content strategy for the real world
DESCRIPTION
An introduction to web content strategy with real-world examples of how to make it workTRANSCRIPT
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Content Strategy for the Real World
November 16, 2010
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What is Content Strategy?
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What it’s not
• “Just” copywriting• Subservient to design or technology• Something to put off to the end• A one-time effort
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What it is
• Holistic• Complex• Iterative• Essential for success• Our job
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"The practice of planning for content creation, delivery, and governance.”
--Kristina Halvorson, Content Strategy for the Web
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Where does it fit in?
Design Tech
Content
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Who is responsible?
Design Designers
Functionality Developers
Content ???
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Who is responsible?
• Assessment/Analysis• Messaging strategy• Role assignment• Copywriting • Metadata• SEO• Workflow
• Legal review• Channel distribution• Scheduling• Accessibility• Defining success metrics• Implementation/Migration• Maintenance
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The Content Strategist
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“A good content strategist should be the first one in and the last one out.”
--Britta Alexander, Eat Media
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The Content Strategist’s Role
• Advocate for the content• Analyze needs• Manage execution• Plan for the future
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Content Strategy in Action
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The Content Strategy Cycle
• Auditing• Analysis • Planning • Creation• Implementation• Governance
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Auditing
• Account for everything you have• Yes, everything
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Sample Audit
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Analysis
• Goals/objectives• Users• Tone• Structure• Constraints
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Sample Content Brief
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Planning
• Happens before design• Accounts for all content types on a page• Requires more than wireframes• Is when you ask “why”
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Sample Page Table
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Creation
• Writing the actual words• Delegating• Scheduling• Getting approval
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Sample Content Table
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Implementation
• How does the content get from there to here?
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Sample Implementation Plan
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Governance
• Is not passive• Measures your success• Strives for continual improvement (aka optimization)• Requires continued commitment & attention
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Governance
Track
Analyze
Re-optimize
Implement
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. . . And keep it up!
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Recommended ResourcesContent Strategy for the Web, Kristina Halvorson
The Web Content Strategist’s Bible, Richard Sheffield
Winning Content blog by Colleen “Leen” Jones
Content Strategy knol
Eat Media blog
Contente blog by Nicole Jones & Michael Seidel
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Contact Information:Jennifer HoppeSenior Writer/Content StrategistCDG [email protected] x 248
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Content Strategy for the Real World
November 16, 2010