intro to content strategy and 2017 trends

What is content strategy?Problems content strategy can solveRelated disciplines2017 trends

Content strategy meet up

What is content?

News articleBlogpost Opinion articlePhotosInfographicVideoPodcastWhitepaperSurveyGuideFAQReviewMetadataProfileProduct informationInterviewIllustration

TweetFacebook postNewsletterE-mailFormE-bookWebinarLinkedIn post

BrochureGuideCatalogueLabelNewspaperMagazine…

What is content strategy?

Content strategy is the planning for ‘the creation, publication and governance of useful, usable content’

Kristina Halvorson

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

Content Strategy Alliance

We’ve always been doing it but didn’t know it had

a name…

(editorial/publishing background)

We need to start doing this…

(business background)

We need a content strategy…

(business background)

What problems can content strategy solve?

We need a mobile-first, user-centered, personalised websiteWe need it in 5 different languagesWe need to have a unique character in the way we speak We need to audit and organise our contentWe need someone to create, upload, expire and manage our

content on a daily basisWe need a clear process to follow when managing contentWe need to know how long it takes and how much it costsWe need to measure success

(and we only have a part-time intern to work on this)*

*This is a problem content strategy can’t solve. At least yet.

Who we work with…

UX – DesignersTo make sure the content supports the user journeys and fits the design

ResearchersTo understand what is useful and engaging to the users

Data analystsTo understand what the situation of the current content is, what works and what not

Creatives & subject experts To brief and produce appropriate content

Marketing – SalesTo get market insights and involve them in the process of content production/governance

DevelopersTo make sure that the system helps make the right content show in the right places at the right time and is efficient to manage

What should we expect in 2017?

Personalisation

0 Meaningful segmentation0 Rules - algorithms0 Research0 A BIG content pool0 Taxonomy, metadata0 Resourcing0 Appropriate CMS0 Analytics - tracking

! Respect the user !

Mobile – connected devices

0 Short activity bursts0 Visual - ‘Bite-size’ content

0 Devices - wearables0 Operating systems

Tech and editorial

0 Content commission0 Review - revise0 Approve0 Upload, publish, expire0 Metadata0 Reporting0 Payment0 Budget tracking0 Internal communication

‘Global newsrooms’

0 Inhouse content0 Always-on0 Centralised0 Scalable

User generated content0 Reviews - opinions0 Recommendations

0 Personal experiences0 Discussions

Read more…

0 Intro to content strategy0 Content strategy basics (video)0 Content work checklist0 Content strategy and UX0 Content strategy for personalised websites0 Content strategy across connected devices