introduction to content strategy

Hashtag: #PixieSessions

Introduction to Content Strategy

Presented by Leticia Mooney of Brutal Pixie

(we <3 content strategy)

www.brutalpixie.com@brutalpixie

http://www.brutalpixie.com/


What we're going to do

Learn what tonight's about Learn about who you are

& why you're here Smash through content strategy 101 Have some fun


What tonight is about

Definitions Strategy versus Tactics The C.A.R.E. Factor Content = $$$$$ What does a content strategist DO,

anyway? Your turn (games time)


Introductions

GO FIND SOMEONE YOU DON'T KNOW.

This bit is touchy feely and makes you talk to each other.


Definitions

There are HEAPS of definitions for what Content Strategy is.

Let's look at some.


Definitions

Kristina Halvorson, Goddess and Patron Saint (depending on your religion) of Content Strategy has several.

1. “Content strategy defines how you're going to use content to meet your business's goals and satisfy your user's needs.”


Definitions

2. “Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion.”

3. “Content strategy sets benchmarks against which to measure the success of your content.”


Definitions

4. “Content strategy guides your plans for the creation, delivery, and governance of content.”

5. “Content strategy can be purely editorial. It may also be purely strategic (at a business planning level).”


Definitions

Havorson believes strategists exist under different umbrellas.

“Whatever they do, just get it done.”


Definitions … Halvorson's model


Definitions

Margot Bloomstein also has more than one definition.

1. “Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.”

2. “Content strategy asks why, how, when, by whom, and not just what.”


Definitions

Rachel Lovinger of Razorfish:

“Content strategy is to copywriting what information architecture is to design.”

(… in other words, a framework)


Definitions

Pratek Sarkar, Director of Creative Services at The Walt Disney Company:

“Content is story. And content strategy is storytelling.”

(… in other words, a framework)


What do the definitions all mean?

Bloomstein again:

“Content strategy addresses planning. The strategy part targets planning, not just execution & implementation.”


Strategy Versus Tactics

Halvorson again:

“Content strategy is NOT a series of articles, full-service knowledge base, blog post series, new tablet subscription service, social media accounts. These are Tactics.”



By far most of a strategist's time is in planning and analysis.

6 minutes of thinking will save you 6 weeks of work

You need a content process for a new website

Project management... on steroids



What happens after the planning – at design level?

And at implementation? And maintenance? Other applications – e.g. web apps



Content strategy is also about: Audience advocacy Business strategy



The what is tactical: blog series, guest bloggers, whitepapers, infographics, repurposing, social media interactions.

The who, when, where, why, and how is strategic.



Battle plans versus battle tactics Strategic planning's long-lost sister Strategy and silos


The C.A.R.E. Factor

Comprehensive: Does a user have everything she needs to achieve her goal?

Appropriate: properly labelled, defined, easy to find

Relevant: to what the user is doing

Efficiently produced: reviewed, approved, published, right tools, enough time


Content = $$$$. But why?

The process is big Creation has many parts It's often not properly planned It's often rushed It can be wrong It's not often internally curated


What's a strategist DO, anyway?

Summarises the project Content Inventory Datascape Missing content reporting Message architecture Audit & analysis of existing content Competitive audits


What's a strategist DO, anyway?

Readiness, editorial, process audits Gap and risk analyses Reports on project recommendations.

… and that's just at analysis level.


What's a strategist DO, anyway?At design, implementation & maintenance levels, all

of the following: Produce & maintain a content matrix Document processes for approval, governance,

translation SEO Keyword research Create content reviewer guides Workshop post-launch detail Create editorial calendars Work through archival & removal processes


Change Management

Content strategy is usually disruptive Content strategy involves change

management Content strategy needs executive buy-in Culture of a business can influence

implementation & methodology


Tools used?

Mainly Excel and Word Analytics incl heat mapping SEO spiders Card sorting (in person or online) Workshops


In summary...

Strategists work with producers or agency project managers, information architects, designers, and programmers, to safeguard the user's experience and advocate on the audience's behalf.


Group Activity: Message Architecture

You will: Learn what message architecture is Learn the process Identify its application to your world Present to everyone else your outcomes

and what you learned



Brand Values Emotional offerings Audience Needs Identify overlaps, odd pairs, question it Focus and prioritise Implications for your strategy (voice,

tone, style, visuals, etc)



Start with the card sorting exercise Proceed to a Venn diagram exercise

End with an assessment of outcomes

Brandvalues

AudienceneedsRelated

terms


Group Activity: The Dinner Party

You will: Learn about Pre-Mortems Create a content strategy for a dinner

party Note key take-aways (pun intended) Present to the group


Group Activity: The Dinner PartyWhat do you have? Quantitative audit, datascape, matrixes

Is it still good? Message architecture, qualitative audit, expiration details & life-cycle assessment.

Do you even need it? Message architecture, life-cycle, process & workflow experience mapping

Do people even like it? User research, analytics

Are you making enough? What do you need the content to do?

How are you doing it? Workflow, process mapping

introduction to content strategy

Education

leticia mooney of brutal

content strategy