A plain English overview of what content and content strategy are all about. The first in an occasional series of informal, visual posts for Meet Content.
13. Let’s start with the obvious:
CONTENT.
(Kind of a clinical word, no?)
(Kind of a clinical word, no?)
http://www.flickr.com/photos/usnavy/5664927198/
16. Even if you break it down into
webpages
blog posts
17. Even if you break it down into
webpages
blog posts
tweets
18. Even if you break it down into
webpages
blog posts
tweets
videos
19. ...that’s just talking
Even if you break it down into the vessel.
about
Webpages
Blog posts
Tweets
Videos
Etc. etc. etc.
That’s just talking about the vessel.
http://www.flickr.com/photos/miamism/3691003171/
22. Even if we start talking about
brand
message
http://www.flickr.com/photos/myklroventine/3545127104/
23. Even if we start talking about
brand
message
tone
http://www.flickr.com/photos/21025851@N00/2169196138/
24. Even if we start talking about
brand
message
tone
style
http://www.flickr.com/photos/marvinkuo/3692938632/
25. ...those are just more
Even if we start talking about
vocab words, right?
Brand
Message
Tone
Style
Etc. etc. etc.
Those are just more vocab words, right?
http://www.flickr.com/photos/shortfatkid/2616688237/
35. We can’t be everywhere at once
Answering questions
36. We can’t be everywhere at once
Answering questions
Communicating information
37. We can’t be everywhere at once
Answering questions
Communicating information
Driving action.
38. But our
We can’t be everywhere at once
content can.
Answering questions
Communicating information
Driving action.
But our content is.
http://www.fmtaccess.com/movies/is-znyders-superman-inspired-by-secret-origin/
39. It assumes many forms.
Webpages
Blog posts
Tweets
Videos
http://screenrant.com/jennifer-lawrence-mystique-x-men-first-class-2-robf-84669/
40. And, yes, it is a complicated creature.
Brand
Message
Tone
Style
http://en.wikipedia.org/wiki/DNA
46. How do we do that?
Content strategy, of course.
47. How do we do that?
Content strategy, of course.
WTF IS
CONTENT
STRATEGY?
48. There are a lot of definitions of
content strategy out there.
49. Content strategy plans
for the creation,
publication, and
governance of useful,
usable content.
Kristina Halvorson, http://www.alistapart.com/articles/thedisciplineofcontentstrategy/
50. The main goal of content
strategy is to use words
and data to create
unambiguous content that
supports meaningful,
interactive experiences
Rachel Lovinger, http://www.boxesandarrows.com/view/content-strategy-the
51. [Content strategy is] a
repeatable process or
methodology that manages
content within the entire
content lifecycle.
Rahel Bailie, via http://knol.google.com/k/content-strategy
54. It also sounds
a little scary.
http://www.flickr.com/photos/digallagher/2858735729/
55. It also sounds
a little scary.
But wait!
It doesn’t
have to be.
http://www.flickr.com/photos/pjlewis/46117308/
http://www.flickr.com/photos/digallagher/2858735729/
56. Content strategy
is more than
a bunch of
deliverables.
http://www.flickr.com/photos/kamshots/3096111340/
57. Content strategy
is more than just
communicating.
http://www.flickr.com/photos/kamshots/3096111340/
59. You show you care by giving
attention, structure and support.
60. You show you care by giving
attention, structure and support.
Right?
61. You show you care by giving
Attention
Structure
Support
Right?
Our content needs the same.
Our content needs the same.
http://www.flickr.com/photos/eelssej_/394781835/
62. What we call content
strategy is just
caring about and
committing to
your content.
63. Whether it’s a marketing campaign
or an internal knowledgebase
or an informational website
or a news publication
or an online community.
64. Whether it’s a marketing campaign
or an internal knowledgebase
or an informational website
or a news publication
or an online community.
That’s all it is.
65. We all care about
our content, right?
http://www.flickr.com/photos/kamshots/3096111340/
66. We all care about
our content, right?
What we try to talk
about are just the
most effective
ways of doing so
for the long haul.
http://www.flickr.com/photos/kamshots/3096111340/
67. Sounds like
marriage, huh?
http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/makelessnoise/361306540/
68. Just like
marriage,
it’s not
always
going to
be easy.
http://www.flickr.com/photos/kamshots/3096111340/ http://www.flickr.com/photos/dno1967b/6977722971/
69. But if you work at it,
it can be AWESOME.
http://www.flickr.com/photos/kamshots/3096111340/
http://www.flickr.com/photos/allanhenderson/3295404471/ and http://www.flickr.com/photos/allanhenderson/3321307022/
http://www.flickr.com/photos/allanhenderson/3321307022/