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What do we mean when we talk about content strategy?
Internet User Experience ‘10 – July 26, 2010
Ami Walsh
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Backstory Keep in mind
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Where to start
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Content strategy emerged as a field of practice fifteen years ago to help manage content creation, publication and governance for large websites.
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“Content strategy is brand new
and we’ve been doing it for 15 years.”27…560…2350…
* Refrain at Chicago Web Content 2010 conference.
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storyboards | feature set | decision trees
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content inventory | user personas | product/service matrix | cms content modeling | integration strategy | high-level IA | page specs | messaging framework | editorial guidelines
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When building large websites, we planned for the design, creation and maintenance of content as part of our Define Phase. Different team members (strategists, IAs, writers, engineers, PMs) played the role of content strategist.
What do we want to say?Who do we want to say it to?How do we want to say it?How much will be spent to say it?Where do we say it?When do we say it?What form will it take?How will the parts fit together?
Who will create the parts?In what order will the parts be created?When will it be published?
Who will maintain it? How do we monitor and measure it?
Cont
ent S
trate
gy
Substance & Structure
Workflow
Governance
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Advertising media and social media introduced new content planning complexities. The demand for content strategy explodes as more and more organizations transition from building simple marketing websites to more complex ones and online advertising takes off. Content increasingly seen as a “critical business asset.”
The phrase “content is a critical business asset” is attributable to Halvorson.
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Key SEO Optimization Tactics
The following presents the key criteria that contribute to optimizing SEO:
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Submit to Search Engine Spiders
Site Content & Links
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Page Layout & Technical
Considerations
Metadata:Page Title
Page DescriptionKeywords
Keyword Analysis
Design Build Post-Launch
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Maintenance: Run Reports & Modify Content
seo strategy | media plans | workflow | digital channel strategy | digital channel content mapping | marketing campaign calendar | editorial calendar | mobile content requirements | app integration plan
“You may not have heard of them
yet, but you will. They're called
Content Strategists, and they're
fast becoming the most in-
demand advisers for Web sites
and corporate customers looking
for a way to evolve into content
makers and curators.”
-- Fast Company
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WHAT WE DO content inventory | gap analysis | user personas | product/service matrix | cms content modeling | content migration plan | messaging framework | feature set | high-level IA | site spec | seo strategy | media integration planning | banner content requirements | workflow | digital channel content mapping | marketing campaign calendar | editorial calendar | mobile content requirements | app integration plan | editorial guidelines
EMERGING SERVICESmetadata framework |
taxonomy strategy | user tagging (folksonomy)
strategy | semantic media monitoring | semantic ad
targeting | linking strategy | site search analytics | content licensing evaluation reporting
| cms task flow analysis | content logic configuration |
digital asset tracking | curation strategy | social media monitoring | social
media governance
Content strategy is evolving quickly to keep up with changes in technology. We must continue to do what we’ve done in the past and add services to address new challenges.
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Backstory Keep in mind
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Where to start
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There are many ways to organize a content strategy practice, from models focused on large marketing websites (Halvorson) to those targeted to publishing and editorial enterprises (MacIntyre), curation (Scime) and usability (McGrane).
Halvorson
Scime
McGrane
MacIntyre
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B2C
B2B
Advertising campaignsMarketing platforms
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strategic inputs strategic outputs
contentstrategy
?
To determine your set of core services, ask two key questions: 1) Where is the greatest business opportunity? 2) Where is the greatest risk?
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strategic brief
existing content inventory & audit
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campaign integration planning
channel content mapping
conversation monitoring & management
messaging framework
seo strategy
high-level feature set definition
master calendar (social, promotional, media)
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1. Strategic Brief: Necessary for validating all strategic inputs captured during discovery (either provided directly by clients or defined by your strategy team).
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2. Messaging Framework: Necessary for prioritizing brand attributes and creating a strategic messaging hierarchy.
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3. Existing Content Inventory & Audit: Most important activity for scoping. At minimum do a spot check and collect core sample.
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4. SEO Strategy: Most critical activity to improve low-cost lead generation.
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5. Campaign Integration Planning: Most important activity for building integrated digital campaigns. Increasingly important as the digital landscape gets more fragmented.
WWW
Off
-Lin
eW
alk-
In P
roce
ssO
n-L
ine
Web
Pro
cess Select Model
HomeRegister
with Pulte Sign Sales Contract
Understand Options Online
Decide to Buy
Visit a Model Home
Register with Pulte
Visit a Community
Choose Options
Decide to Buy
Virtual Home Tour
Pulte Systems
Customer Process
Home Buying Process
Milestones
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6. High-Level Feature Set Definition: Most important activity for ensuring that the prioritized list of content features and functionality meet defined business objectives and user needs.
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7. Channel Content Mapping: New social media channels pose same content mapping challenges as a CMS. Need to apply same rigorous planning to new digital spaces.
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8. Master Calendar: Critical for managing the planning, sharing, monitoring and continuous creation of content in today’s publishing environment.
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9. Conversation Monitoring & Management: Necessary for continuously improving the value of content and ensuring it remains relevant to customer conversations.
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Backstory Keep in mind
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3
Where to start
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Content strategy is a multidisciplinary effort.
Determine whether your organization has the need for one or more dedicated content strategists or whether different individuals will play the lead role on a project by project basis.
These individuals oversee the core set of services on every project (even if they are not personally responsible for creating all of them), ensuring that the plans are integrated and clearly communicated to the project team.
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We recommend that your core set of content strategy services happen on every project, even if only a checklist to validate answers to key questions (what, who, where, when, how, why).
Your core set of content strategy services is not an exhaustive list but highlights what’s most consistently needed across all your project work. You will expand or contract what you and your team does on a project by project basis.
31Illustration credit: A List Apart. Photo credit:http://www.flickr.com/people/slyder/
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Establishing a content strategy practice will help you to consistently create more beautiful content and structures to house that content.
Architect Peter Zumthor: Kunsthaus, Bregenz, Switzerland (left); Saint Benedict Chapel, Sumvitg, Switzerland (right)
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Let’s Talk
Ami Walsh :: Senior Content Strategist
Enlighten :: 3027 Miller Road, Ann Arbor, MI 48103
Presentation on slideshare:: http://www.slideshare.net/amiwalsh