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What is content strategy?

What is content strategy?. TECM 3200 Dr. Lam. Here’s how some experts define it.

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What is content strategy?

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  1. What is content strategy? TECM 3200 Dr. Lam

  2. Here’s how some experts define it Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience.
Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. The mindset, culture and approach to delivering your customer’s information needs in all the places they are searching for it, across each stage of the buying process. It is a strategic approach to managing content as an asset, with a quantifiable ROI. “Content strategy is to copywriting as information architecture is to design”.RachelLovinger “Content Strategy: The Philosophy of Data.” Associate Content Strategy Director at Razorfish

  3. How do we “do” a content strategy? There’s no magic bullet or formula, but here’s how we’ll approach it for this class • Understand our audience • Find out what they need or want • Compare it to what we’ve currently got • Recommend future content based on our findings

  4. Understand our Audience Two primary things we must do • Find out what they want/need • Create a persona

  5. Understand our Audience • Find out what they want • Come up with a list of questions they would ask • So, where do we get this information? • Our own experiences, thoughts, etc. • Primary research- ask them • Secondary research- look at successful competitors

  6. User Questions • Do some initial research (forums, primary research, personal experience) • Start with a list of any and every question that might be pertinent • Combine redundant questions and eliminate unnecessary questions • Rank questions based on importance (high, medium, low)

  7. Create a persona • A persona is an individual with a name, a picture, specific demographics, and other characteristics • Not based on one actual individual, but a composite of characteristics of real people in the group • Persona should be based on actual data, not just your perceptions

  8. What to include in a persona and where do I find this information?

  9. Compare it what you’ve got • Go through every question • Is it on the site? • If so, where is it on the site? • What kind of content is it? What media is used? • Point out gaps

  10. Recommend what to include • Include what additional information needs to be added and/or revised • Describe where this new content should go • Describe what media you should use or how it should be presented • Describe future implications for the content

  11. Let’s look at an example • Template file on course website

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