This document discusses the importance of content strategy and outlines six focus areas for organizations to consider. It emphasizes getting clear on the core content strategy and how it feeds into the overall business strategy. Other focus areas include understanding audience needs, managing content assets and structure, conducting user research, improving content workflows and processes, and establishing proper content governance. The document stresses that organizations should not neglect these areas in order to effectively meet user needs and provide a good user experience across channels.
6. Organisations
are feeling
the pain.
“Why hasn’t
SEO fixed our
problems?”
Image credit: www.flickr.com/photos/seantubridy/
7. Organisations
are feeling
the pain.
“Why hasn’t
SEO fixed our
problems?”
“Why haven’t our users generated
all our content for us?”
Image credit: www.flickr.com/photos/seantubridy/
56. It’s no longer about the
structure of your organisation.
It’s about your customer’s
cross-channel journey.
Image credit: www.flickr.com/photos/padday/
57. The end product isn’t great
content; it’s a great THING.
Erika Hall
Co-founder of Mule Design
Author of “Just Enough Research”
70. Workflow questions
What are your processes and tools?
What’s working, and what’s not?
What does your team look like?
What other teams and departments do you
work with?
Where are the bottlenecks?
What are your challenges?
71. Authorship
Where should the authors sit?
------
A central team?
Within departments?
Who oversees them?
72. Collaboration
How can changes best be
communicated across
departments?
------
How should information be
shared?
73. Focus area #5
MANAGING AND STRUCTURING
YOUR CONTENT ASSETS
74. Content management is the
systematic planning, development,
organisation, distribution, evaluation,
and preservation of all information
within an organisation.
Erik M. Hartman
@erikmhartman
75. “Nimble content can travel freely, retain context
and meaning, and create new products.”
– Rachel Lovinger
76. A new model
COPE
=
Create Once, Publish Everywhere
83. Who...
...has authoring and editing rights?
...owns this piece of content?
...has to review this document?
...has final sign-off?
...is responsible?
...needs to be notified of changes?
...else needs to be involved?
...measures effectiveness?
84. What...
...content lives on the home page?
...types of content do we NOT publish?
...languages do we create content in?
...metadata needs to be captured?
...are our highest priorities?
...resources should authors consult?
...changes can be made without going
through the full review cycle?
85. When...
...should content be updated?
...should content be archived?
...should content be reviewed?
...should new content be created?
86. How...
...do content items get named?
...do we store our content?
...do we speak to various audiences?
...do we talk about ourselves and our
industry?
...should content additions or changes
be requested?
87. Politics
Who has the final say when a
disagreement or conflict of
interests arises?
92. Don’t neglect...
Your core content strategy
The needs of your audience
Voice and tone
93. Don’t neglect...
Your core content strategy
The needs of your audience
Voice and tone
Proper content structure, both visible and invisible
94. Don’t neglect...
Your core content strategy
The needs of your audience
Voice and tone
Proper content structure, both visible and invisible
All the small things that make for a good user
experience
95. Don’t neglect...
Your core content strategy
The needs of your audience
Voice and tone
Proper content structure, both visible and invisible
All the small things that make for a good user
experience
Workflow and process
96. Don’t neglect...
Your core content strategy
The needs of your audience
Voice and tone
Proper content structure, both visible and invisible
All the small things that make for a good user
experience
Workflow and process
Governance