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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