Unpacking Content Strategy Content Strategy Singapore Meetup - July 7, 2016

A big thank you to

Why we’re here today• Get the CS community together in Singapore so we can help each

other out.

• Learn from what community is doing in Singapore.

• Spread good practices.

• Grow the community - get others excited about the field.

Agenda• Unpacking CS - our take

• Discuss how to grow this meetup

• Discuss topics for next meetups

Unpacking CS

612 Meetups around the world

“You have to start with the customer experience and work backwards to the technology.”

“Content strategy plans for the creation, publication, and governance of useful, usable content.”

- Kristina Halvorson

Starts here

Evaluated here

What is content strategy

What is data

Data is the facts, observations and questions that a user has access to through their past experiences or through their five senses.

https://aycl.uie.com/virtual_seminars/watch_intro/139/3

What is information

Information is not the content we put on a website, it is whatever the user interprets from the website.

https://aycl.uie.com/virtual_seminars/watch_intro/139/2

What is content

Content is the intentional arrangement of data to help users better interpret and understand.

https://aycl.uie.com/virtual_seminars/watch_intro/139/2

InformationData → Content

CS is NOT content writing

Content writing is the practice of writing useful, usable content. Content design is a growing field.

Content strategy plans for the creation, publication, and governance of useful, usable content.

CS is NOT content marketing

Content writing is the practice of writing useful, usable content. Content design is a growing field.

Content strategy plans for the creation, publication, and governance of useful, usable content.

Content marketing is the practice of creating and distributing relevant and valuable content to attract, acquire, and engage customers.

CS is NOT content management strategy

Content writing is the practice of writing useful, usable content. Content design is a growing field.

Content strategy plans for the creation, publication, and governance of useful, usable content.

Content marketing is the practice of creating and distributing relevant and valuable content to attract, acquire, and engage customers.

Content management is the practice of selecting the right technology stack to enable content creation and management.

Content strategy process

Discover

Define

Develop

Deploy

Governance

Design

https://gathercontent.com/blog/performance-driven-content-key-successful-content

CS is not just editorial

Case study

ChallengesMany people are calling the contact centre for general enquiries. They find the website too cumbersome to navigate and content too dense to understand.

AspirationsMore people self-serve and feel satisfied with the task.

FocusSearch and content design.

Guiding principlesOne topic, one pageGive answers, not infoDo the heavy workPlain language

ActivitiesContent auditTopic structureContent modellingContent design...

MeasurementsAwareness - increase in website useAdoption - increase in returning visitorsSuccess - decrease in support callsSatisfaction - +ve sentiments in polls

Ministry of Manpower Singapore

BeforeMOM Maternity Leave page

After

One topic, one pageDo the heavy workUse filters to display content based on user’s criteria

https://www.mom.gov.sg/employment-practices/leave/maternity-leave

Give answersUse calculators to give answers specific to the user

What’s next

What do you want to see next?

Discover

● Content audit● Top tasks / topics● User research● ...

Develop/Deploy

● Content design● Editorial guidelines● Content workflows● Governance● Metrics and

measurement● ...

Define

● Core strategy● Voice and tone● Content modelling● Content types, structure● Taxonomy and metadata● ...

Get involvedWe need:• Venues• Volunteers• Presenters

Contact us!https://www.meetup.com/Content-Strategy-Singapore/