0
ZEN AND THE
ART OF
CONTENT
MAINTENANCE
Corey Vilhauer Now What? 2014
HI.
I’M COREY
VILHAUER.
ZEN AND THE
ART OF
MOTORCYCLE
MAINTENANCE
by Robert M. Pirsig
ROMANTIC
Hopes for the best
Appreciates randomness
Relies on professional help
CLASSICAL
Pays continual attention
Uses rational problem solving
Understands the basics
Corey Vilhauer Now What? 2014
ZEN AND THE
ART OF
CONTENT
MAINTENANCE
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN STYLE
“We take a handful of sand from the endless
landscape of awareness around us and call that
handful of sand the world.”
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN ROLES
MAINTAIN FOCUS
MAINTAIN FOCUS
Audiences
Outcomes
Tasks
Personas
“Morning, boys.
How’s the water?”
“What the hell is
water?”
ACTUAL SITE
AUDIENCES
“MY BROTHER KNOWS
ABOUT THIS STUFF”
“THE BOSS
WANTS THIS”
“THE INTRANET
IS HORRIBLE”
“WE NEED A BLOG”
WE ARE
NOT THE
AUDIENCE
CLARIFY GOALS
STAKEHOLDERS
MARKETING
FRONT LINE
CUSTOMERS
BOSSES
THE TEAM
AUDIENCES
AUDIENCES
Any group of people with some measurable
characteristic in common which influences
how relevant and significant th...
DEMOGRAPHICS
PSYCHOGRAPHICS
TECHNOLOGY
CURRENT TRAFFIC
COMPETITORS
AUDIENCES
CHILDREN
FORMER FANS
ADULTS
RETAILERS
COLLECTOR FREAKS
AUDIENCES
YOUR TURN
THE UNIVERSITY
OF CHOICE
Choice, Indiana
PRIORITIZE
OUTCOMES
OUTCOMES
A measurable change, action or behavior
that you wish a visitor to take or
experience.
- David Gammel, Online and...
INFORMATION
EDUCATION
ENTERTAINMENT
ADMINISTRATION
CONFIRMATION
OUTCOMES
INFORMATION
ENTERTAINMENT
EDUCATION
ADMINISTRATION
CONFIRMATION
OUTCOMES
YOUR TURN
THE UNIVERSITY
OF CHOICE
Choice, Indiana
PRIORITIZE
TASKS
Keep track of sets
Log in to
view
current
sets
Search for
sets and
add to
collection
Change
and update
collection
Ex...
ENGAGE
Find
Information
on Student
Services
Better
Understand
Strategic
Plan
STUDENTCONTACT
Access
Provost
Faculty
Contact...
TASKS
Keep track of sets
Log in to
view
current
sets
Search for
sets and
add to
collection
Change
and update
collection
Ex...
Log in to
view
current
sets
Search for
sets and
add to
collection
Change
and update
collection
Export set
list
Check
price...
PERSONAS
Fictional characters created to represent
the different user types within a targeted
demographic, attitude or beh...
PROVIDE CONTEXT
CLARIFY GOALS
ILLUSTRATE PATHS
ADMINISTRATION
CONFIRMATION
PERSONAS
PERSONAS
ARE NOT…
PERFECT
PERSONAS
ARE NOT…
STATIONARY
PERSONAS
ARE NOT…
A REPLACEMENT
FOR RESEARCHRESEARCH
RESEARCH
ANALYTICS
COMPETITORS
CONVERSATIONS
CONTENT AUDIT
RESEARCH
HOW MUCH IS
ENOUGH?
IT DEPENDS
First-Hand Research
Buy-In and Dedication
Full-Team Involvement
Relevancy
PERSONAS NEED:
DEMOGRAPHICS/
PSYCHOGRAPHICS
RELATION TO
PROJECT
EXPECTED
OUTCOMES
NEEDS AND
ASPIRATIONS
DRIVING
FACTORS
Isaac Nelson
35 years old
Two kids (4, 6)
Teacher
ROLE: Collector/Parent
CONNECTION: Played
with LEGO as a kid, but his
mo...
YOUR TURN
YOUR TURN
One User
One Team
One Persona
YOUR TURN
THE UNIVERSITY
OF CHOICE
Choice, Indiana
NOW TURN AND
INTRODUCE
YOURSELVES
SHARING TIME
“…If the mood is right, then physical discomfort
doesn't mean much..”
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN STYLE
MAINTAIN MESSAGE
MAINTAIN MESSAGE
Message Architecture
Core Strategy
MESSAGE
ARCHITECTURE
“A hierarchy of communication goals.”
- Margot Bloomstein,
Content Strategy at Work
VALUES ARE
NOT MESSAGE
MISSION IS
NOT MESSAGE
“Great design for everyone.”
- MOO Cards
COPY POINTS ARE
NOT MESSAGE
“We offer a wide range of
solutions for any project”
MESSAGE
ARCHITECTURE
Voice and tone
Direction
Justification
MESSAGE
ARCHITECTURE
Who.We. Are.
MESSAGE
ARCHITECTURE
Unique
Scientific
Proud
Powerful
Straight
Formal
Animated
Upbeat
Premium
Open
Sturdy
Knowledgeable
Brainy
Educated
Wise
Fri...
WHO WE ARE
WHO WE’D LIKE TO BE
WHO WE’RE NOT
Unique
Scientific
Proud
Powerful
Straight
Formal
Animated
Upbeat
Premium
Open
Sturdy
Knowledgeable
Brainy
Educated
Wise
Fri...
Creative
Happy
Consistent
Sturdy
Open
/
Well-Crafted
Fans
Legendary
CREATIVE AND OPEN
• Offering millions of possibilities within their stable of sets
WELL-CRAFTED
• Every piece fits
• The pr...
CORE STRATEGY
What are we trying to do?
Why does this content exist? What is its purpose?
Who are its most important users?
Why do the users want and need?
What d...
To help people love (and buy) LEGO
Current and future LEGO fans
Access to set information to purchase
Keep abreast of LEGO...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide
OU...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide en...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide en...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide en...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide en...
CORE STRATEGY
Provide an entertaining hub that
helps current and future LEGO fans
organize, explore and create.
Provide en...
“We will
so they can ”
[do/provide this]
[for these people] [do this]
YOUR TURN
Why does this content exist? What is its purpose?
Who are its most important users?
Why do the users want and ne...
“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 an...
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN STYLE
MAINTAIN SCHEDULE
MAINTAIN SCHEDULE
Content Audit
Editorial Calendar
Editorial Triggers
CONTENT AUDIT
Open A Spreadsheet
SPREADSHEETS?
ID
URL
(http:www.lego.co
m)
NAME CONTENT LINKS NOTES ASSIGNED
-1.0 /products Products
Images of LEGO
brand lines
organized...
CONTENT AUDIT
Page title
File format
Author
Meta description
Page links
Audience relevance
File size
Editorial publish dat...
EDUNDANTR
UTDATEDO
RIVIALT
EDITORIAL
CALENDAR
Open A Spreadsheet
SPREADSHEETS?
WHY?
ALIGN WITH GOALS
FULFILL USER NEEDS
ALLOCATE RESOURCES
CROSS-CHANNEL STUFF
KEEP A SCHEDULE
EDITORIAL
TRIGGERS
NEW PRODUCT CONTENT
Max Time: 5 Days Immediate Action
Gather information on new product
based on New Product copy deck.
Up...
ALL TOGETHER NOW
Content Audit
Editorial Calendar
Editorial Triggers
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
“The pencil is mightier than the pen.”
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN STYLE
MAINTAIN STYLE
MAINTAIN STYLE
Style Guide
CONSISTENCY
COMMUNICATION
REFERENCE
WORDS
TRADEMARKS
FORMATTING
VOICE AND TONE
LEGAL
STYLE GUIDES
WORDS
WORDS
WORDS
Grammar
Handling Numbers
Punctuation
Capitalization
FORMATTING
TRADEMARKS
VOICE AND TONE
VOICE AND TONE
Our company is…
Personal but not cloying
Lively but not crazy
Helpful but not overbearing
Smart but not arr...
LEGAL
SO HOW DO
WE START?
START SMALL
DETERMINE A
STARTING POINT
CREATE AN OWNER
MAKE IT VISIBLE
MAKE IT COLLABORATIVE
CONTENT
MAINTENANCE
MAINTAIN FOCUS
MAINTAIN MESSAGE
MAINTAIN SCHEDULE
MAINTAIN STYLE
“The place to improve the world is first in one's
own heart and head and hands, and then work
outward from there.”
QUESTIONS
THANK YOU
www.eatingelephant.com/workshop2014
@mrvilhauer
for notes and resources:
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
Zen and the Art of Content Maintenance - Now What? Conference 2014
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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.

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

  1. 1. ZEN AND THE ART OF CONTENT MAINTENANCE Corey Vilhauer Now What? 2014
  2. 2. HI. I’M COREY VILHAUER.
  3. 3. ZEN AND THE ART OF MOTORCYCLE MAINTENANCE by Robert M. Pirsig
  4. 4. ROMANTIC Hopes for the best Appreciates randomness Relies on professional help
  5. 5. CLASSICAL Pays continual attention Uses rational problem solving Understands the basics
  6. 6. Corey Vilhauer Now What? 2014 ZEN AND THE ART OF CONTENT MAINTENANCE
  7. 7. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  8. 8. “We take a handful of sand from the endless landscape of awareness around us and call that handful of sand the world.”
  9. 9. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN ROLES
  10. 10. MAINTAIN FOCUS
  11. 11. MAINTAIN FOCUS Audiences Outcomes Tasks Personas
  12. 12. “Morning, boys. How’s the water?” “What the hell is water?”
  13. 13. ACTUAL SITE AUDIENCES “MY BROTHER KNOWS ABOUT THIS STUFF” “THE BOSS WANTS THIS” “THE INTRANET IS HORRIBLE” “WE NEED A BLOG”
  14. 14. WE ARE NOT THE AUDIENCE
  15. 15. CLARIFY GOALS
  16. 16. STAKEHOLDERS MARKETING FRONT LINE CUSTOMERS BOSSES THE TEAM
  17. 17. AUDIENCES
  18. 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. 19. DEMOGRAPHICS PSYCHOGRAPHICS TECHNOLOGY CURRENT TRAFFIC COMPETITORS AUDIENCES
  20. 20. CHILDREN FORMER FANS ADULTS RETAILERS COLLECTOR FREAKS AUDIENCES
  21. 21. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  22. 22. PRIORITIZE
  23. 23. OUTCOMES
  24. 24. OUTCOMES A measurable change, action or behavior that you wish a visitor to take or experience. - David Gammel, Online and On Mission
  25. 25. INFORMATION EDUCATION ENTERTAINMENT ADMINISTRATION CONFIRMATION OUTCOMES
  26. 26. INFORMATION ENTERTAINMENT EDUCATION ADMINISTRATION CONFIRMATION OUTCOMES
  27. 27. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  28. 28. PRIORITIZE
  29. 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. 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. 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. 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. 33. PERSONAS Fictional characters created to represent the different user types within a targeted demographic, attitude or behavior set. - WIKIPEDIA, DUH
  34. 34. PROVIDE CONTEXT CLARIFY GOALS ILLUSTRATE PATHS ADMINISTRATION CONFIRMATION PERSONAS
  35. 35. PERSONAS ARE NOT… PERFECT
  36. 36. PERSONAS ARE NOT… STATIONARY
  37. 37. PERSONAS ARE NOT… A REPLACEMENT FOR RESEARCHRESEARCH
  38. 38. RESEARCH
  39. 39. ANALYTICS COMPETITORS CONVERSATIONS CONTENT AUDIT RESEARCH
  40. 40. HOW MUCH IS ENOUGH? IT DEPENDS
  41. 41. First-Hand Research Buy-In and Dedication Full-Team Involvement Relevancy PERSONAS NEED:
  42. 42. DEMOGRAPHICS/ PSYCHOGRAPHICS RELATION TO PROJECT EXPECTED OUTCOMES NEEDS AND ASPIRATIONS DRIVING FACTORS
  43. 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. 44. YOUR TURN
  45. 45. YOUR TURN One User One Team One Persona
  46. 46. YOUR TURN THE UNIVERSITY OF CHOICE Choice, Indiana
  47. 47. NOW TURN AND INTRODUCE YOURSELVES
  48. 48. SHARING TIME
  49. 49. “…If the mood is right, then physical discomfort doesn't mean much..”
  50. 50. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  51. 51. MAINTAIN MESSAGE
  52. 52. MAINTAIN MESSAGE Message Architecture Core Strategy
  53. 53. MESSAGE ARCHITECTURE “A hierarchy of communication goals.” - Margot Bloomstein, Content Strategy at Work
  54. 54. VALUES ARE NOT MESSAGE
  55. 55. MISSION IS NOT MESSAGE “Great design for everyone.” - MOO Cards
  56. 56. COPY POINTS ARE NOT MESSAGE “We offer a wide range of solutions for any project”
  57. 57. MESSAGE ARCHITECTURE Voice and tone Direction Justification
  58. 58. MESSAGE ARCHITECTURE Who.We. Are.
  59. 59. MESSAGE ARCHITECTURE
  60. 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. 61. WHO WE ARE WHO WE’D LIKE TO BE WHO WE’RE NOT
  62. 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. 63. Creative Happy Consistent Sturdy Open / Well-Crafted Fans Legendary
  64. 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. 65. CORE STRATEGY What are we trying to do?
  66. 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. 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. 68. CORE STRATEGY Provide an entertaining hub that helps current and future LEGO fans organize, explore and create.
  69. 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. 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. 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. 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. 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. 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. 75. “We will so they can ” [do/provide this] [for these people] [do this]
  76. 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. 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. 78. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  79. 79. MAINTAIN SCHEDULE
  80. 80. MAINTAIN SCHEDULE Content Audit Editorial Calendar Editorial Triggers
  81. 81. CONTENT AUDIT Open A Spreadsheet
  82. 82. SPREADSHEETS?
  83. 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. 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. 85. EDUNDANTR UTDATEDO RIVIALT
  86. 86. EDITORIAL CALENDAR Open A Spreadsheet
  87. 87. SPREADSHEETS?
  88. 88. WHY? ALIGN WITH GOALS FULFILL USER NEEDS ALLOCATE RESOURCES CROSS-CHANNEL STUFF KEEP A SCHEDULE
  89. 89. EDITORIAL TRIGGERS
  90. 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. 91. ALL TOGETHER NOW Content Audit Editorial Calendar Editorial Triggers JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
  92. 92. “The pencil is mightier than the pen.”
  93. 93. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  94. 94. MAINTAIN STYLE
  95. 95. MAINTAIN STYLE Style Guide
  96. 96. CONSISTENCY
  97. 97. COMMUNICATION
  98. 98. REFERENCE
  99. 99. WORDS TRADEMARKS FORMATTING VOICE AND TONE LEGAL STYLE GUIDES
  100. 100. WORDS
  101. 101. WORDS
  102. 102. WORDS Grammar Handling Numbers Punctuation Capitalization
  103. 103. FORMATTING
  104. 104. TRADEMARKS
  105. 105. VOICE AND TONE
  106. 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. 107. LEGAL
  108. 108. SO HOW DO WE START?
  109. 109. START SMALL
  110. 110. DETERMINE A STARTING POINT
  111. 111. CREATE AN OWNER
  112. 112. MAKE IT VISIBLE
  113. 113. MAKE IT COLLABORATIVE
  114. 114. CONTENT MAINTENANCE MAINTAIN FOCUS MAINTAIN MESSAGE MAINTAIN SCHEDULE MAINTAIN STYLE
  115. 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. 116. QUESTIONS
  117. 117. THANK YOU www.eatingelephant.com/workshop2014 @mrvilhauer for notes and resources:
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