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Uploaded byGretchen Thomas
Content Strategy: It's Not All Greek
The document discusses the importance of content strategy for websites and digital projects. It defines content strategy as organizing and planning communication to meet specific objectives. It states that content strategy is essential for interface planning, social media, blogging, and ongoing website management. It warns of issues that can occur when content is not planned strategically, such as content delay syndrome and website bolt-on syndrome. Finally, it advocates for making great content a priority in order to create experiences that matter for users.
Content Strategy: It's Not All Greek
- 1. Content Strategy: Itโsnot all Greek.
- 2. Remember the interactiveolden days?
- 3. Remember the interactiveolden days?
- 4. Remember the interactiveolden days?
- 5. Remember the interactiveolden days?
- 6. Remember the interactiveolden days?
- 7. And what wewere designing?
- 8. And what wewere designing?
- 9. And what wewere designing?
- 10. And what wewere designing?
- 11. And what wewere designing?
- 12. Soon, we realizedsomething: People can read. And they want to read all the time, especially online.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18. We must meetthis demand for information with great content strategy, or we may as well set up shop in Second Life.
- 19. And Nobodyโs InSecond Life. (apologies to any Second Lifers)
- 20. Content Strategy: Organizingand planning communication to meet specific objectives. Brand and business objectives User desires and needs Sales and marketing objectives Technology and other objectives
- 21. Content Strategy isa differentiator. But not for long. Just like that โfadโ usability, CS is not an added value โ itโs a requirement.
- 22. Content Strategy isabsolutely essential for: Interface planning Social media plans Blogging plans Ongoing website management
- 23. Content Delay Syndrome:When you push copywriting, imagery and video to the very end of a project as executables rather than strategically planned interface elements.
- 24.
- 25. Website Bolt-On Syndrome:When websites are hastily developed before thoughtful planning can occur, rendering future content and functionality homeless. Also happens when websites are developed from the โbottom up.โ
- 26.
- 27. The effects ofCDS and WBOS:
- 28. The effects ofCDS and WBOS:
- 29. Cure for avariety of web ills! Your content strategy should include, at the least: Specific content identified to address business, user and development needs Meta data/SEO keywords Content channel distribution Ongoing editorial plan
- 30. CS is alsogood for your: Client Project team Brand Marketers End users Sanity
- 31. What a CSlooks like
- 32. What a CSlooks like
- 33. What a CSlooks like
- 34. What a CSlooks like
- 35. What a CSlooks like in action
- 36. What a CSlooks like in action
- 37. Results: Increased engagementBetter experience Increased traffic (possibly due to change.gov)
- 38. Results: Increased engagementBetter experience Increased traffic (possibly due to change.gov)
- 39. To sum itup: Great user experiences take careful cross-functional planning โ donโt let half-assed content tear down the rest of your project. Make great content a priority, and youโll create something that actually matters.
- 40.
- 41. Thank You. GretchenThomas [email_address] http://www.linkedin.com/in/gretchenthomas414
Editor's Notes
- #14ย In fact, theyโre doing it with alarming rate, almost everywhere they are. Reading, watching videos, and looking at imagery.
- #15ย In fact, theyโre doing it with alarming rate, almost everywhere they are. Reading, watching videos, and looking at imagery.
- #16ย In fact, theyโre doing it with alarming rate, almost everywhere they are. Reading, watching videos, and looking at imagery.
- #17ย In fact, theyโre doing it with alarming rate, almost everywhere they are. Reading, watching videos, and looking at imagery.
- #18ย In fact, theyโre doing it with alarming rate, almost everywhere they are. Reading, watching videos, and looking at imagery.
- #22ย Smart companies are already doing it, and the rest are catching on quickly. Users are already expecting valuable and fresh content.
- #23ย - interface planning provides a permanent home for strategic content.
- #24ย Shoehorning content into a website this way often undoes all the careful thought and planning that went into the rest of the project. Real, thought-out and meaningful content on a site creates a good user experience. Itโs best when itโs concise, purposeful and directed toward a specific audience. And that takes planning. From Pepi Ronaldsโ A List Apart article.
- #25ย CDS results in web content clown cars. Only not as fun.
- #26ย Bolt on syndrome is certainly not just a problem for content strategists, but for anyone involved in the planning process. Insisting on a sound content strategy upfront can mitigate some bolt on problems.
- #27ย Heidi Montag is a great example of bolt-on content going wrong.
- #28ย This site has clearly repurposed brochure copy, not a bad visual design. This window blinds site is built on wordpress - and as a result of the functionality restrictions, itโs shoehorning in ecommerce and editorial content.
- #29ย This site has clearly repurposed brochure copy, not a bad visual design. This window blinds site is built on wordpress - and as a result of the functionality restrictions, itโs shoehorning in ecommerce and editorial content.
- #31ย Client: help them to think through the implications of what theyโre building. Helps understanding of the scope. Project team: shared understanding: why are we doing this? Brand: increases trust and positive impressions Marketers: halo effect of SEO, return visits End users: they benefit from targeted, thoughtful and fresh content. Their lives are made a little easier. Sanity
- #32ย No one-size fits all Sitemaps - high level sitewide strategy Wireframe callouts - for interface-level strategy. Independent CS docs - for large or complex properties, editorial calendars, etc. Part of a Content distribution plan for social media
- #33ย No one-size fits all Sitemaps - high level sitewide strategy Wireframe callouts - for interface-level strategy. Independent CS docs - for large or complex properties, editorial calendars, etc. Part of a Content distribution plan for social media
- #34ย No one-size fits all Sitemaps - high level sitewide strategy Wireframe callouts - for interface-level strategy. Independent CS docs - for large or complex properties, editorial calendars, etc. Part of a Content distribution plan for social media
- #35ย No one-size fits all Sitemaps - high level sitewide strategy Wireframe callouts - for interface-level strategy. Independent CS docs - for large or complex properties, editorial calendars, etc. Part of a Content distribution plan for social media
- #36ย Change.org began as a online community that enabled people to network and organize around social causes. The purpose of the website is to have users donate money and get involved. Their site would not even be possible today without strategy and planning. On the site and thru distribution channels.
- #37ย Change.org began as a online community that enabled people to network and organize around social causes. The purpose of the website is to have users donate money and get involved. Their site would not even be possible today without strategy and planning. On the site and thru distribution channels.
- #38ย 1,388% increase in engagement over a year. Source: http://www.maxgladwell.com/2008/12/changeorgs-content-strategy-success/
- #39ย 1,388% increase in engagement over a year. Source: http://www.maxgladwell.com/2008/12/changeorgs-content-strategy-success/