When Content Management Needs a Content Strategy
What does content strategy mean to the well-established field of content management?
About This Presentation
What Is This?
I was invited to speak at Gilbane Boston 2009 last week on the following topic:
Getting ready for a redesign? Overhauling the CMS? Technology is one hurdle, but the real hurt comes in the huddle: how can technology, marketing and the business all communicate and collaborate? Get set for effective project results by establishing your content strategy first.
In 2009, content strategy–a small, decade-old field of practice hatched within the web design community–exploded into newfound prominence. This session will provide you with an instructive account of how and why content is increasingly dominating the conversation there, and what it means to the content management community at large.
Combining the principles of user experience design, content management and product development, content strategy plans for all aspects of the content lifecycle, from concept to modeling and production to reuse. A leading content strategist will demonstrate with clear examples how effective content management for your organization or clients starts with a sound content strategy.
Credits
Many thanks to Scott Liewehr and Joan Lasselle, with whom I shared the session, for the great post-presentation discussion.
Specific credit is due the following folks whom I quoted during the presentation:
- Kristina Halvorson, Brain Traffic
- David Hobbs, hobbsontech.com
- Richard J. Ingram, IngServ
- Jonathan Kahn, Together London
- Louis Rosenfeld, louisrosenfeld.com
- Jeffrey Zeldman, zeldman.com
Further Reading on Content Management
In this complex domain I find myself continually returning to the wisdom of Seth Gottlieb, the insight of David Hobbs, and the contrarianism of The CMS Myth. Read them closely and frequently.
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We’re a content strategy agency and think tank for digital publishers.
Expertise
We know content.
We bring a product development approach to your content offering, making it work for you in ways you didn’t think possible.
We know editorial.
Everyone’s a publisher online. So welcome to the multi-channel, multi-platform content landscape. We develop your strategy, your platform and your team.
Team
Jeffrey MacIntyre, Principal
A noted content strategy consultant with 10 years’ experience in professional services and digital, print and broadcast media, Jeff has worked with premier media properties and design agencies.
A partner network of the best industry specialists in content.
Predicate pairs with experts in their respective fields, fitting talent to need. CMS architects. Metadata gurus. Visual designers. Business analysts.
Notes on Content
What we’re blogging:
Content Strategy Organizational Effectiveness Industry Events Theory & Practice IP & Legal Emerging Media User-Generated Content Industry Shift Technologies Technical Architecture Advertising & Marketing Resources Custom & Branded Content Agencies Content Management Business Strategy Editorial & Programming Video Content Specialists Launch/Relaunch Enterprise Platforms & Channels Interaction Design Products & Services
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“ Thanks to Jeff's skillsets and speedy translation of our business needs into a workable editorial structure, we not only got it right but also landed on a content strategy that provides scalability and flexibility as our needs evolve in the future. ”










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