Post on 18-Oct-2014
description
10 THINGSevery business person should know about
content strategy
INTRODUCTIONS
• Melissa Rach
• Director of Content Strategy, Brain Traffic
• Journalist, marketer, information architect, writer, etc.
VOCABULARY
CONTENT IS….
Available in a wide variety of formats:
• Text
• Graphics
• Videos/demos/animations
• Games/widgets
• Audio
CONTENT IS…
Created by just about everyone:
• The publishing industry/media
• Businesses and organizations of all kinds
• YOU!
CONTENT IS…
Just about everywhere.
• In print
• Online
• On signs
• On the radio
• Etc.
CONTENT IS…
How we communicate knowledge, it is:
• Informative
• Instructional
• Entertaining
INFORMATIVE
INSTRUCTIONAL
ENTERTAINING
OR ALL THREE
STRATEGY IS…
A plan for obtaining a specific goal or result.
This includes…
• Tactical recommendations and ideas
• Communication and enrollment overview
• Guidelines for smart decision making
• Change management and sustainment plan
WHAT IS CONTENT
STRATEGY?
“Content strategy plans for the
creation, publication, and
governance of content.
Kristina Halvorson
Brain Traffic
TWO BIG COMPONENTS
• Business value
• Messaging/storytelling
• Structure
• Creation workflow
• Publishing
• Maintenance/governance
Content Stuff
PeopleStuff
THE GOAL IS TO MAKE
CONTENT…
• Useful
• Usable
• Purposeful
• Profitable
User Stuff
BusinessStuff
1.TREAT CONTENT LIKE A
CRITICAL BUSINESS
ASSET. (IT IS ONE.)
“Because there isn’t a $1, $5, or
$10 denomination stamped on
the front of Web content, it’s
often difficult to know exactly
how valuable content is to your
company.
Bryan Eisenberg
Future Now
Adam Smith
Says value is:
• Exclusive
• Transparent
1776
1956: INFORMATION AGE
1990:
INFORMATION
SUPERHIGHWAY
CONTENT SAVES MONEY
Content optimizes conversations with your:
• Your customers
• Vendors
• Employees
CONTENT MAKES MONEY
• Influences customers decisions
• Builds trust
• Provides purchase-path instructions
• Upsells
• Solicits feedback
MEASUREMENT MYTH
TO DO:
DEFINE REAL GOALS AND
SUCCESS METRICS.
2.CONTENT NEEDS
DEDICATED OVERSIGHT.
Brand/Marketing
UX/Web Strategy
IT/CMS
Product/The Business Content
1955
Brand/Marketing
UX/Web Strategy
IT/CMS
The Business
Content
Strategist
TO DO:
ASSIGN A CONTENT
ADVOCATE.
3.IT’S NEVER TOO EARLY
TO THINK ABOUT
CONTENT.
IMPACT OF 11TH
HOUR CONTENT
• Rework (IA, design, database, etc.)
• Delayed timelines
• Over budget
• Frustrated stakeholders
• Stressed employees
• Bad content
• Bad usability
• Unhappy users
• Unsuccessful project
TO DO:
INVITE YOUR CONTENT
ADVOCATE TO YOUR
PROJECT KICKOFF
MEETING
4.UNDERSTAND YOUR
CONTENT’S
ENVIRONMENT.
ON THE INSIDE
• Existing communications ecosystem
• Branding
• Technology/infrastructure
• Resources
• Political considerations
• Contracts/requirements
ON THE OUTSIDE
• User needs/wants
• Competitors
• Government regulations
• Environmental issues
• Economic climate
ALIGN STAKEHOLDERS
• Present risks and opportuntities
• Negotiate solutions
• Revisit goals and success factors
TO DO:
CONTENT FACTORS
ANALYSIS
5.DOCUMENT YOUR
CONTENT ECOSYSTEM.
Print brochures
Call center script
Advertisements
Web Site
Annual report
Blog
In-person conversations
YouTube channelManuals
Direct Mail
Newsletter
Events
Packaging Signage
Press release
TO DO:
CREATE CONTENT MAPS
AND AUDITS
6.DON’T UNDERESTIMATE
THE CONTENT CREATION
EFFORT.
CONTENT IS
COMPLICATED
1. Strategize
2. Analyze Source
3. Categorize
4. Structure
5. Create
6. Stakeholder Review
7. Edit
8. Legal Review
9. Edit
10. Approve
11. Publish
12. Test
JUST TO GET STARTED…
1. Strategize
2. Analyze Source
3. Categorize
4. Structure
5. Create
6. Stakeholder Review
7. Edit
8. Legal Review
9. Edit
10. Approve
-----------------------
7. Publish
8. Test
hours
TO DO:
CREATE A DETAILED TIME
AND BUDGET ESTIMATE
7.ASK WHY.
START SMALL.
HOW CONTENT GROWS
• “Our competitors have XYZ, so we should, too.”
• “Every department needs equal representation.”
• “The CEO wants a community.”
• “This new widget is so cool.”
“Small websites are easier to
manage than big ones.
Since this is obvious, why don't
more sites choose to be smaller?
David Hobbs
WelchmanPierpoint
LESS CONTENT IS OFTEN…
• More user friendly
LESS CONTENT IS OFTEN…
• More user friendly
• Better quality
• Cheaper to create
• Easier to manage
TO DO:
MEASURE ALL CONTENT
REQUESTS AGAINST
BUSINESS GOALS.
8.ASSEMBLE THE CONTENT
TEAM BEFORE THE WORK
BEGINS.
THE DREAM TEAM
• IA
• SEO/Metadata
• Brand
• Writing/Multimedia
• Design Rep
• Technology Rep
• Usability Rep
• Legal Rep
CREATION PROCESS ROLES
• Creator/Originator
• Editor
• Reviewer
• Approver
• Publisher
TO DO:
CREATE A
RESOURCE/WORKFLOW
PLAN
9.CONTENT NEEDS CARE
AND FEEDING.
I need
constant
attention!
TIME-SUCK
TECHNOLOGIES• Blogs
• News feeds and newsletters
• “Product of the month”
• Communities
I’ve been
ignored
since 1999!
TO DO:
EDITORIAL CALENDAR
Nobody likes
me!
TO DO:
CONTENT QUALITY
ASSURANCE PLAN
I’m incorrect or
embarrassing!
TO DO:
SCHEDULE REGULAR
AUDITS OF ALL CONTENT
10.BE PREPARED FOR
CHANGE.
LIFE HAPPENS
• Brand and business goals change
• Competitors up the ante
• Measurement and audit results come in
• Budgets or resources get cut
TO DO:
CREATE A GOVERNANCE
PLAN AND COMMITTEE
IN SUMMARY
1. Treat content like a critical business asset.
• Define real goals and success metrics.
2. Content needs dedicated oversight.
• Assign a content advocate.
3. It’s never too early to think about content.
• Invite your content advocate to your project kickoff meeting.
4. Understand your content’s environment.
• Content factors analysis.
5. Document your content ecosystem.
• Create content maps and audits.
6. Don’t underestimate the content creation effort.
• Create a detailed time and budget estimate.
7. Ask why. Start small.
• Measure all content requests against business goals.
8. Assemble the content team before the work begins.
• Create a resource/workflow plan.
9. Content needs care and feeding.
• Content quality assurance plan.
• Schedule regular audits of all content.
10. Be prepared for change.
• Create a governance plan and committee.