CONTENT STRATEGY: Whats Real, Whats Relevant Kristina Halvorson | - - PowerPoint PPT Presentation

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CONTENT STRATEGY: Whats Real, Whats Relevant Kristina Halvorson | - - PowerPoint PPT Presentation

Jan 29, 2024 133 likes •886 views

CONTENT STRATEGY: Whats Real, Whats Relevant Kristina Halvorson | Web 2.0 Expo San Francisco | 04.01.09 WHO AM I? President, Brain Traffic Speaker, conferences Author, in training WHO AM I? Advocate, importance of

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CONTENT STRATEGY:

What’s Real, What’s Relevant

Kristina Halvorson | Web 2.0 Expo San Francisco | 04.01.09

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WHO AM I?

  • President, Brain Traffic
  • Speaker, conferences
  • Author, in training
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WHO AM I?

  • Advocate, importance of planning for

content

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HOW DID THIS HAPPEN?

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Server Administrator Technical Assistant Programmer Developer Designer Production Assistant User Experience Architect Information Architect Usability Specialist SEO Specialist Web Editor Web Writer Content Strategist Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer Content Strategist Content Strategist

SKILLSET.ORG

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Server Administrator Technical Assistant Programmer Developer Designer Production Assistant User Experience Architect Information Architect Web Writer Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer

SKILLSET.ORG

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Server Administrator Technical Assistant Programmer Developer Designer Production Assistant User Experience Architect Information Architect Web Writer Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer

SKILLSET.ORG

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LIES WE TELL OURSELVES

  • “The copy shouldn’t be that big of a deal.”
  • “We already pretty much know what we want to say.”
  • “We already have most of the content.”
  • “We’ll fix it post-launch.”
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THIS THIS IS IS COPYWRITING. COPYWRITING.

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  • Audit
  • Analyze
  • Strategize
  • Categorize
  • Structure
  • Create
  • Review
  • Approve
  • Publish
  • Update
  • Archive

THIS IS CONTENT. THIS IS CONTENT.

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CONTENT STRATEGY

Plans for the creation, publication, and governance of content.

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  • TEXT
  • GRAPHICS
  • VIDEO & ANIMATION
  • AUDIO
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STRATEGY

A plan for obtaining a specific goal or result.

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NOT JUST …

! A series of educational articles ! Blogs by our employees ! A sponsored channel on YouTube ! CEO Twitter account ! More cowbell

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NOT JUST …

! What

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BUT …

! What ! Why ! How ! For whom ! By whom ! With what ! When ! Where ! How often ! What next

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THIS IS WEB 2.0?

  • Where do you start?

– Facebook (page? API?) – Twitter – Flickr – YouTube – Wikipedia – Employee blogs – Community forums

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  • Search – findable content is valuable content
  • Links – guides to important content
  • Authoring – ability to create constantly updatable content
  • Tags – categorization of content with simple, one-word

descriptions

  • Extensions – automation of work/patterns in content
  • Signals – RSS (Really Simple Syndication) notifies users of change

in content, fast

THIS IS WEB 2.0.

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HOW DOES IT WORK?

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  • 1. PRODUCT
  • 2. PROCESS
  • 3. PEOPLE
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  • 1. PRODUCT
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Brands are now used more than they are preferred. Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.

— The Brand Bubble by John Gerzema and Ed Lebar

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WEB CONTENT MUST WORK FOR YOU.

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WEB CONTENT MUST WORK FOR ME.

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BUSINESS OBJECTIVES + USER GOALS

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USEFUL. USABLE. ENJOYABLE.

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  • 2. PROCESS
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Consider the masthead. Writers, copyeditors, art director and staff, ad sales, production, managing editor, the EIC, the publisher. Publishing is complex.

— Jeffrey MacIntyre

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  • Audit
  • Analyze
  • Strategize
  • Categorize
  • Structure
  • Create
  • Review
  • Approve
  • Publish
  • Update
  • Archive

THIS IS CONTENT. THIS IS CONTENT.

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This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development.

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NON-CONTENT OWNER COPYWRITER

... pause … ... pause …

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PLAN. CREATE. PUBLISH. GOVERN.

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PLAN. CREATE. PUBLISH. GOVERN.

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  • 3. PEOPLE
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Brand/ Marketing UX/Web Strategy CMS/ IT The Business

???

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Brand/ Marketing UX/Web Strategy CMS/ IT The Business

CONTENT STRATEGY

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Server Administrator Technical Assistant Programmer Developer Designer Production Assistant User Experience Architect Information Architect Usability Specialist SEO Specialist Web Editor Web Writer Content Strategist Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer Content Strategist Content Strategist

SKILLSET.ORG

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PARADIGM SHIFT

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THE WORLD OF MARKETING

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THIS IS ALL (web) CONTENT.

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TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.

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Thanks.

E

kristina@braintraffic.com

W

braintraffic.com/blog

T

@halvorson

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Resources

  • CONTENT STRATEGY
  • http://alistapart.com/issues/274
  • http://tr.im/lovingercs
  • http://www.cmsreview.com/Stages/
  • http://tr.im/CSslideshare
  • http://tr.im/PublishersandCS
  • WRITING FOR THE WEB
  • http://tr.im/redish
  • ALSO MENTIONED
  • http://thebrandbubble.com