creating a content strategy
DESCRIPTION
By asserting that content strategy is the intersection of business analysis, user experience, and content development, we are laying claim to a profound change in the way we treat content. And we expect no less from the organizations that content serves. When we treat content, instead of a drain, as a corporate asset, when we look at its untapped potential instead of its cost, when we think about content in terms of consumer and corporate benefit, we are looking at content through a strategic lens.TRANSCRIPT
Creating a Content Strategy
RAHEL ANNE BAILIE, Senior Content StrategistINTENTIONAL DESIGN INC.
DANCING IN HIGH HEELS, BACKWARDS
"Sure [Fred Astaire] was great, but
don't forget Ginger Rogers did
everything he did backwards . . .
and in high heels!"
-- Bob Thaves 1982 © NEA Inc.
Publishing Process
Research
Write and edit
Approvals
Translate
Publish
Day 0
The Real Story
Publishing deadline
Translation deadline
Approval deadline
Editorial deadline
Development deadline
Day 0
But Actually …
Research
Write/Edit
ApprovalsTranslate
Publish
CONTENT STRATEGY: SOME COMMON DEFINITIONS
What Is:
• Content:– Contextualized data
• Content Strategy:– Repeatable system that governs the management
of content throughout the entire lifecycle• Content Lifecycle:
– Iterative processes implemented as part of a content strategy
The Real Content Lifecycle
The Strategy Part
STRATEGYTACTICAL
TACTICAL
TACTICAL
ASKING THE BIG QUESTION: WHY?
USER/CUSTOMER GOALS
USER
EXPERIEN
CE
User resarch, touchpoints,
ethnographics, etc.
PRODUCT / PROJECT(outcome)
CONTENT STRATEGYContent lifecycle management:
strategic analysis, content collection, production/management, publishing
REQ
UIR
EMEN
TS A
NA
LYSI
SB
A, R
OI,
cost
ben
efit
anal
ysis
, pro
fess
iona
lse
rvic
es, i
mpl
emen
tatio
n, in
tegr
atio
n,
gove
rnan
ce, e
tcArticulated
Derived objectives
Adjunct objectives
CORP/ ORG / CLIENTGOALS
Strategic goals
Tactical objectives
DESIGNApplication to the project
(IA, UX, IxD, etc)Specs, wireframes, flows
COMMUNICATION GOALSEditorial strategy, localization strategy, metadata strategy, workflow and production design, social
media strategy, delivery strategy
Ideals Harsh realities
Technical aspects
CONTENT STRATEGY: GOING UPHILL, BACKWARDS
Implementation ComponentsPost-Publishing
Publishing
Management
Technical
Collection
Creation
Sunset or evaluate and iterate? Archiving?
How many channels? Variations?
Components? Business rules?
Components? Standards?
Localization? Other versioning?
Voice and tone? Re-use? Style guide?
Content Strategy ComponentsBusiness require-ments matrix Gap
analysisContent
inventoryContent
auditContent
PlanMetadata strategy
Govern-ance Plan
Content matrix
Process models
Content models
User research
Flow diagrams
Personas, scenarios
Wire-frames
Delivery design
Custom, personal
viewsLocaliz-
ation planStandards guidelines
Content migration
Templates
WHY:ALL IN THE CONTEXT
USER/CUSTOMER GOALS
USER
EXPERIEN
CE
User resarch, touchpoints,
ethnographics, etc.
PRODUCT / PROJECT(outcome)
CONTENT STRATEGYContent lifecycle management:
strategic analysis, content collection, production/management, publishing
REQ
UIR
EMEN
TS A
NA
LYSI
SB
A, R
OI,
cost
ben
efit
anal
ysis
, pro
fess
iona
lse
rvic
es, i
mpl
emen
tatio
n, in
tegr
atio
n,
gove
rnan
ce, e
tcArticulated
Derived objectives
Adjunct objectives
CORP/ ORG / CLIENTGOALS
Strategic goals
Tactical objectives
DESIGNApplication to the project
(IA, UX, IxD, etc)Specs, wireframes, flows
COMMUNICATION GOALSEditorial strategy, localization strategy, metadata strategy, workflow and production design, social
media strategy, delivery strategy
Ideals Harsh realities
Technical aspects
DISCUSS…
Resources
delicious.com/rahelab (Tag: content_strategy)
knol.google.com/k/content-strategyuxbooth.com
Complete Beginner’s Guide to Content StrategyManaging Enterprise ContentThe Web Content Strategist’s BibleContent Strategy for the WebThe Whuffie Factor
RAHEL ANNE BAILIEINTENTIONAL DESIGN INCWWW.INTENTIONALDESIGN.CA