ipc 2016: content strategy for developers

Content Strategyfor Developers

Robert Lemke

CEO FlownativeProject Founder Neosrobert@flownative.com@robertlemke

“Content strategy is […]a repeatable system that governs t he management of content throughout the entire content lifecycle.

Rahel Anne BailieIntentionalDesign Inc.

“Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.

Steven Grindlay et al.Content Strategy Alliance

“Okay, content is important, sure, but we really have to get that website done now.

Joseph M. ManagerYour Average Web Agency Inc.

just take the content from the old

website for now!

HOW DID THAT

LOREM IPSUM END UP

ON THE LIVE SITE ?!!

Let’s take a look at a little bit of this and that.

Content strategy is a broad topic.

1. plan 2. assess 3. analyze 4. design 5. maintain

1Purpose

What are we creating this website for?** who eventually pays the bill?

just take the content from the old

website for now!

User-centric design means that the product must satisfy real human needs.

Content is King*

Make sure that everyone in the team knows the purpose.

“Our mission: Make everything hyper great.

Sell our products.

> vague and meaningless

Sell this one cool product.

> too big> too many steps

List and explain advantages of this one cool product.> maybe achievable> but lacking target audience

Show how this one cool product can help young physicians.> you know your audience > content can be very specific

A website without meaningful contentis not worth your code.

2Structure

Many websitesare no better than PDFs convertedto HTML.

WEB PAGES!😱

What’s so bad about unstructuredcontent?

Robots don’t understand unstructured content.

If robots can’t understand your content they can’t help you orchestrating it.

Screenshot: Karen Mc Grane

Don’t write for justone channel

Don’t write for justone channel *

* okay, got ya, we’ll create a website for mobile, too

RWD FTW!

Content needs to be adaptive.

Start creatingcontent models.

Create project-specific content types.Neos allows you to do that just with configuration,no programming required.

ContentTypes

Twitter teaser?Apple Watch headline?

If you create channel-specific content types,you’re probably doing it wrong.

Twitter teaser?Apple Watch headline?

Short teaser. Medium teaser. Super short abstract.

Separation of content and presentation.This time for real.

Add metadata!

[x] show on front page[x] hide in iOS app

[x] breaking news[x] top story

Automate content orchestration.

3Quality

Make content thecentral aspect of your website project.

Invest intoplanning, analysis& design.

robert@flownative.com www.flownative.com

@robertlemke

your thoughts?