Collaboration Nation: Content Professionals “Finally” Take Center Stage

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Before content can be intelligent, it must be good. If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to …

Before content can be intelligent, it must be good. If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to it. But is it really within our power to fix bad content? In order for us to create meaningful user experiences and realize measurable ROI, we must start sharing tools and processes with the very people we sometimes fight the hardest. Kristina will talk about our new roles as content collaborators in the workplace. Regardless of background, practice or perspective, there’s one thing we all agree on: on any platform, in any context, content matters most.

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  • 1. Collaboration NationIntelligent Content Conference • @halvorson
  • 2. Palm Springs, OH YEAH!Intelligent Content Conference • @halvorson
  • 3. The content problem
  • 4. SKILLSET.ORG Business   Usability   Analyst Specialist Project   Interac9on   Produc9on   Manager Designer Assistant Project  Owner Producer Visual   designer User   Business      Programmer Experience   analyst   Strategist Content   Technical   Strategist Developer Assistant Informa9on   Server  Admin Architect Web  Editor Web  Writer
  • 5. http://www.mollystevens.com/portfolio.html
  • 6. http://en.wikipedia.org/wiki/Concept_map
  • 7. SKILLSET.ORG Informa9on   Architect Business   Usability   Analyst Specialist Project   Interac9on   Produc9on   Manager Designer Assistant Project  Owner Producer Visual   designer User   Business      Programmer Experience   analyst   Strategist Technical   Developer Assistant Server  Admin Web  Writer
  • 8. This is copywriting.
  • 9. This is content.
  • 10. Content. Not just... • What
  • 11. But …• What • With what• Why • Where• How • When• When • How often• For whom • What next
  • 12. “ Perhaps the problem is that, because content is so pervasive, everyone thinks they know all there is to know about it. If you can read and write, you can make content, right? But the fact is, as interactive experiences become more complex, so does the nature of content. A superficial understanding of content isn’t going to cut it anymore. – Rachel Lovinger, “Content Strategy: The Philosophy of Data”
  • 13. Content needs a new home.
  • 14. Content Strategy
  • 15. Content strategy plans for thecreation, delivery and governance of useful, usable content.
  • 16. Core Strategy (or, Purpose)What will your content do foryour business and your users?
  • 17. SubstanceWhat content do youand your audiencesneed, and why?
  • 18. StructureHow is content organized,prioritized, and accessed?
  • 19. WorkflowHow is content created,delivered, and maintained?
  • 20. GovernanceHow are decisions aboutcontent and contentstrategy made?
  • 21. http://eng.designerbreak.com/2009/tutorial/content-strategy-planning-a-site-pt-2/
  • 22. http://shellybowen.com/wp-content/uploads/2010/04/Content_Strategy_Bowen.jpg
  • 23. “Make Your Content Make a Difference” by Colleen Joneshttp://www.smashingmagazine.com/2011/04/12/make-your-content-make-a-difference/
  • 24. ArticulateArticulateInvestigateIntegrateAppreciateIdeate
  • 25. “Stop talking about it. Start doing it.”
  • 26. Tell and show.
  • 27. ArticulateInvestigateInvestigateIntegrateAppreciateIdeateIdeateCreate
  • 28. “This is too tactical.”“This is too high-level.”“This isn’t what I think.”“This doesn’t apply to me.”“This won’t ever happen.”
  • 29. “Tell me more about that.”
  • 30. ArticulateInvestigateIntegrateIntegrateAppreciateIdeate
  • 31. Frame (v.)•# to form or make, as by fittingand uniting fitting and uniting# parts together# parts together•# to conceive or imagine, as an an idea conceive or imagine, as idea•! to formulate or give expression formulate or give expression•# to shape or adapt to a particular purpose to a particular purpose
  • 32. Govern 1. Guide Create 2. Measure 3. Maintain 1. Source 2. Execute THE PLAN 3. Approve Deliver 1. Push 2. Pull 3. Exchange
  • 33. ArticulateInvestigateIntegrateAppreciateAppreciateIdeate
  • 34. ArticulateInvestigateIntegrateAppreciateIdeateIdeate
  • 35. What’s yours?
  • 36. Thanks. • @halvorson • kristina@braintraffic.com • http://blog.braintraffic.com