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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 CREATIVE ANALYTICAL 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 Page 1 of 1 Prepared by: Lauren Moler, @merrymoler Last modified: 8/23/2013

Content Strategy Quick Reference: The Elements of Content Strategy by Erin Kissane

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Page 1: Content Strategy Quick Reference: The Elements of Content Strategy by Erin Kissane

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

Page 1 of 1

Prepared by: Lauren Moler, @merrymoler

Last modified: 8/23/2013