11. But I’m Not in the Content Business: Rebuttal
“Embrace that you are a publisher.”
— Ann Handley, Chief Content Officer at MarketingProfs
“The one with the most engaging content wins.”
— Joe Pulizzi, Content Marketing Institute
25. Planning: Inventory Tips
•For a comprehensive inventory, list content from all
channels.
•Capture process too.
•Site crawlers can be helpful.
•Check your CMS for useful functionality.
•Even on a small project, you’ll start to see issues at this
point.
26. Planning: Analysis
What you’re looking for:
•ROT: Redundant, out-dated, trivial content
•Unclear/inaccurate messaging
•Signs of inefficient process: Creating similar content
repeatedly
•Gaps: What’s missing?
28. What Your Developer
Wants From You
http://www.flickr.com/photos/infusionsoft/
29. What Your Developer
Wants From You
R IT Y
C L A
http://www.flickr.com/photos/infusionsoft/
30. Creating: Content Templates
Content templates [page tables] show how content
works on the page.
•Similar to wireframes
•Less about layout, more about the meat
•Benefit: No last minute surprises
Great resource: http://www.alistapart.com/articles/content-templates-to-the-rescue/
45. Governing: Tools
•Style guide for all content creators
•Tone and voice chart
•Editorial calendar
•Defined process
•Plan for approvals
•Review and analyze
47. The Content Strategist’s Library
Content Strategy
•Content Strategy for the Web | Kristina Halvorson and Melissa Rach
•The Elements of Content Strategy | Erin Kissane
•Content Strategy at Work | Margot Bloomstein
•Contents Magazine | http://contentsmagazine.com/
Information Architecture and User Experience [UX] Design
•Don’t Make Me Think | Steve Krug
•The Elements of User Experience | Jesse James Garrett
•A Project Guide to UX Design | Russ Unger and Carolyn Chandler
•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender
•Information Architecture for the World Wide Web | Peter Morville and Louis Rosenfeld
Writing
•Letting Go of the Words | Ginny Redish
•The Yahoo! Style Guide
Content Marketing
•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott
48. Talk to Me
Laura Creekmore
Creek Content
http://creekcontent.com
@lauracreekmore
laura@creekcontent.com
slideshare.net/lauracreekmore