![Page 1: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/1.jpg)
CONTENT STRATEGY:What’s Real, What’s Relevant
Kristina Halvorson | Web 2.0 Expo San Francisco | 04.01.09
![Page 2: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/2.jpg)
WHO AM I?• President, Brain Traffic
• Speaker, conferences
• Author, in training
![Page 3: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/3.jpg)
WHO AM I? • Advocate, importance of planning for
content
![Page 4: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/4.jpg)
![Page 5: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/5.jpg)
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut laboreet dolore magna aliqua. Ut enim ad
minim veniam, quis nostrudexercitation ullamco laboris nisi utaliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderitin voluptate velit esse cillum doloreeu fugiat nulla pariatur. Excepteur
sint occaecat cupidatat non proident
![Page 6: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/6.jpg)
HOW DID THIS HAPPEN?
![Page 7: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/7.jpg)
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
Content StrategistContent
Strategist
SKILLSET.ORG
![Page 8: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/8.jpg)
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Web Writer
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
![Page 9: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/9.jpg)
![Page 10: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/10.jpg)
![Page 11: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/11.jpg)
![Page 12: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/12.jpg)
![Page 13: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/13.jpg)
![Page 14: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/14.jpg)
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Web Writer
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
![Page 15: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/15.jpg)
![Page 16: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/16.jpg)
LIES WE TELL OURSELVES
• “The copy shouldn’t be that big of a deal.”
• “We already pretty much know what we want to say.”
• “We already have most of the content.”
• “We’ll fix it post-launch.”
![Page 17: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/17.jpg)
THIS IS COPYWRITING.
![Page 18: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/18.jpg)
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
![Page 19: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/19.jpg)
CONTENT STRATEGYPlans for the creation, publication, and governance of content.
![Page 20: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/20.jpg)
•TEXT
•GRAPHICS
•VIDEO & ANIMATION
•AUDIO
![Page 21: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/21.jpg)
STRATEGYA plan for obtaining a specific goal or result.
![Page 22: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/22.jpg)
NOT JUST …! A series of educational articles
! Blogs by our employees
! A sponsored channel on YouTube
! CEO Twitter account
! More cowbell
![Page 23: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/23.jpg)
NOT JUST …! What
![Page 24: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/24.jpg)
BUT …! What
! Why
! How
! For whom
! By whom
! With what
! When
! Where
! How often
! What next
![Page 25: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/25.jpg)
THIS IS WEB 2.0?• Where do you start?
– Facebook (page? API?)
– Flickr
– YouTube
– Wikipedia
– Employee blogs
– Community forums
![Page 26: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/26.jpg)
• Search – findable content is valuable content
• Links – guides to important content
• Authoring – ability to create constantly updatable content
• Tags – categorization of content with simple, one-word descriptions
• Extensions – automation of work/patterns in content
• Signals – RSS (Really Simple Syndication) notifies users of change in content, fast
THIS IS WEB 2.0.
![Page 27: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/27.jpg)
HOW DOESIT WORK?
![Page 28: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/28.jpg)
1. PRODUCT2. PROCESS3. PEOPLE
![Page 29: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/29.jpg)
1. PRODUCT
![Page 30: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/30.jpg)
Brands are now used more than they are preferred.
Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.
— The Brand Bubbleby John Gerzema and Ed Lebar
![Page 31: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/31.jpg)
![Page 32: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/32.jpg)
![Page 33: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/33.jpg)
![Page 34: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/34.jpg)
![Page 35: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/35.jpg)
![Page 36: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/36.jpg)
![Page 37: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/37.jpg)
WEB CONTENT MUST WORK FOR YOU.
![Page 38: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/38.jpg)
![Page 39: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/39.jpg)
![Page 40: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/40.jpg)
![Page 41: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/41.jpg)
![Page 42: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/42.jpg)
![Page 43: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/43.jpg)
WEB CONTENT MUST WORK FOR ME.
![Page 44: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/44.jpg)
![Page 45: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/45.jpg)
![Page 46: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/46.jpg)
![Page 47: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/47.jpg)
![Page 48: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/48.jpg)
BUSINESS OBJECTIVES+ USER GOALS
![Page 49: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/49.jpg)
USEFUL.USABLE.ENJOYABLE.
![Page 50: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/50.jpg)
2. PROCESS
![Page 51: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/51.jpg)
Consider the masthead. Writers, copyeditors, art director and staff, ad sales, production, managing editor, the EIC, the publisher.
Publishing is complex.
— Jeffrey MacIntyre
![Page 52: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/52.jpg)
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
![Page 53: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/53.jpg)
This picture is incomplete:
The model outlined here does not
account for secondary
considerations (such as those
arising during technical or content
development) that may influence
decisions during user experience
development.
![Page 54: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/54.jpg)
NON-CONTENT OWNER
COPYWRITER
... pause …
... pause …
![Page 55: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/55.jpg)
![Page 56: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/56.jpg)
PLAN.CREATE.PUBLISH.GOVERN.
![Page 57: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/57.jpg)
![Page 58: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/58.jpg)
![Page 59: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/59.jpg)
![Page 60: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/60.jpg)
PLAN.CREATE.PUBLISH.GOVERN.
![Page 61: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/61.jpg)
![Page 62: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/62.jpg)
3. PEOPLE
![Page 63: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/63.jpg)
Brand/Marketing
UX/Web Strategy
CMS/ IT
The Business
???
![Page 64: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/64.jpg)
Brand/Marketing
UX/Web Strategy
CMS/ IT
The Business
CONTENTSTRATEGY
![Page 65: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/65.jpg)
![Page 66: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/66.jpg)
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
Content StrategistContent
Strategist
SKILLSET.ORG
![Page 67: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/67.jpg)
PARADIGM SHIFT
![Page 68: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/68.jpg)
THE WORLD OF MARKETING
![Page 69: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/69.jpg)
THIS IS ALL (web) CONTENT.
![Page 70: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/70.jpg)
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
![Page 72: web2expoSF 040109 slideshareassets.en.oreilly.com/1/event/22/Content Strategy... · • Advocate, for content, o abore ad strud ut consequat. t dolore Excepteur t occaecat t non dent](https://reader034.vdocuments.site/reader034/viewer/2022050123/5f52c60c11c254751958db44/html5/thumbnails/72.jpg)
Resources• CONTENT STRATEGY
• http://alistapart.com/issues/274
• http://tr.im/lovingercs
• http://www.cmsreview.com/Stages/
• http://tr.im/CSslideshare
• http://tr.im/PublishersandCS
• WRITING FOR THE WEB• http://tr.im/redish
• ALSO MENTIONED• http://thebrandbubble.com