notes from Kristina Halvorson’s talk “A Content Strategy Roadmap” at AEA2011SF
Content first!
Content strategy plans for the creation, delivery and governance of content.
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
– Sun Tzu, The Art of War
“We need to get away from the launch it and leave it mentality.”
content audit, you *have* to do one of these!
a spreadsheet with the following: post id, title, url, meta tags, author, notes (what works, what needs to be changed, if it needs to be re-written)
define your project, and your content
define:
a core message
e.g. “Jungle makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs.”
a style guide – not a big ass binder that you can’t use. just define your voice. it can be a 1-pager… e.g. “smart, helpful, enthusiastic”
topics/transactions
governance guidelines
editorial calendar e.g. upcoming hot topics for each month
• Empower your writers
• Assign content owners
• Content inventory
• Short-form style guide
• Page tables
• Use real copy
• Editorial calendar
• Collaborate on metadata
• Content QA plan
• Get Real
Content always!
http://www.scoop.it/t/an-event-apart-content-strategy-resources
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