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Who Cares About Content? - CALL Conference 2012

Anyone can create content, getting your audience to interact with your masterpiece is a different story. Having a content strategy reduces confusion, breathes life into social media channels, creates valuable online experiences and helps cut through bureaucratic tape.

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Who Cares About Content? - CALL Conference 2012

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  1. Who Cares About Content? What to do when no one pays attention Presented by: Stephanie Poce User Experience Strategist spoce@thrillworks.com © Thrillworks Inc. 5230 South Service Road Burlington, ON L7L 5K2

  2. Content Strategy: The What, How and Why of It All • What is Content?

  3. Content Strategy: The What, How and Why of It All

  4. Content Strategy: The What, How and Why of It All

  5. Content Strategy: The What, How and Why of It All • What is • Content Strategy?

  6. What is Content Strategy? • “The practice of planning for content creation, delivery and governance” • - Kristina Halvorson, author of “Content Strategy for the Web”

  7. What is Content Strategy? • Publisher • Writer(s) • Editor • Proof Reader • Designer • Cover Artist • Publicist • Marketing Team • Book Reps • … • Publisher • Editor in Chief • Copy Editors • Reporters • Page Designers • Graphic Designers • Photographers • Photo Editors • Advertising Sales Staff • Circulation Managers • … • Publisher • Editor In Chief • Creative Director • Editors • Designers • Photographers • Photo Editors • Production Manager • Public Relations Staff • …

  8. What is Content Strategy? Webmaster/Web Team IT Department Human Resources Marketing Stakeholders Finance Communications Legal …

  9. What is Content Strategy? Web Editor-In-Chief Writer Photographer Designer Information Architect Front-End Developer Back-End Developer Interaction Designer Brand Strategist Search Engine Marketer

  10. Content Strategy: The What, How and Why of It All • Expectations for content delivery are changing.

  11. What is Content Strategy?

  12. What is Content Strategy?

  13. What is Content Strategy?

  14. What is Content Strategy?

  15. Content Strategy: The What, How and Why of It All • How do you create a • Content Strategy?

  16. How Do You Create a Content Strategy?

  17. How Do You Create a Content Strategy? • Why does your experience exist? • What are the business objectives? • What are the user needs? • Are these aligned?

  18. How Do You Create a Content Strategy?

  19. How Do You Create a Content Strategy? • What can be analysed? • Inventory • Quality • Analytics • Context

  20. How Do You Create a Content Strategy? • Inventory • Deliverable: Content Audit • Detailed inventory of your current content (also helps to identify gaps)

  21. How Do You Create a Content Strategy? • Quality • Deliverable(s):Content Quality Audit • Analyze the quality of your existing content within a set of defined categories that fit within your business and user context

  22. Does the content communicate clearly?

  23. Does the content communicate clearly?

  24. Is the content complete?

  25. Is the content complete?

  26. Is the tone and style appropriate to the reader?

  27. Is the tone and style appropriate to the reader?

  28. Is the tone and style appropriate to the reader?

  29. Is the content relevant to the intended audience?

  30. Is the content relevant to the intended audience?

  31. What purpose does the content serve?

  32. What purpose does the content serve?

  33. How Do You Create a Content Strategy? • Analytics • Deliverable: Analytics Report • Detailed report outlining key analytics related to your audience, keywords and pages

  34. How Do You Create a Content Strategy? • Context • Deliverable(s): User Personas, User Scenarios (believable stories) • Personas = User goals, behaviours, demographics and environments • Scenarios = Short story about a specific user with a specific goal at your site

  35. How Do You Create a Content Strategy? | Context

  36. How Do You Create a Content Strategy? | Context

  37. How Do You Create a Content Strategy? | Context

  38. How Do You Create a Content Strategy? | Context

  39. How Do You Create a Content Strategy?

  40. How Do You Create a Content Strategy? • What can be planned for/defined? • Voice, tone and style • Workflow • Timing

  41. How Do You Create a Content Strategy? • Voice, tone and style • Deliverable: Style Guide • A set of standards and guidelines for how content is written and published within an organization

  42. How Do You Create a Content Strategy? • Workflow • Deliverable: Content Workflow • Determines workflow for how content is created, approved and published for each type of communication piece

  43. How Do You Create a Content Strategy? • Timing • Deliverable: Editorial Calendar • Outlines the content, topics and themes that is planned for publication across various media channels over time (days, weeks, months)

  44. How Do You Create a Content Strategy?

  45. How Do You Create a Content Strategy? • What can be structured? • Hierarchy/Flow • Messaging • Metadata

  46. How Do You Create a Content Strategy? • Hierarchy/Flow • Deliverable: Sitemap • Provides a hierarchical view of pages (or screens) to show organization and flow of content

  47. How Do You Create a Content Strategy? • Messaging • Deliverable: Wireframes • A hierarchical outline of the components of a page/screen and their relationship to one another

  48. How Do You Create a Content Strategy? • Metadata • Deliverable: Metadata Strategy • “Data about data”. Structural, administrative and descriptive metadata provide structure, context and meaning to content

  49. How Do You Create a Content Strategy?

  50. Content Strategy: The What, How and Why of It All • Why do you need a • Content Strategy?

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