The title of my presentation at TCUK this week was Content Strategy for Everyone. I wasn’t the only person mentioning content strategy – one other speaker pondered about whether it is just for the web, but that’s a question I am willing to give a very firm answer to: of course content strategy isn’t just for the web.
Here are the slides, followed by some notes and explanations:
Slide 7: The content you create – the content everyone in your organisation creates – is a valuable business asset, for the reasons shown here.
Slide 10: The concerns raised by Ann Rockley have been echoed (or answered, perhaps) in recent trends.
Slides 12 and 13: I wanted to stress the contrast between CM and CS. CS involves working out what your end goal is, how you are going to get there, and what you do once you’re there. That’s why it requires thought and planning before you start.
Slide 14: This may be a bit over the top, but I wanted to explain exactly what I meant when I claimed that CS can be a holistic approach to all the communication in an organisation.
Slides 19, 20, and 21: These are the myths that Content Management – or rather the belief, which calls itself Content Management, that buying a huge database system will solve all your content problems – perpetrates against good content. It is our duty as technical communicators to stand up for content and for our own professionalism and dispel those myths!
Slide 22: If you haven’t read this book yet, buy it now!
Slides 23 and 24: Steps in the imagined, and the real, content production life cycle.
Slide 26: Sometimes you’ll carry out a content audit, and find you really have just a pile of junk. What do you do then?
Slide 28: Sometimes you’ll have a big mess, but you know that with a bit of effort and teamwork the pieces will fit together (like Lego bricks – sorry). You just need teamwork (Slide 29)
Slide 31: Some small or medium size businesses have particular problems.
Slides 33 and 34: These rather crude graphs illustrate two pet theories of mine. The first is that there is a direct correlation between price and length of sales cycle, and the second is that there is an inverse correlation between price and length of sales cycle on the one hand, and the probability that the buyers of a product are also the users of the product. (I have been told that correlation graphs should actually be straight lines – I apologise for my lack of mathematical rigour. Must do better.)
Slide 35: If the buyers aren’t the users, then, you have to cater for two distinct audiences. At least two, maybe more. That’s something else your strategy needs to take into consideration.
Slides 41 and 42: Sometimes you may feel that you’re stuck in a barren wilderness when it comes to dealing with the diverse strands of your organisation’s content, but with a holistic content strategy you’ll be able to create a well-laid out garden that tourist will flock to see.
I hope you found the presentation interesting. I look forward to reading your comments.