introduction to content strategy
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An Introduction to Content Strategy
Daniel Newman@CreativeNewman
Melinda Miller@melindamiller
Cate Kompare@CateKompare
UX Book Club CUBrought to you by
Kristina Halvorson@halvorson
2007
2014
2011
–Kristina Halvorson
“Until we commit to treating content as a critical asset worthy of strategic planning and meaningful investment, we’ll continue to churn out worthless content in reaction to unmeasured requests. … Our customers still won’t find what they’re looking for. And we’ll keep failing to publish useful, usable content that people actually care about.”
A LIST APART • DEC. 16, 2008
92% of respondents have content strategy problems
67% Style Guides 86%
Analytics37% Content Inventories40% Taxonomies
86% Self-taught
Content
Content+Strategy
Courtesy of carriejeberhardt via Flickr
Who: Your Starting Line-up
Where are you right now?
The Content Inventory
How good is it?
Find out what else you need
Key themes & messages
Voice & Tone
How will you maintain it?
Nail down details
Time crunch
Who can do all of this?
Courtesy of Scoobay via Flickr
Thank You
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