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Content Strategy:
         The Key to Effective Web Content


         Rick Allen
         Babson College
         F.W. Olin Graduate School of Business
         HighEdWeb NY Regional Conference • May 6, 2010


Rick Allen • @epublishmedia                  #ContentStrategy • #hewebvc
Hi, I’m Rick.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Hi, I’m Rick.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Hi, I’m Rick.




Rick Allen • @epublishmedia
     Allen                    @epublishmedia • #ContentStrategy • #hewebvc
                                              #ContentStrategy • #hewebvc
What I’m talking about




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important




Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy




Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Why am I focusing
                              on content?



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Because I’m a publisher.
            Just like you!



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
“             The moment you launch a
              website, an email campaign, a
              mobile application, or content
              of any kind, you’re a
              publisher. Shouldn’t you start
              acting like one?

                              Kristina Halvorson
                               Author, Content Strategy for the Web



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Yes.




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
“             View yourself more like a
              publisher delivering valuable
              editorial products than as a
              marketer selling products and
              services.


                                          Joe Pulizzi
                              Author, Get Content Get Customers



Rick Allen • @epublishmedia              #ContentStrategy • #hewebvc
Content is why people
            visit your website.



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Period.




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
“             Without content, the web
              would be a search box and a
              check out cart.




                               Ian Alexander
                                              Eat Media



Rick Allen • @epublishmedia      #ContentStrategy • #hewebvc
Quality content




                              Users




Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
Quality content




                              Users




Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
Quality content


                              Attracts

                                   Users




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Quality content


                              Attracts Informs

                                   Users




Rick Allen • @epublishmedia                      #ContentStrategy • #hewebvc
Quality content


                              Attracts Informs

                                   Users

                              Engages


Rick Allen • @epublishmedia                      #ContentStrategy • #hewebvc
Quality content


                              Attracts Informs

                                   Users

                              Engages Retains


Rick Allen • @epublishmedia                      #ContentStrategy • #hewebvc
Would you risk meeting
                   any of these goals?



Rick Allen • @epublishmedia        #ContentStrategy • #hewebvc
Warning signs




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      content

        FAQs pages                    Compensate for ineffective
                                      site content

        PDFs                          Sidestep editorial process,
                                      compromising quality

        “Related links”               List orphan pages or
                                      irrelevant content

        Points of distinction pages   Lack points of distinction or
                                      effective brand messaging


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      content

        FAQs pages                    Compensate for ineffective
                                      site content

        PDFs                          Sidestep editorial process,
                                      compromising quality

        “Related links”               List orphan pages or
                                      irrelevant content

        Points of distinction pages   Lack points of distinction or
                                      effective brand messaging


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      content

        FAQs pages                    Compensate for ineffective
                                      site content

        PDFs                          Sidestep editorial process,
                                      compromising quality

        “Related links”               List orphan pages or
                                      irrelevant content

        Points of distinction pages   Lack points of distinction or
                                      effective brand messaging


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      content

        FAQs pages                    Compensate for ineffective
                                      site content

        PDFs                          Sidestep editorial process,
                                      compromising quality

        “Related links”               List orphan pages or
                                      irrelevant content

        Points of distinction pages   Lack points of distinction or
                                      effective brand messaging


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      content

        FAQs pages                    Compensate for ineffective
                                      site content

        PDFs                          Sidestep editorial process,
                                      compromising quality

        “Related links”               List orphan pages or
                                      irrelevant content

        Points of distinction pages   Lack points of distinction or
                                      effective brand messaging


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Content strategy, anyone?




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
“             Content strategy is the
              practice of planning for the
              creation, delivery, and
              governance of useful, usable
              content.


                              Kristina Halvorson
                               Author, Content Strategy for the Web



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
“             Content strategy is the
              practice of planning for the
              creation, delivery, and
              governance of useful, usable
              content.


                              Kristina Halvorson
                               Author, Content Strategy for the Web



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Content strategy answers
             critical questions.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we
                decide what to
                communicate?




Rick Allen • @epublishmedia      #ContentStrategy • #hewebvc
How do we
                decide what to
                communicate?


                              How do we decide
                                what content to
                              create and update?


Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we
            prioritize content
             requirements?




Rick Allen • @epublishmedia      #ContentStrategy • #hewebvc
How do we
            prioritize content
             requirements?


                               How do we
                              determine our
                              users’ needs?

Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we align
                 analytics, usability
                 and SEO/SEM with
                  content creation?




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
How do we align
                 analytics, usability
                 and SEO/SEM with
                  content creation?



                                How do we maintain
                              voice, tone, and branding
                                 with content across
                                 multiple channels?



Rick Allen • @epublishmedia                    #ContentStrategy • #hewebvc
Some good questions to
                              answer, right?



Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Why is
   content often
    neglected?



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is
         massive




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is
         political




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is time-
   consuming




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Real challenges




Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
Poor excuses:




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
“             It's the content contributors'
              responsibility. They need to
              own their content.




Rick Allen • @epublishmedia         #ContentStrategy • #hewebvc
“             But, I did make it better!




Rick Allen • @epublishmedia         #ContentStrategy • #hewebvc
“             We can't accommodate
              everyone.




Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
“             Best practices aren't
              real-world.




Rick Allen • @epublishmedia           #ContentStrategy • #hewebvc
Customers don’t forgive
     businesses for bad websites.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
No more
          excuses.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Make
            content
             work


                              http://www.flickr.com/photos/tomsaint/ / CC BY 2.0

Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
Understand
         your
       content
      ecosystem


                              http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0

Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
“             The ecosystem often reveals
              the ‘underlying principle’ of
              the content problem.




                                 Colleen Jones
                                          Content Science



Rick Allen • @epublishmedia        #ContentStrategy • #hewebvc
Web publishing is a
               collaborative process.




Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Web publishing is a
               collaborative process.



Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
“             Design without content is
              decoration.




                                  Jeffrey Zeldman
                              Author, Designing With Web Standards



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
A CMS
                          is not enough.



Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
‘Nuff said.




Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Have a plan:




Rick Allen • @epublishmedia                  #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Message architecture




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message




Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your organization wants to
                 convey and how it wants to be perceived




Rick Allen • @epublishmedia                           #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your organization wants to
                 convey and how it wants to be perceived

             ‣   Ensures clear, concise descriptions of
                 organization concepts




Rick Allen • @epublishmedia                               #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your organization wants to
                 convey and how it wants to be perceived

             ‣   Ensures clear, concise descriptions of
                 organization concepts

             ‣   Aligns sub-site messaging with organization-
                 wide messaging




Rick Allen • @epublishmedia                               #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your organization wants to
                 convey and how it wants to be perceived

             ‣   Ensures clear, concise descriptions of
                 organization concepts

             ‣   Aligns sub-site messaging with organization-
                 wide messaging

             ‣   Aligns messaging across all communication
                 channels




Rick Allen • @epublishmedia                               #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your organization wants to
                 convey and how it wants to be perceived

             ‣   Ensures clear, concise descriptions of
                 organization concepts

             ‣   Aligns sub-site messaging with organization-
                 wide messaging

             ‣   Aligns messaging across all communication
                 channels

             ‣   Determines if content is appropriate for your
                 users


Rick Allen • @epublishmedia                               #ContentStrategy • #hewebvc
“             How can you measure if
              content is appropriate if you
              don’t have a metric against
              which to measure it?



                              Margot Bloomstein
                                            Appropriate, Inc



Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
“             If you don't understand where
              you are now, you can't create
              a plan to get you where you
              need to be.



                              Kristina Halvorson
                               Author, Content Strategy for the Web



Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Content audit




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Content audit
             ‣ Content inventory




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Content audit
             ‣ Content inventory
             ‣ Quantitative audit




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Content audit
             ‣ Content inventory
             ‣ Quantitative audit
             ‣ Qualitative audit




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Content analysis




Rick Allen • @epublishmedia      #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our business objectives
                 and users’ needs?




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our business objectives
                 and users’ needs?

             ‣   How do we want our users to respond to our
                 content?




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our business objectives
                 and users’ needs?

             ‣   How do we want our users to respond to our
                 content?

             ‣   What content do users need, but not know to
                 look for?




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our business objectives
                 and users’ needs?

             ‣   How do we want our users to respond to our
                 content?

             ‣   What content do users need, but not know to
                 look for?

             ‣   What resources are needed to complete the
                 project and maintain it post-launch?




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our business objectives
                 and users’ needs?

             ‣   How do we want our users to respond to our
                 content?

             ‣   What content do users need, but not know to
                 look for?

             ‣   What resources are needed to complete the
                 project and maintain it post-launch?

             ‣   How will we measure the effectiveness of our
                 content?


Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Results




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message




Rick Allen • @epublishmedia                       #ContentStrategy • #hewebvc
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

             ‣   Web editorial style guide that provides
                 consistent voice, tone, and word usage,
                 catering to our audience and brand




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

             ‣   Web editorial style guide that provides
                 consistent voice, tone, and word usage,
                 catering to our audience and brand

             ‣   Editorial process: roles, source content,
                 content types, and interaction with
                 marketing, design, developers




Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

             ‣   Web editorial style guide that provides
                 consistent voice, tone, and word usage,
                 catering to our audience and brand

             ‣   Editorial process: roles, source content,
                 content types, and interaction with
                 marketing, design, developers

             ‣   Editorial calendar, considering content
                 channels, types, and themes
                 •


Rick Allen • @epublishmedia                          #ContentStrategy • #hewebvc
Results




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Results
             ‣ Page-level content structure




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Results
             ‣ Page-level content structure
             ‣ Linking strategy




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Results
             ‣ Page-level content structure
             ‣ Linking strategy
             ‣ Defined content channels




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Results
             ‣ Page-level content structure
             ‣ Linking strategy
             ‣ Defined content channels
             ‣ Content maintenance requirements




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
Define your
                   publishing process:



Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Publishing roles
             ‣ Requesters
             ‣ Providers
             ‣ Creators
             ‣ Editors
             ‣ Approvers
             ‣ Publishers

Rick Allen • @epublishmedia        #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elements that comprise a
                 content strategy

         3. What’s needed to maintain
                 quality content


Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
Keep it
             going



                              http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0

Rick Allen • @epublishmedia       #ContentStrategy • #hewebvc
Have a plan.




Rick Allen • @epublishmedia                  #ContentStrategy • #hewebvc
Measure
       content
    effectiveness


                              http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0

Rick Allen • @epublishmedia                   #ContentStrategy • #hewebvc
Web analytics



            Business          Effective    Key
             goals            analysis    metrics




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
(More) content analysis:




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Is content redundant,
                       outdated, trivial?



                                     http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0

Rick Allen • @epublishmedia                   #ContentStrategy • #hewebvc
Are links still functional?
            Is content still findable?



Rick Allen • @epublishmedia    #ContentStrategy • #hewebvc
Is content still useful,
              relevant, and accurate?



Rick Allen • @epublishmedia        #ContentStrategy • #hewebvc
Key points




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority




Rick Allen • @epublishmedia                       #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content




Rick Allen • @epublishmedia                       #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ Know what content you have before
                determining what you need




Rick Allen • @epublishmedia                        #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ Know what content you have before
                determining what you need

             ‣ Analyze: determine if content is useful,
                relevant, and effective




Rick Allen • @epublishmedia                        #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ Know what content you have before
                determining what you need

             ‣ Analyze: determine if content is useful,
                relevant, and effective

             ‣ Strategize: create an achievable, actionable,
                and sustainable plan




Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ Know what content you have before
                determining what you need

             ‣ Analyze: determine if content is useful,
                relevant, and effective

             ‣ Strategize: create an achievable, actionable,
                and sustainable plan

             ‣ Measure content constantly—adapt to change,
                make smart decisions


Rick Allen • @epublishmedia                         #ContentStrategy • #hewebvc
Questions?




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Thanks.




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Rick Allen
      @epublishmedia


Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc

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Content Strategy: The Key to Effective Web Content

  • 1. Content Strategy: The Key to Effective Web Content Rick Allen Babson College F.W. Olin Graduate School of Business HighEdWeb NY Regional Conference • May 6, 2010 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 2. Hi, I’m Rick. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 3. Hi, I’m Rick. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 4. Hi, I’m Rick. Rick Allen • @epublishmedia Allen @epublishmedia • #ContentStrategy • #hewebvc #ContentStrategy • #hewebvc
  • 5. What I’m talking about Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 6. What I’m talking about 1. Why quality web content and strategy is so important Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 7. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 8. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 9. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 10. Why am I focusing on content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 11. Because I’m a publisher. Just like you! Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 12. The moment you launch a website, an email campaign, a mobile application, or content of any kind, you’re a publisher. Shouldn’t you start acting like one? Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 13. Yes. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 14. View yourself more like a publisher delivering valuable editorial products than as a marketer selling products and services. Joe Pulizzi Author, Get Content Get Customers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 15. Content is why people visit your website. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 16. Period. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 17. Without content, the web would be a search box and a check out cart. Ian Alexander Eat Media Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 18. Quality content Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 19. Quality content Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 20. Quality content Attracts Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 21. Quality content Attracts Informs Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 22. Quality content Attracts Informs Users Engages Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 23. Quality content Attracts Informs Users Engages Retains Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 24. Would you risk meeting any of these goals? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 25. Warning signs Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 26. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 27. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 28. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 29. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 30. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 31. Content strategy, anyone? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 32. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 33. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 34. Content strategy answers critical questions. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 35. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 36. How do we decide what to communicate? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 37. How do we decide what to communicate? How do we decide what content to create and update? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 38. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 39. How do we prioritize content requirements? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 40. How do we prioritize content requirements? How do we determine our users’ needs? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 41. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 42. How do we align analytics, usability and SEO/SEM with content creation? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 43. How do we align analytics, usability and SEO/SEM with content creation? How do we maintain voice, tone, and branding with content across multiple channels? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 44. Some good questions to answer, right? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 45. Why is content often neglected? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 46. Content is massive Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 47. Content is political Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 48. Content is time- consuming Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 49. Real challenges Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 50. Poor excuses: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 51. It's the content contributors' responsibility. They need to own their content. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 52. But, I did make it better! Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 53. We can't accommodate everyone. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 54. Best practices aren't real-world. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 55. Customers don’t forgive businesses for bad websites. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 56. No more excuses. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 57. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 58. Understand your content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 59. The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 60. Web publishing is a collaborative process. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 61. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 62. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 63. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 64. Web publishing is a collaborative process. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 65. Design without content is decoration. Jeffrey Zeldman Author, Designing With Web Standards Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 66. A CMS is not enough. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 67. ‘Nuff said. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 68. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 69. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 70. Have a plan: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 71. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 72. Message architecture Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 73. Message architecture ‣ Ensures a consistent, clear brand message Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 74. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 75. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 76. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 77. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 78. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels ‣ Determines if content is appropriate for your users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 79. How can you measure if content is appropriate if you don’t have a metric against which to measure it? Margot Bloomstein Appropriate, Inc Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 80. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 81. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 82. If you don't understand where you are now, you can't create a plan to get you where you need to be. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 83. Content audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 84. Content audit ‣ Content inventory Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 85. Content audit ‣ Content inventory ‣ Quantitative audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 86. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 87. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 88. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 89. Content analysis Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 90. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 91. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 92. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 93. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 94. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? ‣ How will we measure the effectiveness of our content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 95. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 96. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 97. Results Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 98. Results ‣ Defined target keywords and content topics relating to our brand message Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 99. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 100. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 101. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers ‣ Editorial calendar, considering content channels, types, and themes • Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 102. Results Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 103. Results ‣ Page-level content structure Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 104. Results ‣ Page-level content structure ‣ Linking strategy Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 105. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 106. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels ‣ Content maintenance requirements Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 107. Define your publishing process: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 108. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 109. Publishing roles ‣ Requesters ‣ Providers ‣ Creators ‣ Editors ‣ Approvers ‣ Publishers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 110. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 111. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 112. Keep it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 113. Have a plan. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 114. Measure content effectiveness http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 115. Web analytics Business Effective Key goals analysis metrics Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 116. (More) content analysis: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 117. Is content redundant, outdated, trivial? http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 118. Are links still functional? Is content still findable? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 119. Is content still useful, relevant, and accurate? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 120. Key points Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 121. Key points ‣ Make content strategy a priority Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 122. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 123. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 124. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 125. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 126. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan ‣ Measure content constantly—adapt to change, make smart decisions Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 127. Questions? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 128. Thanks. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
  • 129. Rick Allen @epublishmedia Rick Allen • @epublishmedia #ContentStrategy • #hewebvc

Notas do Editor