This document summarizes a presentation about content strategy. It introduces the presenters and defines content strategy. It discusses the key aspects of developing a content strategy like discovery, strategy, and maintenance. It provides examples of deliverables like a content inventory, audit, personas, and brief. It demonstrates how card sorting can inform a sitemap and content types. It also discusses how content templates, wireframes, taxonomies, and a tagging system support development of the content strategy.

1. Cooking with Content Strategy CapitalCamp | July 22, 2011 #capitalcontent

2. Who are you guys? Natalya Minkovsky, Senior Strategist & Content Strategy Lead (@hejhejnatalya) John Serrao, Technology Manager (find me in real life) 2 #capitalcontent

3. “Content strategy plans for the creation, publication, and governance of useful, usable content.” – Kristina Halvorson 3 #capitalcontent

4. “Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.”– Rahel Anne Bailie 4 #capitalcontent

5. “Content strategy is to copywriting as information architecture is to design.” – Rachel Lovinger 5 #capitalcontent

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7. What goes into the strategy? Content: Substance Structure People: Workflow Governance 7 #capitalcontent

8. What are we thinking about? Discovery: What is this all about? What are the client’s objectives? What do the users expect? What content exists? What’s missing? What are the CMS requirements? Strategy: How will the content be organized? Where will the content go? Who will develop the content? What is our metadata strategy? Maintenance: How do we keep the content going? How do we ensure consistency? How are we measuring success? 8 #capitalcontent

9. Deliverables 9 #capitalcontent Get your content strategy ingredients in place. Let’s look at a few examples.

10. 10 #capitalcontent Content Inventory (becomes your content migration plan)

11. 11 #capitalcontent Content Audit

12. 12 #capitalcontent User Personas

13. 13 #capitalcontent Content Strategy Brief

14. 14 #capitalcontent Blogging Guide

15. What does all this have to do with development? 15 #capitalcontent

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17. Introducing! 17 #capitalcontent CheesyPlates.com logo designed by Steve Fultz

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19. Card Sorting Instructions: Sort the cards into groupings that make sense to you Aim for 3-5 groupings After you’ve grouped the items, create a name for each grouping 19 #capitalcontent

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21. Bam! The Sitemap 21 #capitalcontent

22. John Talks About Content Types MAIN IDEA: Content types are really all about metadata. 22 #capitalcontent

23. Card Sorting Themes Become Content Types… Cheeses (title, overview, country, strength, hardness, source, price) Beverage (title, overview, type, strength, country, alcoholic? y/n, price, cheeses (node-list)) Accompaniment (title, overview, food group, price, cheeses (node-list)) Cheese Plates (title, overview, dietary considerations, cheeses (node-list),beverage (node-list)) 23 #capitalcontent

24. Natalya Gets Excited About Content Templates (#wordnerd) 24 #capitalcontent

25. Backend Wireframes 25 #capitalcontent

26. Front-End Wireframes 26 #capitalcontent

27. Wireframe  Spec 27 #capitalcontent BIG IDEA: A successful front-end wireframe annotated with specs becomes the document of record for the development phase of your project.

28. Oh, Boy, Taxonomies! What’s the texture of this cheese? What country is this cheese made in? What kind of milk is it made out of? Is it expensive? What are the flavors like? 28 #capitalcontent

29. Fun with Wordle.net 29 #capitalcontent Made from http://curdnerds.com/blog

30. Let’s Make a Tagging Taxonomy 30 #capitalcontent

31. Cocktail Hour It’s time for Q&A And also to eat some cheese Thanks for coming to our session! 31 #capitalcontent

32. 32 #capitalcontent photo credits: Flickr users wickenden, vissago, Skanska Matupplevelser & xiaming