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April
April15,
15,2011
2011 • • 1:00pm
Are You EST
Content
1:00pm / /10:00am
Strategy
EST PST
Material?
10:00am PST
Scott Abel interviews Rahel Anne Bailie
April 15, 2011 | 1:00pm EST/10:00am PDT Audio: +1 (213) 286-1201   Access code: 406-314-697   Webinar ID: 690-350-122

System Requirements ~PC: Windows® 7, Vista, XP or 2003 Server | Macintosh: Mac OS® X 10.4.11 (Tiger®) or newer
 About Scott Abel
aka The Content Wrangler

content strategist | publishing expert | magazine columnist

social networking choreographer | blogger | mashup artist
scottabel@mac.com | 317.409.0839 | thecontentwrangler.com | twitter: @scottabel
the best support sites are powered by mindtouch
request a demonstration today
info@mindtouch.com | www.mindtouch.com
 schedule | submitting questions | accessing the recording
technological challenges | twitter hash tag | book give-away
housekeeping: a few things you need to know
 help us understand a little about you
and the organization for which you work
three polling questions should do the trick
 our next webinar

Are you content strategy material?

Scott Abel interviews content strategy guru, Rahel Bailie

April
April15,
15,2011
content • • 1:00pm
strategy
2011 guruEST
1:00pm / /10:00am
| user
EST PST
experience
10:00am PSTadvocate
content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca
tell us a little about intentional design ...
what is it? what do you do there?
a little about Rahel and her content strategy firm
a content strategy is not
editing
copywriting
social media
structured content
project management
designing cool websites
content management system
to understand what a content strategy is
it helps to understand what it isnʼt
why are these things often mistaken for strategy?
 what is strategy?
what does strategic planning mean?
a few definitions is a good place to start * but examples are good, too
an adaptation or complex of adaptations (as of behavior,
metabolism, or structure) that serves or appears to serve
a function in achieving evolutionary success
- merriam-webster dictionary

an alternative chosen to make happen a desired future,

such as achievement of a goal or solution to a problem
- businessdictionary.com

content is a business asset worthy of being managed

efficiently and effectively (i.e. strategically)
strategy is often lost upon those who think only about their end deliverables
 how
about an
example?

the process of defining strategy, or direction, and making

decisions on allocating resources to pursue it
strategic planning involves deciding what to do with capital and people
 a repeatable process * optimized for success * systematic

the chosen alternative to make happen a desired future, such

as an achievement of a goal or solution to a problem
what is a methodology? why do we need one?
evidence-based roi-driven

metrics, reporting analysis, planning

content strategists are the management

consultants of the content world
content strategy = thinking like a consultant } having a methodology
what does a formal methodology for
a content strategy look like?
understanding the process
 Get solid Understand Create a
Do a gap
grasp of goals for plan to fill
analysis
current state future state the gap

Content inventory Content brief Content review Content matrix

Content audit Competitive analysis Technology review Style guide
User research Requirements matrix Localization review Accessibility guidelines
Personas, scenarios Governance assessment Metadata review Writing templates
Wireframes Editorial calendar
Personalization requirements Process models
Delivery design
Standards guidelines
Content migration plan

the process is the same regardless of the

type of challenge you are trying to solve
the basis of all consulting
 Analyze
Requirements
Personas, scenarios
Governance
Budget

Publish
Collect
Aggregate
Acquire
Transform
Author/Edit
Present
Version/Localize
Syndicate
Metadata
Revise/Sunset

Manage
Modeling/Typing
Configure/Components
Structure /Standards
Repository

all content has a lifecycle

your content strategy should support it
the content lifecycle
marketing, PR, library sciences, technical communication,
information architecture, development, localization
where do content strategists come from?
content strategists who comes from different focus areas
think about content from different vantage points
there arenʼt any schools or certificate programs * learn as you go
are you content strategy material?
letʼs find out!
take this six question self-assessment
1

am I already doing content strategy work?

question one
 our next webinar

April
April15,
15,2011
can
2011 • • 1:00pm
I 1:00pmEST
separate / /10:00am
what
EST PST
is strategic
10:00am PST
from what is implementation?
question two
will decision-makers recognize it?

question three
can I articulate my value proposition?

question four
 am I prepared to
leave my comfort zone?
question five
can I think like a strategist / consultant?

question six
and now for a few questions from the audience
[submit yours using the chat window]
hereʼs a few we received from attendees in advance
 where can I get a content strategy degree?
- Bryan F in Fort Lauderdale, FL
are there university programs or certificate courses available?
 what resources can you recommend to someone who
is just getting started? - Shaunda G - Denver, CO
books * adjacent professions * workshops * blogs * social networks * meetups
 our next webinar

Are you content strategy material?

Scott Abel interviews content strategy guru, Rahel Bailie

April
April15,
15,2011
content • • 1:00pm
strategy
2011 guruEST
1:00pm / /10:00am
| user
EST PST
experience
10:00am PSTadvocate
content architect | thought leader | self-identified geek
contact: rabailie@intentionaldesign.ca
the best support sites are powered by mindtouch
request a demonstration today
info@mindtouch.com | www.mindtouch.com
 our next webinar

Are you content strategy material?

Scott Abel interviews content strategy guru, Rahel Bailie

April
April15,
15,2011
Cultural • • 1:00pm
1:00pmEST
2011 Correctness in/ Global
EST /10:00am
10:00amPST
Web Content
PST
Scott Abel interviews Maxwell Hoffmann
April 29, 2011 * 1pm EDT / 10am PDT