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

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Transcript of 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

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Content Strategy

Business communications

Technical communication

IA/Usability Content/info management

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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

!?@

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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

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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

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Nuanced

Interactive

Complex

Messy

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Nuanced

Interactive

Complex

Messy

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Nuanced

Interactive

Complex

Messy

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Nuanced

Interactive

Complex

Messy ( = international roaming)

( = SIM card)

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Begin at the beginning …

…but where is the beginning?

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• 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

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Content Design

Content architecture

Content types

Technical structure

Metadata

Content development

Content quality

Editorial structure

Creation

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Legacy system constraints

Delivery decisions

Customer focus

Multiple outputs

Content interconnection

Project complexity

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“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

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( = international roaming)

( = SIM card)

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Well, some companies don’t …

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• 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

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Available in stores starting December 2012

ContentStrategyforDecisionMakers.com

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What is Content Strategy? Leveraging content

to its fullest potential

© 2012 Intentional Design Inc. www.intentionaldesign.ca

Rahel Anne Bailie @rahelab

Thank you