Inhaltsstrategie

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Die Inhaltsstrategie (engl. content strategy)[1] umfasst die gezielte strategische Planung, Produktion, Verbreitung und Steuerung aller Inhalte (Text, Bild, Audio, Video, 3D)[2][3]: Der Begriff Inhaltsstrategie ist seit den 1990er Jahren im Bereich der Entwicklung von Websites (Web) üblich.[2][4] Heute wird Inhaltsstrategie breiter und medienunabhängig verstanden, speziell im Rahmen des User Experience Designs[5] aber auch generalisierend als Bestandteil der Unternehmenskommunikation. Inhalt wird als strategisches Kapital behandelt und den entsprechenden Prozessen unterworfen.[6] Inhalte sollen insbesondere für Bezugsgruppen und Zielgruppen nützlich, relevant und einfach zugänglich sein, fortlaufend spezifisch aufbereitet, aktualisiert und verbreitet werden.[7]

Quellen

  1. Inhaltsstrategie (Content Strategy): News unter Wir sprechen Online.
  2. 2,0 2,1 Content strategy, EN.Wikipedia, The Free Encyclopedia, 21.01.2012: "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."
  3. The Discipline of Content Strategy, Kristina Halvorson, 16.12.2008, A List Apart: "Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we're publishing it in the first place. Otherwise, content strategy isn't strategy at all: it’s just a glorified production line for content nobody really needs or wants."
  4. Content Strategy: The Philosophy of Data, Rachel Lovinger, 26.03.2007, Boxes and Arrows: "The analogy I've been using recently is that content strategy is to copywriting as information architecture is to design. I find this analogy to be especially encouraging because six years ago, as the crest of the first wave of the web was about to break, people had no idea what 'information architecture' meant either."
  5. Content Strategy: The Philosophy of Data, Rachel Lovinger, 26.03.2007, Boxes and Arrows: "The irony of this communication challenge is that the main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively."
  6. Content Strategists: What Do They Do?, Dan Zambonini, 18.06.2010, Contentini: "Content Strategists achieve business goals by maximizing the commercial impact of content. I use the word 'commercial' loosely: if you're a non-profit or an educational institution, tweak the meaning of 'commercial' to your liking, or just take it out. ... To get the maximum business value out of content, the strategist must consider its purpose, management, production, delivery, measurement and re-use, taking into consideration the long-term capabilities and priorities of the organisation."
  7. The Discipline of Content Strategy, Kristina Halvorson, 16.12.2008, A List Apart: "Content strategy plans for the creation, publication, and governance of useful, usable content. ... Content strategy is also - surprise - a key deliverable for which the content strategist is responsible. Its development is necessarily preceded by a detailed audit and analysis of existing content - a critically important process that’s often glossed over or even skipped by project teams. ... If our community fails to recognize, divide, and conquer the multiple roles associated with planning for, creating, publishing, and governing content, we'll keep underestimating the time, budget, and expertise it takes to do content right."
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