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CONTENT STRATEGY WITHOUT ACONTENT STRATEGIST
NERDERY WEBINAR
#NERDERYWEBINAR @THE_NERDERY
YOUR HOSTS
Ryan CarlsonTechnology Evangelist
@ryancarlson
Frost SimulaFront End Developer
@Fr0s7
Meghan CaseyUX Designer@meghscase
#NERDERYWEBINAR @THE_NERDERY
THINGS WE’LL COVER
What content strategy is and isn't1
How you know if you need content strategy2
What content strategy looks like3
Preparing for your next content strategy project4
#NERDERYWEBINAR @THE_NERDERY
DEFINING CONTENT
#NERDERYWEBINAR @THE_NERDERY
DEFINING CONTENT STRATEGY
#NERDERYWEBINAR @THE_NERDERY
CONTENT STRATEGY IS...
#NERDERYWEBINAR @THE_NERDERY
AN APPROACH FOR PROVIDING...
TO THE RIGHT PEOPLE
THE RIGHT CONTENT
AT THE RIGHT TIME
FOR THE RIGHT
REASONS
#NERDERYWEBINAR @THE_NERDERY
CONTENT STRATEGY ISN’T...
#NERDERYWEBINAR @THE_NERDERY
CONTENT MARKETING SEOSOCIAL MEDIATHESE ARE TACTICS
#NERDERYWEBINAR @THE_NERDERY
WITH A STRATEGY...
Content Marketingcan help you develop a positive reputation among your audiences.
Social Mediacan help you have meaningful conversations with your customers and prospects.
SEO can help ensure your audiences get information they deem relevant and valuable.
#NERDERYWEBINAR @THE_NERDERY
WITHOUT A STRATEGY...
Content Marketingcan overwhelm your audiences with content they don’t want or need.
Social Mediacan cheapen conversations with your customers and prospects.
SEO can mislead your audiences by directing them to content that isn’t relevant or useful.
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CONTENT STRATEGY DOES...
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PROVIDE CLARITY
ALIGN STAKEHOLDERS
INFORM DECISIONS
DIRECT CHANGE
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CONTENT STRATEGY DOESN’T...
#NERDERYWEBINAR @THE_NERDERY
...have to be done by a person with the title content strategist
I’m a content strategist andonly I can do content strategy. We all do content strategy.
BUSINESS ANALYST
INFORMATION ARCHITECT
USER EXPERIENCE DESIGNER WRITER CMS
DEVELOPERCONTENT
STRATEGIST
#NERDERYWEBINAR @THE_NERDERY
WHO NEEDS CONTENT STRATEGY?
#NERDERYWEBINAR @THE_NERDERY
SYMPTOMS
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ALL CONTENT FROM FOREVER
UNDERPANTS ON THE OUTSIDE
FRANKENSITE LIVES
SPOTLIGHT SYNDROME
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THE SIMPLE ANSWER
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#NERDERYWEBINAR @THE_NERDERY
WHAT DOES CONTENT STRATEGY LOOK LIKE?
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HINT...
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CONTENT STRATEGY IS NOT A DELIVERABLE
It’s an approach to achieving goals
through content.
Deliverables communicate ideas
and concepts.
#NERDERYWEBINAR @THE_NERDERY
OUR APPROACH
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CONTENT COMPASS
Manifesto How will the content
satisfy business goals and user needs?
Message What content do we need
and what do we want users to feel and do after
interacting with it?
Model How does the content need to be structured and organized to
match the way users think about the topics and tasks?
Maneuver How will you assess,
improve, and evolve your content and content strategy over time?
Marksmanship What people, processes, and tools are necessary to help
you create and maintain content that hits the mark?
#NERDERYWEBINAR @THE_NERDERY
CONTENT COMPASS
Manifesto
Message
Model Maneuver
Marksmanship Message What content do we need and what do we want users to feel and do after interacting with it?
#NERDERYWEBINAR @THE_NERDERY
CONTENT COMPASS
Manifesto
Message
Model Maneuver
Model How does the content need to be structured and organized to match the way users think about the topics and tasks?
Marksmanship
#NERDERYWEBINAR @THE_NERDERY
CONTENT COMPASS
Manifesto
Message
Model Maneuver
MarksmanshipMarksmanship
What people, processes, and tools are necessary to help you create and maintain content that hits the mark?
#NERDERYWEBINAR @THE_NERDERY
CONTENT COMPASS
Manifesto
Message
Model Maneuver
Marksmanship Maneuver How will you assess, improve, and evolve your content and content strategy over time?
#NERDERYWEBINAR @THE_NERDERY
IT STARTS WITH A MANIFESTO
What is (and isn’t)
the purpose of your site?
Who is the content for and
how should it help them?
What should the content provide
and convey?
What business goals does it
help you achieve?
#NERDERYWEBINAR @THE_NERDERY
TO ACHIEVE OUR GOAL OF _________, OUR CONTENT MUST...
<INSERT GOAL>
...do what? ...for whom? ...so that?
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MESSAGE & MODELNOT THIS THIS
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http://www.enritec.com
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MARKSMANSHIP & MANEUVERNOT THIS THIS
#NERDERYWEBINAR @THE_NERDERY#NERDERYWEBINAR @THE_NERDERY
http://www.arvanitakis.com/en
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WHEN DO WE DO IT?
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DEFINEDISCOVER DESIGN REFINE
IT’S PART OF THE UX PROCESS
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DEFINE
DISCOVER
DESIGN
REFINE
¼ Inventory existing content ¼ Document existing content creation process ¼ Understand user scenarios and content needs
#NERDERYWEBINAR @THE_NERDERY
DEFINE
DISCOVER
DESIGN
¼ Determine content goals ¼ Craft the manifesto ¼ Set guiding principles for content ¼ Create content models
REFINE
#NERDERYWEBINAR @THE_NERDERY
DEFINE
DISCOVER
DESIGN
¼ Organize content site-wide and on the page ¼ Determine the migration plan ¼ Create content overlays/outlines
REFINE
#NERDERYWEBINAR @THE_NERDERY
DEFINE
DISCOVER
DESIGN¼ Measure content effectiveness ¼ Plan additional content efforts ¼ Maintain content over time REFINE
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YOUR NEXT CONTENT STRATEGY PROJECT
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TYPES OF PROJECTS
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ALL THE THINGS ONE OF THE THINGS A PIECE OF A THING
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PREPARING FOR A PROJECT
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A CHECKLISTInventory what content you have and what you know about it (e.g. Is it used? How do people access it? How do people find it?).
Document the current processes for creating, approving, publishing, and maintaining content.
Put someone in charge of content standards and day-to-day decisions.
#NERDERYWEBINAR @THE_NERDERY
ASSUME POSITIVE INTENT
No one is out there creating crappy content that does nothing for its users or for the business on purpose.
“–Meghan Casey
#NERDERYWEBINAR @THE_NERDERY
WE HOPE YOU LEARNEDContent strategy is an approach, not a tactic1
If your project involves content, chances are you need content strategy2
Content strategy should be part of every UX project3
You can set yourself up for success by taking stock of what you have, documenting your content processes, and putting someone in charge
4
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