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When I turned my web writing job into this “content strategy” thing back in 2008, I thought I’d hit the jackpot: Finally, I had the tools to solve the problems that plagued my projects. Content wasn’t left ’til last, projects weren’t delayed, concerns weren’t limited to design and development. Win, win, win. But then some terrible someone always came along to spoil my party. I’d make a style guide; the authors would stop following it. I’d work out a content model; the designer would insist on an interface it couldn’t support. I’d go through the audit results; the client would smile, nod...and go back to business as usual. I wanted to make content meaningful. Instead, I was making documents. I was making fantasies. Sometimes, I was even making enemies. I was overwhelmed, overworked, and disappointed—until I changed the way I saw my role. Instead of tying things up with a bow and delivering it to others’ doorsteps, I learned how to make the work theirs instead—to create strategy with them, not for them. In this talk, I share the ways I overhauled how I work, and how that’s led to more successful projects and more satisfying client relationships.
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TOGETHERco-creating your content strategy
sara wachter-boettcher confab barcelona 2014
in it
flickr.com/photos/proimos/6635587829
Content audits Strategy statements Style guides Content models CMS requirements Workflow charts
Here’s your style guide!
Here’s how the content works!
‘‘I audited all 9,456 pages of your current site, and I have a plan for how we can cut everything by 40%!
— A very hopeful me
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What I wanted to create.
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What theysaw instead.
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What it all ended up as.
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We can’t tame everything.
Co-creawhation?
things that actually work3
Do, don’t just talk. 1
Find something to rally around.
Mix things up.
economist
comms director
editor
designer
creative manager
Build a shared perspective.
the user’s journey
content we have
content we need
activities build
ALIGNMENT
Things to remember: 1. go in with a goal
2. provide guideposts
3. choose input or output
Ask, don’t just tell.2
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Being right is easy.
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Helping others learn is hard.
‘‘Let’s look at your content. What do you think is working? What’s not?
the site
the user journey
the vision
the snacks
the criteria
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Habits, not rules.
before
after
Practice, not training.
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involvement leads to
OWNERSHIP
Things to remember: 1. validate their answers
2. make sharing feel safe
3. build muscle memory
Interpret, don’t invent. 3
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the content strategist
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People, not puppets.
‘‘We can have one team that’s the responsive team and this team just goes on and makes the site responsive … The organization would have learned nothing from this exercise.
— Livia Labate, Marriott Responsive Web Design Podcast
‘‘Because we have so many people today that are contributing to these sites, how are we going to get to a place where they feel equipped to do that?
— Livia Labate, Marriott Responsive Web Design Podcast
Lend shape to ideas.
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‘‘Does this reflect what you said? Is anything missing?
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Reframe constantly.
‘‘Where do you see this fitting into the priorities we talked about?
clarity furthers
COMMITMENT
Things to remember: 1. be a guide, not a genius
2. find what feels right
3. help others shine
so what’s our
JOB again?
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Not just making.
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We guide progress.
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Diagnose problems.
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Make big stuff less scary.
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Help everyone feel capable.
Moltes gràcies, Barcelona!
flickr.com/photos/proimos/6635587829 Flickr images used via Creative Commons Attribution license unless otherwise noted.
sarawb.com@sara_ann_marie rfld.me/content-everywhere
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