Content Strategy

Content Strategy

Год выпуска: 2018
Производитель: frontendmasters
производителя: frontendmasters/courses/content-strategy/
Автор: Kristina Halvorson
Продолжительность: 3 hours, 6 minu
Тип раздаваемого материала: Видеоклипы
Язык: Английский
Описание: Join Kristina Halvorson -- owner of Brain Traffic and author of Content Strategy for the Web -- as she unpacks the tools and framework for executing a cohesive content strategy for your website and organization. You'll learn how to conduct audience research, take inventory of your content, create a messaging framework and create a core statement to guide priorities for your team! This course is ideal for people who are new to content strategy, including writers, designers, marketers, and technical communicators who are advocating for better content within their organizations.
Content Strategy Slides - static.frontendmasters/resources/2018-03-13-content-strategy/content-strategy-slides.pdf

Содержание
Table of Contents
Introduction
Introduction

00:00:00 - 00:12:40
Introduction
Starting the Content Strategy workshop, Kristina Halvorson introduces herself and her background with content strategy. After suggesting that crucial part of Content Strategy is actively listening to other people, she asks the students to interview each other about their primary pain points with content. - /Content-Strategy-Web-Kristina-Halvorson/dp/0321808304
Interviewing Results

00:12:41 - 00:17:45
Interviewing Results
After the students interviewed themselves, Kristina inquires about what they discovered and how they asked their questions.
What is Content Strategy?
Defining Content Strategy

00:17:46 - 00:27:32
Defining Content Strategy
After defining Content Strategy as a process that guides the creation, delivery, and governance of useful, usable content, Kristina reviews the content lifecycle. The content lifecycle covers the strategy, designing, creating, maintaining, and assessment of content. Kristina takes questions from students.
Content & Systems Design

00:27:33 - 00:34:05
Content & Systems Design
Kristina reviews editorial and experience of content strategy in content design. Then Kristina examines content strategy in structure and process of systems design.
Content System Artifacts

00:34:06 - 00:40:50
Content System Artifacts
Kristina lists the artifacts and deliverables associated with content and system designs. Kristina takes questions from students. - contentstrategy/
Business Operating Frameworks

00:40:51 - 00:44:55
Business Operating Frameworks
Kristina reviews important terms about operating frameworks within organizations: Vision, Mission, Goal, Strategy, Objective, Tactic, and Target.
Goals & Exercise

00:44:56 - 00:48:06
Goals & Exercise
Kristina goals must be SMART: Specific, Measurable, Attainable, Relevant, and Time-framed. In this exercise, students list out the Vision, Mission, and (Current) Goals in their workplace.
Goals Exercise Debrief

00:48:07 - 00:55:23
Goals Exercise Debrief
After the exercise, Kristina listens to students' answers to the Goals Exercise.
Strategy vs. Goals

00:55:24 - 00:58:30
Strategy vs. Goals
After defining strategy as a distinct path chosen to move towards achieving a goal, Kristina reviews examples of strategies. - investorwords/article/goals-vs-objectives.html
Objectives & Tactics

00:58:31 - 01:02:31
Objectives & Tactics
After reviewing differences between goals and objectives, Kristina defines tactics. Tactics are activities or tools used to achieve an objective.
Review and Q&A

01:02:32 - 01:16:51
Review and Q&A
Kristina discusses Content Strategy's place within Goals, Objectives, and Tactics. Kristina takes questions from students.
Content Considerations
Steps to Creating Great Content

01:16:52 - 01:26:50
Steps to Creating Great Content
After introducing four steps to creating great content, Kristina discusses tasks for a Pre-Kickoff Meeting when launching a project: revisit project scope, begin documentation dump, and review stakeholder participants. Kristina takes questions from students.
Kickoff

01:26:51 - 01:29:14
Kickoff
Kristina reviews the steps involved in a Kickoff Meeting, which is a meeting with as many project team and stakeholders as possible at the start of a project.
Situation Analysis

01:29:15 - 01:32:30
Situation Analysis
Kristina discusses situation analysis, which is a core competence for creating any strategy. Situation analysis is the gathering, synthesis, and reporting of information that impacts content choices.
Design Research

01:32:31 - 01:37:59
Design Research
Kristina discusses Design Research. Performing research by talking to customers and conducting surveys allows for an understanding of customers and taking their true perspectives into account.
Design Research Exercise

01:38:00 - 01:38:47
Design Research Exercise
In this exercise, students answer questions about their users and the assumptions they make about them.
Design Research Debrief

01:38:48 - 01:50:07
Design Research Debrief
Kristina reviews students' answers - and even those students lacking answers - to the Design Research Exercise. - abookapart/products/just-enough-research
Content Ecosystem Map

01:50:08 - 01:53:11
Content Ecosystem Map
Kristina discusses a Content Ecosystem Map, which is a diagram that exposes how content is being published through an organization.
Content Inventory

01:53:12 - 01:59:38
Content Inventory
After discussing Content Inventory, which takes a look at current state of content, Kristina reviews the reasons for performing a Content Inventory. - screamingfrog.co.uk/seo-spider/
Content SWOT Analysis

01:59:39 - 02:04:09
Content SWOT Analysis
Upcoming completion of the research phase, create a Findings Report and Situation Analysis. A findings report is a record of all the information you learned during discovery. A situation analysis summarizes your thinking about your findings, highlighting what’s important, and why. Kristina reviews SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
Situation Analysis Review

02:04:10 - 02:09:34
Situation Analysis Review
With research steps completed, Kristina reveals the format for Content Strategy analysis outline, which includes recommended next steps.
Setting Strategy

02:09:35 - 02:14:17
Setting Strategy
Kristina discusses setting content strategy, which includes creating a strategy statement and strategic objectives. Kristina takes questions from students.
Content Strategy Tools
Implementation and Evaluation

02:14:18 - 02:18:19
Implementation and Evaluation
Kristina introduces how to evaluate and prioritize the projects on which to work.
Messaging Framework & Exercise

02:18:20 - 02:23:30
Messaging Framework & Exercise
Kristina discusses first impressions audiences to have when interacting with content, writing value statement about the value provided to the audience, and the proof that will allow an audience to believe in organization's values. Students are asked to create a messaging architecture.
Messaging Framework Debrief

02:23:31 - 02:31:52
Messaging Framework Debrief
Kristina reviews students messaging architecture examples.
Voice & Tone

02:31:53 - 02:42:42
Voice & Tone
Kristina discusses how a company communicates through voice and tone. A company's voice should not change much from section to section of site or platform, however the tone changes all the time depending on the context of the message. - //voiceandtone/
Documenting Content Requirements

02:42:43 - 02:46:11
Documenting Content Requirements
Kristina states the essential tool for a content strategist is documenting content requirements, which lets stakeholders let go of the words and focus on completeness, accuracy, and overarching messages.
Annotated Wireframe

02:46:12 - 02:47:53
Annotated Wireframe
Kristina reviews an annotated wireframe, which is a tool that should be used for key landing pages that flesh out main content areas.
Content Reviews Tools

02:47:54 - 02:50:46
Content Reviews Tools
Kristin