Content Strategy for Everything

Понравилась презентация – покажи это...

Слайд 0

CONTENT STRATEGY FOR THE WEB Everything Kristina @Halvorson CEO, Brain Traffic and Founder, Confab Events Coauthor, Content Strategy for the Web

Слайд 1

I wrote the first version of Content Strategy for the Web in 2009.

Слайд 2

In it, I defined content strategy as “the practice of planning for the creation, delivery, and governance of useful, usable content.”

Слайд 3

Not just... • What

Слайд 4

But … • What • By whom • Why • With what • How • Where • When • How often • For whom • What next

Слайд 5

In 2012, I coauthored the 2nd edition with Melissa Rach.

Слайд 6

This time, defining “content strategy” was a bit trickier. (Read: there were several caveats.)

Слайд 7

At exactly this time, there was another trend on the rise.

Слайд 8

“ Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action… – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015

Слайд 9

The marketing industry happily complied.

Слайд 10

This is big trouble for companies who still can’t manage the content they had in the first place. Content strategy is more important than ever.

Слайд 11

What is content strategy?

Слайд 12


Слайд 13

Here’s how we talk about it at Brain Traffic. © Brain Traffic 2015

Слайд 14

Core strategy: This defines where you will focus your efforts to improve content substance, structure, workflow, and/or governance. It must provide clear boundaries for what you will do … and what you won’t. © Brain Traffic 2015

Слайд 15

Substance: Story, topic, brand elements, voice and tone CONTENT Structure: Organization, categorization, component elements

Слайд 16

Substance… …fulfills business objectives by meeting audience needs. CONTENT Structure… …makes content findable and usable for users, and manageable for technology.

Слайд 17

Workflow: Roles, processes, tools PEOPLE Governance: Policies, standards, guidelines

Слайд 18

Workflow... ...creates efficiencies across content properties. PEOPLE Governance… ...empowers, facilitates, and aligns.

Слайд 19

Lots More To Learn About 10 Definitions of Content Strategy by Monica Bussolati Point of View: Content Strategy by Kevin Nichols What Is Content Strategy? by Aha Media Group 20

Слайд 20

What kinds of content strategy are there?

Слайд 21

Content Strategy for User Experience Infographic published by IBM Customer-Facing Solutions.

Слайд 22

Adaptive Content Strategy http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png

Слайд 23

Enterprise Content Strategy Workflow and Governance Adapted from http://www.gollner.ca/2015/03/defining-intelligent-content.html

Слайд 24

What does a content strategist do?

Слайд 25

Point of View: Content Strategy by Kevin Nichols

Слайд 26

What is the content strategy process?

Слайд 27

What is “a content strategy”? • A content strategy—any strategy—is the path you’ll take towards meeting your goals and fulfilling your vision. It may be one of a few parallel paths towards the same goals. • A content strategy helps define what you WILL do and what you WON’T do. • All tactical content initiatives must map back to your strategy. • Your content strategy should force you to prioritize and to say “no.” 28

Слайд 28

How To Get There 1 : Assessment, Analysis, and Strategy 2 : Architecture and Editorial 3 : Implementation 4 : Maintenance 29

Слайд 29

1 : Assessment, Analysis, and Strategy 2 : Architecture and Editorial 3 : Implementation 4 : Maintenance

Слайд 30

Typical Discovery Checklist Business objectives Project objectives Functional requirements User research Cross-platform initiatives Stakeholder interviews Industry trends Usability testing Competitors Design research 31 Current technology Content inventory

Слайд 31

Content Strategy Checklist Content ROT Current style guide Content owners Content readability Workflow and timelines Search analytics Metadata integrity Legal requirements Translation requirements Channel requirements 32 Stakeholder agenda Accessibility requirements

Слайд 32

After the Assessment: Your Analysis Report L P AM EX 33 LY N EO

Слайд 33


Слайд 34

Example: Content Strategy Framework We communicate effortlessly with priority audiences everywhere. CORE STRATEGY 35 Evolve our print production model to deliver single-source, omnichannel content.

Слайд 35

Example: CS document intro 36

Слайд 36

Example: CS Guiding Principles

Слайд 37

1 : Assessment, Analysis, and Strategy 2 : Architecture and Editorial 3 : Implementation 4 : Maintenance

Слайд 38

“Define and Design” Project plan Success metrics Content requirements Dependencies Features definition Branding elements Development plan Design mock-ups User testing/QA SEO guidelines 39 High level architecture Launch plan

Слайд 39

Architecture and Editorial Messaging Topic maps Content types Style guide Taxonomy Page tables 40 Content models Editorial calendar

Слайд 40

You can find all sorts of tools and templates here.

Слайд 41

1 : Assessment, Analysis, and Strategy 2 : Architecture and Editorial 3 : Implementation 4 : Maintenance

Слайд 42

Example: Content Strategy Roadmap 43

Слайд 43

Example: Editorial Workflow 44

Слайд 44

Example: Enterprise Workflow 45

Слайд 45

Example: Team Structure 46

Слайд 46

How do you make the case for content strategy?

Слайд 47

Pain Points • “We’re struggling with too much content across our digital properties, with more being produced every day.” • “We don’t know who owns the content.” • “Our content is inconsistent, off-brand, outdated, even incorrect in places.” • “We’re partway through a website redesign and suddenly have major content problems.” • “We’re duplicating work efforts in digital and print content.” • “People in our company all talk about content and content strategy in totally different ways.” • “There are lots of politics and opinions that make progress very difficult.” 48

Слайд 48

Unanswered Questions

Слайд 49

Opportunities DIGITAL SERVICES IMPROVEMENT • • • • Reduced content operations cost Reduced content approval cycle time Decreased content redundancy Increased flexibility of content production and distribution CUSTOMER VALUE IMPROVEMENT • • • • 50 Higher content quality, lower error rates Increased customer satisfaction New customer interactions Increased direct bookings

Слайд 50

How can you make content strategy a part of your world?

Слайд 51

Smart Next Steps* Read: Content Strategy for the Web The Content Strategy Toolkit Attend: Any Confab content strategy conference Work with: Brain Traffic * I am biased. 52

Слайд 52

CONTENT STRATEGY FOR THE WEB You! Kristina @Halvorson CEO, Brain Traffic Founder, Confab Events Coauthor, Content Strategy for the Web

Слайд 53

More Ideas: Books and Articles - Good Kickoff Meetings, by Kevin Hoffman - How To Create a Clear Project Plan - Auditing Big Sites Doesn’t Have To Be Taxing - Good Strategy, Bad Strategy - Audit Sampling: It’s a Numbers Game - What Is Strategy and Does It Matter? - Moments of Impact: How To Design Strategic Conversations that Accelerate Change - “Interviewing Humans” - Just Enough Research

Слайд 54