What’s the Matrix? The Content Matrix Deconstructed
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What’s the Matrix? The Content Matrix Deconstructed

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At the heart of many a content project is the dreaded content matrix. But what goes into it and what comes out? In this presentation, you’ll go deep inside content matrix examples to learn how to ...

At the heart of many a content project is the dreaded content matrix. But what goes into it and what comes out? In this presentation, you’ll go deep inside content matrix examples to learn how to bend this flexible, but often intimidating, tool to your will. Sarah will dissect matrices designed for a wide variety of uses, from small stand-alone projects to enterprise-level application content management. Learn how to create a matrix easy enough for an executive to understand or as complex enough to manage 50 versions of application content. She’ll also illustrate how to integrate the matrix into a larger deliverables package. This presentation offers templates you can start using immediately.

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What’s the Matrix? The Content Matrix Deconstructed What’s the Matrix? The Content Matrix Deconstructed Presentation Transcript

  • What’s the Matrix?The Content Matrix DeconstructedIntelligent Content 201224 February 2012Sarah Beckley @sarahbeckley
  • SARAH BECKLEY • Senior Content Strategist, Razorfish, Chicago • 6 years in CS, 10+ years tech writer/print editor • Specialize in the financial services industry • @contentstrategy – accepting contributorsPage 2 © 2012 Razorfish. All rights reserved.
  • THE RABBIT HOLE • Brass tacks • Recipes • Resources • ConclusionPage 3 © 2012 Razorfish. All rights reserved.
  • BRASS TACKSPage 4 © 2012 Razorfish. All rights reserved.
  • WHAT IS A CONTENT MATRIX? • Definitions vary widelyPage 5 © 2012 Razorfish. All rights reserved.
  • WHEN DO YOU USE A CONTENT MATRIX? • Whenever you need a: • Content inventory or audit/assessment • Gap analysis • ROT analysis • Migration plan • Content development plan • Site map • Any time capturing content and/or data about the content supports the project goals • “A superficial understanding of content isn’t going to cut it anymore.” -Rachel LovingerPage 6 © 2012 Razorfish. All rights reserved.
  • WHERE DO YOU USE A CONTENT MATRIX? • Discovery: inventory, audit, audience • Design: crude digital asset management • Develop: templates • Deploy: migration plans • Govern: metadataPage 7 © 2012 Razorfish. All rights reserved.
  • WHY DO I NEED A CONTENT MATRIX?Page 8 © 2012 Razorfish. All rights reserved.
  • MOST OF US ARE IN THE MATRIXPage 9 © 2012 Razorfish. All rights reserved.
  • HOW? THE MATRIX RECIPE • Identify goals/needs • E.g., track, audit, build • Define your audience(s) • E.g., execs, tech, content owners • Add inputs • E.g., owner, disposition, metadata • Build your matrix • Implement macros • Morph the matrix through project phasesPage 10 © 2012 Razorfish. All rights reserved.
  • SAMPLE MATRIX INGREDIENTS • Content itself • Text, video, audio, user comments, etc. • Information about content • Metadata, owner, status, url, content type • CMS data for input • Accessibility metadata • Disposition • Toss, edit, archive • Status • Edited, approved, in legal reviewPage 11 © 2012 Razorfish. All rights reserved.
  • RECIPESPage 12 © 2012 Razorfish. All rights reserved.
  • PROBLEM: MANUAL INVENTORY • Spider inventory needs to be validated • Small to medium-sized project • Sample-size inventory of larger sitePage 13 © 2012 Razorfish. All rights reserved.
  • RECIPE: PARSE URLS MACROPage 14 © 2012 Razorfish. All rights reserved.
  • RECIPE: PARSE URLS MACRO • Copy live urls from a website • Create a macro to separate those urls from their page name • Create a second macro to reformat names and paste them into the spreadsheet • As in the example on the previous pagePage 15 © 2012 Razorfish. All rights reserved.
  • PROBLEM: MULTIPLE AUDIENCES • One document, many audiences • Content owners, technology, legal, etc. • Very different needs • Large matrixPage 16 © 2012 Razorfish. All rights reserved.
  • RECIPE: AUDIENCE MACRO • Macros let you hide or show sets of dataPage 17 © 2012 Razorfish. All rights reserved.
  • PROBLEM: CONTENT VARIANCE • Content in the matrix • One product, 50 variationsPage 18 © 2012 Razorfish. All rights reserved.
  • RECIPE: VARIENCE MACROPage 19 © 2012 Razorfish. All rights reserved.
  • PROBLEM: EXECUTIVE AUDIENCE • Executives are a special challenge • Don’t want to see unnecessary information • Want lots of context • Need lots of direction • How to read • How to give feedbackPage 20 © 2012 Razorfish. All rights reserved.
  • RECIPES: SIMPLE MATRICES • AVOID giving executives a matrix • Create a new, simpler matrix • Strip/hide extra content from existing matrix • Format matrix to be easier to read • Copy content into Word • Add wireframe or comp images to docPage 21 © 2012 Razorfish. All rights reserved.
  • RECIPE: PROGRESSIVE FORMATTINGPage 22 © 2012 Razorfish. All rights reserved.
  • PROBLEM: CONTENT DELIVERY • Content editing and delivery must be in a matrix • Long and short content blocks • Must map to other deliverablesPage 23 © 2012 Razorfish. All rights reserved.
  • RECIPE: REVIEWER COLUMNSPage 24 © 2012 Razorfish. All rights reserved.
  • RECIPE: MAP TO OTHER DELIVERABLESPage 25 © 2012 Razorfish. All rights reserved.
  • RECIPE: GET GRANULAR Bank Bank Bank B a n Bank k B a B Bank n a B k n a k n kPage 26 © 2012 Razorfish. All rights reserved.
  • SIMPLIFY NUMBERING: NOT LIKE THIS Bank Bank Bank Bank BankPage 27 © 2012 Razorfish. All rights reserved.
  • RECIPE: EMBED WORD FILES Chose to “Display file as icon” to get this result.Page 28 © 2012 Razorfish. All rights reserved.
  • RESOURCESPage 29 © 2012 Razorfish. All rights reserved.
  • Resources • Templates • KPN: kevinpnichols.com • Intentional Design • http://intentionaldesign.ca/2011/04/19/transactional-content-matrix/ • Google Knoll • http://knol.google.com/k/content-strategy#Content_Strategy(3A)_Deliverables • Web Content Strategist’s Bible • http://www.contentstrategyweblog.com/2008/09/content-matrix-master- template.html • CMS Consultants • http://www.cmsconsultants.org/resources/website/contentMatrix.html • LinkedIn Content Strategy groupPage 30 © 2012 Razorfish. All rights reserved.
  • Resources • Excel guidance • Excel Hacks: 100 Industrial-Strength Tips and Tools by David E. Hawley, O’Reilly • Excel Annoyances: How to Fix the Most Annoying Things about Your Favorite Spreadsheet by Curtis Frye, O’Reilly • General help: Chandoo.org: Become awesome in Excel • Count formulas: Contextures.com/xlfunctions04.html • Learn VBA: ozgrid.com/VBAPage 31 © 2012 Razorfish. All rights reserved.
  • CONCLUSIONPage 32 © 2012 Razorfish. All rights reserved.
  • THE MATRIX RECIPE • Nail down the ingredients • Add macros to make it cook faster • Use formulas to slice and dice • Adapt the recipe throughout project phases • Enjoy!Page 33 © 2012 Razorfish. All rights reserved.
  • Thank you! • Questions? • Contact options: • sarah.beckley@razorfish.com • @sarahbeckley • @contentstrategy • LinkedIn.com/in/sarahbeckleyPage 34 © 2012 Razorfish. All rights reserved.