Content strategy is more important than ever as we publish to many outlets to serve many audiences. The key is to keep your message and voice consistent by planning for all the channels. NOTE: This lacks examples since the talk was part of a panel in which another speaker gave examples of putting these ideas into practice.

1. C A R R I E H A N E D E N N I S O N
@ C A R R I E H D
Web Content Strategy in a
Multi-Channel World

2. Content is…

3. www.flickr.com/photos/32741315@N06/5015
573731

4. Content strategy is…
 Planning for the creation, publication, and governance of
useful, usable content.
– Kristina Halvorson
 Thinking about content from the earliest stages of a
project through maintenance.

5. Content is everywhere
www.flickr.com/photos/bigbaddie/566391539
www.flickr.com/photos/jamiemc/516853136
www.flickr.com/photos/stev
evox/8377092256
www.flickr.com/photos/intelfreepress/5126458612
www.flickr.com/photos/samsung
tomorrow/8308302453
www.flickr.com/photos/james_nash/3404191156

6. Mobile is not mobile
www.flickr.com/photos/sbfisher/6115339176
www.flickr.com/photos/jlmaral/85
96682380

7. Thoughts on Mobile
“There is always another platform. Think of it as 100
platforms on one content model.”
-Paul Ford
“There is no such thing as content strategy for mobile.”
- Karen McGrane
“You are in the content publishing business”
- Karen McGrane
from Content Strategy for Mobile

8. Content
Blog
Facebook
Product
Descriptions
Twitter
LinkedInEmail
Apps
Website
Pinterest

9. Tools
 Content inventory/audit
 Content mapping & models
 Gap analysis
 Governance plan
 Message architecture
 Editorial calendar
 Voice & tone/style guide

10. Content Strategy at Work

11. Message Architecture
 An outline or hierarchy of communication goals
 Actionable and specific to communication channel
 Captures qualities not copy

12. Editorial Calendar
 Plan for what, where, when
 Includes all channels
 Provides consistency and ongoing success

13. Voice & Tone Guide
 Specific to content types and channels
 Keeps context in mind
 Provides consistency in channel
 See voiceandtone.com

14. Create Once, Publish Everywhere
Content
Object
Web
Article
Web Stub
Email
Ad
Blog Post
Facebook
Twitter

15. You’ll be prepared for anything
www.flickr.com/photos/james_nash/3404191156