Content Strategy FTW
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The document discusses the importance and complexities of content strategy, explaining its role in the creation, publication, and governance of various content types. It emphasizes the need for structured planning and the alignment between business objectives and user goals, using examples from organizations like REI and Room & Board. The document also highlights common challenges in content processes and suggests practical steps for improvement.
Content Strategy FTW
- 1. CONTENT STRATEGY FTW Kristina Halvorson, Brain Traffic | SXSW | 03.13.2010
- 4. @halvorson
- 13. SKILLSET.ORG Business Analyst Project Interac9on Produc9on Manager Designer Assistant Account Visual Producer Manager Designer New Web Analyst Informa9on Developer Business Architect Developer Content Usability Strategist Specialist Programmer SEO Technical Specialist Assistant Server Web Editor Admin Web Writer
- 21. SKILLSET.ORG Business Analyst User Project Produc9on Experience Manager Assistant Architect Account Producer Designer Manager New Web Analyst Informa9on Business Developer Architect Developer Programmer Technical Assistant Server Admin Web Writer
- 25. THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
- 26. HOW DID WE GET HERE?
- 28. “ I thought the explosion of data needed an architecture, needed a series of systems, needed systemic design, a series of performance criteria to measure it. There are thousands of people using the term (“information architecture”), and they have no idea where the term came from, and 90 percent of them aren't doing what I think they should be doing anyway. — Richard Saul Wurman
- 33. “ Late content is consistently one of the reasons for project delays. The task itself and resources needed to complete the task are seriously underestimated. Accept it. Plan for it. Charge for it. — Web Redesign 2.0: Workflow That Works Kelly Goto & Emily Cotler
- 34. WHAT IS CONTENT STRATEGY?
- 35. CONTENT STRATEGY … plans for the creation, publication, and governance of useful, usable content.
- 36. • Text and data • Graphics • Video and animation • Audio
- 37. TEXT IS… Page copy Error messages Articles Task instructions Links Forms Labels Search results Flash elements Metadata Alt tags All of it
- 38. STRATEGY … is a plan for obtaining a specific goal or result.
- 39. NOT JUST …
- 41. BUT … What With what Why When How Where For whom How often By whom What next
- 42. HOW DOES IT HELP?
- 43. MESSAGING
- 46. REQUIREMENTS
- 47. BUSINESS OBJECTIVES + USER GOALS
- 49. REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.
- 50. REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.
- 53. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
- 54. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
- 56. STRUCTURE
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- 59. WORKFLOW
- 61. REALITY
- 62. HOW CAN YOU START?
- 63. THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
- 64. OMG that is so not my problem.
- 65. STUFF YOU CAN DO THAT WON’T HURT TOO MUCH
- 66. #1: AUDIT
- 68. #2: ASK
- 69. ASK … Why With what What When How Where For whom How often By whom What next
- 70. #3: ANALYZE
- 71. INTERNALLY
- 72. #4: ALIGN
- 73. Govern 1. Guide 2. Measure Create 3. Maintain 1. Source 2. Execute THE PLAN 3. Approve Deliver 1. Push 2. Pull 3. Exchange
- 76. WHAT DO YOU GET?
- 77. HAPPINESS Better user experience Greater brand consistency New operational efficiencies Better risk management through better controls Improved SEO and analytics More effective personalization and targeting
- 79. THANKS. e info@braintraffic.com w braintraffic.com contentstrategy.com t @halvorson
- 80. MEETUP TOMORROW! Inaugural Austin Content Strategy Meetup Sunday, March 14, 7pm Lustre Pearl 97 Rainey St