A short presentation for the July 2012 Brisbane Content Strategy Meetup

1. What is content strategy, and
where the heck do you start?
Some thoughts and musings for the July 2012 Brisbane CS meetup
by Sally Bagshaw

2. We’d like you
to create a
content
strategy for us.
Here’s our
content:
http://www.flickr.com/photos/elwillo

3. “Content strategy is the practice of
planning for the creation, delivery,
and governance of useful, usable
content.”
Kristina Halvorson, Content strategy for the web.

5. But where do
you start?
www.flickr.com/photos/fontplaydotcom

6. My approach
1. Define
2. Develop
3. Deliver
(Please note this is still a work in progress.)

7. Define the current content situation
1. Discovery documents
2. Interviews
3. Workshops
4. Competitor analysis
5. Quantitative analysis
6. Qualitative analysis

8. Develop content goals
1. Core content strategy
2. Content strategy framework (the 4
elements covering the content components
and the people components)
3. Recommend the tools you’re going to need
to implement it all

9. Deliver the tools to achieve the
content goals
1. Style guides
2. Taxonomy
3. Content marketing
4. Training
5. Workflows
6. Editorial calendars
7. Content reviews/redevelopment
8. Governance models

10. Some of my learnings
• Stakeholder consultation is crucial (and
messy)
• Content is very personal
• Content means more than words on a page
• Aim high but start close to the ground
• The process of CS sometimes uncovers
larger problems