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CONTENT STRATEGY:What’s Real, What’s Relevant
Kristina Halvorson | Web 2.0 Expo San Francisco | 04.01.09
WHO AM I?• President, Brain Traffic
• Speaker, conferences
• Author, in training
WHO AM I? • Advocate, importance of planning for
content
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HOW DID THIS HAPPEN?
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
Content StrategistContent
Strategist
SKILLSET.ORG
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Web Writer
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Web Writer
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
LIES WE TELL OURSELVES
• “The copy shouldn’t be that big of a deal.”
• “We already pretty much know what we want to say.”
• “We already have most of the content.”
• “We’ll fix it post-launch.”
THIS IS COPYWRITING.
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
CONTENT STRATEGYPlans for the creation, publication, and governance of content.
•TEXT
•GRAPHICS
•VIDEO & ANIMATION
•AUDIO
STRATEGYA plan for obtaining a specific goal or result.
NOT JUST …! A series of educational articles
! Blogs by our employees
! A sponsored channel on YouTube
! CEO Twitter account
! More cowbell
NOT JUST …! What
BUT …! What
! Why
! How
! For whom
! By whom
! With what
! When
! Where
! How often
! What next
THIS IS WEB 2.0?• Where do you start?
– Facebook (page? API?)
– Flickr
– YouTube
– Wikipedia
– Employee blogs
– Community forums
• Search – findable content is valuable content
• Links – guides to important content
• Authoring – ability to create constantly updatable content
• Tags – categorization of content with simple, one-word descriptions
• Extensions – automation of work/patterns in content
• Signals – RSS (Really Simple Syndication) notifies users of change in content, fast
THIS IS WEB 2.0.
HOW DOESIT WORK?
1. PRODUCT2. PROCESS3. PEOPLE
1. PRODUCT
Brands are now used more than they are preferred.
Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.
— The Brand Bubbleby John Gerzema and Ed Lebar
WEB CONTENT MUST WORK FOR YOU.
WEB CONTENT MUST WORK FOR ME.
BUSINESS OBJECTIVES+ USER GOALS
USEFUL.USABLE.ENJOYABLE.
2. PROCESS
Consider the masthead. Writers, copyeditors, art director and staff, ad sales, production, managing editor, the EIC, the publisher.
Publishing is complex.
— Jeffrey MacIntyre
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
This picture is incomplete:
The model outlined here does not
account for secondary
considerations (such as those
arising during technical or content
development) that may influence
decisions during user experience
development.
NON-CONTENT OWNER
COPYWRITER
... pause …
... pause …
PLAN.CREATE.PUBLISH.GOVERN.
PLAN.CREATE.PUBLISH.GOVERN.
3. PEOPLE
Brand/Marketing
UX/Web Strategy
CMS/ IT
The Business
???
Brand/Marketing
UX/Web Strategy
CMS/ IT
The Business
CONTENTSTRATEGY
Server Administrator
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
Content StrategistContent
Strategist
SKILLSET.ORG
PARADIGM SHIFT
THE WORLD OF MARKETING
THIS IS ALL (web) CONTENT.
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
Thanks.E kristina@braintraffic.com
W braintraffic.com/blog
T @halvorson
Resources• CONTENT STRATEGY
• http://alistapart.com/issues/274
• http://tr.im/lovingercs
• http://www.cmsreview.com/Stages/
• http://tr.im/CSslideshare
• http://tr.im/PublishersandCS
• WRITING FOR THE WEB• http://tr.im/redish
• ALSO MENTIONED• http://thebrandbubble.com
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