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10 THINGS I LEARNED IN 10 YEARS
AS A CONTENT STRATEGIST
Rachel Lovinger @rlovinger
CS Forum, 5 October, 2016
2
©2016 All rights reserved.
• Experience Director, Content
Strategy; Razorfish New York
• Became a content strategist:
24 April, 2006
• Twitter: @rlovinger
• (Doing work related to content
strategy since 2000)
ABOUT ME: RACHEL LOVINGER
Less is More
Learning 0
4BE CONCISE
From “11 Mistakes You Make At Work Every. Single. Day.” Huffington Post
8 THINGS I LEARNED IN 16 YEARS
OF DOING CONTENT STRATEGY
Rachel Lovinger @rlovinger
CS Forum, 5 October, 2016
Photo by Brickspace
Everything is Content
Learning 1
7CS: THE PHILOSOPHY OF DATA (2007)
8EW.COM – A WEBSITE ABOUT ENTERTAINMENT
9
©2016 All rights reserved.
DEFINING CONTENT
Documents
Discussion
Copy Video
Data
Metadata
Images
Email
Content isn’t
just copy
Audio
10
Medium
 Paper
 Ink
 Staples
Content
 Words
 Images
NEWSPAPER
Photo by Newspaper Club
11
Medium (“Non-content”)
 Bits
Content
 Bits
DIGITAL CONTENT
Photo by Newspaper Club
The Medium is the Message
- Marshall McLuhan
P.S. Now the Medium and the Message are both made up of bits.
13CONTENT MANAGEMENT SYSTEM
Manages content
Could also manage:
• Metadata
• Layouts
• Styles
• Design Elements
• All the code
Great! But…
That’s a lot of
responsibility
for one person.
Photo by Jeff Eaton
[Content] strategy, the intuitive entry point
for changing hearts and minds, is a “big,
big world” that…currently covers perhaps
too many sins for its own good. It’s time
for a conversation about what sits
under the “everything” umbrella.
- Jessica Collier, Our Narratives, Ourselves (2016)
16CONTENT IS THE ELEPHANT IN EVERY ROOM
No one person can do all of these things, but if everyone only
focuses on their own bit, no one thinks about the big picture.
Illustration from “The Discipline of Content Strategy,” by Kristina Halvorson (2008).
17
Illustration from “Tinker, Tailor Content Strategist,” by me (2012).
For a content strategy to succeed, someone
has to:
• Be aware of how all the aspects of content
are intertwined
• Bring them together into a cohesive plan
• Advocate for the content plan at all stages
of a project, across all members of the
project team
TAMING THE BIG (CONTENT) PICTURE
Content is Communication
Learning 2
19TRADITIONAL MEDIA: BROADCAST MODEL
Photo by Jay Reed
20DIGITAL MEDIA: MULTIDIRECTIONAL COMMUNICATION
PhotobyMoritz
21IT’S ONLY GOING TO GET MORE COMPLICATED
Photo by Markus
Content Strategy is concerned with
content Systems, not just content.
Learning 3
23CS: THE PHILOSOPHY OF DATA (2007)
Content Strategy is to Copywriting as
Information Architecture is to Design
CS : Writing ::
IA : Design
25HOWARD BEATTY, NEWSPAPER EDITOR (1930s)
Photo by Ann Althouse
26
Photo by The Rookie Reporter
WORKS WITH CONTENT EVERY DAY
27
Photo by Alyson
SHAPES IT, PREPS IT & DEPLOYS IT
28
Photo by Global Editors Network
MAKES PLANS FOR NEW CONTENT
29CONTENT STRATEGISTS BUILD A FRAMEWORK
Photo by Danielle York
30
The tools, processes & resources we need to successfully create and
distribute content:
• Easy-to-use publishing tools
• A repeatable content workflow
• Clearly defined goals and constraints
• Governance for escalating decisions
• An intuitive and flexible process
A CONTENT FRAMEWORK
Photo by Jeff Eaton
Author Experience is critical to
Content Strategy
Learning 4
32
©2016 All rights reserved.
Brilliant!
JUST IMAGINE, YOUR CONTENT STRATEGY IS…
Delightful! On brand! Engaging!
Photo by clement127
33
©2016 All rights reserved.
• Crappy CMS
• Confusing decision points
• Designs that don’t
accommodate the content
• Different interpretations of
the guidelines
THEN REALITY SETS IN
Photo by Kristina Alexanderson
34
©2016 All rights reserved.
Not following design & content
guidelines:
1. Promos were were meant to
highlight marketing content, but
this one just points to products
2. Missing a small promo, which
leaves a hole in the grid
3. A second large promo is used,
but that style was only meant to
be used in the lead spot
THE CONTENT & EXPERIENCE BECOME DEGRADED
The team needs to know what to do
and needs tools to help them do it
36
©2016 All rights reserved.
• How the design system works,
what it’s intended to do
• How to make decisions at
points where there are options
• They need to be empowered to
make decisions when they
encounter content not
anticipated by the designs
KNOWING WHAT TO DO
37
©2016 All rights reserved.
• Publishing tool that are intuitive to use
• Specs for things that aren’t intuitive (and inline help)
• Photoshop templates for image sizes, safe zones, etc.
• Ability to preview content in as many relevant contexts as possible
(for example, breakpoints)
• Tools that provide machine assisted
support for tedious & repetitive but
predictable tasks
TOOLS THAT HELP THEM DO IT
38PEOPLE TAKE SHORTCUTS WHEN OVERBURDENED
Replace or remove
Photo by clement127
39POOR METADATA
Copyright © 2010 Reurers
Intelligent Content needs to be
Well-Structured
Learning 5
41
©2016 All rights reserved.
• Content is stored separately from any display information
• Distinct content types are identified, with unique attributes
• Content is stored in discrete, meaningful chunks
• Content is combined with a layout and design elements right
before being delivered to a webpage, app, skill*, etc.
• Content is delivered in the appropriate
format for the device
“WELL-STRUCTURED CONTENT” MEANS
42
©2016 All rights reserved.
CONTENT MODELLING
Translate designs into flexible content chunks
Chart Song
Album
Page
Artist
Profile
Content Attributes
Content Types
43
©2016 All rights reserved.
Which types of content are different enough that they might warrant
a unique structure?
IDENTIFY UNIQUE CONTENT TYPES
© A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes &
Article Quiz
Slide
show
Recipe
Event
©2016 All rights reserved.
DEVELOP A FLEXIBLE CONTENT MODEL
Title
Author
Show Episode
Tags
Image
Caption
Time
Level
Yield
Ingredient 1
Ingredient 2
Ingredient 3
Etc…
Directions
Guide /
Menu
Recipe © Food Network
45
©2016 All rights reserved.
For each element on the page:
• What is the purpose of this
element?
• What is its content?
• What is the source of the content?
• How much content can it hold?
• What happens to “spillover?”
• How often does the content
change?
• In what way does the content vary?
• Does the content expire?
• Etc..
CONTENT MODELLING FOSTERS DISCUSSION
46
Involve designers and developers. Ideally, content producers as well.
CONTENT MODELLING PROCESS
These activities enables us to:
• Verify that the design makes
sense for real content
• Advise on best setup of the
CMS to support the design
• Advise on best setup of the
CMS to support good
authoring experience and
content production processes
Photo by Stephen Ritchie
Intelligent Content needs to be
Well-Described
Learning 6
48
©2016 All rights reserved.
The content contains (often hidden) information that:
• Explains precisely what the content is about
• Indicates how it can be used
• Provides cues on how to best display or “run” it
• Indicates how it’s related to other content and services
• Is captured in a machine-readable form
“WELL-DESCRIBED CONTENT” MEANS
49
Title: Ta-dah!
Description: That’s a serious jello mold!
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL:
http://www.flickr.com/photos/dandeluca/4360567363
CONTENT STRUCTURE
Photo by Dan DeLuca `
50
Title: Ta-dah!
Description: That’s a serious jello mold!
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL:
http://www.flickr.com/photos/dandeluca/4360567363
METADATA
• Gives the content context and meaning and helps platforms
and systems understand how to use it
• Some is authored, some is machine generated
Photo by Dan DeLuca `
51
©2016 All rights reserved.
• Subjects, people, places, events, and products
• Answer to questions such as:
• Where did the content come from?
• Are there restrictions on how it can be used?
• Is the content time-sensitive or evergreen?
• Is the content part of a larger story or set of content, without which it doesn’t
make as much sense?
• What information is included when people share the content via social
media?
WELL DESCRIBED CAN INCLUDE
52
©2016 All rights reserved.
• Star Wars: Episode I -- The Phantom Menace
• Episode 1
• Episode I
• Phantom Menace
• Star Wars Episode I The Phantom Menace
• Star Wars Episode I: The Phantom Menace
• Star Wars prequel
• Star Wars: Episode 1 -- The Phantom Menace
• Star Wars: Episode i -- the Phantom Menace
• Star Wars: Episode I: The Phantom Menace
• Star Wars: Episode I--The Phantom Menace
• Star Wars: Episode I--The Phantom Menance
• Star Wars: Episode One -- The Phantom Menace
• Star Wars: The Phantom Menace
• Star Wars: The Phantom Menace -- Episode I
• The Phantom Menace
• The Phanton Menace
STANDARDIZING KEYWORDS
53
©2016 All rights reserved.
• More Precise Search
• More Usable Browse
• Contextual Linking
• Automated Content Aggregation
• Syndication
• Access Permissions
• Personalized Content
• Other Advanced Functionality
HOW METADATA IS USED
54
Increasingly important as content ecosystems incorporate more
machine intelligence, and content moves through autonomously.
METADATA STRATEGY
Photo by Cade Roster
55
©2016 All rights reserved.
• Nimble: A Razorfirsh Report on
Publishing in the Digital Age
• Content Modelling: A Master Skill
• Metadata is a Love Note to the
Future
• Metadata Workshop
• My other presentations on
Slideshare
MORE INFO ON CONTENT STRUCTURE & METADATA
Content Strategy is concerned with
content Systems, not just content.
Learning 3, revisited (briefly)
57FRONT END AND BACK END
Source “Why You Need Two Types of Content Strategist”, by Ann Rockley
58
Front End
Supports the design and
creation of the content itself.
 Content Design
 Editorial Strategy
 Content & Channel
Planning
 Content Creation
Back End
Supports the design and
creation of the systems that
manage and deploy content.
 Content Model
 Metadata
 Content Delivery
TWO DISTINCT FOCUSES
Photos by Ewald Straßmann: outside and inside
Content decisions are tied to
bigger strategic initiatives and
measurable goals.
60
©2016 All rights reserved.
Articulates the following:
• Summary of insights from audit, interviews, and other research
• Primary content opportunities
• Content Vision Statement
• Content Principles
• Activities that will get you to the future state
CONTENT VISION BRIEF
61
©2016 All rights reserved.
• Vision Statement:
“Become a media company.
Become the most useful brand in the word”
• Content Principles:
EXAMPLE: A CLOTHING COMPANY
62
©2016 All rights reserved.
• Vision Statement:
Unleash the power of digital to help engineers design
solutions for the world’s toughest challenges.
Content is the basic unit of digital power. Our digital offerings
will only be as strong as the content that drives them.
• Content Principles:
EXAMPLE: B2B ELECTRONICS PARTS COMPANY
63
©2016 All rights reserved.
• Vision Statement:
The industry-leading digital platform serving information, insights,
and tools that transform the power of healthcare partnerships to
bring lasting value to customer relationships across the globe.
• Content Principles:
EXAMPLE: GLOBAL MEDICAL DEVICE COMPANY
Based on these, develop a picture
of what the future will look like
and THEN decide what activities
will get you there.
65
• Watch video: https://vimeo.com/38458933
• View slides: http://www.slideshare.net/ekissane/little-big-systems-interlink-edition/
ERIN KISSANE: “LITTLE BIG SYSTEMS”
Content Strategy isn’t a
practice, it’s a Methodology
Learning 7
67NO ONE WOULD JUST SAY “I’M A SCIENTIST”
Photo by clement127
68
• A body of techniques for investigating phenomena
• Employs systematic, empirical observation and measurement
• Verified through repeated experiments
• Based on the formulation, testing, and modification of hypotheses
Biology: Anatomy, Astrobiology, Biochemistry, Biogeography, Biological engineering, Biophysics, Behavioral
neuroscience, Biotechnology, Botany, Cell biology, Conservation biology, Cryobiology, Developmental biology, Ecology,
Ethnobiology, Ethology, Evolutionary biology, Genetics, Gerontology, Immunology, Limnology, Marine biology,
Microbiology, Molecular biology, Neuroscience, Paleontology, Parasitology, Physiology, Radiobiology, Soil biology,
Sociobiology, Systematics, Toxicology, Zoology
Chemistry: Acid-base, Analytical, Environmental, Inorganic, Nuclear, Organic, Physical, Solid-state, Supramolecular,
Sustainable, Theoretical, Astrochemistry, Biochemistry, Crystallography, Food chemistry, Geochemistry, Materials
science, Molecular physics, Photochemistry, Radiochemistry, Stereochemistry, Surface science
Earth sciences: Climatology, Ecology, Edaphology, Environmental science, Geodesy, Geography, Geology,
Geomorphology, Geophysics, Glaciology, Hydrology, Limnology, Meteorology, Oceanography, Paleoclimatology,
Paleoecology, Palynology, Pedology, Volcanology
Healthcare: Medicine, Veterinary, Dentistry, Midwifery, Epidemiology, Pharmacy, Nursing
Physics: Classical, Modern, Applied, Experimental, Mechanics, Molecular, Nuclear, Particle, Plasma, Quantum
mechanics, General relativity, Thermodynamics
THE SCIENTIFIC METHOD
69PRACTITIONERS OF CONTENT STRATEGY
Taxonomist UX Writer
Search Content
Strategist
Content
Designer
Tech Writer
Editorial
Strategist
Social Media
Strategist
Content
Marketer
Product
Content
Strategist
Content
Engineer
Information
Scientist
Content
Planner
Strategist
Information
Architect
Data
Scientist
CMS
Developer
Copywriter Designer
Photosource:Brikimedia.com
70
• Ex-editors focus on editorial
strategy and messaging.
• Ex-designers focus on content
and product design.
• Ex-librarians focus on info
architecture and metadata.
• Ex-developers focus on content
structure and publishing.
• Ex-marketers focus on content
marketing and social.
OUR BACKGROUNDS INFLUENCE OUR FOCUS
Illustration by Richard Ingram
71THAT’S OK!
Photo by Aimee Ray
We need lots of content specialists, not lots of content
unicorns.
72
• A body of techniques for working with content
• Content decisions are tied to strategic initiatives and measurable
goals
• Content decisions are made using user-centered design principles
• Content strategy is interdisciplinary
PROPOSAL: THE CONTENT STRATEGY METHOD
Photo by Jeff Eaton
73
We tend to call all of these people “Content Strategist”
ISSUE 1: IDENTITY CRISIS
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Content
Strategist
Photosource:Brikimedia.com
74
There should still be a ringleader, someone who articulates the goals
and ensures that all content work is heading in the right direction.
ISSUE 2: WHO TAMES THE BEAST?
75
It’s not helpful when we see what
others are doing and say “That’s
not content strategy, what I do is
content strategy.”
ISSUE 3: WE NEED TO LET GO OF JUDGEMENT
Photo by julochka
Content Strategy is in its
Adolescence
Learning 8
77
• Mean girls
WE CAN BE PETTY & TERRITORIAL
78
For example: Endless blog posts on “what is content strategy?”
WE’RE PAINFULLY REFLECTIVE
79WE’RE SORTING OUT OUR IDENTITY
80
We’re different from Editors, Information Architects,
Copywriters, Content Marketers, etc.
WE’RE DESPERATELY TRYING TO INDIVIDUATE
81IT’S AN AWKWARD TIME, BUT THERE’S GREAT POTENTIAL
The need for people who
can help make sense of
it all is only going to
grow.
Everything is content and
the digital landscape is
still largely uncharted
territory.
82SO, LET’S GO DO SOME CONTENT STRATEGY!
Source: Getty Images, via The Telegraph
83
0. Less is More
1. Everything is Content
2. Content is Communication
3. Content Strategy is concerned with content
Systems, not just content.
4. Author Experience is critical to Content Strategy
5. Intelligent Content needs to be Well-Structured
6. Intelligent Content needs to be Well-Described
7. Content Strategy isn’t a practice, it’s a
Methodology
8. Content Strategy is in its Adolescence
SUMMARY OF LEARNINGS
Photo by Jeff Eaton
Photo by

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10 Things I Learned in 10 Years as a Content Strategist

  • 1. Photo by Brickspace 10 THINGS I LEARNED IN 10 YEARS AS A CONTENT STRATEGIST Rachel Lovinger @rlovinger CS Forum, 5 October, 2016
  • 2. 2 ©2016 All rights reserved. • Experience Director, Content Strategy; Razorfish New York • Became a content strategist: 24 April, 2006 • Twitter: @rlovinger • (Doing work related to content strategy since 2000) ABOUT ME: RACHEL LOVINGER
  • 4. 4BE CONCISE From “11 Mistakes You Make At Work Every. Single. Day.” Huffington Post
  • 5. 8 THINGS I LEARNED IN 16 YEARS OF DOING CONTENT STRATEGY Rachel Lovinger @rlovinger CS Forum, 5 October, 2016 Photo by Brickspace
  • 7. 7CS: THE PHILOSOPHY OF DATA (2007)
  • 8. 8EW.COM – A WEBSITE ABOUT ENTERTAINMENT
  • 9. 9 ©2016 All rights reserved. DEFINING CONTENT Documents Discussion Copy Video Data Metadata Images Email Content isn’t just copy Audio
  • 10. 10 Medium  Paper  Ink  Staples Content  Words  Images NEWSPAPER Photo by Newspaper Club
  • 11. 11 Medium (“Non-content”)  Bits Content  Bits DIGITAL CONTENT Photo by Newspaper Club
  • 12. The Medium is the Message - Marshall McLuhan P.S. Now the Medium and the Message are both made up of bits.
  • 13. 13CONTENT MANAGEMENT SYSTEM Manages content Could also manage: • Metadata • Layouts • Styles • Design Elements • All the code
  • 14. Great! But… That’s a lot of responsibility for one person. Photo by Jeff Eaton
  • 15. [Content] strategy, the intuitive entry point for changing hearts and minds, is a “big, big world” that…currently covers perhaps too many sins for its own good. It’s time for a conversation about what sits under the “everything” umbrella. - Jessica Collier, Our Narratives, Ourselves (2016)
  • 16. 16CONTENT IS THE ELEPHANT IN EVERY ROOM No one person can do all of these things, but if everyone only focuses on their own bit, no one thinks about the big picture. Illustration from “The Discipline of Content Strategy,” by Kristina Halvorson (2008).
  • 17. 17 Illustration from “Tinker, Tailor Content Strategist,” by me (2012). For a content strategy to succeed, someone has to: • Be aware of how all the aspects of content are intertwined • Bring them together into a cohesive plan • Advocate for the content plan at all stages of a project, across all members of the project team TAMING THE BIG (CONTENT) PICTURE
  • 19. 19TRADITIONAL MEDIA: BROADCAST MODEL Photo by Jay Reed
  • 20. 20DIGITAL MEDIA: MULTIDIRECTIONAL COMMUNICATION PhotobyMoritz
  • 21. 21IT’S ONLY GOING TO GET MORE COMPLICATED Photo by Markus
  • 22. Content Strategy is concerned with content Systems, not just content. Learning 3
  • 23. 23CS: THE PHILOSOPHY OF DATA (2007) Content Strategy is to Copywriting as Information Architecture is to Design
  • 24. CS : Writing :: IA : Design
  • 25. 25HOWARD BEATTY, NEWSPAPER EDITOR (1930s) Photo by Ann Althouse
  • 26. 26 Photo by The Rookie Reporter WORKS WITH CONTENT EVERY DAY
  • 27. 27 Photo by Alyson SHAPES IT, PREPS IT & DEPLOYS IT
  • 28. 28 Photo by Global Editors Network MAKES PLANS FOR NEW CONTENT
  • 29. 29CONTENT STRATEGISTS BUILD A FRAMEWORK Photo by Danielle York
  • 30. 30 The tools, processes & resources we need to successfully create and distribute content: • Easy-to-use publishing tools • A repeatable content workflow • Clearly defined goals and constraints • Governance for escalating decisions • An intuitive and flexible process A CONTENT FRAMEWORK Photo by Jeff Eaton
  • 31. Author Experience is critical to Content Strategy Learning 4
  • 32. 32 ©2016 All rights reserved. Brilliant! JUST IMAGINE, YOUR CONTENT STRATEGY IS… Delightful! On brand! Engaging! Photo by clement127
  • 33. 33 ©2016 All rights reserved. • Crappy CMS • Confusing decision points • Designs that don’t accommodate the content • Different interpretations of the guidelines THEN REALITY SETS IN Photo by Kristina Alexanderson
  • 34. 34 ©2016 All rights reserved. Not following design & content guidelines: 1. Promos were were meant to highlight marketing content, but this one just points to products 2. Missing a small promo, which leaves a hole in the grid 3. A second large promo is used, but that style was only meant to be used in the lead spot THE CONTENT & EXPERIENCE BECOME DEGRADED
  • 35. The team needs to know what to do and needs tools to help them do it
  • 36. 36 ©2016 All rights reserved. • How the design system works, what it’s intended to do • How to make decisions at points where there are options • They need to be empowered to make decisions when they encounter content not anticipated by the designs KNOWING WHAT TO DO
  • 37. 37 ©2016 All rights reserved. • Publishing tool that are intuitive to use • Specs for things that aren’t intuitive (and inline help) • Photoshop templates for image sizes, safe zones, etc. • Ability to preview content in as many relevant contexts as possible (for example, breakpoints) • Tools that provide machine assisted support for tedious & repetitive but predictable tasks TOOLS THAT HELP THEM DO IT
  • 38. 38PEOPLE TAKE SHORTCUTS WHEN OVERBURDENED Replace or remove Photo by clement127
  • 40. Intelligent Content needs to be Well-Structured Learning 5
  • 41. 41 ©2016 All rights reserved. • Content is stored separately from any display information • Distinct content types are identified, with unique attributes • Content is stored in discrete, meaningful chunks • Content is combined with a layout and design elements right before being delivered to a webpage, app, skill*, etc. • Content is delivered in the appropriate format for the device “WELL-STRUCTURED CONTENT” MEANS
  • 42. 42 ©2016 All rights reserved. CONTENT MODELLING Translate designs into flexible content chunks Chart Song Album Page Artist Profile Content Attributes Content Types
  • 43. 43 ©2016 All rights reserved. Which types of content are different enough that they might warrant a unique structure? IDENTIFY UNIQUE CONTENT TYPES © A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Article Quiz Slide show Recipe Event
  • 44. ©2016 All rights reserved. DEVELOP A FLEXIBLE CONTENT MODEL Title Author Show Episode Tags Image Caption Time Level Yield Ingredient 1 Ingredient 2 Ingredient 3 Etc… Directions Guide / Menu Recipe © Food Network
  • 45. 45 ©2016 All rights reserved. For each element on the page: • What is the purpose of this element? • What is its content? • What is the source of the content? • How much content can it hold? • What happens to “spillover?” • How often does the content change? • In what way does the content vary? • Does the content expire? • Etc.. CONTENT MODELLING FOSTERS DISCUSSION
  • 46. 46 Involve designers and developers. Ideally, content producers as well. CONTENT MODELLING PROCESS These activities enables us to: • Verify that the design makes sense for real content • Advise on best setup of the CMS to support the design • Advise on best setup of the CMS to support good authoring experience and content production processes Photo by Stephen Ritchie
  • 47. Intelligent Content needs to be Well-Described Learning 6
  • 48. 48 ©2016 All rights reserved. The content contains (often hidden) information that: • Explains precisely what the content is about • Indicates how it can be used • Provides cues on how to best display or “run” it • Indicates how it’s related to other content and services • Is captured in a machine-readable form “WELL-DESCRIBED CONTENT” MEANS
  • 49. 49 Title: Ta-dah! Description: That’s a serious jello mold! Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: http://www.flickr.com/photos/dandeluca/4360567363 CONTENT STRUCTURE Photo by Dan DeLuca `
  • 50. 50 Title: Ta-dah! Description: That’s a serious jello mold! Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: http://www.flickr.com/photos/dandeluca/4360567363 METADATA • Gives the content context and meaning and helps platforms and systems understand how to use it • Some is authored, some is machine generated Photo by Dan DeLuca `
  • 51. 51 ©2016 All rights reserved. • Subjects, people, places, events, and products • Answer to questions such as: • Where did the content come from? • Are there restrictions on how it can be used? • Is the content time-sensitive or evergreen? • Is the content part of a larger story or set of content, without which it doesn’t make as much sense? • What information is included when people share the content via social media? WELL DESCRIBED CAN INCLUDE
  • 52. 52 ©2016 All rights reserved. • Star Wars: Episode I -- The Phantom Menace • Episode 1 • Episode I • Phantom Menace • Star Wars Episode I The Phantom Menace • Star Wars Episode I: The Phantom Menace • Star Wars prequel • Star Wars: Episode 1 -- The Phantom Menace • Star Wars: Episode i -- the Phantom Menace • Star Wars: Episode I: The Phantom Menace • Star Wars: Episode I--The Phantom Menace • Star Wars: Episode I--The Phantom Menance • Star Wars: Episode One -- The Phantom Menace • Star Wars: The Phantom Menace • Star Wars: The Phantom Menace -- Episode I • The Phantom Menace • The Phanton Menace STANDARDIZING KEYWORDS
  • 53. 53 ©2016 All rights reserved. • More Precise Search • More Usable Browse • Contextual Linking • Automated Content Aggregation • Syndication • Access Permissions • Personalized Content • Other Advanced Functionality HOW METADATA IS USED
  • 54. 54 Increasingly important as content ecosystems incorporate more machine intelligence, and content moves through autonomously. METADATA STRATEGY Photo by Cade Roster
  • 55. 55 ©2016 All rights reserved. • Nimble: A Razorfirsh Report on Publishing in the Digital Age • Content Modelling: A Master Skill • Metadata is a Love Note to the Future • Metadata Workshop • My other presentations on Slideshare MORE INFO ON CONTENT STRUCTURE & METADATA
  • 56. Content Strategy is concerned with content Systems, not just content. Learning 3, revisited (briefly)
  • 57. 57FRONT END AND BACK END Source “Why You Need Two Types of Content Strategist”, by Ann Rockley
  • 58. 58 Front End Supports the design and creation of the content itself.  Content Design  Editorial Strategy  Content & Channel Planning  Content Creation Back End Supports the design and creation of the systems that manage and deploy content.  Content Model  Metadata  Content Delivery TWO DISTINCT FOCUSES Photos by Ewald Straßmann: outside and inside
  • 59. Content decisions are tied to bigger strategic initiatives and measurable goals.
  • 60. 60 ©2016 All rights reserved. Articulates the following: • Summary of insights from audit, interviews, and other research • Primary content opportunities • Content Vision Statement • Content Principles • Activities that will get you to the future state CONTENT VISION BRIEF
  • 61. 61 ©2016 All rights reserved. • Vision Statement: “Become a media company. Become the most useful brand in the word” • Content Principles: EXAMPLE: A CLOTHING COMPANY
  • 62. 62 ©2016 All rights reserved. • Vision Statement: Unleash the power of digital to help engineers design solutions for the world’s toughest challenges. Content is the basic unit of digital power. Our digital offerings will only be as strong as the content that drives them. • Content Principles: EXAMPLE: B2B ELECTRONICS PARTS COMPANY
  • 63. 63 ©2016 All rights reserved. • Vision Statement: The industry-leading digital platform serving information, insights, and tools that transform the power of healthcare partnerships to bring lasting value to customer relationships across the globe. • Content Principles: EXAMPLE: GLOBAL MEDICAL DEVICE COMPANY
  • 64. Based on these, develop a picture of what the future will look like and THEN decide what activities will get you there.
  • 65. 65 • Watch video: https://vimeo.com/38458933 • View slides: http://www.slideshare.net/ekissane/little-big-systems-interlink-edition/ ERIN KISSANE: “LITTLE BIG SYSTEMS”
  • 66. Content Strategy isn’t a practice, it’s a Methodology Learning 7
  • 67. 67NO ONE WOULD JUST SAY “I’M A SCIENTIST” Photo by clement127
  • 68. 68 • A body of techniques for investigating phenomena • Employs systematic, empirical observation and measurement • Verified through repeated experiments • Based on the formulation, testing, and modification of hypotheses Biology: Anatomy, Astrobiology, Biochemistry, Biogeography, Biological engineering, Biophysics, Behavioral neuroscience, Biotechnology, Botany, Cell biology, Conservation biology, Cryobiology, Developmental biology, Ecology, Ethnobiology, Ethology, Evolutionary biology, Genetics, Gerontology, Immunology, Limnology, Marine biology, Microbiology, Molecular biology, Neuroscience, Paleontology, Parasitology, Physiology, Radiobiology, Soil biology, Sociobiology, Systematics, Toxicology, Zoology Chemistry: Acid-base, Analytical, Environmental, Inorganic, Nuclear, Organic, Physical, Solid-state, Supramolecular, Sustainable, Theoretical, Astrochemistry, Biochemistry, Crystallography, Food chemistry, Geochemistry, Materials science, Molecular physics, Photochemistry, Radiochemistry, Stereochemistry, Surface science Earth sciences: Climatology, Ecology, Edaphology, Environmental science, Geodesy, Geography, Geology, Geomorphology, Geophysics, Glaciology, Hydrology, Limnology, Meteorology, Oceanography, Paleoclimatology, Paleoecology, Palynology, Pedology, Volcanology Healthcare: Medicine, Veterinary, Dentistry, Midwifery, Epidemiology, Pharmacy, Nursing Physics: Classical, Modern, Applied, Experimental, Mechanics, Molecular, Nuclear, Particle, Plasma, Quantum mechanics, General relativity, Thermodynamics THE SCIENTIFIC METHOD
  • 69. 69PRACTITIONERS OF CONTENT STRATEGY Taxonomist UX Writer Search Content Strategist Content Designer Tech Writer Editorial Strategist Social Media Strategist Content Marketer Product Content Strategist Content Engineer Information Scientist Content Planner Strategist Information Architect Data Scientist CMS Developer Copywriter Designer Photosource:Brikimedia.com
  • 70. 70 • Ex-editors focus on editorial strategy and messaging. • Ex-designers focus on content and product design. • Ex-librarians focus on info architecture and metadata. • Ex-developers focus on content structure and publishing. • Ex-marketers focus on content marketing and social. OUR BACKGROUNDS INFLUENCE OUR FOCUS Illustration by Richard Ingram
  • 71. 71THAT’S OK! Photo by Aimee Ray We need lots of content specialists, not lots of content unicorns.
  • 72. 72 • A body of techniques for working with content • Content decisions are tied to strategic initiatives and measurable goals • Content decisions are made using user-centered design principles • Content strategy is interdisciplinary PROPOSAL: THE CONTENT STRATEGY METHOD Photo by Jeff Eaton
  • 73. 73 We tend to call all of these people “Content Strategist” ISSUE 1: IDENTITY CRISIS Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Content Strategist Photosource:Brikimedia.com
  • 74. 74 There should still be a ringleader, someone who articulates the goals and ensures that all content work is heading in the right direction. ISSUE 2: WHO TAMES THE BEAST?
  • 75. 75 It’s not helpful when we see what others are doing and say “That’s not content strategy, what I do is content strategy.” ISSUE 3: WE NEED TO LET GO OF JUDGEMENT Photo by julochka
  • 76. Content Strategy is in its Adolescence Learning 8
  • 77. 77 • Mean girls WE CAN BE PETTY & TERRITORIAL
  • 78. 78 For example: Endless blog posts on “what is content strategy?” WE’RE PAINFULLY REFLECTIVE
  • 79. 79WE’RE SORTING OUT OUR IDENTITY
  • 80. 80 We’re different from Editors, Information Architects, Copywriters, Content Marketers, etc. WE’RE DESPERATELY TRYING TO INDIVIDUATE
  • 81. 81IT’S AN AWKWARD TIME, BUT THERE’S GREAT POTENTIAL The need for people who can help make sense of it all is only going to grow. Everything is content and the digital landscape is still largely uncharted territory.
  • 82. 82SO, LET’S GO DO SOME CONTENT STRATEGY! Source: Getty Images, via The Telegraph
  • 83. 83 0. Less is More 1. Everything is Content 2. Content is Communication 3. Content Strategy is concerned with content Systems, not just content. 4. Author Experience is critical to Content Strategy 5. Intelligent Content needs to be Well-Structured 6. Intelligent Content needs to be Well-Described 7. Content Strategy isn’t a practice, it’s a Methodology 8. Content Strategy is in its Adolescence SUMMARY OF LEARNINGS Photo by Jeff Eaton

Hinweis der Redaktion

  1. I hadn’t heard of Content Strategy before I applied for that job, but as is probably true for many people, I had already been doing similar work for several years. I just didn’t know that that’s what it was called.
  2. Simplify complex ideas,. If you want to communicate effectively, and hold people’s attention, you have to get to the point quickly.
  3. The first thing I learned about content is that, in digital, everything is content.
  4. The second most quoted thing I’ve ever said. Though, not always because people agree with it.
  5. Learned this at my previous job. I wasn’t a CS. I was doing presentation layer development: Creating the templates, Building dynamic content features, Enhancing the CMS. Very familiar with: every type of content, format, topic, data relationships. Making pathways to drive the readers to more interesting content.
  6. Remind our clients that we don’t just mean text. Content in other formats (images, video, audio), content in other channels (email), content that they don’t own (social discussions), and even content they can’t see (metadata).
  7. But what I really meant at the time was that, in physical media, the content and the medium, or container, are made up of different things.
  8. Whereas, with digital content, the content and the medium, or non-content, are actually made up of the same stuff.
  9. Quote from 1967
  10. This means that, in theory, we can manage and manipulate the non-content the same way we manage the content, all the things you don’t see, like metadata, design elements, and even the code that renders the experience. Diagram from: http://www.topseo.ie/cms-website-design-ireland/
  11. Most people aren’t prepared to be responsible for all of those factors. It’s not fair to ask an editor to be a designer or a programmer – although, increasingly people are taking on hybrid roles as creative developers, or content designers, or UX prototypers.
  12. I definitely didn’t mean that one person should be fully responsible for all aspects of content. But if everyone just focuses on their little corner of responsibility around content, no one is thinking about the big picture.
  13. If we only think about the words, or the publishing system, or the distribution channels, we’re only dealing with part of the picture. As Content Strategists, we have to tame the big picture.
  14. This may seem somewhat obvious, but it highlights something unique about digital publishing.
  15. Unlike traditional publishing or broadcast media, where the communication is mainly going in one direction
  16. Which brings me to my third learning. The reason we need to think about all these aspects of content is that we’re not just designing content, we’re designing systems of content.
  17. This brings me to the thing I’m most quoted for saying. Or, if you want to see it expressed using symbols…
  18. Do you do these in Australia? This kind of word problem is a big part of our high school standardized tests in the US. This is a useful analogy to people in web design, but maybe not to others, so let’s break it down a little.
  19. When I started talking and writing about this kind of work, I noted a lot of questions about how it was different from being an editor.
  20. An editor takes the content every day and works with it - shapes it…
  21. preps it, and directs it out into the world.
  22. She may also be planning ahead for new content, and new type of content for the days and weeks ahead, but she’s very focused on specifics.
  23. This that lets content creators focus on being creative and making great content, rather than struggling with ambiguous decisions and cumbersome production tasks.
  24. Which is how I came to my fourth learning. In fact, both your content strategy and your experience will become degraded over time if you don’t deeply consider the needs of your authors.
  25. The whole team loves it. BUT for the vision to come to life & be sustained over time…
  26. If they have this level of insight, not just training and guidelines (although, those don’t hurt), they will be able to make decisions when they encounter an unexpected content need wasn’t specifically accounted for in the design (and they will).
  27. You may not always notice the effects on the surface of the content, because the first thing to get neglected will be the aspects of your content that aren’t immediately visible.
  28. The effects of these shortcuts become more evident as our digital world becomes more connected and we expect content to move seamlessly through dynamic ecosystems.
  29. Because, of course… This is the thing that I’ve spoken most about in my career.
  30. *skill – an app for Amazon Echo
  31. It’s not JUST about identifying types and fields. It’s also an opportunity to understand the behavior and purpose of every item of content in your site or product.
  32. Means that information has been added to the content that helps systems better understand what it is, what it’s about, and how it can be used.
  33. This includes metadata on the subjects, people, places, events, and products that it’s about. But also answers questions like…
  34. Advanced functionality: Facilitates a wide range of rich interactions with data-driven sites
  35. Let’s go back to that third learning again, because I’ve been talking a lot about back-end content systems, but of course some content strategists are doing more front-facing work. It still needs to be concerned with systems.
  36. This dichotomy has been becoming more explicit. This article by Ann Rockley touched on topics that many of us were thinking, especially those working in the back end realm, since a much larger population thinks of the front end when they think of content strategy.
  37. So, You may find yourself doing content planning, setting up editorial calendars, evaluating the reach and impact, and even pitching and producing specific content ideas.
  38. What makes this content strategy, what distinguishes it from traditional editorial & creative work, is an emphasis on tying these content decisions to bigger strategic initiatives and measurable goals.
  39. Vision statement – based on the specific needs of the client, their challenges and opportunities Content principles – many of them will seem like “best practices” but they should be the ones that will have the most impact on the opportunities that are a high priority for the client or stakeholders
  40. People have been comparing it to the field of “medicine” but I’d go even further and say it’s more like “the scientific method”. In the same way that it’s not very informative to say “I’m a scientist” just because you use the scientific method in your work.
  41. People are finding it increasingly useful to define specializations that make it clearer what aspects of content strategy they focus on. Then there are all the people who don’t identify themselves as some kind of content strategist, but could and should use some of the principles and activities of CS in their work
  42. We already have people from all different disciplines coming into content strategy and they tend to focus on the aspects that align to their experience.
  43. So rather than trying to come up with some sort of unilateral definition of content strategy, and rather than all of us trying to be some kind of T-shaped unicorns, maybe we should identify the common aspects of the CS methodology and then build individual practices around the various needs that arise. But there are two problems.
  44. Every person whose work impacts or is dependent on the content, regardless of their title or department, should be involved in making sure their work supports the content goals.
  45. Which brings me to my final learning. Or, it’s a theory really.
  46. There’s great potential for growth, intelligence, and mastery, and revolution. I have great confidence in us.