Ghosts of Content Strategy: Past, Present, and Future

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More and more organizations and leaders are realizing that content is the whole point of their websites. They want someone to be in charge of that content but aren’t really sure how to make that happen. Are you caught in the middle of this quandary? This presentation provides thoughts on: • The state of content strategy - how we got here and where it’s going • The emerging distinction between front-end and back-end content strategy • How to make it happen where you are and move the discipline forward

Internet

© 2016 Tanzen
GHOSTS OF CONTENT STRATEGY:
PAST, PRESENT, AND FUTURE
Content Strategy NYC Meetup
December 7, 2016
Carrie Hane 
Tanzen Consulting 
@carriehd

© 2016 Tanzen @carriehd
HELLO!
2
Content Strategist
CARRIE HANE
Mom

© 2016 Tanzen @carriehd
TONIGHT’S AGENDA
3
1 How did we get here?
HISTORY OF CONTENT STRATEGY
2 Where do things stand today?
STATE OF DISCIPLINE TODAY
3 Where are we going and how do we get there?
FUTURE CONTENT STRATEGY
4 What questions to you have?
DISCUSSION

© 2016 Tanzen @carriehd
HISTORY OF CONTENT STRATEGY
4
Rachel Lovinger
publishes “Content
Strategy: The
Philosophy of Data”
in Boxes & Arrows
2007
Content Strategy for
the Web is
published
2010
First Confab: The
Content Strategy
Conference is held
and sells out
2011
2,301 jobs returned
for “content
strategist” on Indeed
20162012
2nd edition of
Content Strategy for
the Web introduces
“the Quad”
Krisitna Halvorson
publishes “The
Discipline of
Content Strategy” in
A List Apart
2008

© 2016 Tanzen @carriehd
VOCABULARY OF BACK-END CONTENT STRATEGY
5
Back-end
content strategy
Planning appropriate
structure, technology,
and processes to support
content reuse.
Structured
content
Information that is
planned, developed, and
connected outside of an
interface. It treats
content as as data so
that it makes sense to
people and computers.
Content model
A representation of the
types of content and their
relationships.
Content that is structured
to optimize performance
with technology. It is
structurally rich,
semantically categorized,
automatically
discoverable, reusable,
reconfigurable, and
adaptable.
Intelligent
content

© 2016 Tanzen @carriehd
BACK-END CONTENT STRATEGY TASKS
6

© 2016 Tanzen @carriehd
BACK-END CONTENT STRATEGY IN CONTEXT
7

© 2016 Tanzen @carriehd
BENEFITS OF BACK-END CONTENT STRATEGY
8
• Takes content out of its silos
• Atomizes content so it can be reused, remixed, restyled
• Makes content available for each channel, device,
audience segment
• Put technology to work to deliver content
• Focuses on author as user in the design of the CMS
• Ensures extensibility and scalability
• Future friendly – ready for whatever is next

© 2016 Tanzen @carriehd
MY TIMELINE
9
2008 2014 20161999
I am a
webmaster!
What am I?
I am a back-
end content
strategist!
I am a
content
strategist!

© 2016 Tanzen 10
We need to be trying to work ourselves out of a job as
content strategists. Success means that content strategy is
not a separate discipline but an integral part of business
strategy and operations.
“
Future of Content Strategy
“

© 2016 Tanzen @carriehd
Senior Leaders
11
CEO
Workers
Department Heads
TODAY’S TYPICAL ORGANIZATIONAL STRUCTURE
IT
Comms
Marketing
Pubs
UX
CONTENT CREATORS

© 2016 Tanzen @carriehd
FUTURE, CONTENT-ORIENTED STRUCTURE
12
CCO
CEO
CIO
Channel Managers System Managers
Social
Web
Email
Print
CRM Server
Analytics

© 2016 Tanzen @carriehd
BACK-END CONTENT STRATEGY IN PRACTICE
13
FUTURE-FRIENDLY CONTENT
Defines subject
universe, prioritizes,
aligns stakeholders
DOMAIN MODELING CONTENT MODELING IMPLEMENTATION
Defines which content
to expose &
containers
Plan system to
support content and
relationships

© 2016 Tanzen 14
Questions for you
Is back-end content strategy happening where you work?
How? Where? Why not?
Could you do domain modeling? 
Why? How? Why Not?

© 2016 Tanzen ‹#›
THANK YOU
16
Carrie Hane
tanzenconsulting.com
carrie@tanzenconsulting.com @carriehd

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3. © 2016 Tanzen @carriehd TONIGHT’S AGENDA 3 1 How did we get here? HISTORY OF CONTENT STRATEGY 2 Where do things stand today? STATE OF DISCIPLINE TODAY 3 Where are we going and how do we get there? FUTURE CONTENT STRATEGY 4 What questions to you have? DISCUSSION

4. © 2016 Tanzen @carriehd HISTORY OF CONTENT STRATEGY 4 Rachel Lovinger publishes “Content Strategy: The Philosophy of Data” in Boxes & Arrows 2007 Content Strategy for the Web is published 2010 First Confab: The Content Strategy Conference is held and sells out 2011 2,301 jobs returned for “content strategist” on Indeed 20162012 2nd edition of Content Strategy for the Web introduces “the Quad” Krisitna Halvorson publishes “The Discipline of Content Strategy” in A List Apart 2008

5. © 2016 Tanzen @carriehd VOCABULARY OF BACK-END CONTENT STRATEGY 5 Back-end content strategy Planning appropriate structure, technology, and processes to support content reuse. Structured content Information that is planned, developed, and connected outside of an interface. It treats content as as data so that it makes sense to people and computers. Content model A representation of the types of content and their relationships. Content that is structured to optimize performance with technology. It is structurally rich, semantically categorized, automatically discoverable, reusable, reconfigurable, and adaptable. Intelligent content

8. © 2016 Tanzen @carriehd BENEFITS OF BACK-END CONTENT STRATEGY 8 • Takes content out of its silos • Atomizes content so it can be reused, remixed, restyled • Makes content available for each channel, device, audience segment • Put technology to work to deliver content • Focuses on author as user in the design of the CMS • Ensures extensibility and scalability • Future friendly – ready for whatever is next

10. © 2016 Tanzen 10 We need to be trying to work ourselves out of a job as content strategists. Success means that content strategy is not a separate discipline but an integral part of business strategy and operations. “ Future of Content Strategy “

13. © 2016 Tanzen @carriehd BACK-END CONTENT STRATEGY IN PRACTICE 13 FUTURE-FRIENDLY CONTENT Defines subject universe, prioritizes, aligns stakeholders DOMAIN MODELING CONTENT MODELING IMPLEMENTATION Defines which content to expose & containers Plan system to support content and relationships

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