content as a conversation: collaborating with content strategists
DESCRIPTION
Ahava Leibtag presents how a content strategist can help you create valuable content.TRANSCRIPT
CONTENT AS A CONVERSATION:
COLLABORATING WITH CONTENT STRATEGISTS
AHAVA LEIBTAGPRESIDENT
AHA MEDIA GROUP, LLC
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CONTENT STRATEGIST
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CONTENT IS A CONVERSATION.
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TO WHOM ARE WE TALKING?
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WHO ARE WE?
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WHY IS CONTENT SO SCARY?
• Intimate• Politically sensitive•Opaque•Dangerous• Requires definition
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CONTENT REVEALS TO THE WORLD WHO WE ARE.
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Content Strategy Basics
Content strategy is concerned with 2 issues:
1. Aligning your content with your business goals
2. Helping your users accomplish their goals
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Content is a shared system of assets within your
organization.
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CONTENT IS THE CONVERSATION THAT FUELS
THE SALES PROCESS.
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PEOPLE
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PROCESS
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TECHNOLOGY
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How can a content strategist help you?
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1. Shareable (Formats)2. Findable (SEO)3. Readable (Structure)4. Understandable (Don’t
let content break design)
5. Actionable (Find the right cues)
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#1: Shareable (Formats)
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#2: Findable (SEO)
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How do we create a better UX?
All Part of an IA Team•Data architect• Taxonomist• SEO Expert
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Load Times
Reduced the amount of time Google needed
to crawl the site by 50%, which resulted in 1.5 seconds per page
view
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Saved REI Users 22 Years
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Content strategists need to know the front end.And the back end.
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#3: Readable (Structure)
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We must unlearn what we have learned.
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Multi-Channel Publishing
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Content Modeling
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#4: Understandable
(Don’t let content break
design)
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Let us tell you.With character counts and all.
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Display content so people can actually read it.
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• People like to scan.• But then they find something they want to
read.• Then they read it.• Then they share it.• Isn’t that amazing?• It’s kind of like how it’s always been, right?
(See cave painting, libraries, newspapers left on train, articles clipped and sent to family members through the MAIL….)
• It’s just speed and technology that have changed.
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People Read. We Help.
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Design Spec/Page Template
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#5: Actionable (Find the right
cues)
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QUESTIONS?
Ahava LeibtagAha Media Group, LLC
[email protected]: ahavaL301-452-5331