Download - Intro to Content Strategy
![Page 1: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/1.jpg)
Intro to Content Strategy
Sunday, February 17, 13
![Page 2: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/2.jpg)
What is content?
Sunday, February 17, 13
![Page 3: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/3.jpg)
What is content?
• Copy
• Photos
• Video
• Podcasts
• Infographics
Sunday, February 17, 13
![Page 4: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/4.jpg)
What is content?
• Copy
• Photos
• Video
• Podcasts
• Infographics
• Articles
• Music
• Updates
• Illustrations
• Diagrams
Sunday, February 17, 13
![Page 5: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/5.jpg)
The stuff people come to your site for.
Sunday, February 17, 13
![Page 6: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/6.jpg)
http://brownsharpie.courtneygibbons.org/
Sunday, February 17, 13
![Page 7: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/7.jpg)
http://brownsharpie.courtneygibbons.org/
Entropy (n.): Lack of order or predictability; gradual decline into disorder.
(Google)
Sunday, February 17, 13
![Page 8: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/8.jpg)
A website, like any system, will decline into disorder
if left to itself.
Sunday, February 17, 13
![Page 9: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/9.jpg)
A website, like any system, will decline into disorder
if left to itself.
Sunday, February 17, 13
![Page 10: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/10.jpg)
3 Evidences of Entropy
on websites
Sunday, February 17, 13
![Page 11: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/11.jpg)
1. Silos
Michele Massetani on Flickr
Sunday, February 17, 13
![Page 12: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/12.jpg)
@RU2K on Twitter
Sunday, February 17, 13
![Page 13: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/13.jpg)
2. Clutter
UnnaYmir on Flickr
Sunday, February 17, 13
![Page 14: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/14.jpg)
Sunday, February 17, 13
![Page 15: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/15.jpg)
Sunday, February 17, 13
![Page 16: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/16.jpg)
3. Lack of insight
Bilal Kamoon on FlickrSunday, February 17, 13
![Page 17: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/17.jpg)
Tools for battling entropy
Sunday, February 17, 13
![Page 18: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/18.jpg)
Problem 1: Silos
Sunday, February 17, 13
![Page 19: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/19.jpg)
Problem 1: Silos
Stakeholder interviews
Understand who impacts the project, how, and what they want.
Sunday, February 17, 13
![Page 20: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/20.jpg)
Sunday, February 17, 13
![Page 21: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/21.jpg)
Problem 1: Silos
Sunday, February 17, 13
![Page 22: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/22.jpg)
Content workflow diagram
Understand how content is created, who affects it, and how.
Problem 1: Silos
Sunday, February 17, 13
![Page 23: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/23.jpg)
Sunday, February 17, 13
![Page 24: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/24.jpg)
Problem 2: Clutter
Sunday, February 17, 13
![Page 25: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/25.jpg)
Problem 2: Clutter
Content inventory
Understand what content you have. Can be quantitative or qualitative.
Sunday, February 17, 13
![Page 26: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/26.jpg)
Sunday, February 17, 13
![Page 27: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/27.jpg)
Problem 3: Lack of Insight
Sunday, February 17, 13
![Page 28: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/28.jpg)
Problem 3: Lack of Insight
Voice chart
Understand how you come across to your users.
Sunday, February 17, 13
![Page 29: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/29.jpg)
Sunday, February 17, 13
![Page 30: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/30.jpg)
Problem 3: Lack of Insight
Sunday, February 17, 13
![Page 31: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/31.jpg)
Channel map
Understand how users interact with each piece of content you create.
Problem 3: Lack of Insight
Sunday, February 17, 13
![Page 32: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/32.jpg)
contentmarketinginstitute.com
Sunday, February 17, 13
![Page 33: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/33.jpg)
User testing
Understand whether users are able to find/do what they need.
Problem 3: Lack of Insight
Sunday, February 17, 13
![Page 34: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/34.jpg)
There’s so much more...
• Governance
• Maintenance
• SEO
• Gap analyses
• Reports
• Style guides
• Content matrices
• Analytics
• Expert reviews
• Content reuse
• Editorial calendars
Sunday, February 17, 13
![Page 35: Intro to Content Strategy](https://reader034.vdocument.in/reader034/viewer/2022052522/54b7827e4a7959db528b462b/html5/thumbnails/35.jpg)
Helpful resourcesfor getting started
Content Strategy for the Web,by Halvorson & Rach
Letting Go of the Words,by Redish
Content Rules,by Handley & Chapman
Sunday, February 17, 13