What is great content? We are told we need it all the time, but how do you define it? How can you come up with or spot the next great idea? I know two of the three panelists today and they are great minds when it comes to content. I’d venture to say two of the best. I can’t wait to hear from Vanessa, it seems like she (along with Jonathon) is in the trenches actually creating content for AdoptUSKids. Vanessa Fox put this panel together to help SEOs understand content strategy from the experts, not other SEOs. These are the experts for sure. (hug) to Vanessa for this panel. PS Nine by Blue (now RKG) is hiring.
First, get Jonathon’s slides on slideshare. That will help you and me as I try to keep up with him. I asked him nicely to go slow, yesterday was a little rough. He is going to be talking about more intro stuff, but he is always so engaging.
Jonathon starts by defining content strategy from a few sources:
Content isn’t just words, design, code, UX, ads, or fonts … it’s an EXPERIENCE. This includes:
The point is to get to a “Create Once, Publish Everywhere” system.
I don’t have slides for Vanessa, but hopefully I can type fast enough.
Her background is in editorial, content governance, and branding. She has worked 10 years as a communication professional, three as a journalist. She mainly works with non-profits, most recently with AdoptUSKids. She has since moved on but is going to talk about her work there.
Back in 2009, they were going through a redesign of their system and brought in a content strategist to help. She had to keep reminding people why she was there. There was some major balancing with co-workers as they produced a ton of content. It’s hard to be the person that pushes for consistency when there are so many people producing content.
Online brands are only as strong as the content you put out and people consume. There is a lot of passion and good intentions, but at the start no one was overseeing all of the content development.
Newsrooms have been doing this successfully for years. Starting with writers, fact checkers, reporters, then to editors and finally to the publisher, their process was really dead on. It was all political and very much like what organizations are seeing today. It’s not just about strategy, it is also about helping others shape the path for the larger organization. Use your organizational structure to help shape the editorial structure.
She then developed a process for creating new webpages on the site, the maintenance and distribution. It’s a long looking process, but it helped having all of the steps outlined. It helped bring chaos to a consistent message.
Slides here: http://bit.ly/12FQd6W
Misty is going to take us through a content audit. She is not only a content strategist and community director, she is a professor at The University of Washington training the next generation of content strategists. I’ve been to these classes and I want to hire all of her students.
Getting started, the most important thing is that the content be useful and usable.
Content Inventory is a mind numbing odyssey. You need headphones. Inventory is absolutely necessary, it’s the one thing you need. Some people debate workflow before inventory? Inventory before workflow? Both, but she thinks workflow needs to come first now.
She is going to walk through an audit, how she teaches it in class.