Content Strategy in Popular Culture

Content Strategy in Popular Culture

DrupalCon New Orleans

May 11, 2016

Brett MeyerChief Strategy Officer, ThinkShout@brett_meyer

CONTEXT

ThinkShout

CONTEXT

Content Strategy

MINI-TITLE

Content strategy focuses on the planning, creation, delivery, and

governance of content. 

- usability.gov

Planning for the creation, delivery, and governance of

useful, usable content. 

- Kristina Halvorson

Planning for the creation, delivery, and governance of

useful, usable content. 

- Kristina Halvorson

MINI-TITLEIn practice, content strategy is spreadsheets and templates, workflows and responsibilities.

CONTENT STRATEGY

Content Audit

CONTENT STRATEGY

Love Your Content!

What You Need to Know FirstFOUNDATION

FOUNDATION

Goals

FOUNDATION

Organizational Goals

FOUNDATION

Project Goals

FOUNDATION

Audiences

FOUNDATION

Audiences

FOUNDATION

Audience: Motivations

FOUNDATION

Audiences: Tolerance

FOUNDATION

Audiences: Experience

FOUNDATION

Content

FOUNDATION

Bringing it Together

FOUNDATION

Consider Marvel

FOUNDATION

Consider Marvel and DC

V.

The Content ModelSTRUCTURE

STRUCTURE

The Content Model

STRUCTURE

Dragon Age: Inquisition

STRUCTURE

Dragon Age: Inquisition

INFRASTRUCTURE

Infrastructure Should Be Invisible

INFRASTRUCTURE

Infrastructure Should Be Invisible

INFRASTRUCTURE

Infrastructure Must Be Invisible

INFRASTRUCTURE

Infrastructure Should Be Invisible

INFRASTRUCTURE

Perfect Infrastructure ≠ Success

INFRASTRUCTURE

Perfect Infrastructure ≠ Success

INFRASTRUCTURE

Perfect Infrastructure ≠ Success

INFRASTRUCTURE

Build with Real Content

Information ArchitectureORGANIZATION

ORGANIZATION

Overchoice

ORGANIZATION

Dragon Age: Inquisition

ORGANIZATION

Websites Get Overloaded

MINI-TITLE

You’re Going to Have to Deal with Legacy Content

ORGANIZATION

Make Content Central

MINI-TITLE

Consider Advertising

ORGANIZATION

Advertisements

ORGANIZATION

Advertisements

ORGANIZATION

Advertisements

ORGANIZATION

Advertisements

ORGANIZATION

Netflix

The Written WordCONTENT

MINI-TITLE

It Takes Time to Make Great Content

MINI-TITLE

People DO Read on the Internet

MINI-TITLE

It’s Okay to Repeat Yourself

CONTENTStar Wars: The Force Awakens

MINI-TITLEStay True to Your Vision, Stay True to Your Audience

CONTENT

Mad Max: Fury Road

CONTENT

Jupiter Ascending

CONTENT

Mad Max: Fury Road

Content Has to MatterEMPATHY

EMPATHY

Ladder of Engagement

EMPATHY

Chutes and Ladders

Questions?

Join us for Sprints

Friday, May 13 at the Convention Center First-Time Sprinter Workshop - 9am-12pm in Room 271-273

Mentored Core Sprint - 9am-6pm in Room 275-277 General

Sprints - 9am-6pm in Room 278-282

Brett Meyer@brett_meyerbrett.meyer@thinkshout.com