Content Strategy for the Real World

November 16, 2010

What is Content Strategy?

What it’s not

• “Just” copywriting• Subservient to design or technology• Something to put off to the end• A one-time effort

What it is

• Holistic• Complex• Iterative• Essential for success• Our job

"The practice of planning for content creation, delivery, and governance.”

--Kristina Halvorson, Content Strategy for the Web

Where does it fit in?

Design Tech

Content

Who is responsible?

Design Designers

Functionality Developers

Content ???

Who is responsible?

• Assessment/Analysis• Messaging strategy• Role assignment• Copywriting • Metadata• SEO• Workflow

• Legal review• Channel distribution• Scheduling• Accessibility• Defining success metrics• Implementation/Migration• Maintenance

The Content Strategist

“A good content strategist should be the first one in and the last one out.”

--Britta Alexander, Eat Media

The Content Strategist’s Role

• Advocate for the content• Analyze needs• Manage execution• Plan for the future

Content Strategy in Action

The Content Strategy Cycle

• Auditing• Analysis • Planning • Creation• Implementation• Governance

Auditing

• Account for everything you have• Yes, everything

Sample Audit

Analysis

• Goals/objectives• Users• Tone• Structure• Constraints

Sample Content Brief

Planning

• Happens before design• Accounts for all content types on a page• Requires more than wireframes• Is when you ask “why”

Sample Page Table

Creation

• Writing the actual words• Delegating• Scheduling• Getting approval

Sample Content Table

Implementation

• How does the content get from there to here?

Sample Implementation Plan

Governance

• Is not passive• Measures your success• Strives for continual improvement (aka optimization)• Requires continued commitment & attention

Governance

Track

Analyze

Re-optimize

Implement

. . . And keep it up!

Recommended ResourcesContent Strategy for the Web, Kristina Halvorson

The Web Content Strategist’s Bible, Richard Sheffield

Winning Content blog by Colleen “Leen” Jones

Content Strategy knol

Eat Media blog

Contente blog by Nicole Jones & Michael Seidel

Contact Information:Jennifer HoppeSenior Writer/Content StrategistCDG Interactivejennifer@cdginteractive.com202-872-9500 x 248

Content Strategy for the Real World

November 16, 2010