Margot Bloomstein interviewed at Web 2.0 Expo New York 2010
summary
Content strategy means planning creation, aggregation, governance and the lifecycle of content and experience, not just upfront copy. Museum exhibit design serves as a concrete example: pick communication goals, choose content types that evoke an Arctic feel, then update exhibits over time. A message architecture acts as a one-page outline of prioritized brand attributes that drives copy and visual choices. Inbound marketing can be a content hub but risks becoming a keyword link farm. Off-site work relies on an editorial calendar and style rules to keep voice consistent and to curate community engagement.
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chapters (5)
- 0:00Intro
- 0:21Content strategy examples
- 2:03Message architecture
- 3:16Inbound marketing
- 4:22Offsite engagement
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