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10 THINGS I LEARNED IN 10 YEARS AS A CONTENT STRATEGISTRachel Lovinger @rlovingerCS Forum, 5 October, 2016

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©2016 All rights reserved.

• Experience Director, Content Strategy; Razorfish New York

• Became a content strategist: 24 April, 2006

• Twitter: @rlovinger

• (Doing work related to content strategy since 2000)

ABOUT ME: RACHEL LOVINGER

Less is MoreLearning 0

4BE CONCISE

From “11 Mistakes You Make At Work Every. Single. Day.” Huffington Post

8 THINGS I LEARNED IN 16 YEARS OF DOING CONTENT STRATEGYRachel Lovinger @rlovingerCS Forum, 5 October, 2016

Photo by Brickspace

Everything is ContentLearning 1

7CS: THE PHILOSOPHY OF DATA (2007)

8EW.COM – A WEBSITE ABOUT ENTERTAINMENT

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DEFINING CONTENT

Documents

Discussion

Copy Video

Data

Metadata

Images

Email

Content isn’t just copy

Audio

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Medium Paper Ink Staples

Content Words Images

NEWSPAPER

Photo by Newspaper Club

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Medium (“Non-content”) Bits

Content Bits

DIGITAL CONTENT

Photo by Newspaper Club

The Medium is the Message- Marshall McLuhan

P.S. Now the Medium and the Message are both made up of bits.

13CONTENT MANAGEMENT SYSTEM

Manages content

Could also manage:• Metadata• Layouts• Styles• Design Elements• All the code

Great! But… That’s a lot of responsibility

for one person.

Photo by Jeff Eaton

[Content] strategy, the intuitive entry point for changing hearts and minds, is a “big, big world” that…currently covers perhaps too many sins for its own good. It’s time

for a conversation about what sits under the “everything” umbrella.

- Jessica Collier, Our Narratives, Ourselves (2016)

16CONTENT IS THE ELEPHANT IN EVERY ROOM

No one person can do all of these things, but if everyone only focuses on their own bit, no one thinks about the big picture.

Illustration from “The Discipline of Content Strategy,” by Kristina Halvorson (2008).

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Illustration from “Tinker, Tailor Content Strategist,” by me (2012).

For a content strategy to succeed, someone has to:

• Be aware of how all the aspects of content are intertwined

• Bring them together into a cohesive plan

• Advocate for the content plan at all stages of a project, across all members of the project team

TAMING THE BIG (CONTENT) PICTURE

Content is CommunicationLearning 2

19TRADITIONAL MEDIA: BROADCAST MODEL

Photo by Jay Reed

20DIGITAL MEDIA: MULTIDIRECTIONAL COMMUNICATION

Phot

o by

Mor

itz

21IT’S ONLY GOING TO GET MORE COMPLICATED

Photo by Markus Lütkemeyer

Content Strategy is concerned with content Systems, not just content.

Learning 3

23CS: THE PHILOSOPHY OF DATA (2007)

Content Strategy is to Copywriting as Information Architecture is to Design

CS : Writing ::

IA : Design

25HOWARD BEATTY, NEWSPAPER EDITOR (1930s)

Photo by Ann Althouse

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Photo by The Rookie Reporter

WORKS WITH CONTENT EVERY DAY

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Photo by Alyson Hurt

SHAPES IT, PREPS IT & DEPLOYS IT

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Photo by Global Editors Network

MAKES PLANS FOR NEW CONTENT

29CONTENT STRATEGISTS BUILD A FRAMEWORK

Photo by Danielle York

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The tools, processes & resources we need to successfully create and distribute content:

• Easy-to-use publishing tools

• A repeatable content workflow

• Clearly defined goals and constraints

• Governance for escalating decisions

• An intuitive and flexible process

A CONTENT FRAMEWORK

Photo by Jeff Eaton

Author Experience is critical to Content Strategy

Learning 4

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Brilliant!

JUST IMAGINE, YOUR CONTENT STRATEGY IS…

Delightful! On brand! Engaging!

Photo by clement127

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• Crappy CMS

• Confusing decision points

• Designs that don’t accommodate the content

• Different interpretations of the guidelines

THEN REALITY SETS IN

Photo by Kristina Alexanderson

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Not following design & content guidelines:

1. Promos were were meant to highlight marketing content, but this one just points to products

2. Missing a small promo, which leaves a hole in the grid

3. A second large promo is used, but that style was only meant to be used in the lead spot

THE CONTENT & EXPERIENCE BECOME DEGRADED

The team needs to know what to do and needs tools to help them do it

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• How the design system works, what it’s intended to do

• How to make decisions at points where there are options

• They need to be empowered to make decisions when they encounter content not anticipated by the designs

KNOWING WHAT TO DO

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• Publishing tool that are intuitive to use• Specs for things that aren’t intuitive (and inline help)• Photoshop templates for image sizes, safe zones, etc.• Ability to preview content in as many relevant contexts as possible

(for example, breakpoints)• Tools that provide machine assisted

support for tedious & repetitive but predictable tasks

TOOLS THAT HELP THEM DO IT

38PEOPLE TAKE SHORTCUTS WHEN OVERBURDENED

Replace or remove

Photo by clement127

39POOR METADATA

Copyright © 2010 Reurers

Intelligent Content needs to be Well-Structured

Learning 5

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• Content is stored separately from any display information

• Distinct content types are identified, with unique attributes

• Content is stored in discrete, meaningful chunks

• Content is combined with a layout and design elements right before being delivered to a webpage, app, skill*, etc.

• Content is delivered in the appropriate format for the device

“WELL-STRUCTURED CONTENT” MEANS

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CONTENT MODELLING

Translate designs into flexible content chunks

Chart Song

Album Page

Artist Profile

Content Attributes

Content Types

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Which types of content are different enough that they might warrant a unique structure?

IDENTIFY UNIQUE CONTENT TYPES

© A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Noble

Article Quiz

Slide show

Recipe

Event

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DEVELOP A FLEXIBLE CONTENT MODEL

TitleAuthor

Show EpisodeTags

ImageCaptio

n

Time

LevelYield

Ingredient 1

Ingredient 2

Ingredient 3

Etc…

Directions

Guide / Menu

Recipe © Food Network

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For each element on the page:• What is the purpose of this

element?• What is its content?• What is the source of the content?• How much content can it hold?• What happens to “spillover?”• How often does the content

change?• In what way does the content vary?• Does the content expire?• Etc..

CONTENT MODELLING FOSTERS DISCUSSION

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Involve designers and developers. Ideally, content producers as well.

CONTENT MODELLING PROCESS

These activities enables us to:• Verify that the design makes

sense for real content• Advise on best setup of the

CMS to support the design• Advise on best setup of the

CMS to support good authoring experience and content production processes

Photo by Stephen Ritchie

Intelligent Content needs to be Well-Described

Learning 6

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The content contains (often hidden) information that:

• Explains precisely what the content is about

• Indicates how it can be used

• Provides cues on how to best display or “run” it

• Indicates how it’s related to other content and services

• Is captured in a machine-readable form

“WELL-DESCRIBED CONTENT” MEANS

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Title: Ta-dah!Description: That’s a serious jello mold!Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLucaTaken on: February 14, 2010Taken with: Fujifilm FinePix F70EXRUsage Rights: CC-BY Some rights reservedSource URL: http://www.flickr.com/photos/dandeluca/4360567363

CONTENT STRUCTURE

Photo by Dan DeLuca `

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Title: Ta-dah!Description: That’s a serious jello mold!Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLucaTaken on: February 14, 2010Taken with: Fujifilm FinePix F70EXRUsage Rights: CC-BY Some rights reservedSource URL: http://www.flickr.com/photos/dandeluca/4360567363

METADATA

• Gives the content context and meaning and helps platforms and systems understand how to use it

• Some is authored, some is machine generatedPhoto by Dan DeLuca `

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• Subjects, people, places, events, and products

• Answer to questions such as:• Where did the content come from?

• Are there restrictions on how it can be used?

• Is the content time-sensitive or evergreen?

• Is the content part of a larger story or set of content, without which it doesn’t make as much sense?

• What information is included when people share the content via social media?

WELL DESCRIBED CAN INCLUDE

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• Star Wars: Episode I -- The Phantom Menace• Episode 1• Episode I• Phantom Menace• Star Wars Episode I The Phantom Menace• Star Wars Episode I: The Phantom Menace• Star Wars prequel• Star Wars: Episode 1 -- The Phantom Menace• Star Wars: Episode i -- the Phantom Menace• Star Wars: Episode I: The Phantom Menace• Star Wars: Episode I--The Phantom Menace• Star Wars: Episode I--The Phantom Menance• Star Wars: Episode One -- The Phantom Menace• Star Wars: The Phantom Menace• Star Wars: The Phantom Menace -- Episode I• The Phantom Menace• The Phanton Menace

STANDARDIZING KEYWORDS

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• More Precise Search

• More Usable Browse

• Contextual Linking

• Automated Content Aggregation

• Syndication

• Access Permissions

• Personalized Content

• Other Advanced Functionality

HOW METADATA IS USED

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Increasingly important as content ecosystems incorporate more machine intelligence, and content moves through autonomously.

METADATA STRATEGY

Photo by Cade Roster

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• Nimble: A Razorfirsh Report on Publishing in the Digital Age

• Content Modelling: A Master Skill

• Metadata is a Love Note to the Future

• Metadata Workshop

• My other presentations on Slideshare

MORE INFO ON CONTENT STRUCTURE & METADATA

Content Strategy is concerned with content Systems, not just content.

Learning 3, revisited (briefly)

57FRONT END AND BACK END

Source “Why You Need Two Types of Content Strategist”, by Ann Rockley (2016)

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Front EndSupports the design and creation of the content itself. Content Design Editorial Strategy Content & Channel

Planning Content Creation

Back EndSupports the design and creation of the systems that manage and deploy content. Content Model Metadata Content Delivery

TWO DISTINCT FOCUSES

Photos by Ewald Straßmann: outside and inside

Content decisions are tied to bigger strategic initiatives and

measurable goals.

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Articulates the following:

• Summary of insights from audit, interviews, and other research

• Primary content opportunities

• Content Vision Statement

• Content Principles

• Activities that will get you to the future state

CONTENT VISION BRIEF

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• Vision Statement:

“Become a media company. Become the most useful brand in the word”

• Content Principles:

EXAMPLE: A CLOTHING COMPANY

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• Vision Statement:

Unleash the power of digital to help engineers design solutions for the world’s toughest challenges.

Content is the basic unit of digital power. Our digital offerings will only be as strong as the

content that drives them.

• Content Principles:

EXAMPLE: B2B ELECTRONICS PARTS COMPANY

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• Vision Statement:

The industry-leading digital platform serving information, insights, and tools that transform the power of healthcare partnerships to

bring lasting value to customer relationships across the globe.

• Content Principles:

EXAMPLE: GLOBAL MEDICAL DEVICE COMPANY

Based on these, develop a picture of what the future will look like and

THEN decide what activities will get you there.

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• Watch video: https://vimeo.com/38458933• View slides: http://www.slideshare.net/ekissane/little-big-systems-interlink-edition/

ERIN KISSANE: “LITTLE BIG SYSTEMS”

Content Strategy isn’t a practice, it’s a Methodology

Learning 7

67NO ONE WOULD JUST SAY “I’M A SCIENTIST”

Photo by clement127

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• A body of techniques for investigating phenomena

• Employs systematic, empirical observation and measurement

• Verified through repeated experiments

• Based on the formulation, testing, and modification of hypothesesBiology: Anatomy, Astrobiology, Biochemistry, Biogeography, Biological engineering, Biophysics, Behavioral neuroscience, Biotechnology, Botany, Cell biology, Conservation biology, Cryobiology, Developmental biology, Ecology, Ethnobiology, Ethology, Evolutionary biology, Genetics, Gerontology, Immunology, Limnology, Marine biology, Microbiology, Molecular biology, Neuroscience, Paleontology, Parasitology, Physiology, Radiobiology, Soil biology, Sociobiology, Systematics, Toxicology, Zoology

Chemistry: Acid-base, Analytical, Environmental, Inorganic, Nuclear, Organic, Physical, Solid-state, Supramolecular, Sustainable, Theoretical, Astrochemistry, Biochemistry, Crystallography, Food chemistry, Geochemistry, Materials science, Molecular physics, Photochemistry, Radiochemistry, Stereochemistry, Surface science

Earth sciences: Climatology, Ecology, Edaphology, Environmental science, Geodesy, Geography, Geology, Geomorphology, Geophysics, Glaciology, Hydrology, Limnology, Meteorology, Oceanography, Paleoclimatology, Paleoecology, Palynology, Pedology, Volcanology

Healthcare: Medicine, Veterinary, Dentistry, Midwifery, Epidemiology, Pharmacy, Nursing

Physics: Classical, Modern, Applied, Experimental, Mechanics, Molecular, Nuclear, Particle, Plasma, Quantum mechanics, General relativity, Thermodynamics

THE SCIENTIFIC METHOD

69PRACTITIONERS OF CONTENT STRATEGY

Taxonomist UX WriterSearch Content

StrategistContent Designer

Tech Writer

Editorial Strategist

Social Media

Strategist

Content Marketer

Product Content

StrategistContent Engineer

Information Scientist

Content Planner

Strategist Information Architect

Data Scientist

CMS Developer Copywriter Designer

Phot

o so

urce

: Bri

kim

edia

.com

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• Ex-editors focus on editorial strategy and messaging.

• Ex-designers focus on content and product design.

• Ex-librarians focus on info architecture and metadata.

• Ex-developers focus on content structure and publishing.

• Ex-marketers focus on content marketing and social.

OUR BACKGROUNDS INFLUENCE OUR FOCUS

Illustration by Richard Ingram

71THAT’S OK!

Photo by Aimee Ray

We need lots of content specialists, not lots of content unicorns.

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• A body of techniques for working with content

• Content decisions are tied to strategic initiatives and measurable goals

• Content decisions are made using user-centered design principles

• Content strategy is interdisciplinary

PROPOSAL: THE CONTENT STRATEGY METHOD

Photo by Jeff Eaton

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We tend to call all of these people “Content Strategist”

ISSUE 1: IDENTITY CRISIS

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Content Strategist

Phot

o so

urce

: Bri

kim

edia

.com

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There should still be a ringleader, someone who articulates the goals and ensures that all content work is heading in the right direction.

ISSUE 2: WHO TAMES THE BEAST?

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It’s not helpful when we see what others are doing and say “That’s not content strategy, what I do is content strategy.”

ISSUE 3: WE NEED TO LET GO OF JUDGEMENT

Photo by julochka

Content Strategy is in its Adolescence

Learning 8

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• Mean girls

WE CAN BE PETTY & TERRITORIAL

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For example: Endless blog posts on “what is content strategy?”

WE’RE PAINFULLY REFLECTIVE

79WE’RE SORTING OUT OUR IDENTITY

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We’re different from Editors, Information Architects, Copywriters, Content Marketers, etc.

WE’RE DESPERATELY TRYING TO INDIVIDUATE

81IT’S AN AWKWARD TIME, BUT THERE’S GREAT POTENTIAL

The need for people who can help make

sense of it all is only going to grow.

Everything is content and the digital

landscape is still largely uncharted

territory.

82SO, LET’S GO DO SOME CONTENT STRATEGY!

Source: Getty Images, via The Telegraph

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0. Less is More

1. Everything is Content

2. Content is Communication

3. Content Strategy is concerned with content Systems, not just content.

4. Author Experience is critical to Content Strategy

5. Intelligent Content needs to be Well-Structured

6. Intelligent Content needs to be Well-Described

7. Content Strategy isn’t a practice, it’s a Methodology

8. Content Strategy is in its Adolescence

SUMMARY OF LEARNINGS

Photo by Jeff Eaton

Thanks!Rachel Lovinger

@rlovinger

Photo by Jimmie