Content Strategy Paradox

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The

Content Strategy

Paradox

© Intentional Design Inc. www.intentionaldesign.ca Presented at User Focus 2011

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Tweetable

Content strategy is part

of an emergent practice

(complex adaptive system –

Cognitive Edge)

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Content Strategy Business communications Technical communication IA/Usability Content/info management Who am I?

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Defi ni tion

A chosen alternative

to ensure a desired

outcome, such as

the achieving a goal

or solving a problem.

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Typ es of s tr at egies

Internet strategy

Publishing strategy

Communication

strategy

Digital strategy

Engagement

strategy

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Defi

ni

tion

The substance inside of

a container

Contextualized data

Business asset

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Typ es of c on ten t

Corporate

Marketing

User Assistance (docs,

help, training, knowledge base)

Sales

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Common

theme

CONTENT

STRATEGY

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You’d think content strategy is …

• Lots of web, social, mobile

• _{Mostly marketing content}

• _{Big part is editorial}

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You’d think content strategy is …

• Multi-channel publishing

• _{Mostly user assistance}

• _{Big part is technical}

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Will the real content strategy please stand up?

Paradox: apparently

contradictory statement

Social

Web

Localization

Technical

_Engagement

Mobile/Apps

Transactional

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Will the real content strategy please stand up?

One Discipline,

Many Specialties

Pediatrician

Podiatrist

Psychiatrist

Proctologist

_Plastic

surgeon

Social

Web

Localization

Technical

_Engagement

Mobile/Apps

Transactional

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Wha

t it

’s

not

Copywriting Editing Web design

Structured content Content management Project management Social media Information architecture

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Wha t is con ten t str at egy?

Repeatable

system

that

governs

the

management of

content

throughout

the

entire

lifecycle

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Tweetable

Content strategy =

Management consulting,

specializing in content

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Satellite view: Content supply chain

That assumes:

• Content is a commodity

• It’s a single-use product

• Focus should be on optimization

• Content has clear start and end production points

• Production is linear, not iterative

• All content gets a single treatment Strategy/ Analyze Author/ Edit Content Management UX/Deploy Localize Measure Strategy/ Analyze Author/ Edit Content Management UX/Deploy Localize Measure

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• Modeling/typing • Configure/components • Structure /standards • Repository • Aggregate/Transform • Publish • Syndicate/Share • Evaluate • Iterate or sunset • Acquire • Author/Edit • Version/Localize • Metadata • Requirement analysis • User research • Governance planning • Budget Analyze Collect Manage Publish

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Content strategy deliverables User research Flow diagrams Personas, scenarios Wire-frames Delivery design Standards guidelines Writing Templates Training aids Content inventory Message architec-ture Editorial calendar Content matrix Content audit Content plan Business require-ments summary _Gap analysis Process models Govern-ance model Metadata strategy Sunset/ iterate Custom, personal views Localiz-ation strategy Content migration Content model Link strategy Versioning

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Responds to customer lifecycle Identify problem or need Present and differentiate solutions Demonstrate expertise / validate reputation Post-purchase familiarization Long-term support Relationship renewal / upgrade Purchase

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Tweetable

Consumers use all

types of content to

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Controlling access to content is an illusion

• _{Marketing, social, user-generated,}

documentation, training, and user

assistance content are multiple sides of

the same dice

• _{Users don’t respect arbitrary silos}

• Content strategy has to include all

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We all want the same thing

Brand

Credibility

Efficiency

TRUST

PROFIT

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Tweet this

Content is a valuable

business asset.

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Mi st ak es wil l be made

Everything

I know,

I learned

from

fairy tales

.

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EXAMPLE

MARKETING

CONTENT

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To q uot e Da vi d Farbe y

Deliver the

effective

minimum

dose of

information

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It’s all about me, me, me

May 25, 2011

2 days after volcanic eruption

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EXAMPLE

ENGINEERING

CONTENT

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To q uot e No z Urbi na

Less work,

more flow

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EXAMPLE

PRODUCT

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( = international roaming)

( = SIM card)

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EXAMPLE

PRODUCT

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F

ormer

home

pag

e

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Strategic question

But how do people

buy an inverter?

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Ans w er: Sear ch the specs

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The p

roduct

specs

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Ne

w home

pag

e

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Compar

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EXAMPLE

MAINTENANCE

CONTENT

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R oomba Text option Graphic option User feedback Related content Print option http://www.irobot.com/uk/support/

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EXAMPLE

SOCIAL

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Soc ial ly a wkw ar d

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To q uot e Sc ot t Abel

Getting users

to click

does not

constitute

strategy

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EXAMPLE

INTEGRATED

CONTENT

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Sear

ch s

tr

at

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Messagin

g s

tr

at

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Soc ial s tr at egy

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Mobi

le

str

at

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Tweetable

Under-the-hood

aspects of content raise

its value as an asset.

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Del iv ery s tr at egy Source content User experience Content variation Formatting variation Interaction variation Business requirements Content planning Publishing pipeline

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Key practice tips for a good content strategy

• Produce good quality content

• Plan for all aspects of delivery

• Structure the content semantically

• _{Add meaningful attributes and}

metadata

• Move the content “stuff” upstream

in the user-centered design process

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Takeaways

• Content strategy is a many

faceted discipline. Recognize it.

• Good quality content is only the beginning. Leverage it to its

fullest potential.

• Delivering content is complex. Understand it well.

• All content is marketing content. Treat it well.

• Content strategy is evolving. Evolve with it.

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http://www.google.com/profiles/rahel.bailie