Content Strategy: Long Live the King
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Transcript of Content Strategy: Long Live the King
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Content Strategy:Long Live the King
Rachel ParkerLyrica Copywriting
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Hat tips
Richard Sheffield
contentstrategyweblog.com
@richardlol
Kristina Halvorson
braintraffic.com
@halvorson
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Hat tips
• Rachel Lovinger rachellovinger.com, @rlovinger
• Rahel Anne Bailie intentionaldesign.ca, @rahelab
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
nrtspwrgr …
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
nrtspwrgr …
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
nrtspwrgr …
Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
nrtspwrgr …
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
nrtspwrgr …
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
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nrtspwrgr …
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Mffrwr wffffrdmff frfrrfbrd hrpbgrgl
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nrtspwrgr …
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By Jove, I am not covetous for gold, Nor care I who doth feed upon
my cost;
By Jove, I am not covetous for gold, Nor care I who doth feed upon
my cost;
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And they all And they all
lived happily lived happily
ever afterever after
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ContentContent
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SearchSearch
Social Social mediamedia
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Content Content
StrategistStrategist
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So … how did we get here?
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Pay-per-Click
Pay-per-Click
SEOSEOInformatio
n Architectur
e
Information
Architecture
User ExperienceUser Experience
AccessibilityAccessibility
InteractivityInteractivity
E-Commerce
E-Commerce
Dude, where’s
my content?
Dude, where’s
my content?
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Enter theEnter the
Content Content
StrategistStrategist
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What is content?
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Content Strategy
The practice of planning for the creation, delivery, and governance of useful, usable content
- Kristina Halvorson
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Content Strategy
The nuts and bolts
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Phase 1: Audit
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Phase 2: Analysis
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Phase 2: Analysis (cont’d)
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Phase 3: Strategy
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Phase 3: Strategy (cont’d)
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Phase 4: Workflow
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Phase 5: Writing
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Phase 6: Delivery
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Phase 7: Measurement
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Phase 8: Maintenance
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The Content Cycle
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Content Strategy
Who’s doing it … and how’s it
going?
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IBM• Dedicated
Editor-in-Chief• Large staff of
Web content professionals
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Wells Fargo• Staff of Content
Strategists• Content
Effectiveness Program to ensure ongoing content assessment across the site
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REI• Staff of Content
Strategists, Editors, and Writers
• Vibrant “Expert Advice” section of informative articles and videos
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Mint.com• Investment in
content as key driver to online success
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In summary …
• Our content is hurting
• There is a solution
• The solution takes commitment, time, talent, energy, resources, and SUPPORT
• … but ignore it at your own risk
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Hail to the king, baby.