kristina halvorson: how to do content strategy (probably)- mozcon 2015
TRANSCRIPT
I wrote the first version of Content Strategy for the Web in 2009.
In it, I defined content strategy as “the practice of planning for the creation, delivery, and governance of useful, usable content.”
Not just...• What
But …
• What
• Why
• How
• When
• For whom
• By whom
• With what
• Where
• How often
• What next
In 2012, I coauthored the 2nd edition with Melissa Rach.
This time, defining “content strategy” was a bit trickier.
(Read: there were several caveats.)
At exactly this time, there was another trend on the rise.
The marketing industry happily complied.
This is big trouble.
What is content strategy?
Core Strategy
This defines where you
will focus your efforts to
improve your content
ecosystem.
This statement guides
what you will do … and what you won’t.
Story, topic, brand elements, voice, tone
Organization, categorization, component elements
CONTENT
Fulfills business objectives by meeting audience needs.
Makes content findable and usable for users, and manageable for technology.
CONTENT
Roles, processes, tools
Policies, standards, and guidelines
Substance: Story, topic, brand elements, voice and tone
Structure: Organization, categorization, component elements
PEOPLE
Roles, structure, processes, tools
Policies, standards, guidelines
Substance: Story, topic, brand elements, voice and tone
Structure: Organization, categorization, component elements
PEOPLE
Puts structure around the content lifecycle.
Empowers, facilitates, and aligns.
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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
What kinds of content strategy are there?
Infographic published by IBM Customer-Facing Solutions.
Content Strategy for User Experience
Adaptive Content Strategy
http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
Adapted from http://www.gollner.ca/2015/03/defining-intelligent-content.html
Workflow and Governance
Enterprise Content Strategy
What does a content strategist do?
Point of View: Content Strategy by Kevin Nichols
Point of View: Content Strategy by Kevin Nichols
Point of View: Content Strategy by Kevin Nichols
What is the content strategy process?
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How To Get There
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
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Business objectives Current technology
Project objectives Functional requirements
User research Cross-platform initiatives
Stakeholder interviews Industry trends
Usability testing Competitors
Design research Content inventory
Typical Discovery Checklist
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Content ROT Stakeholder agenda
Current style guide Content owners
Content readability Workflow and timelines
Search analytics Metadata integrity
Legal requirements Translation requirements
Channel requirements Accessibility requirements
Content Strategy Checklist
After the Assessment: Your Analysis Report
After the Assessment: Your Analysis Report
EXAMPLE ONLY
EXAMPLE ONLY
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A Few Good Content Strategies
“We’ll deliver the right content, to the right person, in the right time, in the right place.”
“We’ll become the leading provider of compelling, engaging content in our industry.”
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A Few Actually Effective Content Strategies
“We will use our website as the primary vehicle to gather qualified leads.”
“We will evolve our print production model to deliver single-source, omnichannel content.”
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Example: Content Strategy Framework
CORE STRATEGY
Evolve our print production model to deliver single-source, omnichannel content.
We communicate effortlessly with priority audiences everywhere.
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Example: CS document intro
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Example: CS document intro
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Example: CS Guiding Principles
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
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“Define and Design”
Project plan High level architecture
Success metrics Content requirements
Dependencies Features definition
Branding elements Development plan
Design mock-ups User testing/QA
SEO guidelines Launch plan
Messaging Content models
Topic maps Content types
Style guide Taxonomy
Page tables Editorial calendar
Architecture and Editorial
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You can find all sorts of tools and templates in here.
1 : Assessment, Analysis, and Strategy
2 : Architecture and Editorial
3 : Implementation
4 : Maintenance
Example: CS Roadmap
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Example: CS Roadmap
Example: Editorial Workflow
Example: Enterprise Workflow
Example: Team Structure
How do you make the case for content
strategy?
Pain points
Unanswered Questions
Opportunities
How will you make content strategy a part of your marketing plan?
