Kristina

Content Strategy for the Web – Interview with Kristina Halvorson, BrainTraffic.com

According to Wikipedia, content strategy refers to the planning, development, and management of informational content—written or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication.

In this eleven minute Q&A interview with Kristina Halvorson, CEO BrainTraffic.com we cover:

* What is content strategy?
* Why content matters
* Have we evolved to the point where the enterprise recognizes the content specialist as a stand alone occupation role?
* What advice do you have for freelancers?
* What advice do you have for employers?

An individual who practices content strategy as a discipline is referred to as a content strategist. The perspectives that content strategists bring to content depend strongly on their professional training and education.

For instance, some specialize in content analysis, which roughly describes work with metadata, taxonomy, search engine optimization, and the ways these concepts support content.

Others outline web editorial strategies, guidelines, and tools, which may extend to organizational change management. This form of content strategy may be concerned with developing new forms of content, such as multimedia, or various “presence management” technologies like microblogging.

There is yet another stream of content strategy advancing information architecture goals. In this case, content strategy may only involve writing site copy for new website pages and adapting the content on existing ones. All content strategists are familiar with a wide range of applications and tools, and frequently are responsible for implementing and training individuals to best use them.

Kristina Halvorson is the founder and president of Brain Traffic, a content strategy consultancy. She is the author of Content Strategy for the Web; the founder of Confab, The Content Strategy Conference; and the host of Content Talks, a weekly 5×5 podcast.

Kristina is widely recognized as the industry’s leading advocate for content strategy. Her article “The Discipline of Content Strategy” (December 2008) was one of the first internationally-published articles on the topic. In 2009, she curated the first Content Strategy Consortium (as part of the IA Summit). In 2010, she delivered the keynote address at the world’s first Content Strategy Summit in Paris, France. Today, her work continues to shape and drive the global content strategy conversation.

Kristina lives in St. Paul, Minnesota with her two children, whom she often quotes on Twitter (@halvorson).

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