what is content strategy
DESCRIPTION
TRANSCRIPT
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© 2012 Intentional Design Inc. www.intentionaldesign.ca @rahelab
What is Content Strategy?
Leveraging content to its fullest potential
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Content Strategy
Business communications
Technical communication
IA/Usability Content/info management
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Content (n)
How we use to communicate: text, graphics, video, audio
Extension of the user experience
Human-consumable, contextualized data
The stuff “contained” between the tags
Container /Container Content
!?@
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Common definitions
Content strategy: Repeatable process that governs content throughout the entire content lifecycle
Content lifecycle: Iterative cycle that spans analysis, collection, management, and publishing stages
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Content
• Content as commodity
• Factors in optimization
Supply chain
• Linear
• Clear start and end
• Single content treatment
Strategy/ Analysis
Authoring/ Editing
Content Management
UX/ Publishing
Localization
Measurement
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Nuanced
Interactive
Complex
Messy
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Nuanced
Interactive
Complex
Messy
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Nuanced
Interactive
Complex
Messy
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Nuanced
Interactive
Complex
Messy ( = international roaming)
( = SIM card)
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Begin at the beginning …
…but where is the beginning?
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• Modeling/typing
• Configure/components
• Structure /standards
• Repository
• Aggregate/Transform
• Publish/Syndicate
• Evaluate
• Iterate or sunset
• Acquire
• Author/Edit
• Version/Localize
• Metadata
• Requirement analysis
• User research
• Governance planning
• Budget
Analyze Collect
Manage Publish
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Content Design
Content architecture
Content types
Technical structure
Metadata
Content development
Content quality
Editorial structure
Creation
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Legacy system constraints
Delivery decisions
Customer focus
Multiple outputs
Content interconnection
Project complexity
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“This Visa interface is great. I can download each
statement, by month, for the last year.”
1
2:00 PM 2:15 PM
“Vancity is great. I can enter the dates and
download a whole year at a time, for the last two years –
in a single transaction.”
2 “Visa’s monthly download is driving me bananas.
Why doesn’t Visa get it together?”
3
2:18 PM 2:16 PM
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( = international roaming)
( = SIM card)
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Well, some companies don’t …
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• Need intelligent content strategy to get intelligent content
• Treat content as part of the content lifecycle
• Keeping content under control means considering its entire lifecycle, including iterations
• Content lifecycle exists, whether you acknowledge it or not
• A strategy needs to span all related content
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Available in stores starting December 2012
ContentStrategyforDecisionMakers.com
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What is Content Strategy? Leveraging content
to its fullest potential
© 2012 Intentional Design Inc. www.intentionaldesign.ca
Rahel Anne Bailie @rahelab
Thank you