Are You Content Strategy Material?

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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Are you content strategy material?Scott Abel interviews content strategy guru, Rahel Bailie

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April 15, 2011 • 1:00pm EST / 10:00am PST

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April 15, 2011 • 1:00pm EST / 10:00am PSTcontent strategy guru | user experience advocate content architect | thought leader | self-identified geek

contact: [email protected]



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

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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


our next webinar


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: [email protected]



the best support sites are powered by mindtouchrequest a demonstration today

[email protected] | www.mindtouch.com






our next webinar


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

Are You Content Strategy Material?

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