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Building a content strategy with content types

Building a content strategy with content types

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Learn how to use content types as the building blocks of your organisation's content strategy. Presented at the Content Strategy Singapore Meetup on 5 October 2016.

Learn how to use content types as the building blocks of your organisation's content strategy. Presented at the Content Strategy Singapore Meetup on 5 October 2016.

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Building a content strategy with content types

  1. 1. Building a content strategy with content types Content Strategy Singapore Meetup 5 Oct 2016
  2. 2. Content types are distinctive, recognisable types of content. They have a name, purpose, structure and are accepted in the community they are used in. They are a response to a communication situation that happens repeatedly. What are content types Social acceptance StructurePurpose Content type
  3. 3. Examples • Case studies • Expert profiles • Events • Impact stories • Newsletters • Courses • Interviews • Book reviews • Press releases • Explainers • Quizzes • Instructional e-books • White papers • Speeches
  4. 4. Why have content types Why purpose ● Each content type has a purpose e.g. product page vs. support article ● They help bring an organisation’s purpose to life Why community ● Content types are useful to a community - they also help build a community Why structure ● Content types create expectations and use conventions ● Parts of the structure can be reused in new ways
  5. 5. BBC vs Buzzfeed
  6. 6. Content type vs. content format • Content types have a purpose and conventions • They can include content formats • Content formats don’t necessarily tell us what to expect e.g. PDF, photos, video • May need extra context https://www.bostonglobe.com/news/bigpicture
  7. 7. What content types reveal Reflect activities of a community Reveal context Reveal gaps
  8. 8. Activities in a community Which community will have these content types? Appeals Briefs Case history Litigations Precedents
  9. 9. Reveal context What do these content types say about the community? Appeals Briefs Case history Litigations Precedents Consultant resume Consultant brief Consultant fees
  10. 10. Reveal gaps Project charter Minutes of meeting To-dos Status reports Closing reports Case studies Lessons learned Q&A Retrospects Can this project community become a knowledge-sharing community? A knowledge- sharing community has these content types
  11. 11. How content types can help Manage content Add meaning As navigation
  12. 12. Manage content • Consistent structure and metadata • Lets you create collections and reuse elements Project page Project listing Country page https://www.adb.org/projects/afghanistan
  13. 13. Add meaning • Structure lets us bring out what’s important to users http://cooking.nytimes.com/search?q=salmon
  14. 14. As navigation • Not always a good idea • Users may not know what to expect under a content type • May still need topic-based navigation
  15. 15. How to design content types Content modelling is a way to design content types. A content model defines the structure of a content type (also called attributes) and the relationship between different content types. Map view List view Table view Form view
  16. 16. Case study
  17. 17. The situation ● Policy paper (PDF) ● FAQs ● Occasional blog posts ? What content types do we have? What content types do we need? What do we want to do? ● Inform, engage, excite ● Present diverse viewpoints ● Audience: working adults, teachers
  18. 18. Identify content types 1. Audit existing content ● What do we keep? ● What do we need to transform? ● What should not be included? 2. Scan the community ● What content types does the community use? ● What is the purpose of each? 3. Define your content mix ● Map to core strategy, audience, journey etc ● Stock vs. flow ● Easy vs. difficult to create 4. Choose and refine ● What are our priorities? ● What’s realistic? ● What can we become known for? Analyse Prioritise and refine
  19. 19. Scan and define content mix Audience How often?Core strategy Where will we get content?What format?
  20. 20. Prioritise content types ● Policy paper (PDF) ● FAQs ● Occasional blog posts ● Explainers ● Key indicator dashboard ● Articles (original, curated) ● Poll, Quiz ● Event ● Debate ● Contributor ● Newsletter Statistics database What content types do we have? What content types do we need? What do we want to do? ● Inform, engage, excite ● Present diverse viewpoints ● Audience: working adults, teachers
  21. 21. Define each content type • What is it? • What is the purpose? • What is the business goal? • Who is the audience? • Who will create it? • How will we measure it? • What is the structure? • Does it need a special workflow?
  22. 22. Content type card
  23. 23. Create the content model • Define the attributes of each content type and their relationships • Helps CMS team develop the system Map view Table view
  24. 24. ● Content types are the building blocks of content strategy along with editorial design ● Content types are strategic ● Content types allow the reuse of content in different contexts ● Content types allow for customised presentation To sum it up
  25. 25. ● Unleash the power of content types https://gathercontent.com/blog/unleash-the-power-of-content-types Further reading

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