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Role of the Content Strategist

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Lisa Trager
Lisa Trager

Updated presentation of Lisa Trager'sy methodology for content strategy.

Tecnologia
1 de 34
Lisa L. Trager Content Strategist | Information Architect October 2011 The Role of the Content Strategist
Why Content Strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definition of Content Strategy ,[object Object],Who? What? Who is the targeted audience? What information is relevant When? When is the best time to present contextually relevant content? Where users are coming from and most likely going next Why users are coming to the website and what are they looking for? Where? Why?
Roles and Skills of a CS
Principles =Value of CS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object]
Teamwork ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Client
1. Discovery
Content Audit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic Evaluation
Stakeholder Interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Interviews ,[object Object],[object Object],[object Object],[object Object]
Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keyword Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Analysis
Third Party Resources
2. Analysis & Recommendations
Sitemap Purpose: To illustrate the structure or skeleton of a website, upon which everything else resides. The sitemap is a way to clearly see the organization of information reflected in the topics as well as nomenclature.
Personas or Mental Models ,[object Object],[object Object],[object Object],[object Object]
Content Matrix ,[object Object],[object Object],[object Object]
Gap Analysis
User Flows ,[object Object],[object Object],[object Object],[object Object]
Copy Writers ,[object Object],[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile ,[object Object],[object Object],[object Object],[object Object]
3. Design ,[object Object],[object Object],[object Object]
Integration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Oh no!
5. Development ,[object Object],[object Object],[object Object],[object Object],[object Object]
Content Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. Maintenance | Updates ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources for Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],Role of A Content Strategist by Lisa Lehman Trager is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License .

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Role of the Content Strategist

Notas do Editor

  1. The process of helping a client integrate their business needs with research and analysis to help ascertain the best approach to target users and enable them to access and interact with relevant content.
  2. Researcher Investigator Story Teller Business Analyst Curator Library science Skills: Reporter (Interview) Analyst Strategist Manager
  3. Forrester Research Alert Box Government websites Trusted industry organizations Other market research done by client Hitwise and other online resources that help gauge behavior and user trends