Post on 28-Jan-2015
description
Content Strategy: Why Now? Content Strategy Seminar 2012 8 February 2012
Rachel Lovinger @rlovinger
2
Photo by Rohanna Mertens
©2012 Razorfish. All rights reserved.
• Associate Content Strategy Director,
Razorfish, New York
• Co-editor of scatter/gather, a content
strategy blog:
http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
Report on Publishing in the
Digital Age (June 2010):
http://nimble.razorfish.com (@NimbleRF on Twitter)
RACHEL LOVINGER
3
• Where we’ve come from
• Why content strategy matters
• Where we’re headed
CONTENT STRATEGY: WHY NOW?
©2012 Razorfish. All rights reserved.
WHERE WE’VE COME FROM
WHAT IS CONTENT
STRATEGY?
First, a definition
“Content Strategy plans for the creation,
delivery, and governance of useful, usable
content.”
- Kristina Halvorson
7
• Text on the site
• Images
• Video
• Audio
• Data
• User Comments
• Online Conversations
WHAT IS CONTENT?
©2012 Razorfish. All rights reserved.
8
Photo by zandperl
CONTENT IS THE REASON PEOPLE GO TO YOUR SITE
9
• Messaging: What are we trying to say, and to whom?
• Sourcing: Where is our content coming from?
• Management: How are we going to deliver and maintain it?
• Engagement: How do people find and connect with our content?
CONTENT STRATEGY RESPONSIBILITIES
©2012 Razorfish. All rights reserved.
10
• Messaging
• Content evaluation
• Editorial strategy
• Content/Brand alignment
• Features & formats recommendations
• Sourcing
• Gap analysis
• Content specifications
• Content creation guidelines
• Governance plan
• Syndication strategy
CONTENT STRATEGY ACTIVITIES
©2012 Razorfish. All rights reserved.
11
• Management
• Content Model
• Editorial workflow
• Metadata & Taxonomy
• CMS consulting
• Engagement
• Platforms/channels recommendations
• Search strategy
• Social strategy
• Mobile strategy
CONTENT STRATEGY ACTIVITIES
©2012 Razorfish. All rights reserved.
12 THESE ACTIVITIES ARE INTER-RELATED
©2012 Razorfish. All rights reserved.
Messaging
How are we going to deliver
and maintain it?
Sourcing
Engagement Management
What are we trying to say,
and to whom?
Where is our content
coming from?
How do people find and
connect with our content?
13 CONTENT STRATEGY IS INTERDISCIPLINARY
©2012 Razorfish. All rights reserved.
Messaging
How are we going to deliver
and maintain it?
Sourcing
Engagement Management
What are we trying to say,
and to whom?
Where is our content
coming from?
How do people find and
connect with our content?
designers writers
developers information
architects
marketers
search social media
editors
strategy
& planning
HOW DID WE GET HERE?
A bit of history
15
2000 2001 2002 2003 2004 2005 2006 2007 2008
Go
ogle
Resu
lts
Year
Results for "Content Strategy"
MENTIONS ON THE WEB: 2000-2008
©2012 Razorfish. All rights reserved.
16 2000: CHECKLIST FROM INC.
17 2001: JAKOB NIELSEN – “WRITING FOR THE WEB”
18 2002: PAUL FORD OFFERS HIS SERVICES
19 2003: ANN ROCKLEY – MANAGING ENTERPRISE CONTENT
20 2004: CS FOR EMAIL NEWSLETTERS
21 2005: AMY GAHRAN STARTS A SERIES
22 2006: RSS IS THE “HOT NEW THING”
23 2007: RACHEL LOVINGER – BOXES & ARROWS
24 2008: KRISTINA HALVORSON – A LIST APART
25
2000 2001 2002 2003 2004 2005 2006 2007 2008
Go
ogle
Resu
lts
Year
Results for "Content Strategy"
MENTIONS ON THE WEB: 2000-2008
©2012 Razorfish. All rights reserved.
26
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Go
ogle
Resu
lts
Year
Results for "Content Strategy"
MENTIONS ON THE WEB: 2000-2011
©2012 Razorfish. All rights reserved.
27
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Go
ogle
Resu
lts
Year
Results for "Content Strategy"
MENTIONS ON THE WEB: 2000-2011
©2012 Razorfish. All rights reserved.
SOMETHING HAPPENED HERE
28
At the IA Summit, organized by: Kristina Halvorson @halvorson and Karen McGrane @karenmcgrane
Attended by:
CONTENT STRATEGY CONSORTIUM: 19 MARCH 2009
©2012 Razorfish. All rights reserved.
Ian Alexander @eatmedia
Margot Bloomstein @mbloomstein
Jennifer Bohmbach @evoljennifer
Shelly Bowen @shelbow
Lorelei Brown @beezy
Christopher Collette @collettico
R. Stephen Gracey @RSGracey
Stephanie Hale @HaleStephanie
Margret Hanley @magshanley
Colleen Jones @leenjones
Rachel Lovinger @rlovinger
Jeff MacIntyre @jeffmacintyre
Keri Maijala @clamhead
Laura Melcher @lmelcher
Elena Melendy @emelendy
Chris Moritz @chrismoritz
Melissa Rach @melissarach
Erin Scime @erinscime
Gene Smith @gsmith
Samantha Starmer @samanthastarmer
29 CONTENT STRATEGY FOR THE WEB: 22 AUG 2009
30
Photo by Jeff Myers
THEN: UNPRECEDENTED GROWTH
31 CONTENT STRATEGY COMMUNITY
32 CONTENT STRATEGY CONFERENCES
CS Forum 2010: Paris, France
2011: London, England
2012: Cape Town, South Africa
2011 & 2012: MINNEAPOLIS, MN CONTENT STRATEGY APPLIED
33 ARTICLES & BLOG POSTS
34 OTHER CONTENT STRATEGY BOOKS
35 COLLEGE COURSES
©2011 Razorfish. All rights reserved.
College Courses
ContentsMagazine.com
HOW DID I GET HERE?
A bit about me
38
• Associate Content Strategy Director,
Razorfish, New York
• Co-editor of scatter/gather, a content
strategy blog:
http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
Report on Publishing in the
Digital Age (June 2010):
http://nimble.razorfish.com (@NimbleRF on Twitter)
RACHEL LOVINGER
Photo by Rohanna Mertens
©2012 Razorfish. All rights reserved.
39 EDITORS: HOME PAGE
Screenshot via Wayback Machine
40 THE OTHER 10,000+ ARTICLES
Screenshot via Wayback Machine
41 HOW I BECAME A CONTENT STRATEGIST
©2012 Razorfish. All rights reserved.
Business Goals
Technology
Editorial Goals
42 HOW I BECAME A CONTENT STRATEGIST
©2012 Razorfish. All rights reserved.
Business Goals
Technology
Editorial Goals Vision
Tactics
43 APPROACHES TO WEB CONTENT STRATEGY
Diagram by Richard Ingram
Richard Ingram made
this diagram to show
how people bring
different skills,
backgrounds, and
experiences to their
work in Content
Strategy, and this
impacts the way they
practice, and the aspects
they focus on.
44 HOW DID WE ALL GET HERE?
The following year, Ingram
surveyed content strategists
about their educational and
professional backgrounds. He
mapped the answers
from 265 respondents to get
an even more detailed view of
the paths we took
to get to Content Strategy.
Diagram by Richard Ingram
It’s not necessary to have “Content
Strategist” in your title in order to
practice content strategy.
WHY CONTENT STRATEGY
MATTERS
CLEARING OUT THE R.O.T.
Content Grooming
48
• Criteria for
evaluating
content
• This article
is trivial
• These related
items are
redundant
ROT = REDUNDANT, OUTDATED, TRIVIAL
©2012 Razorfish. All rights reserved.
49
• Evaluate content quality
• Remove or revise content, as needed
• Prevent ROT in new content
• Relevant
• On-brand
• Periodic review
CONTENT ANALYSIS & CREATION GUIDELINES
©2012 Razorfish. All rights reserved.
“EVERYONE’S A PUBLISHER”
Content Creation
51
©2012 Razorfish. All rights reserved.
• Sourcing or writing
articles
• Creating videos
• Seeding social media
campaigns
• Monitoring
communities
• Etc.
NON-MEDIA COMPANIES
52
• Define messaging goals
“Encourage exploration and build
brand loyalty. Foster discussion among
existing and prospective customers.”
• Optimize the organization and operational practices
EDITORIAL STRATEGIES
workflow diagram by Richard Ingram, via Intentional Design
“PRINT IS DEAD”
Content Business Models
55
©2012 Razorfish. All rights reserved.
ATTENTION IS DIVIDED
Photo by me
56 CREATE NEW DIGITAL EXPERIENCES
©2012 Razorfish. All rights reserved.
57 CREATE NEW BUSINESS MODELS
©2012 Razorfish. All rights reserved. Source: The New York Times Corporation
DISRUPTIVE PERSONAL TECH
Content Delivery
59
©2012 Razorfish. All rights reserved.
READ ON OUR TABLETS
Photo by TheCreativePenn
60
©2012 Razorfish. All rights reserved.
UPLOAD PHOTOS FROM OUR PHONES
Photo by Mathias Klang
61
©2012 Razorfish. All rights reserved.
STREAM VIDEOS ON OUR TV
Photo by Dennis S. Hurd
62
©2012 Razorfish. All rights reserved.
TALK TO OUR CARS TO PLAY MUSIC
Photo by HighTechDad
Multiplatform publishing follows the principle:
Produce once, use multiple times.
64 OPTIMIZE: CONTENT CREATION & EXPERIENCE
Photo by cvander
THE UBIQUITOUS
CONVERSATION
Content Communications
66 ENGAGING ON MANY CHANNELS
©2012 Razorfish. All rights reserved.
67
You don’t
control the
conversation.
But you can
participate.
SUPERFANS, DEEPLY ENGAGED
©2012 Razorfish. All rights reserved.
Fan Art by kidnotorious
68 TRACK SOCIAL ACTIVITY
©2012 Razorfish. All rights reserved.
WHERE WE’RE HEADED
FUTURE TRENDS & NEEDS
71 INCREASED CONTENT STRATEGY COLLABORATION
Social
• Integrated Processes
• Commercial Tools
Marketing
72
• Markup that provides more meaning and context
• Ad hoc and standard methods of adding structure
STRUCTURED DATA
©2012 Razorfish. All rights reserved.
<b>Madonna</b> Indicates that the text within the tags
should be bold.
<H1>Madonna</H1> Indicates that the text within the tags
is a headline.
<foaf:name>Madonna</foaf:name> Indicates that the text within the tags
is a name, as defined in the “Friend
of a Friend” vocabulary.
<amgID=64565>Madonna</amgID> Indicates that the text within the tags
refers to the recording artist
Madonna, as described on AllMusic.
73
Example: Drupal 7
• Open source CMS
• Native support for standard data structures
STRUCTURED DATA IN THE CMS
©2012 Razorfish. All rights reserved.
74
SEMANTIC TECHNOLOGY
©2012 Razorfish. All rights reserved.
Connect your content and data to
other rich data sources
Copyright ©2010 Dow Jones & Company, Inc.
<IMDbID=tt1193138>Up in the Air</IMDbID>
75
GLOBALIZATION/LOCALIZATION
©2012 Razorfish. All rights reserved. Photo by me
76
MULTIPLATFORM PUBLISHING
©2012 Razorfish. All rights reserved. Source: Fast Company
CONCLUSION
78
• Content Strategy has arrived
• It will continue to develop and grow
• We were doing Content Strategy without even knowing it
• Now we’re getting disciplined
• It’s work that matters
• Almost everything we do online involves content
• We’re almost always online
Content strategy is going to help us
make sense of this digital world
CONTENT STRATEGY: WHY NOW?
©2012 Razorfish. All rights reserved.
RACHEL LOVINGER @rlovinger
Thanks!