Post on 08-Sep-2014
description
The many facets of content strategy
contentstrategy101.com
Sarah O’Keefe @sarahokeefe
Scriptorium Publishing
flickr: wilhelm
ja
❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA
❖ Coauthor of Content Strategy 101
❖ Interested in collision of content, publishing, and technology
Sarah O’Keefe @sarahokeefe
Content strategy: Support business goals using information and information products.
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POLL: Is your content localized?
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The discipline of content strategy is still evolving.
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We have issues…
http://www.atlantaclickadvisor.com/atlanta-content-strategy/
Maslow’s hierarchy
http://ww
w.sim
plypsychology.org/maslow
.html
The hierarchy of content needs
Content exists for user.
Content is accurate.
Content is appropriate for user.
Content and users are connected.
Intelligent content!
POLL: Where is your content in the hierarchy?
Assess each level’s requirements.
Minimum viable contentflickr: john.schultz
Minimum viable content
Too muchNot enough
Minimum
Minimum viable content❖ Meets regulatory requirements
❖ Meets business goals
Minimum viable content❖ Accurate, concise, and complete
❖ Delivered in the needed formats
❖ Delivered in the needed languages
❖ Delivered on time
Not enough Too much
Obstructs business goal
Supports business goal
Not enough Too much
Obstructs business goal
Supports business goal
Zone of viable content
Minimum viable content❖ What are the regulatory requirements?
❖ How does this content help meet the organization’s business goals? What is the purpose of this content?
❖ In what formats is this content needed? In which languages?
❖ Who must create the content?
❖ What is the content velocity? How quickly must it be delivered and how often will it change?
Minimum viable content
Marketing focus
Tech comm focus
Impo
rtan
ce o
f sca
labilit
y
Scalability issues
Content strategy facets
We are splitting hairs. We should be helping customers.
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Questions?
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