confessions of a content whisperer

Confessions of a Content Whisperer Katherine Krause | AAFP

http://madebyjoel.com/2010/04/tin-can-telephones.html/

@k8krause #NAGW2015

http://www.dumpaday.com/funny-pictures/funny-pictures-36-pics-7/

4 http://blog.braintraffic.com/ © 2010 Brain Traffic

This is helpful.

© Brain Traffic 2010

5

Get this book.

Memorize it.

http://www.andysowards.com/blog/2012/challenges-in-responsive-web-design/

6 http://thecontentstrategytoolkit.com

And this one.


Preparation | Personas | Message Maps | Lifecycle & Governance

8

http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/ /

What is your special talent?

https://dcgmentor.wordpress.com/2015/05/03/the-wizard-of-albany/

Content strategists have spent too long looking like this.

http://elfwriter.com/category/other-authors/

We are not the only super heroes in the room.

http://elfwriter.com/category/other-authors/

Content owners are invested. This is a good

thing.

http://thegreatumbrellaheist.blogspot.com/2011/10/listening-ears.html

Also, listen.

14 https://freeimagesetc.wordpress.com/tag/stand/

Content strategy is about finding potential.

https://www.pinterest.com/pin/355502964308123860/

Express the potential

you see.

16 https://freeimagesetc.wordpress.com/tag/stand/

And balance.

http://good-wallpapers.com/misc/21056

https://www.vat19.com/item/picture-this-picture-word-board-game/

We have to know our end game.

http://www.prettyprudent.com/2010/08/baby-kid/birds-binoculars-breakfast-trail-mix-2//

What’s your vision for content strategy?

19

https://www.etsy.com/listing/226236723/please-do-not-disturbtherapy-in

Let’s make stuff up.

20

Facilitate the production and continuous improvement of content that is:

§  Engaging – relevant, relationship-minded, and progressively actionable

§  Valuable – distributed effectively, consistently, and creatively

§  Accurate – timely, complete, and reflective of our brand

http://files.formspring.me.s3.amazonaws.com/photos/20130121/n50fcd770ef32b.jpg

22 http://www.beautifullynutty.com/steak-face/

23

http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/

What part(s) of preparation do you skip/avoid?

thought break

24 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//

Who needs to hear your content strategy vision?


thought break


How will you cultivate possibility?


thought break

27 https://www.flickr.com/photos/mr_t_in_dc/4800819674

Identify common user groups.

Articulate key information.

28 http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-presentation-by-shlomo-goltz Graphic by Shlomo Goltz

Not the same. (But kinda.)

http://howaboutorange.blogspot.com/2010/12/how-to-make-5-pointed-paper-snowflakes.html

Snowflakes are for winter.

30 http://www.zazzle.com.au/kawaii+unicorn+key+rings

Functional.

And a bit fictional.

http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html

§  Build empathy.

§  Focus your work.

§  Make better decisions. §  Measure of success.

Breathe some life into your brand.

http://nursing411.org/Courses/MD0532_Cardiopulmonary_Resuscitation/3-09_Cardiopulmonary_Resuscitation.html

http://www.cityxproject.com/workshop/

Research. Cluster. Interview. Model. Design. Test. Tell.

http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html

1.  Identify & develop the main character.

2.  Articulate a user story or scenario.

3.  Specify the goal that the persona wants to achieve.

Let’s sample a few.

http://www.huffingtonpost.com/2014/02/07/costco-things-you-didnt-know_n_4725587.html

36 Identity + Narrative + Journey

https://developertodesigner.files.wordpress.com/2012/07/persona_1_homeowner.png

Identity + Narrative + Behaviors

https://developertodesigner.files.wordpress.com/2012/07/personas.png

38 Let’s try making one.

https://thisisntimportant.files.wordpress.com/2012/01/childs-drawing.jpg

https://acountrygirlplusacamera.files.wordpress.com/2011/02/img_9461.jpg


Who will welcome the idea of personas?


thought break


Where’s your (most) natural test group?


thought break


What will be the hardest part? Who can help?


thought break

http://www.cityxproject.com/workshop/

Personas Demystified 1.0 by Shlomo Goltz http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-

presentation-by-shlomo-goltz

http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg

“Your sense of direction is adorable.”

46 http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/

/

Wha!?!!

http://blog.sharpie.com/2013/04/new-sharpie-cheeseburger-limited-edition-collection/ http://www.geek.com/wp-content/uploads/2013/01/cheeseburgers.jpg

http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html

http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html

§  Limited capacity for attention

§  Experience trumps information

§  Connect information with experience

http://upscalelivingmag.com/california-closets-more-than-a-closet/

The California Closets of content.

http://upscalelivingmag.com/california-closets-more-than-a-closet/

§  Multichannel content production

§  New programs & products

§  User-centric content

§  General cleanliness

http://2beesinapod.com/2014/03/27/master-closet-makeover-reveal/

§  Gather narrative & psychographic info

§  Document concerns

§  Match statements to concerns

Let’s take it for a walk.

http://i.telegraph.co.uk/multimedia/archive/03234/Thin_model_3234318b.jpg

Practice Case

http://static.iconsplace.com/icons/preview/black/shoe-woman-256.png

oz shoe co.

DOROTHY

“I’m a distance dog walker who often sings and dances. I want shoes that can handle the brick-topped back roads to Broadway.”

THINKS & FEELS

SEES HEARS

FEARS GOALS

§  Lover of pets/animals §  Individual sense of style §  Heels are always appropriate

§  Hard surfaces for walking

§  A lot of variety in footware

§  The right shoes are essential to a good journey

§  Vintage and/or recycled goods have special value

§  Flying monkeys §  Unsuitable heels §  Technicolor

§  Spending time/resources with friends & family

§  Comfort without sacrificing pizzazz

Part 1

DORTHY | Concern Map

Key Concern:

I’m an outdoorsy, fancy girl who needs

quality walking shoes.

Concern #1: I need durable shoes

suitable for walking long distances.

• I don’t’ have a lot of money to spend on shoes.

• My dog may or may not chew my shoes. I need them to last.

• I do a lot of on- and off-road walking.

Concern #3: I want to be able to sing

and dance without changing shoes.

• Heels are important in dancing shoes.

• My shoes need to be comfortable whether I’m hiking or doing a fox trot.

• My shoes need to fit well and not fly off when I kick up my heels.

Concern #2: I like style. I want to wear something with a little

magic.

• I like a classic look with a touch of pizzazz.

• Footware is the focus of my personal style.

• I’m always looking for that extra “something special” quality.

Flip concerns into statements.

thoughtworks.com


Who will get this?


thought break


Where can you try this now?


thought break


Who are the right people to be involved?


thought break

http://www.ikea.com

The first few times will feel like this:

http://stephanieoppenheim.com/2011/07/what-did-mr-potato-head-say-to-mrs-potato-head/

Lifecycle is about your

content.


Governance is about your organization.

67

Stages of the Content Lifecycle

§  Do you translate content?

§  Do you need legal review?

http://firstchristianchicago.org/mr-potato-head-goes-to-church/

§  What’s your UX checkpoint?

§  Has your web design changed?

§  Who owns or writes the copy?

http://firstchristianchicago.org/mr-potato-head-goes-to-church/

Governance = a system for

all of this.

http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head

Also Elements of Governance

72

Get into your element.

There are many more tools for governance.

http://ext.homedepot.com/community/blog/wp-content/wpuploads/MarthaToolshed1.jpg

http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head

Editorial calendars

manage the lifecycle.

http://atltek.net/wp-content/uploads/2012/07/google-calendar-2.png

Google Calendar

http://www.blueglass.co.uk/wp-content/uploads/2013/09/trello-calendar.jpg http://media.getchute.com.s3.amazonaws.com/assets/images/586733571/original-586733571-DHScHxruk.png

Ye Olde Excel

*Free.

Valuation models

reveal how content is

performing.

http://www.freerepublic.com/focus/f-chat/657894/posts

Valuate you must.

http://media.popcultcha.com.au/media/catalog/product/y/o/yoda-tater-01.png

http://thehatonjasper.com/2015/03/oprah-you-get-an-appie-you-get-an-appie-you-get-an-appie/

80

http://www.cbsnews.com/news/official-start-of-summer-roasts-the-northeast/

Workflow often looks like this.

This is better. https://experience.sap.com/wp-content/uploads/2014/06/Swimlane-Diagram-Process-Fl.gif

82 Don’t forget organizational elements.

http://www.sideshowcollectors.com/forums/disneyana/62002-thinkway-toy-story-collection-76.html

§  Teams for content strategy

§  Training & knowledge sharing

§  Reports & dashboards

http://blogs.bgsu.edu/artc4130jabbo/files/2010/08/ToyStory2_Alien.jpg


What’s your biggest governance need?


thought break


What’s your next step?


thought break


Who shares the job of governance?


thought break

http://www.dumpaday.com/funny-pictures/funny-pictures-36-pics-7/

http://image.cdn.ispot.tv/ad/7MbL/chick-fil-a-grilled-chicken-nuggets-talented-cows-large-3.jpg


Thank you.

confessions of a content whisperer

Internet