ghosts of content strategy: past, present, and future
TRANSCRIPT
© 2016 Tanzen
GHOSTS OF CONTENT STRATEGY: PAST, PRESENT, AND FUTURE
Content Strategy NYC Meetup December 7, 2016
Carrie HaneTanzen Consulting @carriehd
© 2016 Tanzen @carriehd
HELLO!
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Content Strategist
CARRIE HANE
Mom
© 2016 Tanzen @carriehd
TONIGHT’S AGENDA
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1 How did we get here?HISTORY OF CONTENT STRATEGY
2 Where do things stand today?STATE OF DISCIPLINE TODAY
3 Where are we going and how do we get there?FUTURE CONTENT STRATEGY
4 What questions to you have?DISCUSSION
© 2016 Tanzen @carriehd
HISTORY OF CONTENT STRATEGY
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Rachel Lovinger publishes “Content Strategy: The Philosophy of Data” in Boxes & Arrows
2007
Content Strategy for the Web is published
2010
First Confab: The Content Strategy
Conference is held and sells out
2011
2,301 jobs returned for “content
strategist” on Indeed
20162012
2nd edition of Content Strategy for the Web introduces “the Quad”
Krisitna Halvorson publishes “The
Discipline of Content Strategy” in
A List Apart
2008
© 2016 Tanzen @carriehd
VOCABULARY OF BACK-END CONTENT STRATEGY
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Back-end content strategy
Planning appropriate structure, technology, and processes to support content reuse.
Structured content
Information that is planned, developed, and connected outside of an interface. It treats content as as data so that it makes sense to people and computers.
Content model
A representation of the types of content and their relationships.
Content that is structured to optimize performance with technology. It is structurally rich, semantically categorized, automatically discoverable, reusable, reconfigurable, and adaptable.
Intelligent content
© 2016 Tanzen @carriehd
BACK-END CONTENT STRATEGY TASKS
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BACK-END CONTENT STRATEGY IN CONTEXT
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BENEFITS OF BACK-END CONTENT STRATEGY
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• Takes content out of its silos • Atomizes content so it can be reused, remixed, restyled • Makes content available for each channel, device,
audience segment • Put technology to work to deliver content • Focuses on author as user in the design of the CMS • Ensures extensibility and scalability • Future friendly – ready for whatever is next
© 2016 Tanzen @carriehd
MY TIMELINE
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2008 2014 20161999
I am a webmaster! What am I?
I am a back-end content strategist!
I am a content
strategist!
© 2016 Tanzen 10
We need to be trying to work ourselves out of a job as content strategists. Success means that content strategy is not a separate discipline but an integral part of business strategy and operations.
“Future of Content Strategy
“
© 2016 Tanzen @carriehd
Senior Leaders
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CEO
Workers
Department Heads
TODAY’S TYPICAL ORGANIZATIONAL STRUCTURE
IT
Comms
Marketing
Pubs
UX
CONTENT CREATORS
© 2016 Tanzen @carriehd
FUTURE, CONTENT-ORIENTED STRUCTURE
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CCO
CEO
CIO
Channel Managers System Managers
Social
Web
CRM Server
Analytics
© 2016 Tanzen @carriehd
BACK-END CONTENT STRATEGY IN PRACTICE
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FUTURE-FRIENDLY CONTENT
Defines subject universe, prioritizes, aligns stakeholders
DOMAIN MODELING CONTENT MODELING IMPLEMENTATIONDefines which content
to expose & containers
Plan system to support content and
relationships
© 2016 Tanzen 14
Questions for you
Is back-end content strategy happening where you work? How? Where? Why not?
Could you do domain modeling?Why? How? Why Not?
© 2016 Tanzen 15
Your Questions
