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Presents a proposed hierarchy of content needs, based on Maslow's hierarchy. Discusses the need for integrated content strategy across marketing, technical, and other content groups in an organization. Explains the business challenges of holistic content strategy. Presented by Sarah O'Keefe at the Intelligent Content Conference 2014.
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The many facets of content strategy
contentstrategy101.com
Sarah O’Keefe @sarahokeefe
Scriptorium Publishing
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ja
❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA
❖ Coauthor of Content Strategy 101
❖ Interested in collision of content, publishing, and technology
Sarah O’Keefe @sarahokeefe
Content strategy: Support business goals using information and information products.
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The discipline of content strategy is still evolving.
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We have issues…
http://www.atlantaclickadvisor.com/atlanta-content-strategy/
Maslow’s hierarchy
http://ww
w.sim
plypsychology.org/maslow
.html
The hierarchy of content needs
The hierarchy of content needs
Content exists for user.
Content is accurate.
Content is appropriate for user.
Content and users are connected.
Intelligent content!
Assess each level’s requirements.
Minimum viable contentflickr: john.schultz
Minimum viable content
Too muchNot enough
Minimum
Minimum viable content❖ Meets regulatory requirements
❖ Meets business goals
Minimum viable content❖ Accurate, concise, and complete
❖ Delivered in the needed formats
❖ Delivered in the needed languages
❖ Delivered on time
Not enough Too much
Obstructs business goal
Supports business goal
Not enough Too much
Obstructs business goal
Supports business goal
Zone of viable content
Minimum viable content❖ What are the regulatory requirements?
❖ How does this content help meet the organization’s business goals? What is the purpose of this content?
❖ In what formats is this content needed? In which languages?
❖ Who must create the content?
❖ What is the content velocity? How quickly must it be delivered and how often will it change?
Minimum viable content
Marketing focus
Tech comm focus
Impo
rtan
ce o
f sca
labilit
y
Scalability issues
Content strategy facets
We are splitting hairs. We should be helping customers.
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Questions?
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