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Social media ch. 3

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Natalie Bradfield
Natalie Bradfield

This document discusses content strategy and its key elements. Content strategy guides the creation, delivery, and management of critical information for organizations to meet user needs and business goals simultaneously. It examines the components of content strategy, including substance, structure, workflow, and governance. Content strategy also explores who does the work, such as web writers, editors, information architects, and subject matter experts.

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* Natalie Bradfield & Jon Yearwood
* *Examine what is and is not content strategy *Examine key elements of content strategy *Explore who does the work
* *But first, what is content? -What a user came to see, read, learn *From a business standpoint, content is -CRITICAL INFO.! -A website, application, intranet -Created to contain, deliver, & communicate
* *How to meet organizational and user goals and needs simultaneously *It guides plans for creating, delivering & managing content -How to use content -Decisions about content -Set goals to measure success of content http://www.youtube.com/watch?v=Kpv_l xdKxCk
* *May focus on actual creating and formatting -Editorial, structural & technical aspects *May be an enterprise-wide effort/ highlevel business strategy -Make decisions to select and execute certain content to a specific audience
* *A series of educational articles *A full-service, online knowledge base *An employee blog post series *A new tablet subscription service *Social media *(These are considered tactics)
* *A strategy is an idea that sets the direction for the future *Will this help us to where were going? *http://www.youtube.com/watch?v=F_fH5Z -RJfc
* *The Quad -An image the displays the critical components of content strategy *Components that affect whether or not your content ends up usable and stable to users and businesses
*
* * Substance Topics, types, sources, tone, style -What message we need to communicate to our audience * Structure How content is prioritized, organized, formatted, and displayed * Workflow The process, tools and human resources we need to create and maintain ongoing content * Governance Consistent managing of changes & updates
* *For ideally large or complex projects: *Web writers & editors *Information architects *Database managers *Subject matter experts
* *Oversees content initiatives *Examine and analyze factors that impact content *Gather, edit, and analyze existing content *Updating existing content *Grouping and tagging content *Maintaining and governing content postlaunch
* * Messaging & Branding -The story behind the content: brand values * Web Writing -Writing useful, usable content intended for online delivery * Information Architect * -The design of navigation systems to help people find and manage info. More successfully * Search Engine Optimization -Increase potential relevance to specific key words on web & site search engines * Metadata Strategy -(Data about data) Identify, organize, use & reuse content to appeal to key audiences * Content Management Strategy -Capture, store, deliver & preserve an organizations content
* *Content strategy connects real content to real people
*
Social media ch. 3

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Social media ch. 3

  • 1. * Natalie Bradfield & Jon Yearwood
  • 2. * *Examine what is and is not content strategy *Examine key elements of content strategy *Explore who does the work
  • 3. * *But first, what is content? -What a user came to see, read, learn *From a business standpoint, content is -CRITICAL INFO.! -A website, application, intranet -Created to contain, deliver, & communicate
  • 4. * *How to meet organizational and user goals and needs simultaneously *It guides plans for creating, delivering & managing content -How to use content -Decisions about content -Set goals to measure success of content http://www.youtube.com/watch?v=Kpv_l xdKxCk
  • 5. * *May focus on actual creating and formatting -Editorial, structural & technical aspects *May be an enterprise-wide effort/ highlevel business strategy -Make decisions to select and execute certain content to a specific audience
  • 6. * *A series of educational articles *A full-service, online knowledge base *An employee blog post series *A new tablet subscription service *Social media *(These are considered tactics)
  • 7. * *A strategy is an idea that sets the direction for the future *Will this help us to where were going? *http://www.youtube.com/watch?v=F_fH5Z -RJfc
  • 8. * *The Quad -An image the displays the critical components of content strategy *Components that affect whether or not your content ends up usable and stable to users and businesses
  • 9. *
  • 10. * * Substance Topics, types, sources, tone, style -What message we need to communicate to our audience * Structure How content is prioritized, organized, formatted, and displayed * Workflow The process, tools and human resources we need to create and maintain ongoing content * Governance Consistent managing of changes & updates
  • 11. * *For ideally large or complex projects: *Web writers & editors *Information architects *Database managers *Subject matter experts
  • 12. * *Oversees content initiatives *Examine and analyze factors that impact content *Gather, edit, and analyze existing content *Updating existing content *Grouping and tagging content *Maintaining and governing content postlaunch
  • 13. * * Messaging & Branding -The story behind the content: brand values * Web Writing -Writing useful, usable content intended for online delivery * Information Architect * -The design of navigation systems to help people find and manage info. More successfully * Search Engine Optimization -Increase potential relevance to specific key words on web & site search engines * Metadata Strategy -(Data about data) Identify, organize, use & reuse content to appeal to key audiences * Content Management Strategy -Capture, store, deliver & preserve an organizations content
  • 14. * *Content strategy connects real content to real people
  • 15. *