social media ch. 3

Natalie Bradfield & Jon Yearwood

*Chapter 3: SOLUTION

*Content Strategy

*Examine what is and is not content strategy

*Examine key elements of content strategy

*Explore who does the work

*What is Content Strategy?

*But first, what is “content”?

-What a user came to see, read, learn

*From a business standpoint, content is

-CRITICAL INFO.!

-A website, application, intranet

-Created to contain, deliver, & communicate

*Content Strategy

*How to meet organizational and user goals and needs simultaneously

*It guides plans for creating, delivering & managing content

-How to use content

-Decisions about content

-Set goals to measure success of content

http://www.youtube.com/watch?v=Kpv_lxdKxCk

*Content Strategy

*May focus on actual creating and formatting

-Editorial, structural & technical aspects

*May be an enterprise-wide effort/ high-level business strategy

-Make decisions to select and execute certain content to a specific audience

*What isn’t Content Strategy?

*A series of educational articles

*A full-service, online knowledge base

*An employee blog post series

*A new tablet subscription service

*Social media

*(These are considered tactics)

*What isn’t Content Strategy

*A strategy is an idea that sets the direction for the future

*“Will this help us to where we’re going?”

*http://www.youtube.com/watch?v=F_fH5Z-RJfc

*How Does Content Strategy Work?

*“The Quad”

-An image the displays the critical components of content strategy

*Components that affect whether or not your content ends up usable and stable to users and businesses

*How Does Content Strategy Work?

*Core Content Strategy*Substance

–Topics, types, sources, tone, style -What message we need to communicate to our

audience

*Structure–How content is prioritized, organized,

formatted, and displayed

*Workflow –The process, tools and human resources we

need to create and maintain ongoing content

*Governance –Consistent managing of changes &

updates

*Who Does Content Strategy?

*For ideally large or complex projects:

*Web writers & editors

*Information architects

*Database managers

*Subject matter experts

*What does a content strategist do?

*Oversees content initiatives

*Examine and analyze factors that impact content

*Gather, edit, and analyze existing content

*Updating existing content

*Grouping and tagging content

*Maintaining and governing content post-launch

*Content Strategy in Other Disciplines*Messaging & Branding

-The “story” behind the content: brand values

*Web Writing

-Writing useful, usable content intended for online delivery

* Information Architect

* -The design of navigation systems to help people find and manage info. More successfully

*Search Engine Optimization

-Increase potential relevance to specific key words on web & site search engines

*Metadata Strategy

-(Data about data) Identify, organize, use & reuse content to appeal to key audiences

*Content Management Strategy

-Capture, store, deliver & preserve an organization’s content

*Content Goals!

*Content strategy connects real content to real people

*Content vs. Non-Content Strategy