CONTENT STRATEGY: What’s Real, What’s 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 planning for content
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HOW DID THIS HAPPEN?
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Content Content Content Usability Programmer Strategist Strategist Strategist Specialist SEO Technical Specialist Assistant Server Web Editor Administrator Web Writer
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Programmer Technical Assistant Server Administrator Web Writer
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Programmer Technical Assistant Server Administrator Web Writer
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.”
THIS THIS IS IS COPYWRITING. COPYWRITING.
THIS IS CONTENT. THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
CONTENT STRATEGY Plans for the creation, publication, and governance of content.
•TEXT •GRAPHICS •VIDEO & ANIMATION •AUDIO
STRATEGY A plan for obtaining a specific goal or result.
NOT JUST … ! A series of educational articles ! Blogs by our employees ! A sponsored channel on YouTube ! CEO Twitter account ! More cowbell
NOT JUST … ! What
BUT … ! What ! With what ! Why ! When ! How ! Where ! For whom ! How often ! By whom ! What next
THIS IS WEB 2.0? • Where do you start? – Facebook (page? API?) – Twitter – Flickr – YouTube – Wikipedia – Employee blogs – Community forums
THIS IS WEB 2.0. • 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
HOW DOES IT WORK?
1. PRODUCT 2. PROCESS 3. PEOPLE
1. PRODUCT
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
WEB CONTENT MUST WORK FOR YOU.
WEB CONTENT MUST WORK FOR ME.
BUSINESS OBJECTIVES + USER GOALS
USEFUL. USABLE. ENJOYABLE.
2. PROCESS
Consider the masthead. Writers, copyeditors, art director and staff, ad sales, production, managing editor, the EIC, the publisher. Publishing is complex. — Jeffrey MacIntyre
THIS IS CONTENT. THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
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.
COPYWRITER ... pause … ... pause … NON-CONTENT OWNER
PLAN. CREATE. PUBLISH. GOVERN.
PLAN. CREATE. PUBLISH. GOVERN.
3. PEOPLE
CMS/ IT UX/Web Brand/ ??? Strategy Marketing The Business
CMS/ IT CONTENT UX/Web Brand/ Strategy STRATEGY Marketing The Business
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Content Content Content Usability Programmer Strategist Strategist Strategist Specialist SEO Technical Specialist Assistant Server Web Editor Administrator Web Writer
PARADIGM SHIFT
THE WORLD OF MARKETING
THIS IS ALL (web) CONTENT.
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
Thanks. E kristina@braintraffic.com W braintraffic.com/blog T @halvorson
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
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