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Back to Basics 
Getting the Content Essentials Right 
Kerry-Anne Gilowey 
Independent Content Strategy Consultant 
@kerry_anne
Why has content 
strategy suddenly 
become so 
important in the 
last few years?
Mostly because of this
Image credit: www.flickr.com/photos/seantubridy/
Organisations 
are feeling 
the pain. 
Image credit: www.flickr.com/photos/seantubridy/
Organisations 
are feeling 
the pain. 
“Why hasn’t 
SEO fixed our 
problems?” 
Image credit: www.flickr.com/photos/seantubridy/
Organisations 
are feeling 
the pain. 
“Why hasn’t 
SEO fixed our 
problems?” 
“Why haven’t our users generated 
all our content for us?” 
Image credit: www.flickr.com/photos/seantubridy/
Back to Basics: Getting the Content Essentials Right
“We need 
a blog!”
“We need 
a blog!” “We need a 
Facebook 
page!”
“We need 
a blog!” “We need a 
Facebook 
page!” 
“We need to 
write articles!”
“We need 
a blog!” “We need a 
Facebook 
page!” 
“We need an iPad app!” 
“We need to 
write articles!”
But what 
are we 
neglecting?
1. Audience needs
Back to Basics: Getting the Content Essentials Right
Hi! I’m Elizabeth. 
I use your product. 
Uh... hi! 
Can anyone hear me? 
IS THIS THING 
ON?
? What 
information 
do they 
need?
What’s their context?
How do you fit into their world?
Crouching 
customer, 
hidden 
needs.
2. Findability
Site search is broken
I searched for 
macbook air ethernet adaptor. 
On page 1:
I searched for 
macbook air ethernet adaptor. 
On page 5:
Navigation is broken
Navigation is broken
3. Voice and tone
Discover your voice
What type 
of language 
does your 
audience 
relate to?
What type 
of language 
does your 
audience 
relate to? 
I like a really comfy, 
schnuggly-wuggly 
blankie.
I have a preference 
for deep pile 
microfleece bedding 
material. 
What type 
of language 
does your 
audience 
relate to?
4. Basic user experience
Confirmation screens 
Oh please don’t make 
me choose!
Error messages
Cross-channel consistency
File names
URL structure
Digital document design 
Did they charge me twice? 
I (actually really) can’t tell.
So what should we be 
focusing on first?
Focus area #1 
GETTING CLEAR ABOUT YOUR 
CORE CONTENT STRATEGY
Sara Wachter-Boettcher 
Content Strategy Consultant 
Editor in Chief at A List Apart
How does this 
feed into our 
overall business 
and content 
strategy? 
Image credit: www.flickr.com/photos/tambako
Messaging
Focus area #2 
THE WAY YOU THINK ABOUT AND 
POSITION CONTENT
Back to Basics: Getting the Content Essentials Right
Content used to belong 
exclusively to the Marketing 
department.
(Copywriting, like movies, used to be even worse.)
Back to Basics: Getting the Content Essentials Right
CONTENT
Back to Basics: Getting the Content Essentials Right
Marketing copy Forms Interface 
copy 
Intranet 
content 
Terms 
of 
service 
Call centre 
scripts
But let’s move out a few paces.
This is not your grandfather’s website.
Point of sale 
Outdoor club 
Legal contract 
Customer care 
platform 
Financial 
management 
portal 
Advice column 
Travel agency
Image credit: www.flickr.com/photos/padday/
It’s no longer about the 
structure of your organisation. 
It’s about your customer’s 
cross-channel journey. 
Image credit: www.flickr.com/photos/padday/
The end product isn’t great 
content; it’s a great THING. 
Erika Hall 
Co-founder of Mule Design 
Author of “Just Enough Research”
Focus area #3 
USER RESEARCH
Back to Basics: Getting the Content Essentials Right
I want a 
faster horse, 
please.
What words do they prefer? 
blanket vs blankie 
warm vs snug 
mail vs post 
shipping vs delivery
Make use of... 
One-on-one interviews 
Site search logs 
Call centre logs 
Web analytics 
Content testing
Focus area #4 
THE EFFICIENCY OF YOUR 
CONTENT WORKFLOWS
The content creation process 
Someone&has&a& 
fabulous&crea0ve& 
idea,&right&on&cue& 
Magic&dust&is& 
sprinkled& 
Words&pop&out&and& 
form&themselves&into& 
orderly&sentences& 
The&unicorns&dance& 
in&a&circle& 
CONTENT!!!&
Back to Basics: Getting the Content Essentials Right
Back to Basics: Getting the Content Essentials Right
Paging Trevor...
Why I didn’t study in 2011
?
Workflow questions 
What are your processes and tools? 
What’s working, and what’s not? 
What does your team look like? 
What other teams and departments do you 
work with? 
Where are the bottlenecks? 
What are your challenges?
Authorship 
Where should the authors sit? 
------ 
A central team? 
Within departments? 
Who oversees them?
Collaboration 
How can changes best be 
communicated across 
departments? 
------ 
How should information be 
shared?
Focus area #5 
MANAGING AND STRUCTURING 
YOUR CONTENT ASSETS
Content management is the 
systematic planning, development, 
organisation, distribution, evaluation, 
and preservation of all information 
within an organisation. 
Erik M. Hartman 
@erikmhartman
“Nimble content can travel freely, retain context 
and meaning, and create new products.” 
– Rachel Lovinger
A new model 
COPE 
= 
Create Once, Publish Everywhere
Structured content
Content models
From 
guardiantruncationteam.tumblr.com
Focus area #6 
PROPER CONTENT GOVERNANCE
Rick Allen 
@epublishmedia
What’s it about? 
Who? 
Content 
governance 
What? 
When? How?
Who... 
...has authoring and editing rights? 
...owns this piece of content? 
...has to review this document? 
...has final sign-off? 
...is responsible? 
...needs to be notified of changes? 
...else needs to be involved? 
...measures effectiveness?
What... 
...content lives on the home page? 
...types of content do we NOT publish? 
...languages do we create content in? 
...metadata needs to be captured? 
...are our highest priorities? 
...resources should authors consult? 
...changes can be made without going 
through the full review cycle?
When... 
...should content be updated? 
...should content be archived? 
...should content be reviewed? 
...should new content be created?
How... 
...do content items get named? 
...do we store our content? 
...do we speak to various audiences? 
...do we talk about ourselves and our 
industry? 
...should content additions or changes 
be requested?
Politics 
Who has the final say when a 
disagreement or conflict of 
interests arises?
Everyone 
ready for 
a recap?
Don’t neglect...
Don’t neglect... 
Your core content strategy
Don’t neglect... 
Your core content strategy 
The needs of your audience
Don’t neglect... 
Your core content strategy 
The needs of your audience 
Voice and tone
Don’t neglect... 
Your core content strategy 
The needs of your audience 
Voice and tone 
Proper content structure, both visible and invisible
Don’t neglect... 
Your core content strategy 
The needs of your audience 
Voice and tone 
Proper content structure, both visible and invisible 
All the small things that make for a good user 
experience
Don’t neglect... 
Your core content strategy 
The needs of your audience 
Voice and tone 
Proper content structure, both visible and invisible 
All the small things that make for a good user 
experience 
Workflow and process
Don’t neglect... 
Your core content strategy 
The needs of your audience 
Voice and tone 
Proper content structure, both visible and invisible 
All the small things that make for a good user 
experience 
Workflow and process 
Governance
Thanks for listening! 
Kerry-Anne Gilowey 
Independent Content Strategy Consultant 
kerryanne@augustsun.co.za 
http://augustsun.co.za 
http://about.me/kerryanne 
@kerry_anne

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