What is content strategy
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© 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