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Content problems. We all have them: Your clients can't get your copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's responsible for keeping track of where things are and why they're there. Content strategy to the rescue, right? Well, sorta. It'd be nice if a few well-placed deliverables could solve the problem. But editorial plans and style guides won't change things. Neither will structured content and a custom CMS. We can't mastermind solutions and expect them to stick in organizations full of complex people, histories, and challenges. When it comes to improving content, it's not about fixing. It's about facilitating—helping organizations adapt, so their content can adapt with them. If you're used to designing and building, this is a big shift—and one that'll take some getting used to. In this talk, you'll learn: •Where you fit into the content strategy process, regardless of your role •How to facilitate tough conversations and get people talking about content early and often •How to empower people to work together across departments, disciplines, and teams Presenter: Sara Wachter-Boettcher
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CONTENT CONTROL&
www.flickr.com/photos/hectoralejandro/4533858235
sara wachter-boettcher / stc philly metro / april 23, 2014
content problems.
www.flickr.com/photos/barkbud/4772858837
WE’VE ALL HAD THEM.
www.flickr.com/photos/toaireisdivine/9415848926
www.flickr.com/photos/puuikibeach/8564682770
it’ll just be a simple content
migration!
www.flickr.com/photos/amatuerphotographer/8133278472
our mobile site has everything on-the-go users need!
From NBC Miami
our authors are pretty good at
publishing!
www.flickr.com/photos/bevgoodwin/9482142313/
i’m important! put me on the
homepage!
www.flickr.com/photos/bevgoodwin/9482142313/
i’m important! put me on the
homepage!
me too!
no, me!
www.flickr.com/photos/dsifry/2205839462/
THIS IS WHYWE CAN’T HAVE NICE THINGS!
GOOD NEWS! I’M A CONTENT STRATEGIST.
SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
www.flickr.com/photos/merlym/3512356738/
Blah
Blah
Blah
Blah
BlahBlah
we got this, you guys!
www.flickr.com/photos/nickwebb/3904325807/
‘‘‘‘You know exactly what to do, but not everyone here is ready for that. You’re jumping to the answers, but they don’t understand the questions.
— My client
www.flickr.com/photos/familymwr/5084724949
HE WAS RIGHT.
i saw content as an input.
BUT CONTENTIS ALSO WHAT COMES OUT OF ORGANIZATIONS.
it reveals our values and beliefs.
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www.flickr.com/photos/seabamirum/2848715801
our ownership issues.
our fear of change.
www.flickr.com/photos/paulvaarkamp/481912299
WE USED TO JUST MAKE WEBSITES.
NOW THE WEB IS EVERYTHING.
NOW THE WEB IS EVERYONE.
‘‘‘‘Content is easy, people are messy.—Sally Bagshaw,
@snappysentences
DELIVERABLES WON’T FIX THIS.
we have to bring them with us.
www.flickr.com/photos/justsketchy/6639463877
GSD
what’s happening over there?
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can’t do this all day, every day.
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parallel processes.
content is a team sport.
www.flickr.com/photos/clam113/2666711074
WORKSHOPS: NOT JUST FOR KICKOFF.
MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
who are we? what’s important?
MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
do we sound like that?
MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
go through it, together.
look for shared traits as you go.
MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen McGrane, Adapting Ourselves to Adaptive Content
this can be hard to explain.
and this definitely is.
NPR’s COPE model
1 2
THINKING (FRAMING)
HEARING
RELATIONSHIPS PLACETIME
DEVICE
FEELING (MOTIVATIONS)
DOING (BEHAVIOR)
SEEING
(CONTEXT)
1 2
this might be easier.
Adaptive Path Guide to Experience Mapping
what’s a user’s path really like?
Paul Kahn and Christophe Tallec
WHICH CONTENT DO THEY NEED ALONG THE WAY?
what would make that possible?
specialized, not special.
www.flickr.com/photos/darrensnow/2566687702
frustration won’t help.
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www.flickr.com/photos/bluryee/2850257762/
finding what fits will.
www.flickr.com/photos/scott1723/6290094282
but we’ll have to let go first.
thank you. @sara_ann_mariesarawb.com
