I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
43. APPROACHES TO WEB CONTENT STRATEGY 43
Richard Ingram made
this diagram to show
how people bring
different skills,
backgrounds, and
experiences to their
work in Content
Strategy, and this
impacts the way they
practice, and the aspects
they focus on.
Diagram by Richard Ingram
44. HOW DID WE ALL GET HERE? 44
The following year, Ingram
surveyed content strategists
about their educational and
professional backgrounds. He
mapped the answers
from 265 respondents to get
an even more detailed view of
the paths we took
to get to Content Strategy.
Diagram by Richard Ingram
45. It’s not necessary to have “Content
Strategist” in your title in order to
practice content strategy.
52. EDITORIAL STRATEGIES 52
• Define messaging goals
“Encourage exploration and build
brand loyalty. Foster discussion among
existing and prospective customers.”
• Optimize the organization and operational practices
workflow diagram by Richard Ingram, via Intentional Design