CONTENT STRATEGY AS USER EXPERIENCE DESIGN

Collaboration in the Agency Environment

Elena Melendy bull Ogilvy amp MatherBridgeTo 2014 bull Brooklyn NY bull August 21 2014

Before late 2009 very few agencies included ldquocontent strategistrdquo as a key role in digital design and development

Robby Ingebretson ldquoDesign Fundamentals for Developersrdquo 2009httpblogsveracitysolutionscomblogsdesign-visuals-from-robby-ingebretsen

Content

2

Before late 2009 very few agencies included ldquocontent strategistrdquo as a key role in digital design and development

Robby Ingebretson ldquoDesign Fundamentals for Developersrdquo 2009httpblogsveracitysolutionscomblogsdesign-visuals-from-robby-ingebretsen

Content

2

Only 5 years later demand is high for skilled and experienced content strategists

LinkedIn Indeedcom

3

Content strategists come in many flavors and may have multiple overlapping skills

This is one version of a content strategy project cycle Many other thought leaders have created their own versions

Creative Commons license by Richard Ingram

But there are many many opportunitities for content strategy within the basic project cycle

6

As the discipline matures so will our methodologies

Jeffrey MacIntyre predicateio7

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

Content strategists come in many flavors and may have multiple overlapping skills

This is one version of a content strategy project cycle Many other thought leaders have created their own versions

Creative Commons license by Richard Ingram

But there are many many opportunitities for content strategy within the basic project cycle

6

As the discipline matures so will our methodologies

Jeffrey MacIntyre predicateio7

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

This is one version of a content strategy project cycle Many other thought leaders have created their own versions

Creative Commons license by Richard Ingram

But there are many many opportunitities for content strategy within the basic project cycle

6

As the discipline matures so will our methodologies

Jeffrey MacIntyre predicateio7

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

Creative Commons license by Richard Ingram

But there are many many opportunitities for content strategy within the basic project cycle

6

As the discipline matures so will our methodologies

Jeffrey MacIntyre predicateio7

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

As the discipline matures so will our methodologies

Jeffrey MacIntyre predicateio7

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

8

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

CONTENT STRATEGY BOOKSbull Abel Scott Bailie Rahel Anne The Language of Content Strategy

bull Annett-Baker Relly A Practical Guide to Creating Web Content

bull Bailie Rahel Anne Urbina Noz Content Strategy Connecting the Dots Between Business Brand and Benefits

bull Bloomstein Margot Content Strategy at Work Real-world Stories to Strengthen Every Interactive Project

bull Halvorson Kristina Rach Melissa Content Strategy for the Web

bull Handley Ann Chapman CC Content Rules

bull Jones Colleen Clout mdash The Art amp Science of Influential Web Content

bull Kissane Erin The Elements of Content Strategy

bull McGovern Gerry Killer Web Content Make the Sale Deliver the Service Build the Brand

bull McGrane Karen Content Strategy for Mobile

bull Redish Janice (Ginny) Letting Go of the Words

bull Rockley Ann Cooper Charles Managing Enterprise Content A Unified Content Strategy

bull Sheffield Richard The Web Content Strategistrsquos Bible

bull Wachter-Boettcher Sara Content Everywhere Strategy and Structure for Future-Ready Content

9

CONTENT STRATEGY ARTICLESbull Annett-Baker Relly Extracting the Content 24 Ways

bull Annett-Baker Relly Why you need a content strategist Boagworld

bull Bagshaw Sally Overwhelmed by Content Strategy Herersquos Where to Start Follow the UX Leader

bull Bailie Rahel Anne Content Lifecycle Closing the loop in content strategy Johnny Holland

bull Bailie Rahel Anne Skills to transition to content strategy Intentional Design Inc

bull Bailie Rahel Anne Whatrsquos the Buzz about Content Strategy ASISampT Bulletin

bull Bennet J Todd The Incidental Publisher [pre]design

bull Benson Barnaby Whatrsquos all the fuss about tone of voice Barnaby Benson Ltd

bull Bloomstein Margot Balancing User-Centered Design Appropriate Inc

bull Bloomstein Margot The Case for Content Strategy mdash Motown Style A List Apart

bull Boulton Mark Adaptive Content Management The Personal Disquiet of Mark Boulton

bull Boulton Mark A Richer Canvas The Personal Disquiet of Mark Boulton

bull Boulton Mark Structure First Content Always The Personal Disquiet of Mark Boulton

bull Bowen Shelly Content Strategy Deliverables Pybop

bull Brown Dan Letter to a Content Strategist Dan Brownrsquos greenonionscom

bull Brown Tiffani Jones Toward a Content-Driven Design Process Brown Blog

bull Casey Meghan 4 Web project problems content strategy can solve Johnny Holland

bull Casey Meghan Get Your Content Strategy Out of the Drawer with Governance UX Magazine

bull Detzi Christopher From Content Audit to Design Insight How a Content Audit Facilitates Decision-Making and Influences Design Strategy UX Magazine

bull Detzi Christopher The Content Conundrum Boxes and Arrows10

CONTENT STRATEGY ARTICLESbull Earley Seth Developing a Content Maintenance and Governance Strategy ASISampT Bulletin

bull Forry Clinton An Intoxicating Tale of Content Strategy Follow the UX Leader

bull Gibbon Cleve What do content strategists do clevegibboncom

bull Gordon King Why I embrace content strategy (and you should too) Suite Seven

bull Halvorson Kristina Content Strategy More than a Bunch of Tactics Brain Traffic

bull Halvorson Kristina Content Strategy and UX A Modern Love Story UX Magazine

bull Halvorson Kristina Content Strategy is in Fact the Next Big Thing Brain Traffic

bull Halvorson Kristina The Discipline of Content Strategy A List Apart

bull Herron Matt Practical Content Strategy Part I and Part II UX Booth

bull Ingram Richard Approaches to web content strategy Shut the door on your way out Cicerohellip

bull Ingram Richard Work accessibility into your content strategy Shut the door on your way out Cicerohellip

bull Jacobson Daniel COPE Create Once Publish Everywhere Programmable Web

bull Jones Colleen Content Analysis A Practical Approach UX Matters

bull Jones Colleen Marketing Isnrsquot a Dirty Word UX Matters

bull Kahn Jonathan Content Strategy for the Web Professional Lucid Plot

bull Kahn Jonathan Embrace Content Strategy Throw Out Your Design Process Lucid Plot

bull Kahn Jonathan Strategic Content Management A List Apart

bull Kahn Jonathan Web Governance Becoming an Agent of Change A List Apart

bull Kissane Erin A Checklist for Content Work A List Apart

bull Kissane Erin Content Strategy is About Publishing Incisivenu11

CONTENT STRATEGY ARTICLESbull Koczon Cameron Orbital Content A List Apart

bull Kuenn Arnie Content Editorial Calendar Template Vertical Measures

bull LaFerriere Keith Everything in Moderation Using Content Units to Manage UX UX Magazine

bull Lee Kate Kiefer Tone and Voice Showing Your Users That You Care UX Magazine

bull Leibtag Ahava Creating Valuable Content An Essential Checklist Content Marketing Institute

bull Lovinger Rachel Content Strategy The Philosophy of Data Boxes and Arrows

bull Lovinger Rachel Content Modelling A Master Skill A List Apart

bull Lovinger Rachel Nimble Razorfish

bull Lovinger Rachel Tinker Tailor Content Strategist A List Apart

bull Lovinger Rachel What Makes a Content Strategist Scatter-Gather

bull Macintyre Jeffrey Content-tious Strategy A List Apart

bull Maier Andrew Complete Beginnerrsquos Guide to Content Strategy UX Booth

bull McGrane Karen Adapting Ourselves to Adaptive Content karenmcgranecom

bull McGrane Karen In Defense of Lorem Ipsum karenmcgranecom

bull McGrane Karen Uncle Sam Wants You (to Optimize Your Content for Mobile) A List Apart

bull McGuane Elizabeth Fear Loathing and Content Strategy Mapped

bull Maijala Keri The Content Strategist Elevator Pitch Hello Content

bull Maltoni Valeria How to Develop a Content Strategy Process (for your blog) Conversation Agent

bull Mausser Kris Personas A Critical Investment For Content Strategy Johnny Holland

bull McGovern Gerry Is There Such a Thing as Content Strategy New Thinking

12

CONTENT STRATEGY ARTICLESbull Minkovsky Natalya Taxonomy Content Strategyrsquos New Best Friend Johnny Holland

bull The Rockley Group What is Intelligent Content Rockleycom

bull Rach Melissa Content Strategy and its Cousins UX Magazine

bull Rach Melissa Top 10 Content Strategy Mistakes to Avoid Peachpit

bull Reyes Mig Reminder Design is still about words 37signals

bull Rosenbaum Steve Filter or Be Flooded Do You Need a Content Strategist Fast Company

bull Scime Erin 6 Reasons You Need Content Strategy Dope Data

bull Scime Erin The Content Strategist as Digital Curator A List Apart

bull Sheffield Richard Content Strategy Mind Map ndash Updated Web Content Strategy

bull Smith Scott Content Strategy mdash in 3D Boxes and Arrows

bull Sponder Steve Content Strategy for Social Media Steve Sponderrsquos Blog

bull Veen Jeffrey Doing a Content Inventory (Or A Mind-Numbingly Detailed Odyssey Through Your Web Site) Adaptive Path

bull Wachter-Boettcher Sara Content First Semantics Structure and Why We Should Care sarawbcom

bull Wachter-Boettcher Sara Future-Ready Content A List Apart

bull Wachter-Boettcher Sara Responsive-Ready Content sarawbcom

bull Wachter-Boettcher Sara Structured Content Shifting Context Responsive Design Content Strategy amp the Future sarawbcom

bull Willis Dan Make It Semantic from the Start UX Crank

bull Wion Destry The Content Strategy Land Rush Wion

bull Withrow Jason Competitive Analysis Understanding the Market Context Boxes and Arrows

bull Zambonini Dan Content Strategists What Do They Do Contentini

bull Zambonini Dan Content Strategy IA UX or SEO Whatrsquos My Problem Contentini

CONTENT STRATEGY BLOGSbull Appropriate Inc ndash Margot Bloomsteinbull Brain Traffic ndash Kristina Halvorson et albull Brown Blog ndash Tiffani Jones Brownbull Confab Eventsbull Cleve Gibbonbull The CMS Mythbull Content Company ndash Hilary Marshbull Content Here ndash Seth Gottleibbull Content Insightsbull Content is the Web ndash Max Johnsbull The Content Philosopher ndash Joe Gollnerbull Content Strategy Appliedbull Content Strategy Incbull The Content Wrangler ndash Scott Abelbull Contentinibull Content-ment ndash Clinton Forrybull Creek Content ndash Laura Creekmorebull CS Forum blogbull Daniel Eizansbull Diary of a Content Strategistbull Dirty French Novel ndash James Callanbull Dope Data ndash Erin Scimebull DRCC Corporate Communications ndash Diana Railtonbull E3 Content Strategybull EAT blogbull Eating Elephant ndash Corey Vilhauerbull Elezea ndash Rian van der Merwebull Elizabeth McGuanebull Every Page is Page Onebull Grassfed Content ndash Matthew Grocki

bull Hello Content ndash Keri Maijalabull Hobbs on Tech ndash David Hobbsbull Incisivenu ndash Erin Kissanebull Intentional Design ndash Rahel Anne Bailiebull Less Work More Flow ndash Noz Urbinabull Lucid Plot ndash Jonathan Kahnbull Mapped ndash Elizabeth McGuane and Randall Snarebull Meaning and Measure ndash Misty Melissa Weaverbull Meet Content ndash Rick Allen and Georgiana Cohenbull Online it ALL Matters ndash Ahava Leibtagbull The Personal Disquiet of Mark Boultonbull Pybop ndash Shelly Bowen et albull Relly Annett-Bakerbull Shut the door on your way out Cicerohellip ndash Richard Ingrambull Richtext ndash Richard Thompsonbull Sara Wachter-Boettcherbull Scatter-Gather ndash Razorfish by Rachel Lovinger et albull Simple and Great ndash Sitegeist by John Ryan et albull Snappy Sentences ndash Sally Bagshawbull Strategeezy ndash Jim Woolfreybull Suite Seven ndash Stacey King Gordon et albull User Interface Engineering BrainSparks (just content

strategy posts) ndash Jared Spool et albull Waltzing Matildabull Web Content Strategy ndash Richard Sheffieldbull Web Content Strategy ndash Sally Bagshawbull Web Writing at Work ndash Kate Kiefer Leebull WelchmanPierpoint ndash Lisa Welchman et albull Whipsmarter ndash Kate Kenyonbull Writing for Digital ndash James Mathewson

14

bull An Event Apart often has content strategy sessions

bull Confab Minneapolis London and HigherEd

bull Content Agility

bull Content Strategy Applied

bull Content Strategy Meetups (international)

bull Content Strategy Summit

bull Content Strategy Workshops

bull CS Forum (international)

bull Euro IA often has content strategy sessions (Europe)

bull IA Summit often has content strategy sessions

bull Custom Content Conference

bull Intelligent Content Conference

bull LavaCon

bull NAB Show

bull Now What

bull Society for Technical Communication (STC) Summit

bull SXSW often has content strategy sessions

bull Web Directions often has content strategy sessions

bull Webstock often has content strategy sessions (New Zealand)

bull WebVisions often has content strategy sessions (USA and Europe)

bull World IA Day often has content strategy sessions (international)

CONTENT STRATEGY EVENTS

Conferences are in the USA except where specified

15