content strategy: lunch and learn by desirae odjick

www.bv02.com all rights reserved 2012

Confab: the content strategy conferenceIn case you hadn’t heard, I went to this.

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Where We’ve Been

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• Static content

• Brochure style websites

• Provided key information

• No way to engage audiences

What is content strategy?

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Content Strategy is...

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“Planning for the creation, delivery, and governance

of useful, usable content.”

- Kristina Halvorsen, Brain Traffic

Content Strategists...

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“...use words and data to create unambiguous

content that supports meaningful, interactive

experiences.”

-Rachel Lovinger, Razorfish

What do “content strategists” do?

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Content inventoriesQualitative and quantitative content auditsContent gap analysisContent modeling Metadata strategiesWritingEditorial strategiesDistribution channelsContent managementContent brand guidelinesContent governance and workflowsContent… strategies.

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Current conversations

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EmpathyStructured contentVoice and toneUsable contentCake

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EmpathyStructured contentVoice and toneUsable contentCake

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Things I learned at Confab

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Telling stories with data

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• A metric that won’t

change the way you

behave is a bad metric.

- Ben Yoscovitz

(@byosko)

Slideshow:  h,p://slidesha.re/19EMyX3

Qualitative content audits

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Content and business goals

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Step one: content

Step two: ????

Step three: profit.

Jared  Spool’s  keynote  (not  publicly  available.)

Content and business goals

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Step one: content

Step two: ????

Step three: profit.

Jared  Spool’s  keynote  (not  publicly  available.)

NO. NONE OF THIS.

Content and business goals

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Jared  Spool’s  keynote  (not  publicly  available.)

What kind of interesting is this?

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• This is another type of

qualitative audit we can

deliver for clients.

Slideshow:  h,p://slidesha.re/13XY2QU

What kind of interesting is this?

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• REI, outdoor adventure company (like MEC)

Slideshow:  h,p://slidesha.re/13XY2QU

What kind of interesting is this?

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• Red Bull

Slideshow:  h,p://slidesha.re/13XY2QU

What kind of interesting is this?

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• Government? Crown corporation? University?

Slideshow:  h,p://slidesha.re/13XY2QU

Zombies: the future of content

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Zombies: the new

devices that will come

out in the next ten

years, that our content

will need to work on.

Karen  McGrane’s  keynote  (not  publicly  available)

Zombies: the future of content

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• Structured content

• Metadata

• No more WYSIWYG! (http://bit.ly/13QhmkC)

• Maybe a WYSISMUC approach? (http://bit.ly/12GWhuA)

Bottom line: content authors and CMS interfaces will

both have to adapt to the new normal.Karen  McGrane’s  keynote  (not  publicly  available)

Content is political

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Changing content is a

people process.

It’s all about change

management.Look at this stock photo. That’s the level of

corporate we’re talking about. Smiling people

clapping at a bar graph.

Slideshow:  h,p://slidesha.re/14gp2LZ

Content strategy at bv02

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What can we do more of?

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• Content audits

• Qualitative

• Quantitative

• Content gap analysis

• Content recommendations tied to business goals

• Strategy guidelines for workflow, governance, marketing, etc.

Lastly...

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You can’t have creativity without constraints.

Constraints create territories.

Territories have tribes.

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Questions?

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www.bv02.com all rights reserved 2011

Thank you

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