Without Strategy, You Could Still Be Throwing Content into the Wind
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Transcript of Without Strategy, You Could Still Be Throwing Content into the Wind
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without strategy,
you could still be throwing
content into the wind
Angela Barnard, Redweb
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i am going to talk about
what you need to know about content strategy
the principles used to get the answers
what content strategy will do for you in the long-run
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Content is
main reason that projects are delayed
an afterthought
a nuisance
we are all publishers
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why is this?
most of us haven’t realised that we are in the publishing business
But...
the moment you launch a website, you are a publisher
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publishers plan far in advance what content they will create
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in order to deliver, you need to make content a priority.
we need to think like publishers.
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“content strategy is the practise of planning for the creation, delivery and governance of useful, usable content”Kristina Halvorson. Brain
Traffic
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web content is mostly crap
it’s messy
it takes time
it’s expensive
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content strategy is the next big thing
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why?
in 2009, Google search returns for ‘social media’ were 1,230,000,000
in 2008 they were 359,000,000
in 2007 ‘content strategy’ returned 337,000,000
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why is content strategy becoming popular?
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don’t just take my word for it
South by Southwest (SXSW)
UX London
The Content Strategy Forum
Content Strategy, Manhattan Style
WebContent2010
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“everything starts with a mission and is fortified by the things we create”
Brian Solis. Mashable.com
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content is seen as a commodity
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developing quality content isn’t easy
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is content strategy the missing part of the UX puzzle?
If you remove content strategy from UX, one of the key components of a successful user experience is missing: The content.
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the elements of user experience. Jesse James Garrett
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principles used to get the answers
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plan
ask yourself
what are your business objectives?what are your users trying to do?what’s broken about what you have now?what works with what you have now?
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yes. audit your content. it’s boring. it’s time consuming, but it’s necessary
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qualitative inventories
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create
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analyse
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deliver and govern
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what will content strategy do for you in the long-run?
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in conclusion…
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questions?
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thank you