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Intro to
                          Content Strategy



Sunday, February 17, 13
What is content?




Sunday, February 17, 13
What is content?

                          • Copy
                          • Photos
                          • Video
                          • Podcasts
                          • Infographics

Sunday, February 17, 13
What is content?

                          • Copy           • Articles
                          • Photos         • Music
                          • Video          • Updates
                          • Podcasts       • Illustrations
                          • Infographics   • Diagrams

Sunday, February 17, 13
The stuff people come to your site for.




Sunday, February 17, 13
http://brownsharpie.courtneygibbons.org/




Sunday, February 17, 13
http://brownsharpie.courtneygibbons.org/




                          Entropy (n.): Lack of order or predictability;
                          gradual decline into disorder.

                                                                                       (Google)


Sunday, February 17, 13
A website, like any system,
                          will decline into disorder
                                if left to itself.




Sunday, February 17, 13
A website, like any system,
                          will decline into disorder
                                if left to itself.




Sunday, February 17, 13
3 Evidences of Entropy
                          on websites




Sunday, February 17, 13
1. Silos




Michele Massetani on Flickr
Sunday, February 17, 13
@RU2K on Twitter




Sunday, February 17, 13
2. Clutter




     UnnaYmir on Flickr
Sunday, February 17, 13
Sunday, February 17, 13
Sunday, February 17, 13
3. Lack of insight




                                 Bilal Kamoon on Flickr
Sunday, February 17, 13
Tools for battling entropy


Sunday, February 17, 13
Problem 1: Silos




Sunday, February 17, 13
Problem 1: Silos


                          Stakeholder interviews
                             Understand who impacts the
                             project, how, and what they want.




Sunday, February 17, 13
Sunday, February 17, 13
Problem 1: Silos




Sunday, February 17, 13
Problem 1: Silos

                          Content workflow diagram
                            Understand how content is
                            created, who affects it, and how.




Sunday, February 17, 13
Sunday, February 17, 13
Problem 2: Clutter




Sunday, February 17, 13
Problem 2: Clutter

                          Content inventory
                             Understand what content you have.
                             Can be quantitative or qualitative.




Sunday, February 17, 13
Sunday, February 17, 13
Problem 3: Lack of Insight




Sunday, February 17, 13
Problem 3: Lack of Insight
                      Voice chart
                          Understand how you come across to
                          your users.




Sunday, February 17, 13
Sunday, February 17, 13
Problem 3: Lack of Insight




Sunday, February 17, 13
Problem 3: Lack of Insight

                          Channel map
                            Understand how users interact with
                            each piece of content you create.




Sunday, February 17, 13
contentmarketinginstitute.com


Sunday, February 17, 13
Problem 3: Lack of Insight

               User testing
                          Understand whether
                          users are able to find/
                          do what they need.




Sunday, February 17, 13
There’s so much more...
            • Governance     • Content matrices
            • Maintenance    • Analytics
            • SEO            • Expert reviews
            • Gap analyses   • Content reuse
            • Reports        • Editorial calendars
            • Style guides
Sunday, February 17, 13
Helpful resources
                                 for getting started




                                Content Strategy
                                for the Web,
                                by Halvorson & Rach


                                Letting Go of the Words,
                                by Redish



                                Content Rules,
                                by Handley & Chapman


Sunday, February 17, 13

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Intro to Content Strategy