A talk given at Design + Content Conference 2019

1. Content Strategy as a Methodology
Rachel Lovinger
July 19, 2019 – Design & Content Conference
Photo by julochka

2. Rachel Lovinger
Content Strategy Director
• 13 years consulting as a Content Strategist
• 7 years in digital publishing, at Time Inc.
• Content Strategy: The Philosophy of Data
(Boxes & Arrows, 2007)
• Nimble: A Razorfish Report on Publishing in the
Digital Age (2010)
• Areas of Focus: Structured content, metadata,
content modeling, author experience,
production processes and tools
• Twitter: @rlovinger
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3. 3

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6. We are still grappling with the question:
What is this practice we call “content strategy”?
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7. “Content strategy guides the creation, delivery,
and governance of useful, usable content.”
By Kristina Halvorson, Author of Content Strategy for the Web
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8. “We define content strategy as: getting the
right content to the right user at the right time.”
By Kevin P. Nichols, Author of Enterprise Content Strategy: A Project Guide
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9. “Content strategy is to copywriting
as information architecture is to design.”
By Rachel Lovinger, from “Content Strategy: The Philosophy of Data.”
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10. These definitions speak to the value of
content strategy, but none of them tell us
what a content strategist actually does
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11. 11
There’s no set path to content strategy
People come from all different
backgrounds, a wide range of roles
that work with content.
This ability to adopt and adapt the
learnings of other disciplines has
allowed our practice and our
community to grow really fast.
Illustration by Richard Ingram

12. Sample Skills & Expertise
• Quantitative & qualitative content audits
• Competitive assessments
• User needs assessments
• Content analysis and recommendations
• Information architecture
• Tagging strategy and development
• Content creation and migration planning
• Content workflow and governance
• Social and content marketing
• Content database creation and
maintenance
• Current and future state sitemapping
• Copy deck template for migration and
redesign
• Copywriting and copyediting
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• Content modeling for CMS
• Metadata & Taxonomy
• Content Vision & requirements
• Content authoring operations
• Data integrity
• Business process transformation
• Content strategies for emerging tech
• Content organizational design
• Content globalization and
localization strategies
• Content marketing
• Editorial strategies
• Platform & channel strategies
• Personalization strategies
• Product, brand, and enterprise content
strategies
• CMS management
• Translation management
• Taxonomies & site maps
• Content wireframes
• Content calendars & planning
• Content branding (end-to-end)
• Digital integration (360-degree)
• Artificial Intelligence vocabularies,
responses & brand alignment
• Copydeck/Content Matrix coordination
• Video production
• Blogging
• Community management
Gathered from just eight (8) of the content strategy practitioners in my company

13. The blind men
and the elephant
Everyone wants to
define the whole
field by the parts
that are most familiar
to them.
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Illustration from “The Discipline of Content Strategy,” by Kristina Halvorson (2008).

14. This wealth of variety also
leads to several
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Photo by Jeff Eaton

15. “We need a content unicorn”
Too broad
• Job descriptions looking for a candidate who can do
everything you can imagine with content.
Too focused?
• Job descriptions labeled “content strategy” that are
focused entirely on digital content creation, or
marketing campaigns.
Not sure what to call it
• Trying to recruit from a wider range of people, some
of whom may not yet identify as “content strategist”
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Difficulty hiring the right talent
Photo by julochka

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17. “I’m up for anything”
Ready? Or just willing?
• Sometimes people say “I can do it” when what they
mean is “I’m willing to learn”.
Burning bridges
• Saying whatever you need to do to get your foot in
the door might seem like a good idea at the time, but
it can backfire.
Missed opportunities
• If you’re not clear about your actual strengths and
experience, you could be missing out on a chance
(and need) to use those skills.
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Difficulty finding projects that are a good fit
Photo by julochka

18. “Hands off, that’s my domain”
Unchartered territory
• Claim ownership of content strategy work that was
falling through the cracks.
Contested territory
• Advocate for content needs that have been glossed
over because others didn’t understand the priority.
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Territorialism is sometimes necessary
Photo by Chris Christian

19. Claiming your domain
“I’m going to make recommendations for…
sustainable content, reusable content, relevant content, useful
& usable content, user-friendly authoring experiences, intuitive
interface copy, learning level appropriate content, tone
appropriate content, on-brand content… and/or hundreds
of other decisions about the content.”
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20. “Hands off, that’s my domain”
Unchartered territory
• Claim ownership of content strategy work that was
falling through the cracks.
Contested territory
• Advocate for content needs that have been glossed
over because others didn’t understand the priority.
Own your domain
• Demonstrate the value you bring to others and
“rivals” will come to recognize you as allies.
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Territorialism is sometimes necessary
Photo by Chris Christian

21. “I hear you’re the content expert”
Having to explain what you don’t do
• We often have to clarify things like “I’m not a
copywriter” or “I’m not a content marketing expert.”
Learning opportunities
• It’s perfectly fine to say “I’ve never worked with
conversational interfaces, but I’m eager to learn.”
(It’s also ok not to.)
Play to your strengths
• Propose how you could make better contributions
using the skills and experience you do possess.
Establishing boundaries
Photo by Maia Weinstock

22. “I can’t do all that…”
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Photo by JD Hancock
Imposter Syndrome

23. “Content Strategy” means wildly
different things to different people
The Elephant Problem
Illustration from “The Discipline of Content Strategy,” by Kristina Halvorson (2008).

24. Practitioners of Content Strategy
Taxonomist
UX Writer
Search Content
Strategist
Content
Designer
Tech Writer
Editorial
Strategist
Social Media
Strategist
Content
Marketer
Product Content
Strategist
Content
Engineer
Information
Scientist
Strategist
Information
Architect
Data Scientist
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Copywriter UX Designer
Photo source: Brikimedia.com
Content
Planner
CMS
Developer

25. WHAT IF…
Content Strategy is a methodology,
not a practice
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26. No one would just say “I’m a Scientist”
Biology: Anatomy, Astrobiology, Biochemistry, Biogeography,
Biological engineering, Biophysics, Behavioral neuroscience,
Biotechnology, Botany, Cell biology, Conservation biology,
Cryobiology, Developmental biology, Ecology, Ethnobiology,
Ethology, Evolutionary biology, Genetics, Gerontology, Immunology,
Limnology, Marine biology, Microbiology, Molecular biology,
Neuroscience, Paleontology, Parasitology, Physiology, Radiobiology,
Soil biology, Sociobiology, Systematics, Toxicology, Zoology
Chemistry: Acid-base, Analytical, Environmental, Inorganic, Nuclear,
Organic, Physical, Solid-state, Supramolecular, Sustainable,
Theoretical, Astrochemistry, Biochemistry, Crystallography, Food
chemistry, Geochemistry, Materials science, Molecular physics,
Photochemistry, Radiochemistry, Stereochemistry, Surface science
Earth sciences: Climatology, Ecology, Edaphology, Environmental
science, Geodesy, Geography, Geology, Geomorphology,
Geophysics, Glaciology, Hydrology, Limnology, Meteorology,
Oceanography, Paleoclimatology, Paleoecology, Palynology,
Pedology, Volcanology
Healthcare: Medicine, Veterinary, Dentistry, Midwifery, Epidemiology,
Pharmacy, Nursing
Physics: Classical, Modern, Applied, Experimental, Mechanics,
Molecular, Nuclear, Particle, Plasma, Quantum mechanics, General
relativity, Thermodynamics
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There are many practices in “Science”
Photo by Chris Christian

27. The Scientific Method
• A body of techniques for investigating phenomena
• Employs systematic, empirical observation and measurement
• Verified through repeated experiments
• Based on the formulation, testing, and modification of hypotheses
All Science practices share these common elements
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28. What would the
Content Strategy Method
look like?
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29. Proposal: The Content Strategy Method
The common elements needed to systematically solve content problems
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CONTENT
A body of
tactics for
working with
content
STRATEGY
VIABLE
Interdisciplinary
collaboration
STRATEGY
Measurable
goals,
strategic
initiatives
EFFECTIVE
User-centered
focus for
making
decisions

30. A body of tactics for working with content
• The techniques we use to analyze content
and content needs
• The frameworks we use to describe the
content problems and recommendations
• The activities, templates, and tools we use
to execute on the recommendations
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Photo by Chris Christian

31. Measurable goals, supported by
strategic initiatives
• What are you trying to accomplish?
(Goals)
• How are you going to accomplish it?
(Strategy)
• Then select the Tactics that will enable
these goals and strategies.
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Photo by Alexander Kluge

32. User-centered focus for making decisions
• User needs: If your content isn’t meeting
user needs, they’re going to take their time,
energy, attention and money elsewhere.
• Unconscious bias: Learning to see past
our own beliefs and expectations and
understanding needs that are different from
our own.
• Business needs: The goals your employer
or clients pay you to work towards will
only be met if you meet your users’ needs!
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Photo by Chris

33. Interdisciplinary collaboration
• This can’t be a solo effort. You need to
work with others to make it viable.
• Working with people from other disciplines
brings diverse points of view on needs and
requirements.
• When people feel ownership of decisions
and solutions, they’re invested in making it
work over the long term.
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Photo by Wellspring Community School

34. 34
Goal: Engage guests in helping the hotel reduce
environmental impact.
Strategy: Provide clear instructions on a simple step
guests can take to participate in the hotel’s green
efforts.
Two points of failure:
1. The rack
has no space
2. They left new
towels anyway

35. What it means for different roles to
use Content Strategy Methodology
in their practices
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Editorial
Strategist
Social Media
Strategist
UX Designer
CMS
Developer
UX Writer

36. Editorial Strategist
Sample goal:
Develop brand awareness and loyalty.
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Strategic Initiative
Plan the creation of useful,
usable content that
conveys less-known,
valuable features of the
products.
Key Collaboration
• Copywriters
• Creative/Production
• Business Stakeholders
Tactics
• User research surveys
• Traffic analytics
• Editorial calendar
• Creative brief
• Editorial guidelines
• Content governance
User-Centered
• What content are
your users looking for?
• What content will
engage them and
inspire them to return?

37. UX Writer
Sample goal:
Improve interaction with site features.
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Strategic Initiative
Update messaging and
improve navigational
elements to reduce friction
and barriers to interaction.
Key Collaboration
• UX Designers
• Product Managers
Tactics
• Stakeholder interviews
• Competitive analysis
• Site exit surveys
• Customer service logs
• User testing
• Content style guide
User-Centered
• What’s blocking users
from doing what they
want to do?
• What words and tone
make sense to them?

38. Social Media Strategist
Sample goal:
Drive brand engagement via content likes/shares.
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Strategic Initiative
Determine the best
cadence, topics, formats,
and channels to get high
business-value information
in front of users when it’s
timely and useful.
Key Collaboration
• Business Owners
• Content Creators
• Data Scientists
Tactics
• Social listening tools
• Content planning
• Channel planning
• Influencer partnerships
• Social metrics
User-Centered
• Where does your
audience go for info
and discussion?
• What types of content
appeal to them?

39. CMS Architect
Sample goal:
Reduce effort of content production.
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Strategic Initiative
Select and configure a
CMS to support the
business’s production and
publishing processes.
Key Collaboration
• Product Managers
• UX Designers
• Content Producers
Tactics
• Evaluate processes
• Assess pain points and
new requirements
• Define content model
and metadata schema
User-Centered
• What tasks are the
content producers
trying to fulfill?
• What’s blocking
them?

40. UX Designer
Sample goal:
Improve findability on a content-heavy site.
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Strategic Initiative
Employ user-centered
design principles to create
a digital experience that
better empowers people to
find the information they’re
looking for.
Key Collaboration
• Strategists
• Product Managers
• UX Writers
• Developers
• Data Scientists
Tactics
• Content audit
• Site search logs
• IA for navigation &
site structure
• Content hierarchy
• Card sorting
User-Centered
• What information do
the users need to
achieve their goals?
• How are they hoping/
expecting to find it?

41. What would this look like for some other
Practitioners of Content Strategy?
Taxonomist
UX Writer
Search Content
Strategist
Content
Designer
Tech Writer
Editorial
Strategist
Social Media
Strategist
Content
Marketer
Product Content
Strategist
Content
Engineer
Information
Scientist
Strategist
Information
Architect
Data Scientist
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Copywriter UX Designer
Photo source: Brikimedia.com
Content
Planner
CMS
Developer

42. Everyone may not be a Content Strategist,
but everyone can use Content Strategy
Methodology in their work
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43. IMPLICATIONS
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Photo by Chris

44. By being more specific
about our content skills
or needs, we will find it
much easier to:
• Sell content-related
work
• Hire talent
• Find good projects to
work on and teams
to work with
Express yourself!
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Photo by julochka

45. Advocate the benefits of content strategy to people in other
disciplines by sharing tools & frameworks.
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Photo by Robert McGoldrick

46. Scale content strategy for smaller organizations, where roles
may not be as specialized
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Photo by Scott Beale / Laughing Squid

47. We need to get more
specific in identifying
what we do, how we do
it, and why it’s
valuable.
Stop worrying about
whether that does or
doesn’t qualify as
“content strategy”.
Call to action
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Photo by Jonathan

48. thank you