CONTENT STRATEGY WITHOUT ACONTENT STRATEGIST

NERDERY WEBINAR

#NERDERYWEBINAR @THE_NERDERY

YOUR HOSTS

Ryan CarlsonTechnology Evangelist

@ryancarlson

Frost SimulaFront End Developer

@Fr0s7

Meghan CaseyUX Designer@meghscase

#NERDERYWEBINAR @THE_NERDERY

THINGS WE’LL COVER

What content strategy is and isn't1

How you know if you need content strategy2

What content strategy looks like3

Preparing for your next content strategy project4

#NERDERYWEBINAR @THE_NERDERY

DEFINING CONTENT

#NERDERYWEBINAR @THE_NERDERY

DEFINING CONTENT STRATEGY

#NERDERYWEBINAR @THE_NERDERY

CONTENT STRATEGY IS...

#NERDERYWEBINAR @THE_NERDERY

AN APPROACH FOR PROVIDING...

TO THE RIGHT PEOPLE

THE RIGHT CONTENT

AT THE RIGHT TIME

FOR THE RIGHT

REASONS

#NERDERYWEBINAR @THE_NERDERY

CONTENT STRATEGY ISN’T...

#NERDERYWEBINAR @THE_NERDERY

CONTENT MARKETING SEOSOCIAL MEDIATHESE ARE TACTICS

#NERDERYWEBINAR @THE_NERDERY

WITH A STRATEGY...

Content Marketingcan help you develop a positive reputation among your audiences.

Social Mediacan help you have meaningful conversations with your customers and prospects.

SEO can help ensure your audiences get information they deem relevant and valuable.

#NERDERYWEBINAR @THE_NERDERY

WITHOUT A STRATEGY...

Content Marketingcan overwhelm your audiences with content they don’t want or need.

Social Mediacan cheapen conversations with your customers and prospects.

SEO can mislead your audiences by directing them to content that isn’t relevant or useful.

#NERDERYWEBINAR @THE_NERDERY

CONTENT STRATEGY DOES...

#NERDERYWEBINAR @THE_NERDERY

PROVIDE CLARITY

ALIGN STAKEHOLDERS

INFORM DECISIONS

DIRECT CHANGE

#NERDERYWEBINAR @THE_NERDERY

CONTENT STRATEGY DOESN’T...

#NERDERYWEBINAR @THE_NERDERY

...have to be done by a person with the title content strategist

I’m a content strategist andonly I can do content strategy. We all do content strategy.

BUSINESS ANALYST

INFORMATION ARCHITECT

USER EXPERIENCE DESIGNER WRITER CMS

DEVELOPERCONTENT

STRATEGIST

#NERDERYWEBINAR @THE_NERDERY

WHO NEEDS CONTENT STRATEGY?

#NERDERYWEBINAR @THE_NERDERY

SYMPTOMS

#NERDERYWEBINAR @THE_NERDERY

ALL CONTENT FROM FOREVER

UNDERPANTS ON THE OUTSIDE

FRANKENSITE LIVES

SPOTLIGHT SYNDROME

#NERDERYWEBINAR @THE_NERDERY

THE SIMPLE ANSWER

#NERDERYWEBINAR @THE_NERDERY

#NERDERYWEBINAR @THE_NERDERY

WHAT DOES CONTENT STRATEGY LOOK LIKE?

#NERDERYWEBINAR @THE_NERDERY

HINT...

#NERDERYWEBINAR @THE_NERDERY

CONTENT STRATEGY IS NOT A DELIVERABLE

It’s an approach to achieving goals

through content.

Deliverables communicate ideas

and concepts.

#NERDERYWEBINAR @THE_NERDERY

OUR APPROACH

#NERDERYWEBINAR @THE_NERDERY

CONTENT COMPASS

Manifesto How will the content

satisfy business goals and user needs?

Message What content do we need

and what do we want users to feel and do after

interacting with it?

Model How does the content need to be structured and organized to

match the way users think about the topics and tasks?

Maneuver How will you assess,

improve, and evolve your content and content strategy over time?

Marksmanship What people, processes, and tools are necessary to help

you create and maintain content that hits the mark?

#NERDERYWEBINAR @THE_NERDERY

CONTENT COMPASS

Manifesto

Message

Model Maneuver

Marksmanship Message What content do we need and what do we want users to feel and do after interacting with it?

#NERDERYWEBINAR @THE_NERDERY

CONTENT COMPASS

Manifesto

Message

Model Maneuver

Model How does the content need to be structured and organized to match the way users think about the topics and tasks?

Marksmanship

#NERDERYWEBINAR @THE_NERDERY

CONTENT COMPASS

Manifesto

Message

Model Maneuver

MarksmanshipMarksmanship

What people, processes, and tools are necessary to help you create and maintain content that hits the mark?

#NERDERYWEBINAR @THE_NERDERY

CONTENT COMPASS

Manifesto

Message

Model Maneuver

Marksmanship Maneuver How will you assess, improve, and evolve your content and content strategy over time?

#NERDERYWEBINAR @THE_NERDERY

IT STARTS WITH A MANIFESTO

What is (and isn’t)

the purpose of your site?

Who is the content for and

how should it help them?

What should the content provide

and convey?

What business goals does it

help you achieve?

#NERDERYWEBINAR @THE_NERDERY

TO ACHIEVE OUR GOAL OF _________, OUR CONTENT MUST...

<INSERT GOAL>

...do what? ...for whom? ...so that?

#NERDERYWEBINAR @THE_NERDERY

MESSAGE & MODELNOT THIS THIS

#NERDERYWEBINAR @THE_NERDERY

http://www.enritec.com

#NERDERYWEBINAR @THE_NERDERY

MARKSMANSHIP & MANEUVERNOT THIS THIS

#NERDERYWEBINAR @THE_NERDERY#NERDERYWEBINAR @THE_NERDERY

http://www.arvanitakis.com/en

#NERDERYWEBINAR @THE_NERDERY

WHEN DO WE DO IT?

#NERDERYWEBINAR @THE_NERDERY

DEFINEDISCOVER DESIGN REFINE

IT’S PART OF THE UX PROCESS

#NERDERYWEBINAR @THE_NERDERY

DEFINE

DISCOVER

DESIGN

REFINE

¼ Inventory existing content ¼ Document existing content creation process ¼ Understand user scenarios and content needs

#NERDERYWEBINAR @THE_NERDERY

DEFINE

DISCOVER

DESIGN

¼ Determine content goals ¼ Craft the manifesto ¼ Set guiding principles for content ¼ Create content models

REFINE

#NERDERYWEBINAR @THE_NERDERY

DEFINE

DISCOVER

DESIGN

¼ Organize content site-wide and on the page ¼ Determine the migration plan ¼ Create content overlays/outlines

REFINE

#NERDERYWEBINAR @THE_NERDERY

DEFINE

DISCOVER

DESIGN¼ Measure content effectiveness ¼ Plan additional content efforts ¼ Maintain content over time REFINE

#NERDERYWEBINAR @THE_NERDERY

YOUR NEXT CONTENT STRATEGY PROJECT

#NERDERYWEBINAR @THE_NERDERY

TYPES OF PROJECTS

#NERDERYWEBINAR @THE_NERDERY

ALL THE THINGS ONE OF THE THINGS A PIECE OF A THING

#NERDERYWEBINAR @THE_NERDERY

PREPARING FOR A PROJECT

#NERDERYWEBINAR @THE_NERDERY

A CHECKLISTInventory what content you have and what you know about it (e.g. Is it used? How do people access it? How do people find it?).

Document the current processes for creating, approving, publishing, and maintaining content.

Put someone in charge of content standards and day-to-day decisions.

#NERDERYWEBINAR @THE_NERDERY

ASSUME POSITIVE INTENT

No one is out there creating crappy content that does nothing for its users or for the business on purpose.

“–Meghan Casey

#NERDERYWEBINAR @THE_NERDERY

WE HOPE YOU LEARNEDContent strategy is an approach, not a tactic1

If your project involves content, chances are you need content strategy2

Content strategy should be part of every UX project3

You can set yourself up for success by taking stock of what you have, documenting your content processes, and putting someone in charge

4