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