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GETTINGSTARTEDWITH
CONTENT STRATEGY
Melanie Seibert
Content Strategist, Razorfish
‣ Worked with content for 15+ years as a
writer and strategist
‣ Learned about content strategy from
Kristina Halvorson’s ...
‣ Your name
‣ Your role
‣ Why you’re taking this class
HELLO!
ABOUT YOU
?
GETTING STARTED WITH CONTENT STRATEGY
AGENDA
‣ Why content strategy?
‣ Usable content: the goal of content strategy
‣ Incl...
GETTING STARTED WITH CONTENT STRATEGY
WHY
CONTENT
STRATEGY?
GETTING STARTED WITH CONTENT STRATEGY
What is content?
• Copy
• Photos
• Video
• Podcasts
• Infographics
• Articles
• Musi...
GETTING STARTED WITH CONTENT STRATEGY
The stuff people come to your site for.
GETTING STARTED WITH CONTENT STRATEGY
What is content strategy?
“Content strategy guides your plans for the 

creation, de...
GETTING STARTED WITH CONTENT STRATEGY
Content Marketing
Content Strategy
vs.
GETTING STARTED WITH CONTENT STRATEGY
Content Marketing
‣ Goal: attract, acquire, engage
a target audience (Content
Market...
GETTING STARTED WITH CONTENT STRATEGY
Content Strategy
‣ Goal: create, deliver, maintain
usable content (Halvorson)
‣ Tool...
GETTING STARTED WITH CONTENT STRATEGY
VS.
This class
Content Marketing
‣ Goal: attract, acquire, engage
a target audience ...
GETTING STARTED WITH CONTENT STRATEGY
GETTING STARTED WITH CONTENT STRATEGY
USABLE CONTENT:
THE GOAL OF
CONTENT STRATEGY
GETTING STARTED WITH CONTENT STRATEGY
business
goals
user
needs
Usable content lives here.
GETTING STARTED WITH CONTENT STRATEGY
3 BASICS OF USABLE CONTENT
1. Findable
GETTING STARTED WITH CONTENT STRATEGY
1. Findable
2. Understandable
3 BASICS OF USABLE CONTENT
GETTING STARTED WITH CONTENT STRATEGY
1. Findable
2. Understandable
3. Actionable
3 BASICS OF USABLE CONTENT
GETTING STARTED WITH CONTENT STRATEGY
1. FINDABLE
Avoid clutter.
UnnaYmir on Flickr
GETTING STARTED WITH CONTENT STRATEGY
Do more with less.
1. FINDABLE
GETTING STARTED WITH CONTENT STRATEGY
Incorporate search
engine optimization
(SEO) into your content
process.
1. FINDABLE
...
GETTING STARTED WITH CONTENT STRATEGY
2. UNDERSTANDABLE
Clarity trumps persuasion
Optimizing the first 7 seconds of a web
...
GETTING STARTED WITH CONTENT STRATEGY
2. UNDERSTANDABLE
The content must answer:
1. Where am I?
2. What can I do here?
3. ...
GETTING STARTED WITH CONTENT STRATEGY
“Omit needless words.
“Vigorous writing is concise. A sentence should contain
no unn...
GETTING STARTED WITH CONTENT STRATEGY
Guidelines for text:
• Use headings.
• Use bullets.
• Avoid “walls of words.”
• Avoi...
GETTING STARTED WITH CONTENT STRATEGY
What action do you want users to take?
Incorporate links into your copy.
Carefully w...
EXERCISE
Determine how usable a particular web article is.
EVALUATING CONTENT USABILITY
GOAL
10 minutes 1. Read the copy. ...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT STRATEGY
IN THE
UX PROCESS
GETTING STARTED WITH CONTENT STRATEGY
Content Strategy is not a phase
Rather, it impacts every phase
of the UX design proc...
GETTING STARTED WITH CONTENT STRATEGY
Content Strategy is not a phase
Let’s look at some ideas for approaching
content str...
GETTING STARTED WITH CONTENT STRATEGY
PHASES OF THE UX PROCESS
1. Discovery
2. Analysis
3. Build
4. Maintenance
!
GETTING STARTED WITH CONTENT STRATEGY
DISCOVERY
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN DISCOVERY PHASE
Content Audit
Halvorson & Rach identify 

3 types of audi...
EXERCISE
Audit the website DubAcademy.com (or a website of your choice).
BEST PRACTICES AUDIT
GOAL
10 minutes 1. Audit as ...
GETTING STARTED WITH CONTENT STRATEGY
AUDIT TOOLS
http://www.content-insight.com/products
https://gathercontent.com/
https...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN DISCOVERY PHASE
Stakeholder interviews
Identify crucial stakeholders.
Lis...
GETTING STARTED WITH CONTENT STRATEGY
ANALYSIS
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN ANALYSIS PHASE
Competitive Content Analysis
Compare your site to
competit...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN ANALYSIS PHASE
Content Brief (or Report)
This is where you use the
insigh...
GETTING STARTED WITH CONTENT STRATEGY
Core Content Strategy Statement
Use all your previous findings,
and get the stakehol...
GETTING STARTED WITH CONTENT STRATEGY
CORE CONTENT STRATEGY STATEMENT
Here’s
what 

it might
look like.
From Halvorson and...
GETTING STARTED WITH CONTENT STRATEGY
CORE CONTENT STRATEGY STATEMENT
How?
!
Send a mad lib to your
stakeholders. They fil...
EXERCISE
Fill out the “mad lib” to create a Core Content Strategy Statement
for Dub Academy.
CORE CONTENT STRATEGY STATEME...
GETTING STARTED WITH CONTENT STRATEGY
The Message Architecture
“…can reflect a mission or vision statement, 

but it goes ...
GETTING STARTED WITH CONTENT STRATEGY
Message Architecture - connecting content with brand
Think about your organization’s...
GETTING STARTED WITH CONTENT STRATEGY
Communication goals
If our organization were a person,
what would it sound like?
Exa...
GETTING STARTED WITH CONTENT STRATEGY
1. Gather brand information for communication goals
Possible sources:
• Vision state...
GETTING STARTED WITH CONTENT STRATEGY
2. Card sorting exercise with stakeholders
Write down 100 or so brand attributes
Ask...
GETTING STARTED WITH CONTENT STRATEGY
3. Share Message Architecture with Content and Design Teams
Provides “cues for look ...
GETTING STARTED WITH CONTENT STRATEGY
Bloomstein’s example: MOO
Vision statment: “Great design for everyone.”
!
!
CREATING...
GETTING STARTED WITH CONTENT STRATEGY
A Possible Message Hierarchy
Cheeky
Witty and fun
Young without being childish
Custo...
GETTING STARTED WITH CONTENT STRATEGY
BUILD
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN BUILD PHASE
Content Matrix
Tracks the development,
implementation, and te...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN BUILD PHASE
Page Template
Gives writers guidance for
what to write about ...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN BUILD PHASE
Style Guide
Gives writers guidance 

for how to write copy. 
...
GETTING STARTED WITH CONTENT STRATEGY
MAINTENANCE
GETTING STARTED WITH CONTENT STRATEGY
Document policies, processes, and people
• Policies: standards and guidelines
• Proc...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN MAINTENANCE PHASE
RACI
Defines roles &
responsibilities.
Responsible — Pe...
GETTING STARTED WITH CONTENT STRATEGY
CONTENT IN MAINTENANCE PHASE
RACI
Defines roles &
responsibilities.
Example:
GETTING STARTED WITH CONTENT STRATEGY
HELPFUL
RESOURCES
GETTING STARTED WITH CONTENT STRATEGY
HELPFUL RESOURCES
Content Strategy for the Web

Halvorson & Rach
Letting Go of the W...
Q&A
GETTING STARTED WITH CONTENT STRATEGY
Connect with me:
Twitter: @melanie_seibert
LinkedIn: www.linkedin.com/in/melanie...
GETTING STARTED WITH CONTENT STRATEGY
BONUS STUFF
GETTING STARTED WITH CONTENT STRATEGY
My interview with Copy Hackers - look for the “Free Download” CTA:
http://copyhacker...
GETTING STARTED WITH CONTENT STRATEGY
For an example of documenting voice and tone, be sure to read
MailChimp’s guide here...
GETTING STARTED WITH CONTENT STRATEGY
Download my Dub Academy content audit and content report here:
http://prosekiln.com/...
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Getting Started with Content Strategy | General Assembly

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I taught this introductory Content Strategy course at General Assembly in 2015-2016. It focuses on what makes content usable, and how to incorporate Content Strategy into all phases of a User Experience Design process.

Want to learn more about Content Strategy? Sign up for my free email course on Becoming a Content Strategist: http://prosekiln.com/courses/become-a-content-strategist/.

Veröffentlicht in: Design
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Getting Started with Content Strategy | General Assembly

  1. 1. GETTINGSTARTEDWITH CONTENT STRATEGY Melanie Seibert Content Strategist, Razorfish
  2. 2. ‣ Worked with content for 15+ years as a writer and strategist ‣ Learned about content strategy from Kristina Halvorson’s book Content Strategy for the Web ‣ Focus: content strategy for ecommerce websites and software applications/UIs ‣ 1 year agency, 10+ years in-house ABOUT ME HELLO!
  3. 3. ‣ Your name ‣ Your role ‣ Why you’re taking this class HELLO! ABOUT YOU ?
  4. 4. GETTING STARTED WITH CONTENT STRATEGY AGENDA ‣ Why content strategy? ‣ Usable content: the goal of content strategy ‣ Including content strategy in the UX design process
  5. 5. GETTING STARTED WITH CONTENT STRATEGY WHY CONTENT STRATEGY?
  6. 6. GETTING STARTED WITH CONTENT STRATEGY What is content? • Copy • Photos • Video • Podcasts • Infographics • Articles • Music • Updates • Illustrations
  7. 7. GETTING STARTED WITH CONTENT STRATEGY The stuff people come to your site for.
  8. 8. GETTING STARTED WITH CONTENT STRATEGY What is content strategy? “Content strategy guides your plans for the 
 creation, delivery, and governance of content.” Kristina Halvorson & Melissa Rach, Content Strategy for the Web
  9. 9. GETTING STARTED WITH CONTENT STRATEGY Content Marketing Content Strategy vs.
  10. 10. GETTING STARTED WITH CONTENT STRATEGY Content Marketing ‣ Goal: attract, acquire, engage a target audience (Content Marketing Institute) ‣ Tools include editorial calendars, market segments ‣ Results in social media, blogs, white papers, articles, magazines
  11. 11. GETTING STARTED WITH CONTENT STRATEGY Content Strategy ‣ Goal: create, deliver, maintain usable content (Halvorson) ‣ Tools include audits, inventories, workflows, voice charts, copy decks, sitemaps ‣ Results in more efficient processes, more usable content
  12. 12. GETTING STARTED WITH CONTENT STRATEGY VS. This class Content Marketing ‣ Goal: attract, acquire, engage a target audience (Content Marketing Institute) ‣ Tools include editorial calendars, market segments ‣ Results in social media, blogs, white papers, articles, magazines Content Strategy ‣ Goal: create, deliver, maintain usable content (Halvorson) ‣ Tools include audits, inventories, workflows, voice charts, copy decks, sitemaps ‣ Results in more efficient processes, more usable content
  13. 13. GETTING STARTED WITH CONTENT STRATEGY
  14. 14. GETTING STARTED WITH CONTENT STRATEGY USABLE CONTENT: THE GOAL OF CONTENT STRATEGY
  15. 15. GETTING STARTED WITH CONTENT STRATEGY business goals user needs Usable content lives here.
  16. 16. GETTING STARTED WITH CONTENT STRATEGY 3 BASICS OF USABLE CONTENT 1. Findable
  17. 17. GETTING STARTED WITH CONTENT STRATEGY 1. Findable 2. Understandable 3 BASICS OF USABLE CONTENT
  18. 18. GETTING STARTED WITH CONTENT STRATEGY 1. Findable 2. Understandable 3. Actionable 3 BASICS OF USABLE CONTENT
  19. 19. GETTING STARTED WITH CONTENT STRATEGY 1. FINDABLE Avoid clutter. UnnaYmir on Flickr
  20. 20. GETTING STARTED WITH CONTENT STRATEGY Do more with less. 1. FINDABLE
  21. 21. GETTING STARTED WITH CONTENT STRATEGY Incorporate search engine optimization (SEO) into your content process. 1. FINDABLE Example:
  22. 22. GETTING STARTED WITH CONTENT STRATEGY 2. UNDERSTANDABLE Clarity trumps persuasion Optimizing the first 7 seconds of a web experience drove a 201% gain, in a 
 Marketing Experiments study. Source: http://www.marketingexperiments.com/improving-website-conversion/claritytrumpspersuasion.html
  23. 23. GETTING STARTED WITH CONTENT STRATEGY 2. UNDERSTANDABLE The content must answer: 1. Where am I? 2. What can I do here? 3. Why should I do it? Source: http://www.marketingexperiments.com/improving-website-conversion/claritytrumpspersuasion.html
  24. 24. GETTING STARTED WITH CONTENT STRATEGY “Omit needless words. “Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.” Strunk & White The Elements of Style 2. UNDERSTANDABLE
  25. 25. GETTING STARTED WITH CONTENT STRATEGY Guidelines for text: • Use headings. • Use bullets. • Avoid “walls of words.” • Avoid passive voice — use action words. • Avoid “to be” verbs. • Avoid jargon. 2. UNDERSTANDABLE
  26. 26. GETTING STARTED WITH CONTENT STRATEGY What action do you want users to take? Incorporate links into your copy. Carefully write clear, active 
 buttons (calls to action). 
 Make calls to action prominent. 3. ACTIONABLE
  27. 27. EXERCISE Determine how usable a particular web article is. EVALUATING CONTENT USABILITY GOAL 10 minutes 1. Read the copy. Consider: Does it incorporate elements that would make it findable? Is it understandable and high-quality? Is it actionable? 10 minutes 2. Discuss your findings. TIMING Edited (improved) version of website copy. DELIVERABLE
  28. 28. GETTING STARTED WITH CONTENT STRATEGY CONTENT STRATEGY IN THE UX PROCESS
  29. 29. GETTING STARTED WITH CONTENT STRATEGY Content Strategy is not a phase Rather, it impacts every phase of the UX design process. ! IMPORTANT!
  30. 30. GETTING STARTED WITH CONTENT STRATEGY Content Strategy is not a phase Let’s look at some ideas for approaching content strategically throughout the UX design process. ! IMPORTANT!
  31. 31. GETTING STARTED WITH CONTENT STRATEGY PHASES OF THE UX PROCESS 1. Discovery 2. Analysis 3. Build 4. Maintenance !
  32. 32. GETTING STARTED WITH CONTENT STRATEGY DISCOVERY
  33. 33. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN DISCOVERY PHASE Content Audit Halvorson & Rach identify 
 3 types of audits. ! Whichever you choose, 
 it can (and should!) be customized for your project. Quantitative Inventory Shows magnitude & 
 complexity of site. Best Practices Audit Helps prioritize by showing content problems & gaps. Strategic Assessment Identifies gaps between strategic plan & current state.
  34. 34. EXERCISE Audit the website DubAcademy.com (or a website of your choice). BEST PRACTICES AUDIT GOAL 10 minutes 1. Audit as many pages as you can in the allotted time. 10 minutes 2. Discuss your findings. TIMING Partial website audit. DELIVERABLE
  35. 35. GETTING STARTED WITH CONTENT STRATEGY AUDIT TOOLS http://www.content-insight.com/products https://gathercontent.com/ https://www.blazecontent.com/
  36. 36. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN DISCOVERY PHASE Stakeholder interviews Identify crucial stakeholders. Listen to their pain points, backstory, ideas, and recommendations.
  37. 37. GETTING STARTED WITH CONTENT STRATEGY ANALYSIS
  38. 38. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN ANALYSIS PHASE Competitive Content Analysis Compare your site to competitors’. Look for: • What competitors do 
 that you should • What they do that 
 you shouldn’t • What they don’t do 
 that you should do From Richard Sheffield, 
 The Content Strategist’s Bible Type of page Our content Competitor 1 Competitor 2 Analysis Product Static page listing features, benefits, technical specs. Written in professional, unemotional style. One product image. Similar descriptions. Images can be zoomed and viewed from different angles. Tech specs on a different page. Descriptions have more emotion emphasizing fun of using the product. Comp 2 has best- in-class implementation that we should emulate. Add rich media presentation for certain high- margin products.
  39. 39. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN ANALYSIS PHASE Content Brief (or Report) This is where you use the insights from your discovery and analysis to make recommendations. Executive Summary Goals of this Evaluation Content Strengths Content Weaknesses Near-term Recommendations Long-term Recommendations Conclusion
  40. 40. GETTING STARTED WITH CONTENT STRATEGY Core Content Strategy Statement Use all your previous findings, and get the stakeholders in a room, to create a Core Content Strategy Statement. Your organization will be able to use this statement 
 to say “yes” and “no” to projects and tasks. It doesn’t have to be long. 
 In fact, it can be a sentence. CONTENT IN ANALYSIS PHASE
  41. 41. GETTING STARTED WITH CONTENT STRATEGY CORE CONTENT STRATEGY STATEMENT Here’s what 
 it might look like. From Halvorson and Rach, 
 Content Strategy for the Web
  42. 42. GETTING STARTED WITH CONTENT STRATEGY CORE CONTENT STRATEGY STATEMENT How? ! Send a mad lib to your stakeholders. They fill in 
 the business goal, audience, content product, and user need. From Casey, 
 The Content Strategy Toolkit
  43. 43. EXERCISE Fill out the “mad lib” to create a Core Content Strategy Statement for Dub Academy. CORE CONTENT STRATEGY STATEMENT GOAL 5 minutes 1. Fill out the form. 5 minutes 2. Discuss your findings. TIMING Core Content Strategy Statement. DELIVERABLE
  44. 44. GETTING STARTED WITH CONTENT STRATEGY The Message Architecture “…can reflect a mission or vision statement, 
 but it goes beyond either element to offer a strategy that is both actionable and specific 
 to communication.” Margot Bloomstein, Content Strategy at Work CREATING A MESSAGE ARCHITECTURE
  45. 45. GETTING STARTED WITH CONTENT STRATEGY Message Architecture - connecting content with brand Think about your organization’s values, vision, and audiences. Be aspirational. CONTENT IN ANALYSIS PHASE
  46. 46. GETTING STARTED WITH CONTENT STRATEGY Communication goals If our organization were a person, what would it sound like? Example: CONTENT IN ANALYSIS PHASE
  47. 47. GETTING STARTED WITH CONTENT STRATEGY 1. Gather brand information for communication goals Possible sources: • Vision statement • Mission statement • Executive memos • Core Values statement ! CREATING A MESSAGE ARCHITECTURE
  48. 48. GETTING STARTED WITH CONTENT STRATEGY 2. Card sorting exercise with stakeholders Write down 100 or so brand attributes Ask stakeholders to categorize them into: • Who we are • Who we’d like to be • Who we’re not ! CREATING A MESSAGE ARCHITECTURE
  49. 49. GETTING STARTED WITH CONTENT STRATEGY 3. Share Message Architecture with Content and Design Teams Provides “cues for look and feel as well 
 as style and tone.” (Bloomstein) ! CREATING A MESSAGE ARCHITECTURE
  50. 50. GETTING STARTED WITH CONTENT STRATEGY Bloomstein’s example: MOO Vision statment: “Great design for everyone.” ! ! CREATING A MESSAGE ARCHITECTURE
  51. 51. GETTING STARTED WITH CONTENT STRATEGY A Possible Message Hierarchy Cheeky Witty and fun Young without being childish Customer-oriented and responsive Approachable, friendly, welcoming Championing and empowering Helpful Accessible ! CREATING A MESSAGE ARCHITECTURE
  52. 52. GETTING STARTED WITH CONTENT STRATEGY BUILD
  53. 53. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN BUILD PHASE Content Matrix Tracks the development, implementation, and testing of content.
  54. 54. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN BUILD PHASE Page Template Gives writers guidance for what to write about each page in a redesign.
  55. 55. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN BUILD PHASE Style Guide Gives writers guidance 
 for how to write copy. 
 Details standard usage for common terms, to promote consistency across the org. From Richard Sheffield, 
 The Content Strategist’s Bible
  56. 56. GETTING STARTED WITH CONTENT STRATEGY MAINTENANCE
  57. 57. GETTING STARTED WITH CONTENT STRATEGY Document policies, processes, and people • Policies: standards and guidelines • Process: workflows • People: roles and responsibilities CONTENT IN MAINTENANCE PHASE
  58. 58. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN MAINTENANCE PHASE RACI Defines roles & responsibilities. Responsible — Performs task. Accountable — For task being completed to spec/timeline. Consulted — Provides input to task. Informed — Made aware of task.
  59. 59. GETTING STARTED WITH CONTENT STRATEGY CONTENT IN MAINTENANCE PHASE RACI Defines roles & responsibilities. Example:
  60. 60. GETTING STARTED WITH CONTENT STRATEGY HELPFUL RESOURCES
  61. 61. GETTING STARTED WITH CONTENT STRATEGY HELPFUL RESOURCES Content Strategy for the Web
 Halvorson & Rach Letting Go of the Words
 Ginny Redish Content Strategy at Work
 Margot Bloomstein The Web Content Strategist’s Bible
 Richard Sheffield Managing Chaos
 Lisa Welchman The Content Strategy Toolkit
 Meghan Casey
  62. 62. Q&A GETTING STARTED WITH CONTENT STRATEGY Connect with me: Twitter: @melanie_seibert LinkedIn: www.linkedin.com/in/melanieseibert
  63. 63. GETTING STARTED WITH CONTENT STRATEGY BONUS STUFF
  64. 64. GETTING STARTED WITH CONTENT STRATEGY My interview with Copy Hackers - look for the “Free Download” CTA: http://copyhackers.com/2013/09/content-strategy-for-the-web/ CONTENT MARKETING WORKSHEET
  65. 65. GETTING STARTED WITH CONTENT STRATEGY For an example of documenting voice and tone, be sure to read MailChimp’s guide here: http://voiceandtone.com/ ! Voice Charts - a couple of good examples: • http://www.citygirlcareer.com/2013/05/tone-and-the-appropriate- voice-for-career-writing-how-to-stay-true-to-your-voice-but-still-be- polish.html • https://www.socialmediaexplorer.com/social-media-marketing/ finding-your-brand-voice/ (the second graphic) (Personally, I would combine the columns for “characteristic,” “description,” “do,” and “don’t” from the first link, with the columns “like this” and “not like this” from the second link.) VOICE CHART & RESOURCES
  66. 66. GETTING STARTED WITH CONTENT STRATEGY Download my Dub Academy content audit and content report here: http://prosekiln.com/sample-content-audit-content-report/ SAMPLE AUDIT AND CONTENT REPORT

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