A basic approach of the elements that constitute Content Strategy and the technical and organizational challenges it poses.

1. Everything
is content.
Content is everything.

2. Content strategy
plans for the creation,
publication, and governance
of useful, usable content.

3. Content strategy
Editorial strategy Web Writing
Metadata Strategy Search Engine Optimization
Content management strategy CMS
Content channel distribution strategy Content Marketing
Mobile Tablet Desktop Apps TV …
COPE Create Once Publish Everywhere

4. Liquid content.
www.flickr.com/photos/briangaid/2909765394

5. Structure to the rescue
Structure comes from:
- Content knowledge
- Finding patterns
- Patterns help establish content types
Event listings Help Modules News
Blog Posts Press Releases Product description
Articles Directories Research Papers
Profiles Bios Product Listings …

6. Structure to the rescue
Content types create a content system:
- Systems give us options
- Every bit of structure gives us the option to make a rule.
- Rules tell our content what to do
Structure helps content move.

7. If [content type]
is in [situation],
then [do this with]
the [content elements].
Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher

8. If [a recipe]
is in [the app],
then [include] the
[ratings] before the
[ingredients].
Structuring Content, Restructuring Organizations - CS Forum 2012 Sara Wachter-Boettcher

9. Blob vs. Chunks
Blob: A tweet
Author
Content blob
RT / Favorites
Date

10. Blob vs. Chunks
Blob: Title
A blog post
Author Date
Content blob
Tags

11. Blob vs. Chunks
Chunks:
A recipe
Title
Ingredient 1 Direction 1
Image
Ingredient 2 Direction 2
Ingredient 3 Direction 3
Prep. time
… …
Cook time
Serves

12. Technology Challenges
Mobile web Mobile Apps TV Apps RWD
But it’s not just Tech.

13. Organization Challenges
Old habits Mass production Web Governance
Content Production vs. Strategic Business Goals
Siloed teams Stakeholders

14. Content components People components
© 2010 Braintraffic

15. Takeaways
Structure content to make it flow.
Mobile as entry point (≠ Apps)
Define how content can serve strategy
Create cross-department teams focused on issues, not politics
If possible, hire a Content Strategist

16. Sources
Structuring Content, Restructuring Organizations
Sara Wachter-Boettcher
Content in the Age of Promiscuous Reuse
Rachel Lovinger