Presented by Stefan Winkler at the CopyPress Unconference 2014 in Tampa

1. U N C O N F E R E N C E
2 0 1 4

2. Implementing a
Systematic Content
Development Process
U N C O N F E R E N C E
2 0 1 4

3. Stefan Winkler
3

4. Sgt. Winkler
Combat Photographer (USMC)
4
Before
Monica

5. Partner/Dir. Marketing
(InfiniteNine)
5

6. 6
@stellarstef
Clients

7. Why Projects Go Bad
Style Guides / Assets
Nonexistant or Overkill
Ambiguous Objectives
and Personas
Unreasonable Timelines
+
+
+
7
They Get Off
to a Bad Start

8. Poor Feedback
8
Frustration
Wasted Time
Missed DeadlinesZ
ZZ
?

9. Poor Leadership
9
Confusion
Scope Creep
Missed DeadlinesZ
ZZ
?
Whoa! What’s the
situation here?

10. Too Many Chefs
10
Confusion
Wasted Time
Schizophrenic Product
?
Lemme do it!

11. On-boarding Solution
11
Error rate dropped from
15%
3%
to

12. Process
12
Copy
Style Guide+
Ideation / Research+
Test/Outline+
Writing+
Editing+
QA+
Creative
Ideation/Research+
Copy/Layout+
Design+
Development (1 & 2)+
Optimization+
QA+
CREATIVE BRIEF+COPY QUESTIONNAIRE+

13. Collaboration
13

14. Not a Competitior+
Finding Sources
14
Original Source+ Recent+ Trustworthy+
N O R T

15. Wireframe to Draft
Infographics
15
Design 1 Wireframe Design 2 Wireframe+ +Design 1 Draft 1 Design 2 Draft 1+ +

16. Wireframe to Draft
Interactive
16
Design 1 Wireframe+ Design 1 Draft 1+
Design 2 Draft 1+ Design 2 Draft 2+

17. Completion
17

18. Probe for Feedback
18
You’re angry. With who?

19. Mobile Optimization
19
How Consumers Rate
the Importance of
Mobile Brand Factors
Access to content any
way that I want it
+ Seamless experiance
across all my devices
+

20. Approval Before Next Step
20

21. Contact Me
21
Stefan Winkler
swinkler@copypress.com
@stellarstef
310.598.9994