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Zen and the Art of Content Maintenance - Now What? Conference 2014

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Corey Vilhauer's workshop slides for "Zen and the Art of Content Maintenance" from Now What? Conference 2014, April 2014 in Sioux Falls, SD.

Corey Vilhauer's workshop slides for "Zen and the Art of Content Maintenance" from Now What? Conference 2014, April 2014 in Sioux Falls, SD.

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  • 1. ZEN AND THE ART OF CONTENT MAINTENANCE Corey Vilhauer Now What? 2014
  • 2. HI. I’M COREY VILHAUER.
  • 3. ZEN AND THE ART OF MOTORCYCLE MAINTENANCE by Robert M. Pirsig
  • 4. ROMANTIC Hopes for the best Appreciates randomness Relies on professional help
  • 5. CLASSICAL Pays continual attention Uses rational problem solving Understands the basics
  • 6. Corey Vilhauer Now What? 2014 ZEN AND THE ART OF CONTENT MAINTENANCE
  • 7. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  • 8. “We take a handful of sand from the endless landscape of awareness around us and call that handful of sand the world.”
  • 9. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN ROLES
  • 10. MAINTAIN FOCUS
  • 11. MAINTAIN FOCUS Audiences Outcomes Tasks Personas
  • 12. “Morning, boys. How’s the water?” “What the hell is water?”
  • 13. ACTUAL SITE AUDIENCES “MY BROTHER KNOWS ABOUT THIS STUFF” “THE BOSS WANTS THIS” “THE INTRANET IS HORRIBLE” “WE NEED A BLOG”
  • 14. WE ARE NOT THE AUDIENCE
  • 15. CLARIFY GOALS
  • 16. STAKEHOLDERS MARKETING FRONT LINE CUSTOMERS BOSSES THE TEAM
  • 17. AUDIENCES
  • 18. AUDIENCES Any group of people with some measurable characteristic in common which influences how relevant and significant they are to your specific outcomes. - David Gammel, Online and On Mission
  • 19. DEMOGRAPHICS PSYCHOGRAPHICS TECHNOLOGY CURRENT TRAFFIC COMPETITORS AUDIENCES
  • 20. CHILDREN FORMER FANS ADULTS RETAILERS COLLECTOR FREAKS AUDIENCES
  • 21. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  • 22. PRIORITIZE
  • 23. OUTCOMES
  • 24. OUTCOMES A measurable change, action or behavior that you wish a visitor to take or experience. - David Gammel, Online and On Mission
  • 25. INFORMATION EDUCATION ENTERTAINMENT ADMINISTRATION CONFIRMATION OUTCOMES
  • 26. INFORMATION ENTERTAINMENT EDUCATION ADMINISTRATION CONFIRMATION OUTCOMES
  • 27. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  • 28. PRIORITIZE
  • 29. TASKS Keep track of sets Log in to view current sets Search for sets and add to collection Change and update collection Export set list Check price on sets Find manuals and pieces for sets Add to wish list View a list of minifigs
  • 30. ENGAGE Find Information on Student Services Better Understand Strategic Plan STUDENTCONTACT Access Provost Faculty Contact Information Engage with the Office of the Provost Learn Who the Provost Is Find and Learn about Faculty Policies FACULTY/STAFF Find and Learn About Jobs/ Employment About Blog Research News Document Library FormsOrg Charts Job Listings Document Library Forms OUTCOMES RELATED TASKS SPECIAL CONTENT NEEDED Search for Policies or Bylaws Find an Org Chart Get Contact Information Read Content About the Office of the Provost Read Content From the Provost Find Content for Faculty/ Tenure Review Find Information for Retired Faculty View Academic Handbook View University Committees Apply for Org Change View Curriculum Handbook View Accredit. Information Access Internal Documents Contact a Provost Faculty Member View Application Timelines View Application Steps Find Information on Award Winners View Planning and Decision Statistics/ Data View Ongoing Metrics/Stat Studies Request Data or Metrics/ Stats Research Learn What the Office of the Provost Does Find Information on Awards and Scholarships Learn More about Student Support Programs Contact the Advising Center Contact the Writing and Learning Centers Find Information on Job Openings Find Information on the University Find Information on Richmond Find Information on Financial Aid Find Information on Admissions Apply for Financial Aid Find Information on Campus Programs Find Information on Campus Facilities Mission / Vision News Data PDFs Handbook TimelinesContact Lists Videos Timelines Testimonials Strategic Plan Document DirectoryStaff Bios Testimonials View University Strategic Plan Apply and Plan for Professional Advance. Apply and Plan for Academic Life Better Understand VCU's Community Enagement News Read About VCU's Community Engagement Become a Part of the VCU Community Support VCU Community Engagement Efforts Learn About VCU Community Events Calendar / Events Videos Apply and Plan for Curriculum Apply for Changes to Curriculum / Program Learn About Curriculum / Program Basics and Needs View Curriculum Handbook Find Information on Graduation View Current Degree Progress View VCU's Accreditation Find Information on Benefits Learn What the Provost Does Document Library Forms Handbook Timelines Forms Timelines TASK MODEL
  • 31. TASKS Keep track of sets Log in to view current sets Search for sets and add to collection Change and update collection Export set list Check price on sets Find manuals and pieces for sets Add to wish list View a list of minifigs
  • 32. Log in to view current sets Search for sets and add to collection Change and update collection Export set list Check price on sets Find manuals and pieces for sets Add to wish list View a list of minifigs Log in screen Set search Collection manager Export data function Price listings Manual directory Wish list Minifig import
  • 33. PERSONAS Fictional characters created to represent the different user types within a targeted demographic, attitude or behavior set. - WIKIPEDIA, DUH
  • 34. PROVIDE CONTEXT CLARIFY GOALS ILLUSTRATE PATHS ADMINISTRATION CONFIRMATION PERSONAS
  • 35. PERSONAS ARE NOT… PERFECT
  • 36. PERSONAS ARE NOT… STATIONARY
  • 37. PERSONAS ARE NOT… A REPLACEMENT FOR RESEARCHRESEARCH
  • 38. RESEARCH
  • 39. ANALYTICS COMPETITORS CONVERSATIONS CONTENT AUDIT RESEARCH
  • 40. HOW MUCH IS ENOUGH? IT DEPENDS
  • 41. First-Hand Research Buy-In and Dedication Full-Team Involvement Relevancy PERSONAS NEED:
  • 42. DEMOGRAPHICS/ PSYCHOGRAPHICS RELATION TO PROJECT EXPECTED OUTCOMES NEEDS AND ASPIRATIONS DRIVING FACTORS
  • 43. Isaac Nelson 35 years old Two kids (4, 6) Teacher ROLE: Collector/Parent CONNECTION: Played with LEGO as a kid, but his mother gave away his old bricks are gone and his kids are starting to get into the toys. DESCRIPTION: Wants to get his children some LEGO for Christmas, but isn’t sure what they might be ready for. His son loves Batman, and his daughter likes the Friends sets, but he is afraid that’s not enough to promote creative play. PRIMARY OUTCOMES: • Learn more about sets • Find the right sets • Reminisce about old sets “LEGO sets aren’t a cheap investment, so I want to make sure I make good choices in the beginning. My old LEGO pieces lasted forever - I’m expecting the same for my kids.”
  • 44. YOUR TURN
  • 45. YOUR TURN One User One Team One Persona
  • 46. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  • 47. NOW TURN AND INTRODUCE YOURSELVES
  • 48. SHARING TIME
  • 49. “…If the mood is right, then physical discomfort doesn't mean much..”
  • 50. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  • 51. MAINTAIN MESSAGE
  • 52. MAINTAIN MESSAGE Message Architecture Core Strategy
  • 53. MESSAGE ARCHITECTURE “A hierarchy of communication goals.” - Margot Bloomstein, Content Strategy at Work
  • 54. VALUES ARE NOT MESSAGE
  • 55. MISSION IS NOT MESSAGE “Great design for everyone.” - MOO Cards
  • 56. COPY POINTS ARE NOT MESSAGE “We offer a wide range of solutions for any project”
  • 57. MESSAGE ARCHITECTURE Voice and tone Direction Justification
  • 58. MESSAGE ARCHITECTURE Who.We. Are.
  • 59. MESSAGE ARCHITECTURE
  • 60. Unique Scientific Proud Powerful Straight Formal Animated Upbeat Premium Open Sturdy Knowledgeable Brainy Educated Wise Friendly Kind Strong Encouraging Helpful Curious Careful Clever Useful Pleasant Satisfying Alive Loving Classy Gentle Steadfast Experienced Established Comprehensive Broad Customer Oriented Rare Receptive Old-Fashioned Professional Serious Futuristic Consistent Neighborly/Familiar Wholesome/Safe Leading Edge Bleeding Edge Cutting Edge Cool Polite Warm Happy Mature Responsible Creative Strategic Fierce Simple Traditional Tasteful
  • 61. WHO WE ARE WHO WE’D LIKE TO BE WHO WE’RE NOT
  • 62. Unique Scientific Proud Powerful Straight Formal Animated Upbeat Premium Open Sturdy Knowledgeable Brainy Educated Wise Friendly Kind Strong Encouraging Helpful Curious Careful Clever Useful Pleasant Satisfying Alive Loving Classy Gentle Steadfast Experienced Established Comprehensive Broad Customer Oriented Rare Receptive Old-Fashioned Professional Serious Futuristic Consistent Neighborly/Familiar Wholesome/Safe Leading Edge Bleeding Edge Cutting Edge Cool Polite Warm Happy Mature Responsible Creative Strategic Fierce Simple Traditional Tasteful Creative Open Sturdy Happy Consistent
  • 63. Creative Happy Consistent Sturdy Open / Well-Crafted Fans Legendary
  • 64. CREATIVE AND OPEN • Offering millions of possibilities within their stable of sets WELL-CRAFTED • Every piece fits • The price is worth it for the quality and dedication from the team LEGENDARY • An intense history that carries on from parents to children • Memories of past gifts, legends of future ones IN LOVE WITH THE PRODUCT • They are fans of LEGO just as much as the customer
  • 65. CORE STRATEGY What are we trying to do?
  • 66. Why does this content exist? What is its purpose? Who are its most important users? Why do the users want and need? What does the content help users do/achieve? What makes you most excited about this initiative? What is your organization’s message? What can you offer that is different? What will make the initiative successful?
  • 67. To help people love (and buy) LEGO Current and future LEGO fans Access to set information to purchase Keep abreast of LEGO - current and past The opportunity to serve as a hub for LEGO stuff LEGO is fun and exciting A single source of official LEGO information If people start using the hub for all things LEGO
  • 68. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create.
  • 69. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide OUR CONTENT: We will create and provide for their hobby using our existing content and sets.
  • 70. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide entertaining hub A CENTRAL LOCATION: Buy, track, research and reminisce about LEGO all in one place.
  • 71. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide entertaining hub helps current and future LEGO fans AUDIENCES: Keep current fans happy, create new fans for the future.
  • 72. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide entertaining hub helps current and future LEGO fans organize ORGANIZE: Keep track of your sets and keep coming back for updates.
  • 73. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide entertaining hub helps current and future LEGO fans organize explore EXPLORE: What’s new? You want to know - straight from the source, rumor-free and for sale.
  • 74. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create. Provide entertaining hub helps current and future LEGO fans organize explore create CREATE: You know the real reason you love LEGO - because you can create new worlds.
  • 75. “We will so they can ” [do/provide this] [for these people] [do this]
  • 76. YOUR TURN Why does this content exist? What is its purpose? Who are its most important users? Why do the users want and need? What does the content help users do/achieve? What makes you most excited about this initiative? What is your organization’s message? What can you offer that is different? What will make the initiative successful? “We will so they can ” [do/provide this] [for these people] [do this]
  • 77. “You look at where you're going and where you are and it never makes sense, but then you look back at where you've been and a pattern seems to emerge.”
  • 78. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  • 79. MAINTAIN SCHEDULE
  • 80. MAINTAIN SCHEDULE Content Audit Editorial Calendar Editorial Triggers
  • 81. CONTENT AUDIT Open A Spreadsheet
  • 82. SPREADSHEETS?
  • 83. ID URL (http:www.lego.co m) NAME CONTENT LINKS NOTES ASSIGNED -1.0 /products Products Images of LEGO brand lines organized in a grid. Links to each individual LEGO line. Grid is in order of relevancy and current popularity - not alphabetical. No search. George - - 1.1 /chima? icmp=COUSFRC hima Chima Legends Hero carousel, video rotator Links to webisodes, products, and character pages. Carousel is based on icons, though icons are all so similar. Products are set below videos. Cathy
  • 84. CONTENT AUDIT Page title File format Author Meta description Page links Audience relevance File size Editorial publish date URL Content description Last updated Categories/tags Images Reading level Season Scheduled for archive
  • 85. EDUNDANTR UTDATEDO RIVIALT
  • 86. EDITORIAL CALENDAR Open A Spreadsheet
  • 87. SPREADSHEETS?
  • 88. WHY? ALIGN WITH GOALS FULFILL USER NEEDS ALLOCATE RESOURCES CROSS-CHANNEL STUFF KEEP A SCHEDULE
  • 89. EDITORIAL TRIGGERS
  • 90. NEW PRODUCT CONTENT Max Time: 5 Days Immediate Action Gather information on new product based on New Product copy deck. Upload initial content to website using placeholder images APPROVAL NEEDED: Initial approval of content required Create product images for all sizes (150px, 350px, banner) FINAL APPROVAL web editor web editor product manager web editor lead editor 2 days 1 day 1 day 1 day
  • 91. ALL TOGETHER NOW Content Audit Editorial Calendar Editorial Triggers JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
  • 92. “The pencil is mightier than the pen.”
  • 93. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  • 94. MAINTAIN STYLE
  • 95. MAINTAIN STYLE Style Guide
  • 96. CONSISTENCY
  • 97. COMMUNICATION
  • 98. REFERENCE
  • 99. WORDS TRADEMARKS FORMATTING VOICE AND TONE LEGAL STYLE GUIDES
  • 100. WORDS
  • 101. WORDS
  • 102. WORDS Grammar Handling Numbers Punctuation Capitalization
  • 103. FORMATTING
  • 104. TRADEMARKS
  • 105. VOICE AND TONE
  • 106. VOICE AND TONE Our company is… Personal but not cloying Lively but not crazy Helpful but not overbearing Smart but not arrogant Conversational but not flippant
  • 107. LEGAL
  • 108. SO HOW DO WE START?
  • 109. START SMALL
  • 110. DETERMINE A STARTING POINT
  • 111. CREATE AN OWNER
  • 112. MAKE IT VISIBLE
  • 113. MAKE IT COLLABORATIVE
  • 114. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  • 115. “The place to improve the world is first in one's own heart and head and hands, and then work outward from there.”
  • 116. QUESTIONS
  • 117. THANK YOU www.eatingelephant.com/workshop2014 @mrvilhauer for notes and resources: