My presentation from J.Boye 2011 on enterprise content strategy. I need to change the conversation of CS being editorial focused and take a look at what I see in the enterprise space.
Formally or informally every organization (that produces content) has people, processes, & technology that allow them to create / publish content. Ad-Hoc.
Departments, technologies, processes, content, physical location, etc.
They may have a common goal, but no one is speaking the same language.
All content, both visible and behind the scenes, is interchangeably connected and only as strong as its weakest link. When full-cycle content management or its process are not fully understood or taken into account, when no single person / group “owns” content from start to finish the experience or outcome is never what could have been. *Not intended to be an exhaustive list
What is content strategy?How does content strategy help you?What does content strategy entail?What is the value of formalizing content strategy?
Connects and balances all three at all times
Structure… ahhhhh
Having you invest in an uber enterprise CMS, when all you need is a blog platform or Web CMS
Let’s you know when your needs have outgrown that blog platform and you really do need that enterprise CMS
Breaks silos, bridges, gaps. Creates unity across groups, divisions, etc. bettercoordinates content efforts. Creates a controlled vocabulary.
HUGE’s definition of Content Strategy
CAVEAT --- Every organization is unique in many aspects and therefore every deliverable, the time invested, and all activities should be customized for that situation. That being said, in my experience in the enterprise content strategy space the following deliverables are what I use most often and should be in every content strategist’s the “bag of tricks”, but not the only ones.* Note – keep in mind “enterprise”, i.e. a 10 page CPG / microsite doesn’t need a taxonomy
If you are not familiar with the Dublin Core – check out dublincore.org. It’s a metadata framework that is invaluable in the enterprise.
Engagement info is from Gary Angel’s Functionalism work.