Bust the seven big content problems
Over the past 15 years I have worked with the three levels of government, tech, travel, for purpose, GLAM and financial services sectors. No matter the industry or sector, I see the same content strategy problems coming up again and again.
We are professionals right, we know magic bullets don’t exist. Complex problems require complex and nuanced responses. However if we are able to get a firmer grasp on common problems there are some opportunities to fast track mitigation.
Content, including text, photographs, videos, infographics, illustrations and voice scripts, are the core of any digital experience.
Common content problems
Not understanding your audience
Not understanding how your content maps to strategic pillars - aka your key business
Not employing the right people
Underinvesting in content
Not knowing what content you have
Not measuring your content in a meaningful way
Not using the right tech
References from the slides
Links
Top tasks - http://gerrymcgovern.com/books/top-tasks-a-how-to-guide/
Core model - https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results/
Strategy mapping - https://www.ellegeraghty.com/blog/2019/business-strategy-for-content-strategy
DTA content strategy guide - https://guides.service.gov.au/content-strategy
Content cost calculator - http://www.lagomstrategy.net/content-production-calculator
Lead with content ebook - https://books.gathercontent.com/lead-with-content
Google analytics academy - https://analytics.google.com/analytics/academy/
Screaming frog - https://www.screamingfrog.co.uk/
Books
The content strategy toolkit - Meghan Casey
Content strategy for the web - Kristina Halvorson and Melissa Rach
Designing connected content- Make Atherton and Carrie Hane
Content strategy for mobile - Karen McGrane
Sketch notes from UX Australia
Sketch note by Deb from Sketch Group at UX Australia
