9. PLANNING FOR THE
CREATION, DELIVERY, AND
GOVERNANCE OF USEFUL,
USABLE CONTENT
Kristina Halvorson
Founder of Brain Traffic, and author
of Content Strategy for the Web
@lauracreekmore • #CMWorld
10. CONTENT STRATEGY IS A
MINDSET AND A TOOLBOX.
IT TURNS YOUR CONTENT
INTO A BUSINESS ASSET.
@lauracreekmore • #CMWorld
11. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Pop quiz
@lauracreekmore • #CMWorld
When should you do a content inventory?
A. Anytime you work on a website
that doesn’t have one.
B. When you’re redesigning.
C. When you need to analyze
your strategy’s effectiveness.
@lauracreekmore • #CMWorld
22. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Whole vs. partial inventory
Know what you’re looking for
Inventory a little more than enough
Against a standard: All
Determine next steps/plan/structure:
Sample
Massive: Use research sampling standards
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
40. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Inventory: Give it a try!
Work alone or in a group
Start an inventory
Capture content chunks
Capture, evaluate several items
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
41. @TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Laura’s Made-Up Messaging
Healthy
Refreshing
Cool/stylish
Part of your daily routine
@lauracreekmore • #CMWorld@lauracreekmore • #CMWorld
44. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Reading levels
@lauracreekmore • #CMWorld
I am going to the store today.
Store the going today I am to.
@lauracreekmore • #CMWorld