Content strategy may have been considered as a critical emerging discipline in the English-speaking market place over the past year, but on the French-speaking one, in Europe, it has not. Why? Is it maybe because "content" as such is more often referred to as "data" in French? Or is it because when addressing issues of usable, awesome and interactive information, French information specialists do not use the word "content"? Or is it simply because we have been practicing editorial strategy from the beginning of the Web? What lies behind the words "editorial" and "content" strategy? Are the concepts so different from one culture to another ? And do these cultural differences really impact the way we treat data and information?

1. Do We Speak
Content Strategy in France?

2. Do We Speak
Content Strategy in France?
The State of Content Strategy on the “French” market

3. Do We Speak
Content Strategy in France?
The State of Content Strategy on the “French” market
We had been doing Content Strategy all our lives...
and didn’t even know it!

4. Do We Speak
Content Strategy in France?
The State of Content Strategy on the “French” market
We had been doing Content Strategy all our lives...
and didn’t even know it!

5. (How) Do We Do Content Strategy?

6. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE

7. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE USER EXPERIENCE

8. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY

9. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE EDITORIAL STRATEGY
USER EXPERIENCE
Content Inventory/
Cardsorting & Sitemapping/
Wireframing/.

10. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE EDITORIAL STRATEGY
USER EXPERIENCE
Content Inventory/
Cardsorting & Sitemapping/ Storyboards & Workflows/
Wireframing/. User Testing/
Test Reporting/.

11. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE USER EXPERIENCE
EDITORIAL STRATEGY
Content Inventory/ Storyboards & Workflows/ Editorial Audit∏/
Cardsorting & Sitemapping/ User Testing/ Content providing & Webwriting/
Wireframing/. Test Reporting/. Workshops & Seminars/.

12. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE USER EXPERIENCE
EDITORIAL STRATEGY
Content Inventory/ Storyboards & Workflows/ Editorial Audit∏/
Cardsorting & Sitemapping/ User Testing/ Content providing & Webwriting/
Wireframing/. Test Reporting/. Workshops & Seminars/.
Connecting your Website to your Users Needs

13. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE USER EXPERIENCE EDITORIAL STRATEGY

14. (How) Do We Do Content Strategy?
INFORMATION ARCHITECTURE
• Need Analysis
• Benchmark Analysis
• Storyboarding, wireframing and sitemapping
• Usability & Graphical Chart
EDITORIAL STRATEGY
• Editorial benchmark
• Lexical charting
• Rewriting institutional contents
WEBWRITING TRAININGS
• Target group: Communication Managers,
Investments Specialists
• Content:
• Web is a media; reader is user; digital
content usability
• Redactional, formal & functional
requirements
• Applied exercices & recommandations
DELIVERABLES
• Sitemap, wireframes, PSD files
• Optimized content
• Graphical & Editorial Styleguide

15. (How) Do We Do Content Strategy?
EDITORIAL STRATEGY (QUALITATIVE)
• Web Editorial Strategy Assessement &
Validation
• SWOT Web Editorial Strategy Project
• Brainstorming sessions with Communication
Experts & Managers to fine-tune the Web
Content Strategy
• Final Recommandations for authoring &
editing workflows, tone of voice, etc., UGC,
etc.
CONTENT STRATEGY (QUANTITATIVE)
• SWOT Web Editorial Strategy Project
• Brainstorming sessions with Communication
Experts & Managers to fine-tune the Web
Content Strategy
• Final Recommandations for reuse, ROT
content treatments
DELIVERABLES
• SWOT - written assessment
• Brainstorming check-lists
• Recommandations
NEXT STEP
• Editorial Chart
• Usability Chart

16. Are you sure to be on the right place?

17. Content Strategy or Editorial Strategy
Content Strategy Editorial Strategy
“Exploring Editorial Strategy” “Do we speak Content Strategy in FR?”
Jeffrey MacIntyre WAW!

18. Content Strategy or Editorial Strategy
Content Strategy Editorial Strategy
“Exploring Editorial Strategy” “Do we speak Content Strategy in FR?”
Jeffrey MacIntyre WAW!

19. Do We Speak Content Strategy in France?
Content Strategy ≈ Editorial Strategy
• A question of definition
• A question of culture
• A question of job description
Challenges & Perpsectives
• S.W.O.T of the French Content Strategy Market
• They said it (Experts’ quotes)

20. Content Strategy ≈ Editorial Strategy

21. A question of definition
Content Strategy Editorial Strategy

22. A question of definition
Content Strategy Editorial Strategy
Technology, devices &
methods to use (capture,
store, deliver, preserve,
derive, re-use) an
organization’s content...

23. A question of definition
Content Strategy Editorial Strategy
Technology, devices &
methods to use (capture,
store, deliver, preserve,
derive, re-use) an
organization’s content...
Data ... Copy & paste ... Bytes

24. A question of definition
Content Strategy Editorial Strategy
Guidelines, tools &
Technology, devices &
methods by which the
methods to use (capture,
organization’s content is
store, deliver, preserve,
governed, with a view to
derive, re-use) an
convey their values and
organization’s content...
image.
Data ... Copy & paste ... Bytes

25. A question of definition
Content Strategy Editorial Strategy
Guidelines, tools &
Technology, devices &
methods by which the
methods to use (capture,
organization’s content is
store, deliver, preserve,
governed, with a view to
derive, re-use) an
convey their values and
organization’s content...
image.
Data ... Copy & paste ... Bytes Story ... Tone of voice ... Opinion ...

26. A question of culture
Content Strategy Editorial Strategy

27. A question of culture
Content Strategy Editorial Strategy
Editorial Strategy

28. A question of culture
Content Strategy Editorial Strategy
Editorial Strategy Content Strategy

29. A question of culture
Editorial Strategy
Content Strategy
Relevant Findable
Readable Usable
Awesome Legible

30. A question of job description
Audit
Strategy
Update &
Management Content Lifecycle
Production
Editorial Strategy
“Editor”
Content Strategy Publication
“Webmaster”

31. A question of job description
Audit
Strategy
Update &
Management Content Lifecycle
Production
Editorial Strategy
“Editor”
Content Strategy Publication
“Webmaster”

32. A question of job description
Audit
Strategy
Update &
Management Content Lifecycle
Production
Editorial Strategy
“Editor”
Content Strategy Publication
“Webmaster”

33. Challenges & Perspectives

34. SWOT
Strenghts Weaknesses
2010
Opportunities Threats

35. SWOT
•Project Management
Strenghts •Communication Strategy Weaknesses
•Standards (Ux, IA, W3C)
2010
Opportunities Threats

36. SWOT
•Project Management
Strenghts •Communication Strategy Weaknesses
•Standards (Ux, IA, W3C)
2010
•KPI & ROI
Opportunities •User Experience Threats
•Content Quality Standards

37. SWOT
•Project Management •Content = Commodity
Strenghts •Communication Strategy •Opinions < Facts Weaknesses
•Standards (Ux, IA, W3C) •Lack of Expertise
2010
•KPI & ROI
Opportunities •User Experience Threats
•Content Quality Standards

38. SWOT
•Project Management •Content = Commodity
Strenghts •Communication Strategy •Opinions < Facts Weaknesses
•Standards (Ux, IA, W3C) •Lack of Expertise
2010
•KPI & ROI •Too much skills
Opportunities •User Experience •Content Production Market Loss Threats
•Content Quality Standards •Reluctance to share knowledge

39. SWOT
•Project Management •Content = Commodity
Strenghts •Communication Strategy •Opinions < Facts Weaknesses
•Standards (Ux, IA, W3C) •Lack of Expertise
2010
•KPI & ROI •Too much skills
Opportunities •User Experience •Content Production Market Loss Threats
•Content Quality Standards •Reluctance to share knowledge

40. SWOT
•Project Management •Content = Commodity
Strenghts •Communication Strategy •Opinions < Facts Weaknesses
•Standards (Ux, IA, W3C) •Lack of Expertise
2010
•KPI & ROI •Too much skills
Opportunities •User Experience •Content Production Market Loss Threats
•Content Quality Standards •Reluctance to share knowledge

41. Challenges & Perspectives
2 sides of a same coin
✓

42. Challenges & Perspectives
2 sides of a same coin
✓

43. Challenges & Perspectives
2 sides of a same coin
• Standards
✓ • Tools
• Job Descriptions

44. Testimonials
Content Strategy & Editorial Strategy:
2 different names for a same goal?
• Yes they are synonyms
• The 1st includes the 2d one
• The 2D one includes the 1st
• Both are just a buzz
http://polls.linkedin.com/p/69257/gfrpf

45. Testimonials
Content Strategy & Editorial Strategy:
2 different names for a same goal?
• Yes they are synonyms
• The 1st includes the 2d one
• The 2D one includes the 1st
• Both are just a buzz
http://polls.linkedin.com/p/69257/gfrpf

46. Testimonials
❝
•
•
Do you do content/editorial strategy in your daily job?
•
•
Have those 2 terms the same meaning?
How would you define them both?
What are your types of clients in both branches?
• Since when have you been practising content/editorial strategy?
• How would you best translate “Content Strategy” in French?
• What are the tools and/or services you use in your activity?
• What types of services do you propose to optimize your clients’ contents
(writing, edition, re-use, derivation, ...)
• Do you do some content re-use consultancy?
• Do you do trainings on content/editorial strategy?

47. Testimonials
❝
•
•
Do you do content/editorial strategy in your daily job?
•
•
Have those 2 terms the same meaning?
How would you define them both?
What are your types of clients in both branches?
• Since when have you been practising content/editorial strategy?
• How would you best translate “Content Strategy” in French?
• What are the tools and/or services you use in your activity?
• What types of services do you propose to optimize your clients’ contents
(writing, edition, re-use, derivation, ...)
• Do you do some content re-use consultancy?
• Do you do trainings on content/editorial strategy?
http://wearethewords.posterous.com (EN)
http://www.ecrirepourleweb.com (FR)

48. Testimonials
Content Strategy can be translated literally in
French (stratégie de contenu)... provided we
educate and help our clients to really
understand & apply what it is.
— Isabelle Canivet, Luxemburg
Editorial strategist & Webwriter since 1999, www.action-redaction.com
Isabelle works as a consultant, a trainer & a writer; she wrote Bien rédiger pour le
Web (Eyrolles).

49. Testimonials
A combination of need analysis, user
experience & content creation, this is what I
do as an editorial strategist.
— Olivier De Keyser , Brussels
Olivier has been active in web content management since 2005. Freelance
Journalist @ Inside (Belgian ICT magazine)
Web Content & Project Officer @ Cefic & ICCA, www.cefic.be

50. Testimonials
I wouldn’t speak about Strategy. Content
management is very pragmatic, with a
mechanical dimension. I would rather say
Editorial Content Optimization.
— Benoît De La Fonchais, Lyon
Web Content Manager since 3 years, former Journalist
Benoît works as a consultant, a trainer & a writer, for French Editorial Agencies &
Companies.

51. Testimonials
I’ve been thinking more and more on
content’s life after they ‘ve been published
on the Web, i.e. on other media & devices.
— Eve Demange, Paris
Free Lance Editorial Strategist since 1998, plumeinteractive.canalblog.com
Eve works for big companies ‘that have the means to invest in quality content’.

52. Testimonials
I like the notion of “content curator”, which
encompasses the editorial dimension in the
content strategy. But for me, the word
editorial itself refers to text content.
— Cédric Doucet, Paris
Chief Consultant with Dixxit (interactive editorial agency) since 2004
Dixxit has worked with big International and French companies since 1999.
www.dixxit.fr

53. Testimonials
Tools I use to help optimize content lifecycle?
Content inventory, benchmark review,
brainstorming, content production, editorial
plan, archiving & cleaning chart...
— Jean-Marc Hardy, Brussels
Jean-Marc has been working on and promoting a Quality Web since 1996.
www.redaction.be, www.60questions.net
Jean-Marc is co-author of “Réussir son site Web en 60 fiches” (Dunod).

54. Testimonials
Static Content is a typical I.T. phrase. For a
content strategist, every content piece has to
be updated one day or another.
— Hugo Poliart, Brussels
Advisor, Belgian Prime Ministry Chancellery
Hugo leads a 14 CS’s team for the Belgian Governement Public Website,
www.belgium.be

55. Thank you !
info@wearethewords.com