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Our Mobile Moment - Content Strategy Applied Keynote
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Our Mobile Moment - Content Strategy Applied Keynote

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Mobile creates a million challenges, but it's also been a boon for content specialists. It's shown how much content matters—and how hard it is to deal with changing devices and unpredictable screen ...

Mobile creates a million challenges, but it's also been a boon for content specialists. It's shown how much content matters—and how hard it is to deal with changing devices and unpredictable screen sizes without considering key messages and communication priorities first. Suddenly, content strategists are in demand.

But we're not here to be the new hotness—the must-have tech hire of the moment. We're here to make an impact on our users' experiences and our organizations' success. We're here to solve problems.

Those problems won't be fixed with audit spreadsheets and editorial plans alone, though. They require a new set of skills: not just doing, but educating, collaborating, and facilitating change. By taking advantage of this moment—our moment—we can do more than fix today's mobile issues. We can give our digital initiatives focus, our projects purpose, and our organizations the ability to adapt.

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Our Mobile Moment - Content Strategy Applied Keynote Our Mobile Moment - Content Strategy Applied Keynote Presentation Transcript

  • our mobile moment content strategy applied // october 2013 sara wachterboettcher
  • BUT I’LL ADMIT IT...
  • MOBILE IS HARD.
  • ‘‘ Being everywhere is challenging. We want people to feel like they experience the same news stories everywhere. —Marisa Gallagher, CNN Digital
  • IT’S MADE CONTENT PROBLEMS MORE OBVIOUS.
  • now devices keep getting weirder and weirder.
  • it’s not just phones and tablets, either.
  • www.flickr.com/photos/ggwig/3576755559 none of us is sure what’s coming.
  • Image link COPY TO GO WITH IMAGE.
  • WE HAVE TO ADAPT INSTEAD.
  • CONTENT GOES HERE.
  • Trim, compact writing Modular content Logically broken into parts Clearly labeled Cleanly stored
  • We are in a war between giant, unstructured blobs of content, and clean, well-structured !ields of content... We are in a war of Blobs versus Chunks. —Karen McGrane
  • www.flickr.com/photos/ogimogi/2253657555/ Chunks create opportunities...
  • www.flickr.com/photos/wallyg/2391794127 ...to build what our users need.
  • IT’S A LOT OF WORK, TRUE.
  • BUT IT MEANS WE’RE IN DEMAND.
  • www.flickr.com/photos/mirka23/4600669094/
  • www.flickr.com/photos/nickwebb/3904325807/ we’ve finally made it.
  • WE’RE JUST GETTING STARTED.
  • CONTENT IS ALSO WHAT COMES OUT OF AN ORGANIZATION.
  • www.flickr.com/photos/patchworkharmony/8206364973 it reveals our values and beliefs.
  • our ownership issues. www.flickr.com/photos/seabamirum/2848715801
  • our fear of change. www.flickr.com/photos/paulvaarkamp/481912299
  • www.flickr.com/photos/merlym/3512356738/
  • www.flickr.com/photos/merlym/3512356738/
  • Blah Blah Blah Blah Blah Blah
  • where things fall apart.
  • www.flickr.com/photos/spanner/1591803996 getting unstuck is our job, too.
  • CONTENT STRATEGY APPLIED.
  • CONTENT STRATEGY THAT WORKS.
  • CONTENT STRATEGY SUSTAINED.
  • OUR ROLE MUST BE GREATER THAN THE SUM OF OUR SKILLS.
  • ‘‘ Content is easy, people are messy. —Sally Bagshaw, @snappysentences
  • EDUCATE COLLABORATE FACILITATE
  • EDUCATE COLLABORATE FACILITATE
  • www.flickr.com/photos/mrgarin/2418185010 first, go to them.
  • www.flickr.com/photos/incomedream/5549766013 meet barb.
  • BARB WAS DIFFICULT. SHE WAS STUBBORN. WE NEEDED HER.
  • ✦ How did you develop the process you have now? ✦ Where are you spending the most time? ✦ What’s hard about your job? ✦ What might make it easier?
  • EDUCATE COLLABORATE FACILITATE
  • www.flickr.com/photos/clam113/2666711074 content is a team sport.
  • www.flickr.com/photos/darrensnow/2566687702 specialized, not special.
  • EDUCATE COLLABORATE FACILITATE
  • www.flickr.com/photos/JMV/2692208452 we can’t be superheroes.
  • www.flickr.com/photos/justsketchy/6639463877 but we can be guides.
  • THIS IS OUR MOMENT.
  • HOW WILL YOU MAKE IT MATTER?
  • thank you. @sara_ann_marie sara@sarawb.com