Originally presented at ASTD 2014: http://astd14.mapyourshow.com/5_0/sessions/sessiondetails.cfm?ScheduledSessionID=18AFCB Learning development costs continue to increase, as do the number of modalities available for learning delivery. Only through careful planning and separation of content from presentation can you lessen the workload. Wasted efforts are rampant in the learning industry due to this oversight. The bottom line is that we need to stop building things from scratch and employ content strategy to reduce costs and maximize productivity. Content strategy has long been employed in the web-design world, but has largely escaped our industry. Through a series of concrete examples, you will hear the case for content strategy in the learning and development industry. You will gain insight into content strategy and how it can be used to reduce efforts and increase reuse of learning deliverables. Explore what content strategy is and how it benefits your organization. Discover how to create a framework for content strategy in your learning organization. Apply principles of content strategy to learning design. Employ content strategy for a multiscreen world.

1. Content Strategy for Conversion and
Multiscreen Delivery
ASTD International Conference and Expo 2014

2. Float guides industry-leading companies to understand
and leverage the power of mobile learning. We help
companies meet their business strategies by making
useful information accessible, anytime, anywhere.
Booth #1837

3. Learning Everywhere – Published June 2012

4. Coming Soon - Oct 2014

5. Challenges of Working in a
Multi-screen World

6. Content Strategy Can Help You Battle
These Challenges - and Emerge
Victorious

7. Content Strategy is Quite Simply “A
Plan for Content”

8. A Content Strategy Must Account for the Following:
• key themes and messages,
• recommended topics,
• content purpose (i.e., how content will
bridge the space between audience
needs and business requirements),
• content gap analysis,
• metadata frameworks and related
content attributes,
• search engine optimization (SEO), and
• implications of strategic
recommendations on content creation,
publication, and governance.

9. Building a Content Strategy Requires You to:
• Perform audience research
• Perform competitive research
• Perform content inventory and analysis
• Choose delivery platforms appropriately
• Don’t fork your content, yet edit to meet delivery needs
- Karen McGrane

10. Key Examples of Content Strategy in
Place in the Real World

11. CNN.com

12. NYTimes.com

13. Yelp.com

14. http://www.tomsofmaine.com/

15. Newman’s Own http://www.newmansown.com/

16. How this Plays Out in the Real World
of Learning

17. Adaptive Content

18. Responsive Design

19. Recommendation Engines

20. Getting Started

21. Content Strategy Process
Components
from Brain Traffichttp://blog.braintraffic.com/

22. A more detailed view
http://www.uxbooth.com/articles/complete-beginners-guide-to-content-strategy/

23. A Vital First Step
http://uxmastery.com/how-to-conduct-a-content-audit/
http://maadmob.com.au/resources/content_inventory

24. For More Info
• http://alistapart.com/article/thedisciplineofcontentstrategy
• http://www.timeforcake.com/blog/post/what-can-online-content-strategy-do-for-your-business/
• http://www.antemeridiemdesign.com/articles/10-benefits-of-having-a-content-strategy-for-your-website.php
• http://www.slideshare.net/slideshow/embed_code/12717504#
• http://www.contentharmony.com/blog/best-content-strategy-presentations-of-2012/
• http://www.sunilshibad.com/wp-content/uploads/2012/08/content_strategy_app_20381.png
• http://www.sunilshibad.com/2012/08/31/content-strategy-optimizing-your-efforts-for-
success/#.Ujm7b2RARYY

25. Questions?
floatlearning.com / @floatlearning
chadu@floatlearning.com / @visualrinse