© 2013 Intentional Design Inc.www.intentionaldesign.ca

@rahelabRahel Anne Bailie

Content Strategy ina Content Economy

Is Your Content Prepared?

Content Strategy

Business communications

Technical communication IA/Usability Content/info

management

My background

TOWARD A CONTENT ECONOMY

Economic evolution

• Agricultural

Economic evolution

• Agricultural• Industrial

Economic evolution

• Agricultural• Industrial• Service

Economic evolution

• Agricultural• Industrial• Service• Knowledge

Economic evolution

• Agricultural• Industrial• Service• Knowledge• Information

Economic evolution

• Agricultural• Industrial• Service• Knowledge• Information• Attention

Economic evolution

• Agricultural• Industrial• Service• Knowledge• Information• Attention• Content

Content economy subsets

Content economy

Location-based

Geolocation Geofenced

Verified

Endorsed Social relevance

Cultural relevance

WHAT THIS MEANS FOR CONTENT

Content has value

• Content is being recognized as a business asset

• Content deserves to be managed with as much care as other assets

Content has to work well

• Content, like design, is only noticed when there’s a problem with it

Subsets and relationships

• New user experiences:• Smaller screens as primary entry

point to the content• Mobile commerce and banking• Tablets as entertainment devices

Multi-screen, multi-dimensional content*

• Ancillary: TV plus tablet for social• Sequential: Use PC, then mobile; or use

mobile, then finish on PC• Simultaneous: Collaboration requiring

instant synchronization between devices

*Thanks to Noz Urbina for the concept of content dimensions

Subsets and relationships

• Market maturity:• Market differences• Social network penetration• Mobile market• Growth opportunities

Subsets and relationships

• Cross-market content:• Single language for many markets• Offering native languages in other

markets• Cross-border commerce incurs

content needs

MEETING THE NEED HEAD-ON

Content strategy

“A repeatable system that governs the management of content throughout the entire lifecycle.”

- Rahel Anne Bailie, IntentionalDesign.ca

The content lifecycle

A tactic is not a strategy

• The analysis and prescription is the strategy

• The rest of the work is implementation

• The earlier in the lifecycle you can get involved, the easier it is to effect change

Content touch points

• Throughout the customer journey• Multiple variables for various market

conditions, product lines, and so on• Multiple outputs for different devices

and platforms• Localization, which is becoming

more complex

In the content economy, it means…

Getting content:• From the right sources• On the right platform• To the right people• At the right times• Through the right channels• In the right formats• In the right versions• In the right languages• In the right media

Work toward an integrated content strategy

The value of content strategy

Available now fromonline retailers andXMLpress.net

TheContentStrategyBook.com

Content Strategy in The Content Economy

© 2013 Intentional Design Inc.www.intentionaldesign.ca

Rahel Anne Bailie@rahelab

Thank you