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April 15, 2011 | 1:00pm EST/10:00am PDT Audio: +1 (213) 286-1201 Access code: 406-314-697 Webinar ID: 690-350-122
April 15, 2011 • 1:00pm EST / 10:00am PSTApril 15, 2011 • 1:00pm EST / 10:00am PSTAre You Content Strategy Material? Scott Abel interviews Rahel Anne Bailie
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content strategist | publishing expert | magazine columnist social networking choreographer | blogger | mashup artist
About Scott Abelaka The Content Wrangler
scottabel@mac.com | 317.409.0839 | thecontentwrangler.com | twitter: @scottabel
the best support sites are powered by mindtouchrequest a demonstration today
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schedule | submitting questions | accessing the recordingtechnological challenges | twitter hash tag | book give-away
housekeeping: a few things you need to know
help us understand a little about youand the organization for which you work
three polling questions should do the trick
Are you content strategy material?Scott Abel interviews content strategy guru, Rahel Bailie
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PST
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PSTcontent strategy guru | user experience advocate content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca
tell us a little about intentional design ...what is it? what do you do there?
a little about Rahel and her content strategy firm
to understand what a content strategy isit helps to understand what it isnʼt
why are these things often mistaken for strategy?
a content strategy is not
copywriting
designing cool websites
social media structured content
editing
content management system
project management
what is strategy? what does strategic planning mean?
a few definitions is a good place to start * but examples are good, too
content is a business asset worthy of being managed efficiently and effectively (i.e. strategically)
strategy is often lost upon those who think only about their end deliverables
an adaptation or complex of adaptations (as of behavior, metabolism, or structure) that serves or appears to serve
a function in achieving evolutionary success- merriam-webster dictionary
an alternative chosen to make happen a desired future, such as achievement of a goal or solution to a problem
- businessdictionary.com
the process of defining strategy, or direction, and making decisions on allocating resources to pursue it
strategic planning involves deciding what to do with capital and people
how about an example?
the chosen alternative to make happen a desired future, such as an achievement of a goal or solution to a problem
what is a methodology? why do we need one?
a repeatable process * optimized for success * systematic
content strategists are the management consultants of the content world
content strategy = thinking like a consultant } having a methodology
roi-driven
metrics, reporting
evidence-based
analysis, planning
what does a formal methodology fora content strategy look like?
understanding the process
the process is the same regardless of the type of challenge you are trying to solve
the basis of all consulting
Get solid grasp of
current state
Understand goals for
future stateDo a gap analysis
Create a plan to fill the gap
Content inventoryContent auditUser researchPersonas, scenarios
Content briefCompetitive analysisRequirements matrixGovernance assessmentWireframesPersonalization requirements
Content reviewTechnology reviewLocalization reviewMetadata review
Content matrixStyle guideAccessibility guidelinesWriting templatesEditorial calendarProcess modelsDelivery designStandards guidelinesContent migration plan
all content has a lifecycleyour content strategy should support it
the content lifecycle
AnalyzeRequirementsPersonas, scenariosGovernanceBudget
CollectAcquireAuthor/EditVersion/LocalizeMetadata
PublishAggregateTransformPresentSyndicateRevise/Sunset
ManageModeling/TypingConfigure/ComponentsStructure /StandardsRepository
marketing, PR, library sciences, technical communication,information architecture, development, localization
where do content strategists come from?
content strategists who comes from different focus areas think about content from different vantage points
there arenʼt any schools or certificate programs * learn as you go
are you content strategy material?letʼs find out!
take this six question self-assessment
am I already doing content strategy work?
question one
1
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PST
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PSTcan I separate what is strategicfrom what is implementation?
question two
will decision-makers recognize it?
question three
can I articulate my value proposition?
question four
am I prepared to leave my comfort zone?
question five
can I think like a strategist / consultant?
question six
and now for a few questions from the audience[submit yours using the chat window]
hereʼs a few we received from attendees in advance
where can I get a content strategy degree? - Bryan F in Fort Lauderdale, FL
are there university programs or certificate courses available?
what resources can you recommend to someone who is just getting started? - Shaunda G - Denver, CO
books * adjacent professions * workshops * blogs * social networks * meetups
Are you content strategy material?Scott Abel interviews content strategy guru, Rahel Bailie
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PST
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PSTcontent strategy guru | user experience advocate content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca
the best support sites are powered by mindtouchrequest a demonstration today
info@mindtouch.com | www.mindtouch.com
Are you content strategy material?Scott Abel interviews content strategy guru, Rahel Bailie
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PST
our next webinar
April 15, 2011 • 1:00pm EST / 10:00am PSTCultural Correctness in Global Web ContentScott Abel interviews Maxwell Hoffmann
April 29, 2011 * 1pm EDT / 10am PDT