Toward a Unified Field Theory of Content Strategy

Content Strategy Consortium ~ IA Summit 2009Memphis, TennesseeMarch 19, 2009

Elena Melendyelenamelendy.com

917 517.1976@emelendy

“ONE MAY SAY THE ETERNAL MYSTERY OF THE WORLD IS ITS COMPREHENSIBILITY.”WORD ART: WWW.WORDLE.NET

AN EXCEPTIONALLY SIMPLE THEORY OF EVERYTHINGE8 THEORY PROPOSED BY PHYSICIST ANTONY GARRETT LISI, NOVEMBER 2007

DEFINE:EVERYTHING• EVERYTHING IS CONTENT

TheoryA supposition or a system of ideas intended to explain something, especially one based on general principles independent of the thing to be explained

An idea accounting for or justifying something

A set of principles on which an activity is based

Compact OED

CONTENT REACHES CONSUMERSINTERNET ACTIVITY INDEX (IAI) ~ AS OF JANUARY 2009.

JARVIS: “PRINT IS NOT DEAD. PRINT IS WHERE WORDS GO TO DIE.”IRONICALLY, PRINT IS DEAD WAS RECENTLY PUBLISHED IN PAPERBACK.

FieldDiscipline: a branch of knowledge

A particular kind of commercial enterprise

Princeton University WordNet

Unify

To become one

To join or combine

To bring together for a common purpose or action or ideology or in a shared situation

To act in concert or unite in a common purpose or belief

Princeton University WordNet

UnifiedWhat Brings Us Together?

Desire for CommunityCollaboration

Collegiality

Knowledge-sharing

Sociability

Professional growth

Mentoring

Job leads

Client referrals

Desire to ContributeEducate clients

Educate peers

Influence managers

Improve quality

Improve processes

Generate opportunity

Personal FulfillmentIntellectual stimulation

Career satisfaction

Career advancement

Sense of achievement

Networking

Shared ValuesUseful

Clear

Accurate

Appropriate

Comprehensive

Persuasive

Graceful

Logical

Meaningful

Relevant

Timely

Consistent

FieldWhat Separates Us?

Where We Come FromLibrary science

Information science

Information design

Information architecture

Technical writing

Marketing

Advertising

Rhetoric

Journalism

Communications

Liberal Arts

Linguistics

Where We WorkMarketing agency

Advertising agency

Web design studio

Single practitioner

Large enterprise

Small business

Non-profit organization

Web-only

Cross-platform digital

Print and online

Software products

How We Specialize

Editorial standards and calendaring

Content management technologies and life cycle

Messaging and writing

Content organization and metadata

SEO

Delivery and distribution

Who We AreGender identity

Racial identity

Age

Differently abled status

Personality

Religious belief

Sexual orientation

Politics

Reminders

WE ARE NOT LOCALCONTENT STRATEGY IS A WORLDWIDE MOVEMENT

WE ARE NOT WEB-ONLYTHE INTERACTIVE LANDSCAPE IS RAPIDLY EVOLVING

What will define the media company of the future? The ability to let content travel across a myriad of platforms, devices and lifestyles. The will to embrace new forms of measurement, data, technology and digital infrastructure to manage complexity. And the vision to compete on the future.

Razorfish Digital Outlook Report 09, March 9, 2009

EXTERNAL PRESSURESDISAMBIGUATION: THIS IS MARKETING

EXTERNAL PRESSURESDISAMBIGUATION: THIS ALSO MARKETING. THOUGH SHE CALLS IT PR.

“Where’s your business case?”

Territoriality

Organizational resistance

Bureaucracy

Arrogance

Conservatism

Personal agenda

TheoryWhat Do We Do About It?

As content strategists, we are uniquely positioned to address these challenges—by using the tools of our discipline itself.

What Do We Need?

An actionable communications strategy aligned with our values

How Do We Get One?Define mission

Define values

Define target audiences

Outline specific goals

Align messaging and create content

Secure communication channels

Distribute and promote

What Tools Do We Use?Consistent labels and taxonomies

High-traffic sites with sound metadata and SEO

Content aggregation

Cross-platform publishing

Formal lobbying / national trade association

Informal social networks, virtual and in-person

???

Our MissionCreate a content strategy for Content Strategy

ReferencesDigital Outlook Report 09. Razorfish, March 9, 2009, pp. 174–175. http://www.razorfish.com/#/ideas/reports-and-papers/special-reports/

Halvorson, Kristina. “The Discipline of Content Strategy.” A List Apart, December 16, 2008. http://www.alistapart.com/articles/thedisciplineofcontentstrategy

Internet Activity Index, January 2009. Online Publishers Association. http://www.online-publishers.org/page.php/prmID/421

Lovinger, Rachel. “Content Strategy: The Philosophy of Data.” Boxes and Arrows, March 26, 2007. http://www.boxesandarrows.com/view/content-strategy-the

MacIntyre, Jeffrey. “Content-tious Strategy.” A List Apart, December 16, 2008. http://www.alistapart.com/articles/contenttiousstrategy

Toward a Unified Field Theory of Content Strategy

Elena MelendyMinty Fresh Media LLC

115 South Oxford Street, No. 524Brooklyn, New York 11217

elenamelendy.com917 517.1976

@emelendy