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Implementing a Systematic Content Development Process

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Presented by Stefan Winkler at the CopyPress Unconference 2014 in Tampa

Presented by Stefan Winkler at the CopyPress Unconference 2014 in Tampa

Published in: Marketing, Technology, Business

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  • 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