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For years we’ve been saying “content is king” … but many of us have been treating it like a pauper. Find out why we can no longer afford to leave our online content as an afterthought, and how the new and growing field of content strategy is paving the way for a new era of powerful, vibrant, impactful websites.
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Content Strategy:Long Live the King
Rachel ParkerLyrica Copywriting
Hat tips
Richard Sheffield
contentstrategyweblog.com
@richardlol
Kristina Halvorson
braintraffic.com
@halvorson
Hat tips
• Rachel Lovinger rachellovinger.com, @rlovinger
• Rahel Anne Bailie intentionaldesign.ca, @rahelab
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By Jove, I am not covetous for gold, Nor care I who doth feed upon
my cost;
By Jove, I am not covetous for gold, Nor care I who doth feed upon
my cost;
And they all And they all
lived happily lived happily
ever afterever after
ContentContent
SearchSearch
Social Social mediamedia
Content Content
StrategistStrategist
So … how did we get here?
Pay-per-Click
Pay-per-Click
SEOSEOInformatio
n Architectur
e
Information
Architecture
User ExperienceUser Experience
AccessibilityAccessibility
InteractivityInteractivity
E-Commerce
E-Commerce
Dude, where’s
my content?
Dude, where’s
my content?
Enter theEnter the
Content Content
StrategistStrategist
What is content?
Content Strategy
The practice of planning for the creation, delivery, and governance of useful, usable content
- Kristina Halvorson
Content Strategy
The nuts and bolts
Phase 1: Audit
Phase 2: Analysis
Phase 2: Analysis (cont’d)
Phase 3: Strategy
Phase 3: Strategy (cont’d)
Phase 4: Workflow
Phase 5: Writing
Phase 6: Delivery
Phase 7: Measurement
Phase 8: Maintenance
The Content Cycle
Content Strategy
Who’s doing it … and how’s it
going?
IBM• Dedicated
Editor-in-Chief• Large staff of
Web content professionals
Wells Fargo• Staff of Content
Strategists• Content
Effectiveness Program to ensure ongoing content assessment across the site
REI• Staff of Content
Strategists, Editors, and Writers
• Vibrant “Expert Advice” section of informative articles and videos
Mint.com• Investment in
content as key driver to online success
In summary …
• Our content is hurting
• There is a solution
• The solution takes commitment, time, talent, energy, resources, and SUPPORT
• … but ignore it at your own risk
Hail to the king, baby.
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