Everything You Always Wanted to Know About Content Strategy
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The document provides an overview of content strategy from multiple perspectives: - It discusses content strategy as understanding user and brand needs, and taking a clinical approach to organizing content. - Content strategists are described as masters of organization, empathy, and rhetoric who use user research and testing. - An audit process is outlined as inventorying a site, reviewing against standards, and providing recommendations. - The relationship between content strategy and other disciplines like design, development and marketing is explored.
Everything You Always Wanted to Know About Content Strategy
- 1. “Everything you always wanted to know about content strategy* *But were afraid to ask”
- 7. “Are content strategists glorified peeping toms?”
- 8. Masters of Content • A clinical approach to content • Understand the desires of users • Understand the desires of the brand • Understand the desires of experience designers, creatives, and developers
- 9. Masters of Content e art and science of • Organization • Empathy • Rhetoric
- 10. Masters of Content A discipline within User Experience • Contextual inquiry (social listening & search behavior) • Conceptual models • Personas • User testing • User journeys • Competitive analysis • Perceived affordances (dashboards, infinite feeds, dynamic tiles, immersive worlds, wizards)
- 11. EVALUATE Project brief Gap Analysis Kickoff meeting Workflow snapshot Workflow recommendations User research User proxies Editorial calendar Communication plan Delivery channel strategy Feature design recommendations Content style guide Content templates Community and social guidelines Voice and tone guidelines CREATIVE ANALYTICAL Content Audit DESIGN
- 12. Masters of Content: e Dreaded Audit BUSINESS NEED ALIGN ON REVIEW STANDARDS INVENTORY SITE CONDUCT AUDIT SYNTHESIZE & VISUALIZE SUMMARIZE KEY RECOMMENDATIONS
- 13. Masters of Content: Review Standards GUIDELINES TARGET CONSIDERATIONS Voice and tone Brand Does the content consistently reflect the brand voice and attributes? Does the content reinforce the brand positioning? Usable, findable, shareable, optimized Customers & Robots Can customers find the content when searching using relevant keywords? Is the content easy to navigate to and through? Readability, accessibility Customers & Compliance Is the content written at the appropriate grade level? Is the content accessible by those with visual or auditory impairments? • Voice and style Useful,• Useful, relevant, clear,content timely and up-to-date? relevant, Customers Is the persuasive clear, persuasive Is the content consistent throughout the experience? • Findable, shareable the content improve user understanding of Does product or brand? • Readability, accessibility
- 14. “Will you whisper sweet nothings into my ear?”
- 15. Masters of Content: Content Narrative Translate brand meaning into content • Pillars/themes • Channels • Roadmap
- 16. Masters of Content: Content Narrative Translate brand meaning into content
- 18. “Does size matter to a content strategist?”
- 19. Size Matters • Less is best • Too much unkempt content hurts usability • More to manage, more resources, higher costs • Focus on what matters
- 20. “e food here is terrible, and the portions are too small.”
- 22. “How would a sadomasochist interpret content strategy?”
- 23. Less Content, Better Results • • • • • • Identify top tasks Prioritize content Remove long-tail content Reduce cognitive overload Write shorter, more succinct copy Improve usability
- 24. Focus on Results Business-critical content solves business-critical goals • • • • 22% decrease in online complaints 48% increase in inbound links 80% increase in visitors 70% increase in new registrations
- 25. Customer Satisfaction = Better ROI
- 32. Customer Experience = Better ROI
- 33. Customer Satisfaction = Better ROI Customer Experience = Better ROI
- 35. “Should content strategists and designers ‘go native’?”
- 36. BUSINESS STRATEGY BRAND STRATEGY MEDIA STRATEGY (paid) SEARCH STRATEGY CONTENT STRATEGY (owned) SOCIAL STRATEGY CONTENT MARKETING
- 38. And now a sponsored post from e School for Digital Crasmanship
- 42. Should content strategists by monogamous? Creative Dev CS XD/UX
- 44. INFORM Messaging Voice & Tone Content Models Navigation Metadata Content Matrix Wireframe AnnotaAons Template Type DefiniAons Page Element DefiniAons Content InteracAvity DESIGN CONFORM Governance New Content Updates Archival
- 46. “Design thinking is the search for the magical balance between business and art, structure and chaos, intuition and logic, concept and execution...”
- 47. Clients
- 48. “Are there any deviant content strategy practices I should know about?”
- 49. TYPICAL HUB MODEL for CONTENT STRATEGY Content for Website
- 50. NEW MODEL for CONTENT STRATEGY? Content for Website
- 51. 300,000 sites since 2012
- 56. e Robots Are Now Your Writers
- 57. Wear My Content
- 58. Wear My Content
- 59. Brand Newsrooms, Brand Content, RTM
- 60. Licensed per term Outsource & owned Exploit the death spiral
- 61. Big Data, Binge Viewing & Cadence
- 62. Big Data & Binge Viewing
- 63. Final oughts for CS Success • Adopt the same curious approach to content as you had to sex as a teenager • Bring a clinician’s mindset to your work with content • Use the UX toolbox to help inform your content strategy, which in turn can be used to inform design strategy • Don’t hate, collaborate – a brand’s content strategy is bigger than me or you. Guide the ship when you need to. • in or play to win with your content • A.B.E. – Always Be Evolving
- 65. “Are content strategists into cross-dressing?”
- 66. t rchitec ation A Inform r velope e -end D Front r ywrite Cop lesman Sa st Analy s usines B SEO or d Edit Bran odeler m tabase Da
- 68. UNIFIED ENTERPRISE CONTENT STRATEGY PRINT TRAINING Central Governed XML Content Repository WEB MOBILE SOCIAL INTRANET
- 69. Key home 0.0.0.0 Proposed Website Sitemap category 0.0.0.0 Existing Page Home Page landing 1.0.0.0 landing 2.0.0.0 landing 3.0.0.0 landing 4.0.0.0 category 0.0.0.0 New Page Multiple links landing 5.0.0.0 Utility Business Platforms category 1.1.0.0 Process Management category 1.2.0.0 Industrial Automation category 1.3.0.0 Climate Technologies category 1.4.0.0 Network Power category 1.5.0.0 Commercial & Residential Innovation category 2.1.0.0 Featured Innovations Investors category 3.1.0.0 Annual Reports Careers category 4.1.0.0 Career Search News category 5.1.0.0 Search Select Language Corporate News category 2.2.0.0 category 3.2.0.0 category 4.2.0.0 category 5.2.0.0 It's Never Been Done Before Investor Relations MBA Graduates Footer Business News category 2.3.0.0 Apps & Tools category 2.4.0.0 Video Gallery category 2.5.0.0 Community Exchange (Social Innovation) About Us category 3.3.0.0 Corporate Governance category 4.3.0.0 category 5.3.0.0 Discover Emerson Financial News category 4.4.0.0 category 5.4.0.0 Culture & Diversity category 4.5.0.0 Meet Our People Contact Us Business Platforms Events category 5.5.0.0 Site Map Media Kit Privacy Policy category 1.6.0.0 By Brand (Faceted Search) Terms of Use
- 71. “Is it OK to learn ‘content strategies’ from older women?”
- 73. Redish ahead of her time • Use natural language • ink of your site as a conversation with your customer • Exhibit domain mastery • Stay “on theme” in your headlines and copy • Use semantic linking • Maintain strong information scent
- 74. “Does food act as an aphrodisiac for content strategists?”
- 76. GREAT ADS, CAMPAIGNS, CONTENT MARKETING, DESTINATION MICROSITES, BRANDED UTILITY APPS, SOCIAL ENGAGEMENT PRODUCT INFORMATION, PRICING, CONTRACT INFORMATION, DISCLAIMER, LEGALESE NEWSLETTERS, HOW-‐TO’s, TIPS and TRICKS, PERSONALIZATION, SOCIAL ENGAGEMENT, SWEEPSTAKES