Elena Melendy on collaboratin in agency environment

1. CONTENT STRATEGY AS
USER EXPERIENCE DESIGN
Collaboration in the Agency Environment
Elena Melendy • Ogilvy & Mather
BridgeTo 2014 • Brooklyn, NY • August 21, 2014

2. Before late 2009, very few agencies included “content strategist” as a key role in digital
design and development.
Robby Ingebretson, “Design Fundamentals for Developers,” 2009
http://blogs.veracitysolutions.com/blogs/design-visuals-from-robby-ingebretsen/
Content
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3. LinkedIn Indeed.com
Only 5 years later, demand is high for skilled and experienced content strategists.
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4. Content strategists come in many flavors and may have multiple, overlapping skills.

5. This is one version of a content strategy project cycle.
Many other thought leaders have created their own versions.

6. Creative Commons license by Richard Ingram
But there are many, many
opportunitities for content strategy
within the basic project cycle.
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7. As the discipline matures, so will our methodologies.
7 Jeffrey MacIntyre, predicate.io

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9. CONTENT STRATEGY BOOKS
• Abel, Scott; Bailie, Rahel Anne. The Language of Content Strategy.
• Annett-Baker, Relly. A Practical Guide to Creating Web Content.
• Bailie, Rahel Anne; Urbina, Noz. Content Strategy: Connecting the Dots Between Business,
Brand, and Benefits.
• Bloomstein, Margot. Content Strategy at Work: Real-world Stories to Strengthen Every
Interactive Project.
• Halvorson, Kristina; Rach, Melissa. Content Strategy for the Web.
• Handley, Ann; Chapman, C.C. Content Rules.
• Jones, Colleen. Clout — The Art & Science of Influential Web Content.
• Kissane, Erin. The Elements of Content Strategy.
• McGovern, Gerry. Killer Web Content: Make the Sale, Deliver the Service, Build the Brand.
• McGrane, Karen. Content Strategy for Mobile.
• Redish, Janice (Ginny). Letting Go of the Words.
• Rockley, Ann; Cooper, Charles. Managing Enterprise Content: A Unified Content Strategy.
• Sheffield, Richard. The Web Content Strategist’s Bible.
• Wachter-Boettcher, Sara. Content Everywhere: Strategy and Structure for Future-Ready
Content.
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10. CONTENT STRATEGY ARTICLES
• Annett-Baker, Relly. Extracting the Content. 24 Ways.
• Annett-Baker, Relly. Why you need a content strategist. Boagworld.
• Bagshaw, Sally. Overwhelmed by Content Strategy? Here’s Where to Start. Follow the UX Leader.
• Bailie, Rahel Anne. Content Lifecycle: Closing the loop in content strategy. Johnny Holland.
• Bailie, Rahel Anne. Skills to transition to content strategy Intentional Design Inc.
• Bailie, Rahel Anne. What’s the Buzz about Content Strategy? ASIS&T Bulletin.
• Bennet, J. Todd. The Incidental Publisher. [pre]design.
• Benson, Barnaby. What’s all the fuss about tone of voice? Barnaby Benson Ltd.
• Bloomstein, Margot. Balancing User-Centered Design. Appropriate, Inc.
• Bloomstein, Margot. The Case for Content Strategy — Motown Style. A List Apart.
• Boulton, Mark. Adaptive Content Management. The Personal Disquiet of Mark Boulton.
• Boulton, Mark. A Richer Canvas. The Personal Disquiet of Mark Boulton.
• Boulton, Mark. Structure First. Content Always. The Personal Disquiet of Mark Boulton.
• Bowen, Shelly. Content Strategy Deliverables. Pybop.
• Brown, Dan. Letter to a Content Strategist. Dan Brown’s greenonions.com.
• Brown, Tiffani Jones. Toward a Content-Driven Design Process. Brown Blog.
• Casey, Meghan. 4 Web project problems content strategy can solve. Johnny Holland.
• Casey, Meghan. Get Your Content Strategy Out of the Drawer with Governance. UX Magazine.
• Detzi, Christopher. From Content Audit to Design Insight: How a Content Audit Facilitates Decision-Making and Influences Design
Strategy. UX Magazine.
• Detzi, Christopher. The Content Conundrum. Boxes and Arrows.
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11. CONTENT STRATEGY ARTICLES
• Earley, Seth. Developing a Content Maintenance and Governance Strategy. ASIS&T Bulletin.
• Forry, Clinton. An Intoxicating Tale of Content Strategy. Follow the UX Leader.
• Gibbon, Cleve. What do content strategists do? clevegibbon.com.
• Gordon, King. Why I embrace content strategy (and you should too). Suite Seven.
• Halvorson, Kristina. Content Strategy: More than a Bunch of Tactics. Brain Traffic.
• Halvorson, Kristina. Content Strategy and UX: A Modern Love Story. UX Magazine.
• Halvorson, Kristina. Content Strategy is, in Fact, the Next Big Thing. Brain Traffic.
• Halvorson, Kristina. The Discipline of Content Strategy. A List Apart.
• Herron, Matt. Practical Content Strategy: Part I and Part II. UX Booth.
• Ingram, Richard. Approaches to web content strategy. Shut the door on your way out, Cicero…
• Ingram, Richard. Work accessibility into your content strategy. Shut the door on your way out, Cicero…
• Jacobson, Daniel. COPE: Create Once, Publish Everywhere. Programmable Web.
• Jones, Colleen. Content Analysis: A Practical Approach. UX Matters.
• Jones, Colleen. Marketing Isn’t a Dirty Word. UX Matters.
• Kahn, Jonathan. Content Strategy for the Web Professional. Lucid Plot.
• Kahn, Jonathan. Embrace Content Strategy: Throw Out Your Design Process. Lucid Plot.
• Kahn, Jonathan. Strategic Content Management. A List Apart.
• Kahn, Jonathan. Web Governance: Becoming an Agent of Change. A List Apart.
• Kissane, Erin. A Checklist for Content Work. A List Apart.
• Kissane, Erin. Content Strategy is About Publishing. Incisive.nu
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12. CONTENT STRATEGY ARTICLES
• Koczon, Cameron. Orbital Content. A List Apart.
• Kuenn, Arnie. Content Editorial Calendar Template. Vertical Measures.
• LaFerriere, Keith. Everything in Moderation: Using Content Units to Manage UX. UX Magazine.
• Lee, Kate Kiefer. Tone and Voice: Showing Your Users That You Care. UX Magazine.
• Leibtag, Ahava. Creating Valuable Content: An Essential Checklist. Content Marketing Institute.
• Lovinger, Rachel. Content Strategy: The Philosophy of Data. Boxes and Arrows.
• Lovinger, Rachel. Content Modelling: A Master Skill. A List Apart.
• Lovinger, Rachel. Nimble. Razorfish.
• Lovinger, Rachel. Tinker, Tailor, Content Strategist. A List Apart.
• Lovinger, Rachel. What Makes a Content Strategist? Scatter-Gather.
• Macintyre, Jeffrey. Content-tious Strategy. A List Apart.
• Maier, Andrew. Complete Beginner’s Guide to Content Strategy. UX Booth.
• McGrane, Karen. Adapting Ourselves to Adaptive Content. karenmcgrane.com.
• McGrane, Karen. In Defense of Lorem Ipsum. karenmcgrane.com.
• McGrane, Karen. Uncle Sam Wants You (to Optimize Your Content for Mobile). A List Apart.
• McGuane, Elizabeth. Fear, Loathing and Content Strategy. Mapped.
• Maijala, Keri. The Content Strategist Elevator Pitch. Hello Content.
• Maltoni, Valeria. How to Develop a Content Strategy Process (for your blog). Conversation Agent.
• Mausser, Kris. Personas: A Critical Investment For Content Strategy. Johnny Holland.
• McGovern, Gerry. Is There Such a Thing as Content Strategy? New Thinking.
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13. CONTENT STRATEGY ARTICLES
• Minkovsky, Natalya. Taxonomy: Content Strategy’s New Best Friend. Johnny Holland.
• The Rockley Group. What is Intelligent Content? Rockley.com.
• Rach, Melissa. Content Strategy and its Cousins. UX Magazine.
• Rach, Melissa. Top 10 Content Strategy Mistakes to Avoid. Peachpit.
• Reyes, Mig. Reminder: Design is still about words. 37signals.
• Rosenbaum, Steve. Filter or Be Flooded: Do You Need a Content Strategist? Fast Company.
• Scime, Erin. 6 Reasons You Need Content Strategy. Dope Data.
• Scime, Erin. The Content Strategist as Digital Curator. A List Apart.
• Sheffield, Richard. Content Strategy Mind Map – Updated. Web Content Strategy.
• Smith, Scott. Content Strategy — in 3D!. Boxes and Arrows.
• Sponder, Steve. Content Strategy for Social Media. Steve Sponder’s Blog.
• Veen, Jeffrey. Doing a Content Inventory (Or, A Mind-Numbingly Detailed Odyssey Through Your Web Site). Adaptive Path.
• Wachter-Boettcher, Sara. Content First? Semantics, Structure, and Why We Should Care. sarawb.com
• Wachter-Boettcher, Sara. Future-Ready Content. A List Apart.
• Wachter-Boettcher, Sara. Responsive-Ready Content. sarawb.com
• Wachter-Boettcher, Sara. Structured Content, Shifting Context: Responsive Design, Content Strategy & the Future. sarawb.com
• Willis, Dan. Make It Semantic from the Start. UX Crank.
• Wion, Destry. The Content Strategy Land Rush. Wion.
• Withrow, Jason. Competitive Analysis: Understanding the Market Context. Boxes and Arrows.
• Zambonini, Dan. Content Strategists: What Do They Do? Contentini.
• Zambonini, Dan. Content Strategy, IA, UX or SEO: What’s My Problem? Contentini.

14. CONTENT STRATEGY BLOGS
• Appropriate, Inc. – Margot Bloomstein
• Brain Traffic – Kristina Halvorson, et al
• Brown Blog – Tiffani Jones Brown
• Confab Events
• Cleve Gibbon
• The CMS Myth
• Content Company – Hilary Marsh
• Content Here – Seth Gottleib
• Content Insights
• Content is the Web – Max Johns
• The Content Philosopher – Joe Gollner
• Content Strategy Applied
• Content Strategy, Inc.
• The Content Wrangler – Scott Abel
• Contentini
• Content-ment – Clinton Forry
• Creek Content – Laura Creekmore
• CS Forum blog
• Daniel Eizans
• Diary of a Content Strategist
• Dirty French Novel – James Callan
• Dope Data – Erin Scime
• DRCC Corporate Communications – Diana Railton
• E3 Content Strategy
• EAT blog
• Eating Elephant – Corey Vilhauer
• Elezea – Rian van der Merwe
• Elizabeth McGuane
• Every Page is Page One
• Grassfed Content – Matthew Grocki
• Hello Content – Keri Maijala
• Hobbs on Tech – David Hobbs
• Incisive.nu – Erin Kissane
• Intentional Design – Rahel Anne Bailie
• Less Work, More Flow – Noz Urbina
• Lucid Plot – Jonathan Kahn
• Mapped – Elizabeth McGuane and Randall Snare
• Meaning and Measure – Misty Melissa Weaver
• Meet Content – Rick Allen and Georgiana Cohen
• Online it ALL Matters – Ahava Leibtag
• The Personal Disquiet of Mark Boulton
• Pybop – Shelly Bowen, et al
• Relly Annett-Baker
• Shut the door on your way out, Cicero… – Richard Ingram
• Richtext – Richard Thompson
• Sara Wachter-Boettcher
• Scatter-Gather – Razorfish by Rachel Lovinger, et al
• Simple and Great – Sitegeist by John Ryan, et al
• Snappy Sentences – Sally Bagshaw
• Strategeezy – Jim Woolfrey
• Suite Seven – Stacey King Gordon, et al
• User Interface Engineering BrainSparks (just content
strategy posts) – Jared Spool, et al
• Waltzing Matilda
• Web Content Strategy – Richard Sheffield
• Web Content Strategy – Sally Bagshaw
• Web Writing at Work – Kate Kiefer Lee
• WelchmanPierpoint – Lisa Welchman, et al
• Whipsmarter – Kate Kenyon
• Writing for Digital – James Mathewson
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15. CONTENT STRATEGY EVENTS
• An Event Apart often has content strategy sessions
• Confab: Minneapolis, London, and HigherEd
• Content Agility
• Content Strategy Applied
• Content Strategy Meetups (international)
• Content Strategy Summit
• Content Strategy Workshops
• CS Forum (international)
• Euro IA often has content strategy sessions (Europe)
• IA Summit often has content strategy sessions
• Custom Content Conference
• Intelligent Content Conference
• LavaCon
• NAB Show
• Now What?
• Society for Technical Communication (STC) Summit
• SXSW often has content strategy sessions
• Web Directions often has content strategy sessions
• Webstock often has content strategy sessions (New
Zealand)
• WebVisions often has content strategy sessions (USA
and Europe)
• World IA Day often has content strategy sessions
(international)
Conferences are in the USA except where specified.
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