content and control
DESCRIPTION
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-BoettcherTRANSCRIPT
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CONTENT CONTROL&
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sara wachter-boettcher / stc philly metro / april 23, 2014
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content problems.
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WE’VE ALL HAD THEM.
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it’ll just be a simple content
migration!
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our mobile site has everything on-the-go users need!
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From NBC Miami
our authors are pretty good at
publishing!
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i’m important! put me on the
homepage!
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i’m important! put me on the
homepage!
me too!
no, me!
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THIS IS WHYWE CAN’T HAVE NICE THINGS!
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GOOD NEWS! I’M A CONTENT STRATEGIST.
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SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
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Blah
Blah
Blah
Blah
BlahBlah
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we got this, you guys!
www.flickr.com/photos/nickwebb/3904325807/
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‘‘‘‘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
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HE WAS RIGHT.
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i saw content as an input.
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BUT CONTENTIS ALSO WHAT COMES OUT OF ORGANIZATIONS.
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it reveals our values and beliefs.
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our ownership issues.
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our fear of change.
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WE USED TO JUST MAKE WEBSITES.
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NOW THE WEB IS EVERYTHING.
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NOW THE WEB IS EVERYONE.
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‘‘‘‘Content is easy, people are messy.—Sally Bagshaw,
@snappysentences
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DELIVERABLES WON’T FIX THIS.
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we have to bring them with us.
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GSD
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what’s happening over there?
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can’t do this all day, every day.
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parallel processes.
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content is a team sport.
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WORKSHOPS: NOT JUST FOR KICKOFF.
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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who are we? what’s important?
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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do we sound like that?
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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go through it, together.
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look for shared traits as you go.
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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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.
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and this definitely is.
NPR’s COPE model
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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
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what’s a user’s path really like?
Paul Kahn and Christophe Tallec
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WHICH CONTENT DO THEY NEED ALONG THE WAY?
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what would make that possible?
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specialized, not special.
www.flickr.com/photos/darrensnow/2566687702
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frustration won’t help.
www.flickr.com/photos/merlym/3512356738/
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finding what fits will.
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but we’ll have to let go first.
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thank you. @sara_ann_mariesarawb.com