CONTENT / COMMUNICATION
@HALVORSON • NOW WHAT? CONFERENCE
AUDIT THE CONTENT.
!
REWORK THE IA.
!
MAKE SOME
METADATA.
!
REWRITE THE COPY.
YOUR COMPANY IS
BROKEN.
!
YOUR TOOLS SUCK.
!
YOU’RE WAY BEHIND.
!
YOU ARE DUMB.
My content is terrible!
It’s not your
content. It’s you.
*sobs*
THERE’S SOME
FOUNDATIONAL STUFF
WE NEED TO (REMEMBER
TO) TALK ABOUT.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIP...
A RULE externally compels
us to do things someone else
has deemed good and right.
A PRINCIPLE internally
motivates us to d...
ANONYMOUS
CLIENT STORY
#1
http://www.flickr.com/photos/mononoke/225965762/
!
1. This content is not for us.
2. “Responsive” does not equal “reactive.”
3. The story informs the format.
4. Numbers ar...
PRINCIPLES UNITE US
IN OUR DAY-TO-DAY
WORK.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
OBJECTIVE
STRATEGY
TACTIC
ANONYMOUS
CLIENT STORY
#2
“We will become the industry leader in the
financial services arena by providing our
clients with superior service, world-c...
We will share user-facing, task-based content that
makes our customers feel smart and safe, both
personally and profession...
• Rewrite “About Us” copy
• Improve “Help” section
• Create interactive company history
timeline
• Restructure home page a...
STRATEGERY
STRATEGY KEEPS US
ACCOUNTABLE.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
ANONYMOUS
CLIENT STORY
#3
Content?
DO NOT MAKE PROCESS YOUR GOD.
“Different methods work or fail because of
people, not because they are universally
good or bad.
!
– Pawel Brodzinski, Agil...
http://www.matthiasshapiro.com/wp-content/uploads/2009/10/IngebretsenDeliverablesWithPictures1.png
ARTIFACTS ARE TOOLS, NOT OUTCOMES.
GOOD PROCESS
HELPS US MOVE
TOGETHER.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
ANONYMOUS
CLIENT STORY
#4
!
1. Take away everyone’s job titles.
2. Have a series of four-hour working sessions to break
out “big tasks” and “little ...
!
R – Who is responsible for completing a task?
A – Who is accountable for the work’s success?
C – Who must be consulted b...
!
1. At some point, invite All the People
2. Make sure everyone’s aligned on terminology (e.g. audit vs.
inventory, wirefr...
ROLES GIVE US A
PLACE.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
http://projectcartoon.com
“In content strategy, our master skills must
include translating and negotiating, so we
can facilitate communication betwe...
PERCEPTIONS GIVE
WAY TO
PERSPECTIVE.
PRINCIPLES
STRATEGY
PROCESS
ROLES
PERCEPTIONS
WE ARE PERPETUALLY CATCHING UP.
“This multi-device web design increases
stress exponentially.
!
– Trent Walton, .net Magazine
ALL THE FEELINGS
“A study of over 350
people in 6 business units
at a financial services
company found that the
greatest predictor of a
team...
OUR WORK IS PERSONAL.
TOGETHER.
WHO’S AWESOME?
You’re awesome.
!
THANK YOU • kristina@braintraffic.com
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Content / Communication

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Kristina Halvorson's presentation deck from Now What 2014.

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Transcript of "Content / Communication"

  1. 1. CONTENT / COMMUNICATION @HALVORSON • NOW WHAT? CONFERENCE
  2. 2. AUDIT THE CONTENT. ! REWORK THE IA. ! MAKE SOME METADATA. ! REWRITE THE COPY.
  3. 3. YOUR COMPANY IS BROKEN. ! YOUR TOOLS SUCK. ! YOU’RE WAY BEHIND. ! YOU ARE DUMB.
  4. 4. My content is terrible! It’s not your content. It’s you. *sobs*
  5. 5. THERE’S SOME FOUNDATIONAL STUFF WE NEED TO (REMEMBER TO) TALK ABOUT. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  6. 6. A RULE externally compels us to do things someone else has deemed good and right. A PRINCIPLE internally motivates us to do things we believe are good and right. ! ! ! ! !
  7. 7. ANONYMOUS CLIENT STORY #1
  8. 8. http://www.flickr.com/photos/mononoke/225965762/
  9. 9. ! 1. This content is not for us. 2. “Responsive” does not equal “reactive.” 3. The story informs the format. 4. Numbers aren’t everything. ! ! OUR CONTENT PRINCIPLES
  10. 10. PRINCIPLES UNITE US IN OUR DAY-TO-DAY WORK.
  11. 11. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  12. 12. OBJECTIVE STRATEGY TACTIC
  13. 13. ANONYMOUS CLIENT STORY #2
  14. 14. “We will become the industry leader in the financial services arena by providing our clients with superior service, world-class products, and a commitment to excellence at every touchpoint along the customer lifecycle.” ! ! “We will become the industry leader in the [INDUSTRY] services arena by providing our clients with superior service, world- class products, and a commitment to excellence at every touchpoint along the customer lifecycle.”
  15. 15. We will share user-facing, task-based content that makes our customers feel smart and safe, both personally and professionally. STRATEGY
  16. 16. • Rewrite “About Us” copy • Improve “Help” section • Create interactive company history timeline • Restructure home page around top tasks • Start some content marketing • Get some user personas !
  17. 17. STRATEGERY
  18. 18. STRATEGY KEEPS US ACCOUNTABLE.
  19. 19. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  20. 20. ANONYMOUS CLIENT STORY #3
  21. 21. Content?
  22. 22. DO NOT MAKE PROCESS YOUR GOD.
  23. 23. “Different methods work or fail because of people, not because they are universally good or bad. ! – Pawel Brodzinski, Agile Bullshit !
  24. 24. http://www.matthiasshapiro.com/wp-content/uploads/2009/10/IngebretsenDeliverablesWithPictures1.png
  25. 25. ARTIFACTS ARE TOOLS, NOT OUTCOMES.
  26. 26. GOOD PROCESS HELPS US MOVE TOGETHER.
  27. 27. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  28. 28. ANONYMOUS CLIENT STORY #4
  29. 29. ! 1. Take away everyone’s job titles. 2. Have a series of four-hour working sessions to break out “big tasks” and “little tasks.” 3. Managers go away and come back with “team missions.” 4. Employees pick a team and write their own job descriptions. 5. Select goals, review quarterly. 6. Go! ! ! THE BIG PLAN
  30. 30. ! R – Who is responsible for completing a task? A – Who is accountable for the work’s success? C – Who must be consulted before work can be signed-off on? I – Who must be kept informed along the way? ! ! THE RACI MODEL
  31. 31. ! 1. At some point, invite All the People 2. Make sure everyone’s aligned on terminology (e.g. audit vs. inventory, wireframe vs. prototype) 3. Identify timing issues, agendas, overlapping responsibilities EVERY PROJECT, EVERY TIME
  32. 32. ROLES GIVE US A PLACE.
  33. 33. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  34. 34. http://projectcartoon.com
  35. 35. “In content strategy, our master skills must include translating and negotiating, so we can facilitate communication between disparate disciplines and help them to communicate. ! – Rachel Lovinger, “Tinker, Tailor, Content Strategist”
  36. 36. PERCEPTIONS GIVE WAY TO PERSPECTIVE.
  37. 37. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  38. 38. WE ARE PERPETUALLY CATCHING UP.
  39. 39. “This multi-device web design increases stress exponentially. ! – Trent Walton, .net Magazine
  40. 40. ALL THE FEELINGS
  41. 41. “A study of over 350 people in 6 business units at a financial services company found that the greatest predictor of a team’s achievement was how the members felt about one another.” !
  42. 42. OUR WORK IS PERSONAL. TOGETHER.
  43. 43. WHO’S AWESOME? You’re awesome.
  44. 44. ! THANK YOU • kristina@braintraffic.com
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