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ContentStrategy 101
Content Strategy 101slideshare.net/lauracreekmore
Elements of a Web Project
Elements of a Web ProjectBusiness Goal        Production  Strategy             Operations    Design                  Analy...
Elements of a Web Project                                 !Business Goal        Production  Strategy                    E ...
Multi-Channel Landscape
Multi-Channel Landscape
Multi-Channel Landscape                          K K !           C K K       A
ContentStrategy Is the   Response
Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.”           — Ann Handley, Chief Content O...
Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.
What Is Content Strategy?It’s a mindset.
What Is Content Strategy?It’s a mindset.It’s a toolbox.
The Content Strategy Mindset                               P
The Content Strategy Mindset                 PlanGovern                         Create                                    ...
Phttp://www.flickr.com/photos/skistz/
Steps to Content Strategy•Plan•Create•Organize•Govern
Know your business goalhttp://www.flickr.com/photos/vizzzual-dot-com/
Know your audiencehttp://www.flickr.com/photos/al_loves_perth/
Speak your customer’s languagehttp://www.flickr.com/photos/denharsh/
Planning•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
Planning: Sample Content Inventory
Planning: Inventory Tips•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers...
Planning: AnalysisWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs o...
Design and Developmenthttp://www.flickr.com/photos/adactio/
What Your Developer  Wants From Youhttp://www.flickr.com/photos/infusionsoft/
What Your Developer  Wants From You                                            R IT Y                                     ...
Creating: Content TemplatesContent templates [page tables] show how contentworks on the page.•Similar to wireframes•Less a...
Creating: Essential Details•Identify types of content
Creating: Essential Details•Note characteristics         Headline [Character limit?]                              Copy wit...
Organizationhttp://www.flickr.com/photos/melissadion/
Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, ...
Organizing: MetadataInformation about your content Title                            KeywordsCreation Date                 ...
Organizing: TaxonomyHierarchy of contentHome >Business  >>Nashville business  >>Relocating business >Job Seekers >Tourists
Organizing: NavigationLabeling content for customers
Organizing: NavigationLabeling content for customers
Governinghttp://www.flickr.com/photos/melissadion/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
Governing: Tools•Style guide for all content creators•Tone and voice chart•Editorial calendar•Defined process•Plan for appr...
Governing: TipDon’tover-process.
The Content Strategist’s LibraryContent Strategy•Content Strategy for the Web | Kristina Halvorson and Melissa Rach•The El...
Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracree...
Content Strategy 101
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Content Strategy 101

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A talk I gave at PodCamp Nashville 2012.

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Content Strategy 101

  1. 1. ContentStrategy 101
  2. 2. Content Strategy 101slideshare.net/lauracreekmore
  3. 3. Elements of a Web Project
  4. 4. Elements of a Web ProjectBusiness Goal Production Strategy Operations Design Analytics Development Review Testing Upgrades
  5. 5. Elements of a Web Project !Business Goal Production Strategy E NT Operations O Design N T Analytics C Development Review Testing Upgrades
  6. 6. Multi-Channel Landscape
  7. 7. Multi-Channel Landscape
  8. 8. Multi-Channel Landscape K K ! C K K A
  9. 9. ContentStrategy Is the Response
  10. 10. Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
  11. 11. But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.” — Ann Handley, Chief Content Officer at MarketingProfs “The one with the most engaging content wins.” — Joe Pulizzi, Content Marketing Institute
  12. 12. Why Content Strategy?Content strategy helps youmake decisions based onyour business needs.
  13. 13. What Is Content Strategy?It’s a mindset.
  14. 14. What Is Content Strategy?It’s a mindset.It’s a toolbox.
  15. 15. The Content Strategy Mindset P
  16. 16. The Content Strategy Mindset PlanGovern Create P Organize
  17. 17. Phttp://www.flickr.com/photos/skistz/
  18. 18. Steps to Content Strategy•Plan•Create•Organize•Govern
  19. 19. Know your business goalhttp://www.flickr.com/photos/vizzzual-dot-com/
  20. 20. Know your audiencehttp://www.flickr.com/photos/al_loves_perth/
  21. 21. Speak your customer’s languagehttp://www.flickr.com/photos/denharsh/
  22. 22. Planning•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
  23. 23. Planning: Sample Content Inventory
  24. 24. Planning: Inventory Tips•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers can be helpful.•Check your CMS for useful functionality.•Even on a small project, you’ll start to see issues at this point.
  25. 25. Planning: AnalysisWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs of inefficient process: Creating similar content repeatedly•Gaps: What’s missing?
  26. 26. Design and Developmenthttp://www.flickr.com/photos/adactio/
  27. 27. What Your Developer Wants From Youhttp://www.flickr.com/photos/infusionsoft/
  28. 28. What Your Developer Wants From You R IT Y C L Ahttp://www.flickr.com/photos/infusionsoft/
  29. 29. Creating: Content TemplatesContent templates [page tables] show how contentworks on the page.•Similar to wireframes•Less about layout, more about the meat•Benefit: No last minute surprisesGreat resource: http://www.alistapart.com/articles/content-templates-to-the-rescue/
  30. 30. Creating: Essential Details•Identify types of content
  31. 31. Creating: Essential Details•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]
  32. 32. Organizationhttp://www.flickr.com/photos/melissadion/
  33. 33. Organizing: Technology•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly
  34. 34. Organizing: MetadataInformation about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body
  35. 35. Organizing: TaxonomyHierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists
  36. 36. Organizing: NavigationLabeling content for customers
  37. 37. Organizing: NavigationLabeling content for customers
  38. 38. Governinghttp://www.flickr.com/photos/melissadion/
  39. 39. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
  40. 40. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
  41. 41. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
  42. 42. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
  43. 43. Governing: Identify Your PeoplePhoto by http://www.flickr.com/photos/rhysasplundh/
  44. 44. Governing: Tools•Style guide for all content creators•Tone and voice chart•Editorial calendar•Defined process•Plan for approvals•Review and analyze
  45. 45. Governing: TipDon’tover-process.
  46. 46. The Content Strategist’s LibraryContent Strategy•Content Strategy for the Web | Kristina Halvorson and Melissa Rach•The Elements of Content Strategy | Erin Kissane•Content Strategy at Work | Margot Bloomstein•Contents Magazine | http://contentsmagazine.com/Information Architecture and User Experience [UX] Design•Don’t Make Me Think | Steve Krug•The Elements of User Experience | Jesse James Garrett•A Project Guide to UX Design | Russ Unger and Carolyn Chandler•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender•Information Architecture for the World Wide Web | Peter Morville and Louis RosenfeldWriting•Letting Go of the Words | Ginny Redish•The Yahoo! Style GuideContent Marketing•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott
  47. 47. Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.comslideshare.net/lauracreekmore
  • garcon

    Apr. 15, 2012
  • jennileeds

    Apr. 14, 2012

A talk I gave at PodCamp Nashville 2012.

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