A brief exploration of the content strategy--the goal, the value, the methodology--and an explanation of what content strategists do and how they fit into creative teams.

1. What the %$* is
a Content
Strategist?
And all your content strategy questions
answered.
Wednesday, October 6, 2010

2. content strategy defined
“ the practice of
planning for content “content strategy is to
creation, delivery, and copywriting as IA is to
governance” design”
- Rachel Lovinger
-Kristina Halvorson
Wednesday, October 6, 2010

3. the goal of content strategy
“ to use words and data
to create unambiguous
content that supports
meaningful, interactive
experiences ”
- Rachel Lovinger
Wednesday, October 6, 2010

4. the benefits of content strategy
✤ Creates targeted, measurable and actionable content
✤ Ensures content supports business goals and meets user needs
✤ Reduces project costs by saving time and effort and preventing
scope-creep
✤ Identifies and provides support for content production,
✤ Increases billings by providing data in support of content
production and design recommendations
Wednesday, October 6, 2010

5. What content THE CONTENT
strategists do WHISPERER
Define the purpose, form, and
development process of content
assets required to meet user and
business needs.
Answer 5 Questions:
1. What content do we need?
2. How will content be structured?
3. How will users find the content?
4. How will we get from here to launch?
5. What’s next once the content is out there?
Wednesday, October 6, 2010

6. AUDIT STRATEGY PLAN
• content analysis & evaluation • determine/define: • metadata plan
• competitive analysis • content ownership & • marketing/ad concepts
• stakeholder interviews taxonomy • migration plan
• production process • governance plan
• brand voice
MAINTAIN CREATE
• QC plan/periodic audits • produce content
• monitor/measure analytics • optimize content
a content-ious life
what content strategist do over the lifecycle of content development projects
Wednesday, October 6, 2010

7. DEFINE DESIGN DEVELOP DEPLOY
• audience research/persona • determine/define: • produce content • content QA
development • content ownership & taxonomy • write copy • monitor/measure analytics
• content analysis & evaluation • production process plan • SEO
• competitive analysis • editorial strategy • asset rights review
• stakeholder interviews • content management strategy • metadata plan
• content strategy/tone brief • content distribution strategy • migration plan
• strategy presentation • governance plan
a work in project
how content strategists contribute to each phase of a project
Wednesday, October 6, 2010

8. deliverables
1. Message map 11. Content management system architecture
2. Content inventory 12. Metadata framework
3. Qualitative/quantitative content analysis 13. Taxonomy
4. Gap analysis 14. Content flow schematic
5. Site map 15. User research/consumer insights
6. Page tables 16. Content quality assurance tools
7. Content template map 17. Content production schedule
8. Editorial strategy 18. Competitor content audit
9. Content style guide 19. Content migration plan
10. Editorial process workflow diagram 20. Content licensing evaluation report
Wednesday, October 6, 2010

9. deliverables
1. Message map 11. Content management system architecture
2. Content inventory 12. Metadata framework
3. Qualitative/quantitative content analysis 13. Taxonomy
4. Gap analysis 14. Content flow schematic
5. Site map 15. User research/consumer insights
6. Page tables 16. Content quality assurance tools
7. Content template map 17. Content production schedule
8. Editorial strategy 18. Competitor content audit
9. Content style guide 19. Content migration plan
10. Editorial process workflow diagram 20. Content licensing evaluation report
Wednesday, October 6, 2010

10. key deliverable
Content Analysis Answers the questions:
•Summarizes and analyzes resources, •What is the business trying to achieve with
research and circumstances that inform its content?
recommendations about the creation,
•What do our users want and need from the
delivery, and governance of content.
content?
•Spells out a project’s purpose, scope,
•How will we measure the success of our
business goals, and user needs.
content?
•Helps focus resources, prevent scope
•What can we do with our available
creep and identify new opportunities.
resources?
Wednesday, October 6, 2010

11. content strategists
in context
Information
Architect
metadata schema
taxonomies
content mapping site map
navigation maps
page tables
wireframes content audit
user flow content analysis
Content
content strategy
Interaction Strategist content distribution model
Visual Designer content production workflow
Designer user research/consumer insights
page templates CMS architecture
content migration plan
content QA tools/process
editorial strategy
style guide
Copywriter Programmer
brand strategy
Wednesday, October 6, 2010

12. key to success in practice
✤ Involve early
✤ Collaborate often
✤ Provide plenty of data
✤ Invest in content audit and analysis
✤ Recognize that content strategy is an art and a
science
Wednesday, October 6, 2010