The many facets of content strategy

contentstrategy101.com

Sarah O’Keefe @sarahokeefe

Scriptorium Publishing

flickr: wilhelm

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❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA

❖ Coauthor of Content Strategy 101

❖ Interested in collision of content, publishing, and technology

Sarah O’Keefe @sarahokeefe

Content strategy: Support business goals using information and information products.

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POLL: Is your content localized?

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The discipline of content strategy is still evolving.

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We have issues…

http://www.atlantaclickadvisor.com/atlanta-content-strategy/

Maslow’s hierarchy

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Source: The entire Internet

The hierarchy of content needs

Content exists for user.

Content is accurate.

Content is appropriate for user.

Content and users are connected.

Intelligent content!

POLL: Where is your content in the hierarchy?

Assess each level’s requirements.

Minimum viable contentflickr: john.schultz

Minimum viable content

Too muchNot enough

Minimum

Minimum viable content❖ Meets regulatory requirements

❖ Meets business goals

Minimum viable content❖ Accurate, concise, and complete

❖ Delivered in the needed formats

❖ Delivered in the needed languages

❖ Delivered on time

Not enough Too much

Obstructs business goal

Supports business goal

Not enough Too much

Obstructs business goal

Supports business goal

Zone of viable content

Minimum viable content❖ What are the regulatory requirements?

❖ How does this content help meet the organization’s business goals? What is the purpose of this content?

❖ In what formats is this content needed? In which languages?

❖ Who must create the content?

❖ What is the content velocity? How quickly must it be delivered and how often will it change?

Minimum viable content

Marketing focus

Tech comm focus

“Entropy always wins.”flickr: einalem

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Scalability issues

Content strategy facets

Content strategy needs to be holistic.

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We must understand all the facets.

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We are splitting hairs. We should be helping customers.

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Questions?

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Contact information

❖ Sarah O’Keefe@sarahokeefeinfo@scriptorium.com