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The Elements of Content Strategy
By: Erin Kissane
What Makes Good Content?
· Appropriate: Publish content that is right for the user and for the business.
· Useful: Design a clear, specific purpose for each piece of content; evaluate content against the purpose.
· User-Centered: Adopt the cognitive frameworks of your users.
· Clear: Seek clarity in all things.
· Consistent: Mandate consistency, within reason.
· Concise: Omit needless content.
· Supported: Publish no content without a support plan.
Where Did Content Strategy Come From?
Content Strategy
Editor: Their business is content.
Curator: Their business is about care.
The Marketer: Their business is about persuading.
Info Scientist: Their business is storing, retrieving, and disseminating information.
Tools and Techniques
EVALUATE
CR
EA
TIV
E
AN
AL
YT
ICA
L
DESIGN
Communication plan
Feature design recommendations
Content templates
Voice and tone guidelines
Editorial Calendar
Delivery channel strategy
Content style guide
Community and social guidelines
Content audit
Gap analysis
Workflow snapshot
User research
Project brief
Kickoff meeting
Workflow recommendations
User proxies
The Things We Make
Fig 3. Content deliverables and processes plotted according to function and nature.
Project Process
Project Definition Research & Analysis Strategy Implementation Management
Consulting projects (usually)
Fig 2. A progression of phases within user experience and content strategy projects
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Prepared by: Lauren Moler, @merrymoler
Last modified: 8/23/2013