Without Strategy, You Could Still Be Throwing Content into the Wind

without strategy,

you could still be throwing

content into the wind

Angela Barnard, Redweb

i am going to talk about

what you need to know about content strategy

the principles used to get the answers

what content strategy will do for you in the long-run

Content is

main reason that projects are delayed

an afterthought

a nuisance

we are all publishers

why is this?

most of us haven’t realised that we are in the publishing business

But...

the moment you launch a website, you are a publisher

publishers plan far in advance what content they will create

in order to deliver, you need to make content a priority.

we need to think like publishers.

“content strategy is the practise of planning for the creation, delivery and governance of useful, usable content”Kristina Halvorson. Brain

Traffic

web content is mostly crap

it’s messy

it takes time

it’s expensive

content strategy is the next big thing

why?

in 2009, Google search returns for ‘social media’ were 1,230,000,000

in 2008 they were 359,000,000

in 2007 ‘content strategy’ returned 337,000,000

why is content strategy becoming popular?

don’t just take my word for it

South by Southwest (SXSW)

UX London

The Content Strategy Forum

Content Strategy, Manhattan Style

WebContent2010

“everything starts with a mission and is fortified by the things we create”

Brian Solis. Mashable.com

content is seen as a commodity

developing quality content isn’t easy

is content strategy the missing part of the UX puzzle?

If you remove content strategy from UX, one of the key components of a successful user experience is missing: The content.

the elements of user experience. Jesse James Garrett

principles used to get the answers

plan

ask yourself

what are your business objectives?what are your users trying to do?what’s broken about what you have now?what works with what you have now?

yes. audit your content. it’s boring. it’s time consuming, but it’s necessary

qualitative inventories

create

analyse

deliver and govern

what will content strategy do for you in the long-run?

in conclusion…

questions?

thank you