ghosts of content strategy: past, present, and future

© 2016 Tanzen

GHOSTS OF CONTENT STRATEGY: PAST, PRESENT, AND FUTURE

Content Strategy NYC Meetup December 7, 2016

Carrie HaneTanzen Consulting @carriehd

© 2016 Tanzen @carriehd

HELLO!

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Content Strategist

CARRIE HANE

Mom

© 2016 Tanzen @carriehd

TONIGHT’S AGENDA

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1 How did we get here?HISTORY OF CONTENT STRATEGY

2 Where do things stand today?STATE OF DISCIPLINE TODAY

3 Where are we going and how do we get there?FUTURE CONTENT STRATEGY

4 What questions to you have?DISCUSSION

© 2016 Tanzen @carriehd

HISTORY OF CONTENT STRATEGY

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Rachel Lovinger publishes “Content Strategy: The Philosophy of Data” in Boxes & Arrows

2007

Content Strategy for the Web is published

2010

First Confab: The Content Strategy

Conference is held and sells out

2011

2,301 jobs returned for “content

strategist” on Indeed

20162012

2nd edition of Content Strategy for the Web introduces “the Quad”

Krisitna Halvorson publishes “The

Discipline of Content Strategy” in

A List Apart

2008

© 2016 Tanzen @carriehd

VOCABULARY OF BACK-END CONTENT STRATEGY

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Back-end content strategy

Planning appropriate structure, technology, and processes to support content reuse.

Structured content

Information that is planned, developed, and connected outside of an interface. It treats content as as data so that it makes sense to people and computers.

Content model

A representation of the types of content and their relationships.

Content that is structured to optimize performance with technology. It is structurally rich, semantically categorized, automatically discoverable, reusable, reconfigurable, and adaptable.

Intelligent content

© 2016 Tanzen @carriehd

BACK-END CONTENT STRATEGY TASKS

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BACK-END CONTENT STRATEGY IN CONTEXT

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© 2016 Tanzen @carriehd

BENEFITS OF BACK-END CONTENT STRATEGY

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• Takes content out of its silos • Atomizes content so it can be reused, remixed, restyled • Makes content available for each channel, device,

audience segment • Put technology to work to deliver content • Focuses on author as user in the design of the CMS • Ensures extensibility and scalability • Future friendly – ready for whatever is next

© 2016 Tanzen @carriehd

MY TIMELINE

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2008 2014 20161999

I am a webmaster! What am I?

I am a back-end content strategist!

I am a content

strategist!

© 2016 Tanzen 10

We need to be trying to work ourselves out of a job as content strategists. Success means that content strategy is not a separate discipline but an integral part of business strategy and operations.

“Future of Content Strategy

“

© 2016 Tanzen @carriehd

Senior Leaders

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CEO

Workers

Department Heads

TODAY’S TYPICAL ORGANIZATIONAL STRUCTURE

IT

Comms

Marketing

Pubs

UX

CONTENT CREATORS

© 2016 Tanzen @carriehd

FUTURE, CONTENT-ORIENTED STRUCTURE

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CCO

CEO

CIO

Channel Managers System Managers

Social

Web

Email

Print

CRM Server

Analytics

© 2016 Tanzen @carriehd

BACK-END CONTENT STRATEGY IN PRACTICE

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FUTURE-FRIENDLY CONTENT

Defines subject universe, prioritizes, aligns stakeholders

DOMAIN MODELING CONTENT MODELING IMPLEMENTATIONDefines which content

to expose & containers

Plan system to support content and

relationships

© 2016 Tanzen 14

Questions for you

Is back-end content strategy happening where you work? How? Where? Why not?

Could you do domain modeling?Why? How? Why Not?

© 2016 Tanzen 15

Your Questions

© 2016 Tanzen ‹#›

THANK YOU

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Carrie Hane

tanzenconsulting.com

carrie@tanzenconsulting.com @carriehd