Date post: | 07-Nov-2014 |
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Natalie Bradfield & Jon Yearwood
*Chapter 3: SOLUTION
*Content Strategy
*Examine what is and is not content strategy
*Examine key elements of content strategy
*Explore who does the work
*What is Content Strategy?
*But first, what is “content”?
-What a user came to see, read, learn
*From a business standpoint, content is
-CRITICAL INFO.!
-A website, application, intranet
-Created to contain, deliver, & communicate
*Content Strategy
*How to meet organizational and user goals and needs simultaneously
*It guides plans for creating, delivering & managing content
-How to use content
-Decisions about content
-Set goals to measure success of content
http://www.youtube.com/watch?v=Kpv_lxdKxCk
*Content Strategy
*May focus on actual creating and formatting
-Editorial, structural & technical aspects
*May be an enterprise-wide effort/ high-level business strategy
-Make decisions to select and execute certain content to a specific audience
*What isn’t Content Strategy?
*A series of educational articles
*A full-service, online knowledge base
*An employee blog post series
*A new tablet subscription service
*Social media
*(These are considered tactics)
*What isn’t Content Strategy
*A strategy is an idea that sets the direction for the future
*“Will this help us to where we’re going?”
*http://www.youtube.com/watch?v=F_fH5Z-RJfc
*How Does Content Strategy Work?
*“The Quad”
-An image the displays the critical components of content strategy
*Components that affect whether or not your content ends up usable and stable to users and businesses
*How Does Content Strategy Work?
*Core Content Strategy*Substance
–Topics, types, sources, tone, style -What message we need to communicate to our
audience
*Structure–How content is prioritized, organized,
formatted, and displayed
*Workflow –The process, tools and human resources we
need to create and maintain ongoing content
*Governance –Consistent managing of changes &
updates
*Who Does Content Strategy?
*For ideally large or complex projects:
*Web writers & editors
*Information architects
*Database managers
*Subject matter experts
*What does a content strategist do?
*Oversees content initiatives
*Examine and analyze factors that impact content
*Gather, edit, and analyze existing content
*Updating existing content
*Grouping and tagging content
*Maintaining and governing content post-launch
*Content Strategy in Other Disciplines*Messaging & Branding
-The “story” behind the content: brand values
*Web Writing
-Writing useful, usable content intended for online delivery
* Information Architect
* -The design of navigation systems to help people find and manage info. More successfully
*Search Engine Optimization
-Increase potential relevance to specific key words on web & site search engines
*Metadata Strategy
-(Data about data) Identify, organize, use & reuse content to appeal to key audiences
*Content Management Strategy
-Capture, store, deliver & preserve an organization’s content
*Content Goals!
*Content strategy connects real content to real people
*Content vs. Non-Content Strategy