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We need to talk about…
                 …Content Strategy


   David Farbey
   Information Design Conference
   Greenwich, UK
   13th April 2012
We need to talk about...Content Strategy
What is Content Strategy?

 Promotes content as a central element
 Recognises the need to manage the
  content life cycle
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
Slide by Rahel Anne Bailie,
http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle-
100513225850-phpapp01-slide-5-768.jpg?1273810299
CS Events
CS Events
CS Events
CS Books
CS Books
CS Books
CS Books
CS Books
How new is new?




 Published 2010
How new is new?
Is content
strategy about
project
management?



Published 1994
How new is new?
Is content
strategy about
customer
engagement?



Published 1998
How new is new?
Is content
strategy about
content
management?



Published 2002
How does CS define good
content?
   Appropriate
       Right for the User and the Context
       Right for the Business
   Useful
   User-Centered
   Clear
   Consistent
   Concise
   Supported
                            Erin Kissane, The Elements of Content Strategy
Influences on CS

 The Editor
 The Curator
 The Marketer
 The Information Scientist


                Erin Kissane, The Elements of Content Strategy
Same old problems
 Departmental   silos
 Poor internal communication
 No sponsorship
 Problems of governance




                   http://www.flickr.com/photos/birdwatcher63/5367727228/
Good things about
Content Strategy
 Promotes the importance of clear and
  purposeful communication
 Puts “information” before “technology”
 Renewed interest in managing enterprise
  content
 Gives content creators something to aspire
  to
Less good things
about Content Strategy
 Dominated by digital agencies
 Confused with“Content Marketing”
 Technology starting to dominate
 Design research and user testing not
  taking place
 Just another buzzword
Ongoing debate
   “Content Strategy is the new SEO”
    James Mathewson,
    http://writingfordigital.com/2012/01/09/content-
    strategy-is-the-new-seo/
   “Is there such a thing as Content Strategy?”
    Gerry McGovern,
    http://www.gerrymcgovern.com/nt/2012/nt-2012-02-
    27-Content-strategy.htm
What’s the verdict?
Thank you


   David Farbey
       writes the Marginal Notes blog
        at www.farbey.co.uk
       tweets as @dfarb
       teaches at SHU
        http://www.shu.ac.uk/prospectus/course/141/
       replies to email to
        david@farbey.co.uk

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We need to talk about...Content Strategy

  • 1. We need to talk about… …Content Strategy  David Farbey  Information Design Conference  Greenwich, UK  13th April 2012
  • 3. What is Content Strategy?  Promotes content as a central element  Recognises the need to manage the content life cycle
  • 4. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 5. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 6. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 7. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 8. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 9. Slide by Rahel Anne Bailie, http://images.slidesharecdn.com/contentstrategiesforthecontentlifecycle- 100513225850-phpapp01-slide-5-768.jpg?1273810299
  • 18. How new is new? Published 2010
  • 19. How new is new? Is content strategy about project management? Published 1994
  • 20. How new is new? Is content strategy about customer engagement? Published 1998
  • 21. How new is new? Is content strategy about content management? Published 2002
  • 22. How does CS define good content?  Appropriate  Right for the User and the Context  Right for the Business  Useful  User-Centered  Clear  Consistent  Concise  Supported Erin Kissane, The Elements of Content Strategy
  • 23. Influences on CS  The Editor  The Curator  The Marketer  The Information Scientist Erin Kissane, The Elements of Content Strategy
  • 24. Same old problems  Departmental silos  Poor internal communication  No sponsorship  Problems of governance http://www.flickr.com/photos/birdwatcher63/5367727228/
  • 25. Good things about Content Strategy  Promotes the importance of clear and purposeful communication  Puts “information” before “technology”  Renewed interest in managing enterprise content  Gives content creators something to aspire to
  • 26. Less good things about Content Strategy  Dominated by digital agencies  Confused with“Content Marketing”  Technology starting to dominate  Design research and user testing not taking place  Just another buzzword
  • 27. Ongoing debate  “Content Strategy is the new SEO” James Mathewson, http://writingfordigital.com/2012/01/09/content- strategy-is-the-new-seo/  “Is there such a thing as Content Strategy?” Gerry McGovern, http://www.gerrymcgovern.com/nt/2012/nt-2012-02- 27-Content-strategy.htm
  • 29. Thank you  David Farbey  writes the Marginal Notes blog at www.farbey.co.uk  tweets as @dfarb  teaches at SHU http://www.shu.ac.uk/prospectus/course/141/  replies to email to david@farbey.co.uk