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Introducing Content Strategy

What is content strategy? Here's our take.

About This Presentation

What Is This?

Updated 11 December 2009: This is the the standard Predicate primer on content strategy.

For Further Information

If you’ve been reading this carefully, you know by now that this presentation does not provide an entry-level discussion of content strategy. So here are some ideas to get you sorted.

For a clear description of the field of practice, I have a three-step syllabus for you:

Feeling compelled? Spend some time looking at other resources online. For a shortcut, use the Community module to your right here.

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2 Responses to “Introducing Content Strategy”

  1. The Point of Predicate « Predicate, LLC | Editorial + Content Strategy says:
    June 15, 2009 at 7:33 am

    [...] I know: It can all sound like poppycock. Interactive content strategy is in the process of actively being defined by its practitioner community, and while I’ll be sharing more in future, for now please consult this entry. [...]

  2. Content Strategy for the Web Professional — lucid plot, by Jonathan Kahn says:
    September 9, 2009 at 8:50 am

    [...] how to start practicing content strategy within a web design team, check out these presentations: “Explaining Content Strategy” by Jeffrey MacIntyre, and “Content is King” by Karen [...]

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Notes on Content

A running report on must-read news, analysis and resources from the content industry. Updated constantly. »

Over the past few years, the magazine publisher has bought up a series of digital-ad agencies to create a full-service marketing shop. Called Meredith Integrated Marketing, the operation has created custom publishing, email, social media and mobile campaigns for major marketers, including Kraft Foods, Chrysler and Wells Fargo.

via Meredith Makes Inroads on Madison Avenue – WSJ.com.

03.10.10 | Advertising & Marketing, Agencies, Custom & Branded Content

 

To push for quick word choices by playing down their consequences, I’ve watched more than one web professional shrug and say “We’re not saving lives here.” Sometimes, I even nodded in agreement. Not anymore.

Colleen Jones, A List Apart: Articles: Words that Zing.

03.09.10 | Content Strategy, Theory & Practice

As a newsletter editor, you’ll sometimes feel like you’re stranded on a desert island, without a good story idea anywhere in sight. Actually, you’re swimming in a sea of material, if you know where to look. Here are 18 ready-made story ideas to choose from…

Ahern Communications, Ink.: Content / / 18 Newsletter Story Ideas: A Checklist.

03.08.10 | Editorial & Programming, Resources

Today I want to share the story of what one business media brand is doing to get closer to their audience, and how they are leveraging social media to drive editorial strategy.

Dan Blank: Publishing, Innovation & the Web » Blog Archive » How to Use LinkedIn to Drive Editorial Strategy.

03.05.10 | Editorial & Programming, Products & Services, Theory & Practice

via Stephanie Clifford, Survey Finds Slack Standards at Magazine Web Sites – NYTimes.com.

Slack Standards in Web Editorial

03.05.10 | Editorial & Programming, Organizational Effectiveness, Resources, Theory & Practice

As you might’ve seen, our friends at Engadget have shut down their comments, which had become overrun by troll hordes. Trolls lurk everywhere, but our system—often mystifying to newcomers—is designed to keep them out. Here’s why it’s better.

via Ryan Sholin, Gizmodo’s Comment System: How It Works and Why It’s Better.

03.04.10 | Theory & Practice, User-Generated Content

Liz Gannes, Chart: The Web Video Money Pit – GigaOM.

The Web Video Money Pit

03.03.10 | Industry Shift, Products & Services, Resources, Video

 

Has there ever been so much public blowback from a magazine’s own writers about a site redesign?

via Gillian Reagan, Atlantic Bloggers Blowback On New Site Design, Editors Say The Site Is User-Friendly, Needs To Make Money.

03.02.10 | Editorial & Programming, Launch/Relaunch

 

[T]reating blogs as a series of headlines, designed to maximize pageviews, is a deep misunderstanding of blogs, their reader communities and their integrity. I hope they get restored to their previous coherence, and these amorphous “channels” gain some editorial identity. I hope writers like Fallows and Goldberg aren’t treated as random fodder – anchors! – for “channels”. I believe in the Atlantic as a place for writing. The redesign seems to me to ooze casual indifference to that and to the respect that individual writers deserve.

via Andrew Sullivan, quoted by Adrian Chen, Borg-like Atlantic Redesign Sparks Blogger Identity Crisis – The Atlantic – Gawker.

03.01.10 | Editorial & Programming, Interaction Design, Launch/Relaunch

 

“Creating content for the web is an art and a science. There has been a lot of talk now about the science,” said Break.com CEO Keith Richman. “Those guys studying the science of it will be forced eventually to focus on the art of it.”

via Michael Learmonth, Lowered Expectations: Web Redefines ‘Quality’.

02.26.10 | Editorial & Programming, Industry Shift

Beet.TV: Online Video Search is "Next Wave" for Madison Avenue, says Amanda Richman.

02.25.10 | Advertising & Marketing

 

Big premium content producers allow these third parties ["horizontal-ad networks"] to aggregate their impressions and their data and pay mere pennies in return is one of the most value-destructive practices imaginable.

It is, in fact, these kinds of misguided practices that are at the root of the problems around making content organizations successful in the digital world.

via Jim Spanfeller, Think Technology Trumps Content? Well, You’re Wrong | paidContent.

02.24.10 | Advertising & Marketing

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