hobbs

WelchmanPierpoint

LESS CONTENT IS OFTEN…

• More user friendly

http://ebooks.ebookmall.com/title/cliffsnotes-war-and-peace-sturman-ebooks.htm

LESS CONTENT IS OFTEN…

• More user friendly

• Better quality

• Cheaper to create

• Easier to manage

TO DO:

MEASURE ALL CONTENT

REQUESTS AGAINST

BUSINESS GOALS.

8.ASSEMBLE THE CONTENT

TEAM BEFORE THE WORK

BEGINS.

THE DREAM TEAM

• IA

• SEO/Metadata

• Brand

• Writing/Multimedia

• Design Rep

• Technology Rep

• Usability Rep

• Legal Rep

CREATION PROCESS ROLES

• Creator/Originator

• Editor

• Reviewer

• Approver

• Publisher

TO DO:

CREATE A

RESOURCE/WORKFLOW

PLAN

9.CONTENT NEEDS CARE

AND FEEDING.

I need

constant

attention!

TIME-SUCK

TECHNOLOGIES• Blogs

• News feeds and newsletters

• “Product of the month”

• Communities

I’ve been

ignored

since 1999!

TO DO:

EDITORIAL CALENDAR

Nobody likes

me!

TO DO:

CONTENT QUALITY

ASSURANCE PLAN

I’m incorrect or

embarrassing!

TO DO:

SCHEDULE REGULAR

AUDITS OF ALL CONTENT

10.BE PREPARED FOR

CHANGE.

LIFE HAPPENS

• Brand and business goals change

• Competitors up the ante

• Measurement and audit results come in

• Budgets or resources get cut

TO DO:

CREATE A GOVERNANCE

PLAN AND COMMITTEE

IN SUMMARY

1. Treat content like a critical business asset.

• Define real goals and success metrics.

2. Content needs dedicated oversight.

• Assign a content advocate.

3. It’s never too early to think about content.

• Invite your content advocate to your project kickoff meeting.

4. Understand your content’s environment.

• Content factors analysis.

5. Document your content ecosystem.

• Create content maps and audits.

6. Don’t underestimate the content creation effort.

• Create a detailed time and budget estimate.

7. Ask why. Start small.

• Measure all content requests against business goals.

8. Assemble the content team before the work begins.

• Create a resource/workflow plan.

9. Content needs care and feeding.

• Content quality assurance plan.

• Schedule regular audits of all content.

10. Be prepared for change.

• Create a governance plan and committee.