CapitalCamp: Cooking with Content Strategy

Cooking with Content Strategy
CapitalCamp | July 22, 2011
#capitalcontent

Who are you guys?
Natalya Minkovsky, Senior Strategist & Content Strategy Lead (@hejhejnatalya)
John Serrao, Technology Manager (find me in real life)
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“Content strategy plans for the creation, publication, and governance of useful, usable content.” – Kristina Halvorson
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“Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.”– Rahel Anne Bailie
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“Content strategy is to copywriting as information architecture is to design.” – Rachel Lovinger
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What goes into the strategy?
Content:
Substance
Structure
People:
Workflow
Governance
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What are we thinking about?
Discovery: What is this all about? What are the client’s objectives? What do the users expect? What content exists? What’s missing? What are the CMS requirements?
Strategy: How will the content be organized? Where will the content go? Who will develop the content? What is our metadata strategy?
Maintenance: How do we keep the content going? How do we ensure consistency? How are we measuring success?
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Deliverables
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Get your content strategy ingredients in place.
Let’s look at a few examples.

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Content Inventory (becomes your content migration plan)

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Content Audit

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User Personas

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Content Strategy Brief

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Blogging Guide

What does all this have to do with development?
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Introducing!
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CheesyPlates.com logo designed by Steve Fultz

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Card Sorting
Instructions:
Sort the cards into groupings that make sense to you
Aim for 3-5 groupings
After you’ve grouped the items, create a name for each grouping
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Bam! The Sitemap
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John Talks About Content Types
MAIN IDEA: Content types are really all about metadata.
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Card Sorting Themes Become Content Types…
Cheeses (title, overview, country, strength, hardness, source, price)
Beverage (title, overview, type, strength, country, alcoholic? y/n, price, cheeses (node-list))
Accompaniment (title, overview, food group, price, cheeses (node-list))
Cheese Plates (title, overview, dietary considerations, cheeses (node-list),beverage (node-list))
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Natalya Gets Excited About Content Templates (#wordnerd)
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Backend Wireframes
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Front-End Wireframes
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Wireframe  Spec
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BIG IDEA: A successful front-end wireframe annotated with specs becomes the document of record for the development phase of your project.

Oh, Boy, Taxonomies!
What’s the texture of this cheese?
What country is this cheese made in?
What kind of milk is it made out of?
Is it expensive?
What are the flavors like?
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Fun with Wordle.net
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Made from http://curdnerds.com/blog

Let’s Make a Tagging Taxonomy
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Cocktail Hour
It’s time for Q&A
And also to eat some cheese
Thanks for coming to our session!
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photo credits: Flickr users wickenden, vissago, Skanska Matupplevelser & xiaming

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CapitalCamp: Cooking with Content Strategy

by Natalya Minkovsky

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CapitalCamp: Cooking with Content Strategy Presentation Transcript