Content Strategy Past, Present, and Future STC Chicago Annual Awards Banquet, March 19, 2015
Jul 16, 2015
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Then came IA
• User-‐centered design (what a concept!) • Organized content into buckets • Considered how people would travel through an online experience to accomplish their goals
• Created and tested experiences
• How does content get to the site? • How long should content stay live? • How can we make sure that people create content so it can be found and used?
• How much content is there in each secQon and how oRen it gets added to?
• How can we bring together similar content from different parts of an organizaQon?
What about the content?
• How good is the content that currently exists – how relevant is it to the audience, does it help the organizaQon meet its goals?
• What’s missing? • Who is posQng the content, vs who’s creaQng it? • Is the system working to help make publishing and finding content easier, or is it making things more difficult?
What about the content?
• How can we make sure people can get what they’re looking for on any device?
• How can we proacQvely share informaQon with our audience most effecQvely through ever-‐increasing digital channels?
• How does web content stay in synch with the organizaQon’s other channels – print, phone, in-‐person, etc.?
What about the content?
• Who, what, when, where, why, and how of publishing content online
• A strategic statement tying content to business goals • The people, processes, and power to execute that
statement
DefiniQon
Many types of content • Policies • Session descripQons • Product details • Course catalog lisQngs • ExecuQve biographies • Press releases • Newsle]ers • Magazine or journal arQcles • Program informaQon • Etc., etc., etc.
Content takes different forms
• Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
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Old thinking
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Make connec7ons with the people
The dream • True organizaQonal change
• Show the connecQons between all work and content
• GeneraQonal shiR?
Content strategists are leading the charge • Small community (2,000 pracQQoners)
• New discipline
• We speak, write, consult, advise, mentor, teach
• Help organizaQons make sense of what they have and how they deliver informaQon: cut through the clu]er and reach audiences effecQvely