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@we_are_Nomensa@sophiedennis
SOPHIE DENNISUX & Content Strategy Consultant
Cayenne @sophiedennis
Content Strategy: Beyond the Wireframe
JULIET RICHARDSONPrincipal UX Consultant
Nomensa @we_are_Nomensa
@we_are_Nomensa@sophiedennis
Very funny picture goes here
Why go beyond the wireframe?
Hilarious slogan goes here
@we_are_Nomensa@sophiedennis
• What is content strategy
• The 8 essentials of great content
• How to plan for the time and effort needed to create great content
• The activities, people and roles involved
• Take away some practical tools and techniques
What we’ll cover
@we_are_Nomensa@sophiedennis
“Planning for the creation, delivery, and governance of useful, usable content” !
Kristina Halvorson
@we_are_Nomensa@sophiedennis
“Planning for the creation, delivery, and governance of useful, usable content” !
Kristina Halvorson
@we_are_Nomensa@sophiedennis
“Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience” !
Margot Bloomstein
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“Content strategy is to copywriting as information architecture is to design” !
Rachel Lovinger
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“A plan for adding unique, expert, and indexable content to your site
on a regular basis” !Mark O’Brien
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“Content marketing strategy [must come] first and this requires goals, different forms of content for different customer touchpoints, mapping the needs of people, the channels they prefer and the
content or stories, etc” !Joe Pulizzi
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A broad church
Different specialisms
Different backgrounds
Different perspectives
Let’s bring it all together…
Adapted by Sophie Dennis sophiedennis.co.uk from original © Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad
People & Culture – the ‘how’
Content – the ‘what’
Creation, delivery
and governance
Useful, usable
content
Governance Workflow
StructureSubstance
The elements of
Content Strategy
What kind of content do we need (topics, types,
sources, etc…), and what messages does content
need to communicate to our audience?
How is content prioritized, organized, formatted, and displayed? IA, metadata, data modelling, distribution channel, linking strategies, etc
How are key decisions about content and content
strategy made? How are changes initiated and
communicated?
What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?
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Appropriate for the organisation – and for its customersContributes to both the organisation’s objectives, and the customer’s goal.
On brand A consistent tone of voice communicates an organisation’s values through every piece of content.
Necessary and neededDo not treat the web as a store cupboard with infinite stuffing space — your users’ brains certainly aren’t.
Useful, usable and user-centredAppropriate to the user’s goals and context, accessible, readable and understandable.
Clear, consistent and conciseContent that is clear and concise takes less time to read and understand. But it also takes time, effort and skill to create.
Right for the distribution channel Websites, print, social media: different content works better on different channels. Adapt, remix and reuse.
DiscoverableThere is no point going to the expense of commissioning, creating and publishing content if no one can find it.
SustainablePublishing is just the start. Make sure you have a plan to manage and monitor content throughout its lifecycle.
The 8 qualities of great content
1
2
3
4
5
6
7
8
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Activity: Content lifecycle
• Work in pairs
• Map the activities onto the broad “plan, create, manage” lifecycle
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activity
activityactivity
activity
activity
activity
activity
activity
activity
activity
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Activity: Who’s involved• Work in groups of four
• Each take one of the four roles
• Put a yellow dot next to each stage you think you would be involved in
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Brainstorm ideas
Create editorial calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft
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Activity: Who’s in charge?• As a group, discuss who should take the
lead at each stage of the production process
• Put a red dot in the box under their name
• Only one red dot per row!
@we_are_Nomensa@sophiedennis
Brainstorm ideas
Create editorial calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft
@we_are_Nomensa@sophiedennis
Activity: Who does what• Pick one or two activities
• Discuss what each of you would be doing at that stage
• Write a short summary for each role on a post-it and stick it under their name
@we_are_Nomensa@sophiedennis
Brainstorm ideas
Create editorial calendar
…
Cal Eddie Sam Mo
Copywriter Editor Subject Expert Marketing
Write first draft
Bring doughnuts
Be Interviewed
nit pick
Find cat pictures
Interview Expert
Write stuff
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Responsible The person who does the work: responsible for completing the action
AccountableOversees the work: accountable for its completion and quality
Consulted Influences the work: consulted parties have input into the action
Informed Knows what’s happening: informed parties need to know action has been taken
RACI Matrix
R
A
C
I
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Responsible Does the work
AccountableOversees the work
Consulted Influences the work
Informed Knows what’s happening
Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter
Create editorial calendar Senior Editor Marketing Manager Copywriter, Subject
Matter Expert
Write first draft Copywriter Senior Editor Subject Matter Expert
Review, edit & proof-read
2nd Senior Editor Copywriter
Find photos Designer Senior Editor Subject Matter Expert Copywriter
Upload, approve & publish
Senior Editor Marketing Manager Subject Matter Expert Copywriter
Promote on social media
Marketing Assistant Marketing Manager Senior Editor
Monitor & report Marketing Assistant Marketing Manager Senior Editor
Review: Update? Retire? Archive?
Copywriter Senior Editor Marketing Manager Subject Matter Expert
RACI MatrixMore examples at racichart.org
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The practicalities
• Create a process that fits
• Define and communicate roles clearly
• Be realistic! (Don’t forget the multiplication sign)
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Useful ToolsAutomate your content audits
Collate and review content from multiple contributors
Manage your ongoing editorial calendar
gathercontent.com
content-insight.com divvyhq.com
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Recommended Books
Content Production Planning for Agencies
Gather Content !
FREE ebook download from gathercontent.com/content-
production-planning-for-agencies/
Content Strategy for the Web
Kristina Halvorson & Melissa Rach
2nd Edition, New Riders, 2013 contentstrategy.com
amazon.co.uk/Content-Strategy-Voices-That-Matter/dp/0321808304
The Elements of Content Strategy
Erin Kissane
A Book Apart, 2011abookapart.com/products/the-elements-of-content-strategy