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Intro to Content Strategy

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Not sure what content strategy is, or how to get started? I gave this talk to give a group of curious web professionals a quick introduction to content strategy as a discipline.

Published in: Technology

Intro to Content Strategy

  1. 1. Intro to Content StrategySunday, February 17, 13
  2. 2. What is content?Sunday, February 17, 13
  3. 3. What is content? • Copy • Photos • Video • Podcasts • InfographicsSunday, February 17, 13
  4. 4. What is content? • Copy • Articles • Photos • Music • Video • Updates • Podcasts • Illustrations • Infographics • DiagramsSunday, February 17, 13
  5. 5. The stuff people come to your site for.Sunday, February 17, 13
  6. 6. http://brownsharpie.courtneygibbons.org/Sunday, February 17, 13
  7. 7. http://brownsharpie.courtneygibbons.org/ Entropy (n.): Lack of order or predictability; gradual decline into disorder. (Google)Sunday, February 17, 13
  8. 8. A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
  9. 9. A website, like any system, will decline into disorder if left to itself.Sunday, February 17, 13
  10. 10. 3 Evidences of Entropy on websitesSunday, February 17, 13
  11. 11. 1. SilosMichele Massetani on FlickrSunday, February 17, 13
  12. 12. @RU2K on TwitterSunday, February 17, 13
  13. 13. 2. Clutter UnnaYmir on FlickrSunday, February 17, 13
  14. 14. Sunday, February 17, 13
  15. 15. Sunday, February 17, 13
  16. 16. 3. Lack of insight Bilal Kamoon on FlickrSunday, February 17, 13
  17. 17. Tools for battling entropySunday, February 17, 13
  18. 18. Problem 1: SilosSunday, February 17, 13
  19. 19. Problem 1: Silos Stakeholder interviews Understand who impacts the project, how, and what they want.Sunday, February 17, 13
  20. 20. Sunday, February 17, 13
  21. 21. Problem 1: SilosSunday, February 17, 13
  22. 22. Problem 1: Silos Content workﬂow diagram Understand how content is created, who affects it, and how.Sunday, February 17, 13
  23. 23. Sunday, February 17, 13
  24. 24. Problem 2: ClutterSunday, February 17, 13
  25. 25. Problem 2: Clutter Content inventory Understand what content you have. Can be quantitative or qualitative.Sunday, February 17, 13
  26. 26. Sunday, February 17, 13
  27. 27. Problem 3: Lack of InsightSunday, February 17, 13
  28. 28. Problem 3: Lack of Insight Voice chart Understand how you come across to your users.Sunday, February 17, 13
  29. 29. Sunday, February 17, 13
  30. 30. Problem 3: Lack of InsightSunday, February 17, 13
  31. 31. Problem 3: Lack of Insight Channel map Understand how users interact with each piece of content you create.Sunday, February 17, 13
  32. 32. contentmarketinginstitute.comSunday, February 17, 13
  33. 33. Problem 3: Lack of Insight User testing Understand whether users are able to ﬁnd/ do what they need.Sunday, February 17, 13
  34. 34. There’s so much more... • Governance • Content matrices • Maintenance • Analytics • SEO • Expert reviews • Gap analyses • Content reuse • Reports • Editorial calendars • Style guidesSunday, February 17, 13
  35. 35. Helpful resources for getting started Content Strategy for the Web, by Halvorson & Rach Letting Go of the Words, by Redish Content Rules, by Handley & ChapmanSunday, February 17, 13

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