Content & Control - Web Design Day 2013

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Content problems. We all have them: Your clients can't get you copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's …

Content problems. We all have them: Your clients can't get you copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's responsible for keeping track of where things are and why they're there.

Content strategy to the rescue, right? Well, sorta.

It'd be nice if a few well-placed deliverables could solve the problem. But editorial plans and style guides won't change things. Neither will structured content and a custom CMS. We can't mastermind solutions and expect them to stick in organizations full of complex people, histories, and challenges.

When it comes to improving content, it's not about fixing. It's about facilitating—helping organizations adapt, so their content can adapt with them. If you're used to designing and building, this is a big shift. This talk will help you get started.

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  • 1. CONTENT&CONTROL sara wachter-boettcher / web design day / october 25, 2013 www.flickr.com/photos/hectoralejandro/4533858235
  • 2. www.flickr.com/photos/barkbud/4772858837 content problems.
  • 3. IT’S OK. WE ALL HAVE THEM.
  • 4. it’ll just be a simple content migration! www.flickr.com/photos/puuikibeach/8564682770
  • 5. our mobile site has everything onthe-go users need! www.flickr.com/photos/amatuerphotographer/8133278472
  • 6. our authors are pretty good at publishing! From NBC Miami
  • 7. i’m important! put me on the homepage! www.flickr.com/photos/bevgoodwin/9482142313/
  • 8. i’m important! put me on the homepage! me too! no, me! www.flickr.com/photos/bevgoodwin/9482142313/
  • 9. www.flickr.com/photos/miaochronicles/2509326023 when did you say you’d have your content done?
  • 10. www.flickr.com/photos/merlym/3512356738/ SRSLY?
  • 11. GOOD NEWS! I’M A CONTENT STRATEGIST.
  • 12. SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
  • 13. www.flickr.com/photos/merlym/3512356738/
  • 14. Blah Blah Blah Blah Blah Blah
  • 15. www.flickr.com/photos/nickwebb/3904325807/ we got this, you guys!
  • 16. ‘‘ You know exactly what to do, but not everyone here is ready for that. You’re jumping to the answers, but they don’t understand the questions. — My client
  • 17. www.flickr.com/photos/familymwr/5084724949
  • 18. HE WAS RIGHT.
  • 19. i saw content as an input.
  • 20. BUT CONTENT IS ALSO WHAT COMES OUT OF ORGANIZATIONS.
  • 21. www.flickr.com/photos/patchworkharmony/8206364973 it reveals our values and beliefs.
  • 22. our ownership issues. www.flickr.com/photos/seabamirum/2848715801
  • 23. our fear of change. www.flickr.com/photos/paulvaarkamp/481912299
  • 24. WE USED TO JUST MAKE WEBSITES.
  • 25. NOW THE WEB IS EVERYTHING.
  • 26. NOW THE WEB IS EVERYONE.
  • 27. ‘‘ Content is easy, people are messy. —Sally Bagshaw, @snappysentences
  • 28. DELIVERABLES WON’T FIX THIS.
  • 29. www.flickr.com/photos/justsketchy/6639463877 we have to bring them with us.
  • 30. GSD
  • 31. www.flickr.com/photos/paulmannix/261313412 what’s happening over there?
  • 32. www.flickr.com/photos/departmentofed/7894648550 can’t do this all day, every day.
  • 33. www.flickr.com/photos/west_point/5357124683 parallel processes.
  • 34. www.flickr.com/photos/clam113/2666711074 content is a team sport.
  • 35. WORKSHOPS: NOT JUST FOR KICKOFF.
  • 36. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 37. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 38. who are we? what’s important?
  • 39. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 40. do we sound like that?
  • 41. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 42. go through it, together.
  • 43. look for shared traits as you go.
  • 44. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 45. what’s a user’s path really like? Paul Kahn and Christophe Tallec
  • 46. WHICH CONTENT DO THEY NEED ALONG THE WAY?
  • 47. what would make that possible?
  • 48. www.flickr.com/photos/darrensnow/2566687702 specialized, not special.
  • 49. rules aren’t everything. www.flickr.com/photos/dsifry/2205839462/
  • 50. when it fits, it just works. www.flickr.com/photos/bluryee/2850257762/
  • 51. www.flickr.com/photos/scott1723/6290094282 but we’ll have to let go first.
  • 52. thank you. @sara_ann_marie sara@sarawb.com