Intro to Content Strategy

Sunday, February 17, 13

What is content?

Sunday, February 17, 13

What is content?

• Copy

• Photos

• Video

• Podcasts

• Infographics

Sunday, February 17, 13

What is content?

• Copy

• Photos

• Video

• Podcasts

• Infographics

• Articles

• Music

• Updates

• Illustrations

• Diagrams

Sunday, February 17, 13

The stuff people come to your site for.

Sunday, February 17, 13

http://brownsharpie.courtneygibbons.org/

Sunday, February 17, 13

http://brownsharpie.courtneygibbons.org/

Entropy (n.): Lack of order or predictability; gradual decline into disorder.

(Google)

Sunday, February 17, 13

A website, like any system, will decline into disorder

if left to itself.

Sunday, February 17, 13

A website, like any system, will decline into disorder

if left to itself.

Sunday, February 17, 13

3 Evidences of Entropy

on websites

Sunday, February 17, 13

1. Silos

Michele Massetani on Flickr

Sunday, February 17, 13

@RU2K on Twitter

Sunday, February 17, 13

2. Clutter

UnnaYmir on Flickr

Sunday, February 17, 13

Sunday, February 17, 13

Sunday, February 17, 13

3. Lack of insight

Bilal Kamoon on FlickrSunday, February 17, 13

Tools for battling entropy

Sunday, February 17, 13

Problem 1: Silos

Sunday, February 17, 13

Problem 1: Silos

Stakeholder interviews

Understand who impacts the project, how, and what they want.

Sunday, February 17, 13

Sunday, February 17, 13

Problem 1: Silos

Sunday, February 17, 13

Content workflow diagram

Understand how content is created, who affects it, and how.

Problem 1: Silos

Sunday, February 17, 13

Sunday, February 17, 13

Problem 2: Clutter

Sunday, February 17, 13

Problem 2: Clutter

Content inventory

Understand what content you have. Can be quantitative or qualitative.

Sunday, February 17, 13

Sunday, February 17, 13

Problem 3: Lack of Insight

Sunday, February 17, 13

Problem 3: Lack of Insight

Voice chart

Understand how you come across to your users.

Sunday, February 17, 13

Sunday, February 17, 13

Problem 3: Lack of Insight

Sunday, February 17, 13

Channel map

Understand how users interact with each piece of content you create.

Problem 3: Lack of Insight

Sunday, February 17, 13

contentmarketinginstitute.com

Sunday, February 17, 13

User testing

Understand whether users are able to find/do what they need.

Problem 3: Lack of Insight

Sunday, February 17, 13

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

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