Content Strategy 101 - Stratégie de Contenu
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A basic approach of the elements that constitute Content Strategy and the technical and organizational challenges it poses.
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Content Strategy 101 - Stratégie de Contenu
- 1. Everything is content. Content is everything.
- 2. Content strategy plans for the creation, publication, and governance of useful, usable content.
- 3. Content strategy Editorial strategy Web Writing Metadata Strategy Search Engine Optimization Content management strategy CMS Content channel distribution strategy Content Marketing Mobile Tablet Desktop Apps TV … COPE Create Once Publish Everywhere
- 5. Structure to the rescue Structure comes from: - Content knowledge - Finding patterns - Patterns help establish content types Event listings Help Modules News Blog Posts Press Releases Product description Articles Directories Research Papers Profiles Bios Product Listings …
- 6. Structure to the rescue Content types create a content system: - Systems give us options - Every bit of structure gives us the option to make a rule. - Rules tell our content what to do Structure helps content move.
- 7. If [content type] is in [situation], then [do this with] the [content elements]. Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher
- 8. If [a recipe] is in [the app], then [include] the [ratings] before the [ingredients]. Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher
- 9. Blob vs. Chunks Blob: A tweet Author Content blob RT / Favorites Date
- 10. Blob vs. Chunks Blob: Title A blog post Author Date Content blob Tags
- 11. Blob vs. Chunks Chunks: A recipe Title Ingredient 1 Direction 1 Image Ingredient 2 Direction 2 Ingredient 3 Direction 3 Prep. time … … Cook time Serves
- 12. Technology Challenges Mobile web Mobile Apps TV Apps RWD But it’s not just Tech.
- 13. Organization Challenges Old habits Mass production Web Governance Content Production vs. Strategic Business Goals Siloed teams Stakeholders
- 14. Content components People components © 2010 Braintraffic
- 15. Takeaways Structure content to make it flow. Mobile as entry point (≠ Apps) Define how content can serve strategy Create cross-department teams focused on issues, not politics If possible, hire a Content Strategist
- 16. Sources Structuring Content, Restructuring Organizations Sara Wachter-Boettcher Content in the Age of Promiscuous Reuse Rachel Lovinger