Content Strategy: What Is It and Why Is It Important?


Denise Kadilak


October 21, 2015 - 2:00 PM


October 21, 2015 - 3:00 PM


9401 Lee Highway, Suite 300, Fairfax, VA 22030   View map

Kristina Halvorson of Brain Traffic offers the best definition of the term when she says, it “plans for the creation, publication, and governance of useful, usable content.”

Creating a content strategy does not mean simply figuring out how you plan to manage thousands of content-carrying topics or hundreds of chapter-bearing files. That is an element in the strategy equation, but because documentation teams nowadays do so much more than traditional “documentation” and work with so many departments outside of their own, a successful content strategy involves orchestrating a number of related elements. For example, determining what deliverables will best satisfy your users’ needs: videos, graphic walkthroughs, tip sheets, getting stated documentation, traditional help, printed manuals, combination package? Also, what outside departments have a stake in the content you deliver, and what exactly should their input be?

In this presentation, you’ll learn how to create a strategy that makes sure you effectively deliver the right information, in the right media, using a manageable publishing process.

We’ll look at:

  • Maximizing the discovery process
  • Engaging internal stakeholders, while preventing them from hijacking your content
  • Efficiently providing all required deliverables




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The Society for Technical Communication advances technical communication as the discipline of transforming complex information into usable content for products, processes, and services.