Web Content Strategy in a Multi-Channel World
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CARRIE HANE DENNISON @CARRIEHD Web Content Strategy in a Multi-Channel World
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Content strategy is more important than ever as we publish to many outlets to serve many audiences. The key is to keep your message and voice consistent by planning for all the channels. NOTE: This lacks examples since the talk was part of a panel in which another speaker gave examples of putting these ideas into practice.
Transcript of Web Content Strategy in a Multi-Channel World
C A R R I E H A N E D E N N I S O N
@ C A R R I E H D
Web Content Strategy in a Multi-Channel World
Content is…
www.flickr.com/photos/32741315@N06/5015573731
Content strategy is…
Planning for the creation, publication, and governance of
useful, usable content.
– Kristina Halvorson
Thinking about content from the earliest stages of a
project through maintenance.
Content is everywhere
www.flickr.com/photos/bigbaddie/566391539
www.flickr.com/photos/jamiemc/516853136
www.flickr.com/photos/stevevox/8377092256
www.flickr.com/photos/intelfreepress/5126458612
www.flickr.com/photos/samsungtomorrow/8308302453
www.flickr.com/photos/james_nash/3404191156
Mobile is not mobile
www.flickr.com/photos/sbfisher/6115339176
www.flickr.com/photos/jlmaral/8596682380
Thoughts on Mobile
“There is always another platform. Think of it as 100 platforms on one content model.”
-Paul Ford
“There is no such thing as content strategy for mobile.”
- Karen McGrane
“You are in the content publishing business”
- Karen McGrane
from Content Strategy for Mobile
Content
Blog
Product Descriptions
LinkedIn Email
Apps
Website
Tools
Content inventory/audit
Content mapping & models
Gap analysis
Governance plan
Message architecture
Editorial calendar
Voice & tone/style guide
Content Strategy at Work
Message Architecture
An outline or hierarchy of communication goals
Actionable and specific to communication channel
Captures qualities not copy
Editorial Calendar
Plan for what, where, when
Includes all channels
Provides consistency and ongoing success
Voice & Tone Guide
Specific to content types and channels
Keeps context in mind
Provides consistency in channel
See voiceandtone.com
Create Once, Publish Everywhere
Content Object
Web Article
Web Stub
Ad
Blog Post
You’ll be prepared for anything
www.flickr.com/photos/james_nash/3404191156
