© 2012 Intentional Design Inc. www.intentionaldesign.ca @rahelab

What is Content Strategy?

Leveraging content to its fullest potential

Content Strategy

Business communications

Technical communication

IA/Usability Content/info management

Content (n)

How we use to communicate: text, graphics, video, audio

Extension of the user experience

Human-consumable, contextualized data

The stuff “contained” between the tags

Container /Container Content

!?@

Common definitions

Content strategy: Repeatable process that governs content throughout the entire content lifecycle

Content lifecycle: Iterative cycle that spans analysis, collection, management, and publishing stages

Content

• Content as commodity

• Factors in optimization

Supply chain

• Linear

• Clear start and end

• Single content treatment

Strategy/ Analysis

Authoring/ Editing

Content Management

UX/ Publishing

Localization

Measurement

Nuanced

Interactive

Complex

Messy

Nuanced

Interactive

Complex

Messy

Nuanced

Interactive

Complex

Messy

Nuanced

Interactive

Complex

Messy ( = international roaming)

( = SIM card)

Begin at the beginning …

…but where is the beginning?

• Modeling/typing

• Configure/components

• Structure /standards

• Repository

• Aggregate/Transform

• Publish/Syndicate

• Evaluate

• Iterate or sunset

• Acquire

• Author/Edit

• Version/Localize

• Metadata

• Requirement analysis

• User research

• Governance planning

• Budget

Analyze Collect

Manage Publish

Content Design

Content architecture

Content types

Technical structure

Metadata

Content development

Content quality

Editorial structure

Creation

Legacy system constraints

Delivery decisions

Customer focus

Multiple outputs

Content interconnection

Project complexity

“This Visa interface is great. I can download each

statement, by month, for the last year.”

1

2:00 PM 2:15 PM

“Vancity is great. I can enter the dates and

download a whole year at a time, for the last two years –

in a single transaction.”

2 “Visa’s monthly download is driving me bananas.

Why doesn’t Visa get it together?”

3

2:18 PM 2:16 PM

( = international roaming)

( = SIM card)

Well, some companies don’t …

• Need intelligent content strategy to get intelligent content

• Treat content as part of the content lifecycle

• Keeping content under control means considering its entire lifecycle, including iterations

• Content lifecycle exists, whether you acknowledge it or not

• A strategy needs to span all related content

Available in stores starting December 2012

ContentStrategyforDecisionMakers.com

What is Content Strategy? Leveraging content

to its fullest potential

© 2012 Intentional Design Inc. www.intentionaldesign.ca

Rahel Anne Bailie @rahelab

Thank you