content strategy in a content economy
DESCRIPTION
David Armano predicts we are entering the content economy. Is your content prepared?TRANSCRIPT
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© 2013 Intentional Design Inc.www.intentionaldesign.ca
@rahelabRahel Anne Bailie
Content Strategy ina Content Economy
Is Your Content Prepared?
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Content Strategy
Business communications
Technical communication IA/Usability Content/info
management
My background
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TOWARD A CONTENT ECONOMY
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Economic evolution
• Agricultural
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Economic evolution
• Agricultural• Industrial
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Economic evolution
• Agricultural• Industrial• Service
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Economic evolution
• Agricultural• Industrial• Service• Knowledge
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Economic evolution
• Agricultural• Industrial• Service• Knowledge• Information
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Economic evolution
• Agricultural• Industrial• Service• Knowledge• Information• Attention
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Economic evolution
• Agricultural• Industrial• Service• Knowledge• Information• Attention• Content
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Content economy subsets
Content economy
Location-based
Geolocation Geofenced
Verified
Endorsed Social relevance
Cultural relevance
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WHAT THIS MEANS FOR CONTENT
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Content has value
• Content is being recognized as a business asset
• Content deserves to be managed with as much care as other assets
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Content has to work well
• Content, like design, is only noticed when there’s a problem with it
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Subsets and relationships
• New user experiences:• Smaller screens as primary entry
point to the content• Mobile commerce and banking• Tablets as entertainment devices
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Multi-screen, multi-dimensional content*
• Ancillary: TV plus tablet for social• Sequential: Use PC, then mobile; or use
mobile, then finish on PC• Simultaneous: Collaboration requiring
instant synchronization between devices
*Thanks to Noz Urbina for the concept of content dimensions
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Subsets and relationships
• Market maturity:• Market differences• Social network penetration• Mobile market• Growth opportunities
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Subsets and relationships
• Cross-market content:• Single language for many markets• Offering native languages in other
markets• Cross-border commerce incurs
content needs
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MEETING THE NEED HEAD-ON
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Content strategy
“A repeatable system that governs the management of content throughout the entire lifecycle.”
- Rahel Anne Bailie, IntentionalDesign.ca
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The content lifecycle
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A tactic is not a strategy
• The analysis and prescription is the strategy
• The rest of the work is implementation
• The earlier in the lifecycle you can get involved, the easier it is to effect change
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Content touch points
• Throughout the customer journey• Multiple variables for various market
conditions, product lines, and so on• Multiple outputs for different devices
and platforms• Localization, which is becoming
more complex
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In the content economy, it means…
Getting content:• From the right sources• On the right platform• To the right people• At the right times• Through the right channels• In the right formats• In the right versions• In the right languages• In the right media
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Work toward an integrated content strategy
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The value of content strategy
Available now fromonline retailers andXMLpress.net
TheContentStrategyBook.com
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Content Strategy in The Content Economy
© 2013 Intentional Design Inc.www.intentionaldesign.ca
Rahel Anne Bailie@rahelab
Thank you