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"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012
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"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012

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"The Myth of the Perfect Methodology: Breaking and Recreating the Content Strategy Process" - Corey Vilhauer at Confab 2012 in Minneapolis, MN. (May 15, 2012)

"The Myth of the Perfect Methodology: Breaking and Recreating the Content Strategy Process" - Corey Vilhauer at Confab 2012 in Minneapolis, MN. (May 15, 2012)

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  • 1. the MYTH of  the perfectMETHODOLOGY
  • 2. hashtag:#methmyth
  • 3. hiI’m corey @mrvilhauer
  • 4. Blend Interactive Sioux Falls, SD
  • 5. METHODOLOGY?“Formal  documentation of  a  set  of  processes.”
  • 6. SCIENTIFIC METHOD ASK A QUESTION Research a problem Form a Hypothesis Test the Hypothesis Communicate/Change
  • 7. METHODOLOGIES ALLOW FOR REPLICATION
  • 8. hooray web!
  • 9. The LIst
  • 10. METHODOLOGY ≠A List of tasks
  • 11. In the beginning...
  • 12. define thedamn thing
  • 13. THESE ARE GUIDESNOT METHODOLOGIES
  • 14. “Content  strategy  is  suf8iciently  diverse  that  nearly  all  content  workers  must  specialize  to  some  extent,  and  our  methodologies  tend  to  re8lect  on  that  specialization.” -­‐Erin  Kissane    
  • 15. It’s morecomplicated than that
  • 16. We Thinkwe’re this
  • 17. But really,we’re this
  • 18. Each projectis different
  • 19. Eachdeliverableis different
  • 20. Each clientis different
  • 21. Each one of usis different
  • 22. WE’RE ALLSNOWFLAKES
  • 23. So.Why bother?
  • 24. CommunicatioN
  • 25. MAKE IT OFFICIALguidanceConsistencyintegrity
  • 26. The Methodology for creating a methodology
  • 27. find a trail guide
  • 28. Content Strategy Deliverables* What Are You Trying to Achieve? Summary of company goals What Do You Own? Content inventory or audit Content assessment (quality and quantity) Whatʼs Missing? Content gap analysis Comparative content analysis Competitive analysis How Do You Present the Words? User personas User scenarios (think believable stories) Editorial strategy Core messaging strategy Content templates Sample content Search Engine Optimization (SEO) strategy Metadata strategy Brand strategy Style guideCREATE A MASTER LIST Glossary Where Does It Go? Copy deck Content conversion/migration strategy Content flow schematic Channel strategy
  • 29. break andrecreate
  • 30. You are neverfinished
  • 31. “With  iteration,  instead  of  driving  an  idea  blindly  into  the  world,  hoping  to  get  lucky,  you  tip-­‐toe,  feeling  as  you  go.  And  you  are  guided  by  the  feedback  you  get.  ...  There  are  no  beginnings  or  endings  -­‐  just  small  steps  forward.” -­‐Robin  Sloan
  • 32. steal like an artist
  • 33. “...A  result  of  4-­‐5  years  of   pilfering  the  Internet.” -­‐Jeffrey  MacIntyre,  Arc90  
  • 34. “This  one’s  mine.Let’s  take  another.” -­‐Fugazi  (kind  of)
  • 35. give a little dap, yo
  • 36. With specialthanks to...
  • 37. MAKE IT personal
  • 38. “Experience  is  a  brutal  teacher,  but  you  learn.  My   God,  do  you  learn.” -­‐C.S.  Lewis
  • 39. An Example:Audiences and Outcomes
  • 40. tl;dr
  • 41. YOU CAN’T BREAK the RULES IF YOU DON’T MAKE the RULES.
  • 42. THE SOAPBOX
  • 43. OUR WORK IS PERSONAL
  • 44. OUR WORK IS fluid
  • 45. “Strategy  is  a  frontier   sport.” -­‐Melissa  Rach,  CS  Forum  2011
  • 46. OUR WORK isworth sharing
  • 47. "We  have  to  be  okay  with  sharing  what  we  know.  Everyone  gets  credit  for  showing  their  work.  There’s  no  reason  to  protect  how  we  do  things.  Every  client  is  different;  every  project  presents  new  information  to  learn  from." -­‐Nicole  Jones
  • 48. So. Go forth and METHODOLOGIZE
  • 49. ( thank you ) For  notes  and  resources,  visit:eatingelephant.com/2012/05/confab2012
  • 50. COREY VILHAUER @mrvilhauerwww.eatingelephant.comwww.blendinteractive.com www.blackmarks.net

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