before you create more content - stanford university · creating a spreadsheet is not: •a...
TRANSCRIPT
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Before you create more content...
Rachelle Mozeleski and Wendy Moltrup | Stanford University Drupal Camp 2017
Ask yourself, why am I doing this?
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What We’ll Cover
● Definitions
● First steps for a successful content strategy
● Discussion, Questions and Answer
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
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What We’ll Cover Another Day
● Accessibility
● Writing for the web
● Measuring content
● A lot of other things...
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
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What is content?
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
plan, create, manage, and govern content
What is content strategy?
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Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
The alignment of people and technology to plan, create, manage, and govern content
What is content strategy?
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Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Govern
Measure Publish
Create
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Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
The alignment of people and technology to ensure content supports business objectives and is valuable to users
Why content strategy?
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Think first. Write later.
Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Think first. Write later.
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Research & Discovery
Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Planning & Production
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Research & Discovery
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Wendy
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● Ask questions
● Talk to stakeholders
● Assess current content
Research & Discovery
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
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Research & Discovery: Ask Questions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017 Photo by DAVID ILIFF. License: CC-BY-SA 3.0
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Research & Discovery: Ask Questions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Ask questions
● Why?
● How is it valuable for users?
● Does the content support a business goal?
● Is this sustainable?
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Research & Discovery: Talk to stakeholders
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
… ask questions that help you answer what you
need to know about your content
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Research & Discovery: Talk to stakeholders
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
User research Nah. I don’t have time to read newsletters anymore. I just use Flipboard.
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● URL● Page title ● Purpose of the page● Redundant, outdated, trivial (ROT)● Analytics
Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
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Creating a spreadsheet is not:
• A one-size-fits-all approach• A sequential, linear process • About creating a spreadsheet
Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
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Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
It’s about getting to know your content
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Planning and Production
Rachelle
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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Planning and Production
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Before you start planning and producing…Review the questions -- Needs Analysis
● What is the organization’s goal?
● Who is primary audience?
● What are the goals of X (site, newsletter, etc.)?
● How would you describe a successful X (site, newsletter, etc.)?
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Planning and Production: Assumptions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Assumptions: for the purposes of this session…
● You have a live site with IA and content
● You (or others) are currently producing content while creating your content strategy
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Planning and Production: Planning
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Cootchie-cootchie-coo!The Tickler file: a place for everything that is recurring.
Photo source, Wikipedia.org
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Planning and Production: Planning
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning Tools● Tickler file / Annual calendar / editorial calendar
Done? Recurring item, Event Value to an audience? Value to Goal?
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Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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Planning and Production: yet another planning tool
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
● Trello
I use daily to● Detail projects; tasks● as container to hold questions ● as container to hold ideas ● ...workflow...
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Planning and Production: Planning tools - why?
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Q: What does this have to do with Content Strategy?
A: Connecting plans with Drupal
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Planning and Production: it all comes together eventually
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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URL structure
Tags (or ‘term’)
Media organization
Taxonomy
Planning and Production: it all comes together eventually
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
A.
B.C.
D.E.F.G.
URL structure
Tags (or ‘term’)
Media organization
Taxonomy
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Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
ResourcesBook: Content Strategy for the Web by
Kristina Halvorson and Melissa Rach
Newsletter: Gather Content (and there are many, many others)
Podcast: A Responsive Web Design Podcast Karen McGrane and Ethan Marcotte
Website: Usability.gov
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Wendy MoltrupContent StrategistStanford [email protected]
Rachelle MozeleskiWeb Content ManagerElectrical Engineering [email protected]@stanford.edu
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Discussion