Not sure what content strategy is, or how to get started? I gave this talk to give a group of curious web professionals a quick introduction to content strategy as a discipline.

1. Intro to
Content Strategy
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2. What is content?
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3. What is content?
• Copy
• Photos
• Video
• Podcasts
• Infographics
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4. What is content?
• Copy • Articles
• Photos • Music
• Video • Updates
• Podcasts • Illustrations
• Infographics • Diagrams
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5. The stuff people come to your site for.
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6. http://brownsharpie.courtneygibbons.org/
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7. http://brownsharpie.courtneygibbons.org/
Entropy (n.): Lack of order or predictability;
gradual decline into disorder.
(Google)
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8. A website, like any system,
will decline into disorder
if left to itself.
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9. A website, like any system,
will decline into disorder
if left to itself.
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10. 3 Evidences of Entropy
on websites
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11. 1. Silos
Michele Massetani on Flickr
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12. @RU2K on Twitter
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13. 2. Clutter
UnnaYmir on Flickr
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15. Sunday, February 17, 13

16. 3. Lack of insight
Bilal Kamoon on Flickr
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17. Tools for battling entropy
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18. Problem 1: Silos
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19. Problem 1: Silos
Stakeholder interviews
Understand who impacts the
project, how, and what they want.
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20. Sunday, February 17, 13

21. Problem 1: Silos
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22. Problem 1: Silos
Content workflow diagram
Understand how content is
created, who affects it, and how.
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23. Sunday, February 17, 13

24. Problem 2: Clutter
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25. Problem 2: Clutter
Content inventory
Understand what content you have.
Can be quantitative or qualitative.
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26. Sunday, February 17, 13

27. Problem 3: Lack of Insight
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28. Problem 3: Lack of Insight
Voice chart
Understand how you come across to
your users.
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29. Sunday, February 17, 13

30. Problem 3: Lack of Insight
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31. Problem 3: Lack of Insight
Channel map
Understand how users interact with
each piece of content you create.
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32. contentmarketinginstitute.com
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33. Problem 3: Lack of Insight
User testing
Understand whether
users are able to find/
do what they need.
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34. There’s so much more...
• Governance • Content matrices
• Maintenance • Analytics
• SEO • Expert reviews
• Gap analyses • Content reuse
• Reports • Editorial calendars
• Style guides
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35. Helpful resources
for getting started
Content Strategy
for the Web,
by Halvorson & Rach
Letting Go of the Words,
by Redish
Content Rules,
by Handley & Chapman
Sunday, February 17, 13