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...
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 ...
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?...
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
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Our Mobile Moment - Content Strategy Applied Keynote
Upcoming SlideShare
Loading in …5
×

Our Mobile Moment - Content Strategy Applied Keynote

4,202 views
4,014 views

Published on

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.

Published in: Technology, Sports

Our Mobile Moment - Content Strategy Applied Keynote

  1. 1. our mobile moment content strategy applied // october 2013 sara wachterboettcher
  2. 2. BUT I’LL ADMIT IT...
  3. 3. MOBILE IS HARD.
  4. 4. ‘‘ Being everywhere is challenging. We want people to feel like they experience the same news stories everywhere. —Marisa Gallagher, CNN Digital
  5. 5. IT’S MADE CONTENT PROBLEMS MORE OBVIOUS.
  6. 6. now devices keep getting weirder and weirder.
  7. 7. it’s not just phones and tablets, either.
  8. 8. www.flickr.com/photos/ggwig/3576755559 none of us is sure what’s coming.
  9. 9. Image link COPY TO GO WITH IMAGE.
  10. 10. WE HAVE TO ADAPT INSTEAD.
  11. 11. CONTENT GOES HERE.
  12. 12. Trim, compact writing Modular content Logically broken into parts Clearly labeled Cleanly stored
  13. 13. 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
  14. 14. www.flickr.com/photos/ogimogi/2253657555/ Chunks create opportunities...
  15. 15. www.flickr.com/photos/wallyg/2391794127 ...to build what our users need.
  16. 16. IT’S A LOT OF WORK, TRUE.
  17. 17. BUT IT MEANS WE’RE IN DEMAND.
  18. 18. www.flickr.com/photos/mirka23/4600669094/
  19. 19. www.flickr.com/photos/nickwebb/3904325807/ we’ve finally made it.
  20. 20. WE’RE JUST GETTING STARTED.
  21. 21. CONTENT IS ALSO WHAT COMES OUT OF AN ORGANIZATION.
  22. 22. www.flickr.com/photos/patchworkharmony/8206364973 it reveals our values and beliefs.
  23. 23. our ownership issues. www.flickr.com/photos/seabamirum/2848715801
  24. 24. our fear of change. www.flickr.com/photos/paulvaarkamp/481912299
  25. 25. www.flickr.com/photos/merlym/3512356738/
  26. 26. www.flickr.com/photos/merlym/3512356738/
  27. 27. Blah Blah Blah Blah Blah Blah
  28. 28. where things fall apart.
  29. 29. www.flickr.com/photos/spanner/1591803996 getting unstuck is our job, too.
  30. 30. CONTENT STRATEGY APPLIED.
  31. 31. CONTENT STRATEGY THAT WORKS.
  32. 32. CONTENT STRATEGY SUSTAINED.
  33. 33. OUR ROLE MUST BE GREATER THAN THE SUM OF OUR SKILLS.
  34. 34. ‘‘ Content is easy, people are messy. —Sally Bagshaw, @snappysentences
  35. 35. EDUCATE COLLABORATE FACILITATE
  36. 36. EDUCATE COLLABORATE FACILITATE
  37. 37. www.flickr.com/photos/mrgarin/2418185010 first, go to them.
  38. 38. www.flickr.com/photos/incomedream/5549766013 meet barb.
  39. 39. BARB WAS DIFFICULT. SHE WAS STUBBORN. WE NEEDED HER.
  40. 40. ✦ 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?
  41. 41. EDUCATE COLLABORATE FACILITATE
  42. 42. www.flickr.com/photos/clam113/2666711074 content is a team sport.
  43. 43. www.flickr.com/photos/darrensnow/2566687702 specialized, not special.
  44. 44. EDUCATE COLLABORATE FACILITATE
  45. 45. www.flickr.com/photos/JMV/2692208452 we can’t be superheroes.
  46. 46. www.flickr.com/photos/justsketchy/6639463877 but we can be guides.
  47. 47. THIS IS OUR MOMENT.
  48. 48. HOW WILL YOU MAKE IT MATTER?
  49. 49. thank you. @sara_ann_marie sara@sarawb.com

×