0
Incorporating Content
Strategy into Your
Project: Why and How
Hilary Marsh
Chief Strategist – Content Company
Jake DiMare
...
2

12/4/13

@hilarymarsh

|

@jakedimare
3

12/4/13

@hilarymarsh

|

@jakedimare
What is Content Strategy?
•  Who, what, when, where, why, how
of publishing content

+
•  A strategic statement tying cont...
Without a Content Strategy…

© mike krzeszak Flickr

5

12/4/13

@hilarymarsh

|

@jakedimare
Without a Content Strategy…
If you build a site
without knowing the content that will exist,
the site you create
may not b...
7

12/4/13

@hilarymarsh

|

@jakedimare
8

12/4/13

@hilarymarsh

|

@jakedimare
9

12/4/13

@hilarymarsh

|

@jakedimare
10

12/4/13

@hilarymarsh

|

@jakedimare
11

12/4/13

@hilarymarsh

|

@jakedimare
Business Consequences

© Don Graham, 1998, Flickr

12

12/4/13

@hilarymarsh

|

@jakedimare
What is Content?
•  Event
•  Product
•  Class
•  Program
•  Research

13

12/4/13

@hilarymarsh

|

@jakedimare
Content Strategy, then, is
•  Event Strategy
•  Product Strategy
•  Class Strategy
•  Program Strategy
•  Research Strateg...
User
Needs

Business
Drivers

(What’s Desirable)

(What’s Important)

Technological
Capabilities
(What’s Possible)

15

12...
Project
Management

16

12/4/13

A
W
E
S
O
M
E

Content
Strategy

@hilarymarsh

|

@jakedimare
17

12/4/13

@hilarymarsh

|

@jakedimare
18

12/4/13

@hilarymarsh

|

@jakedimare
19

12/4/13

@hilarymarsh

|

@jakedimare
Scope

20

12/4/13

@hilarymarsh

|

@jakedimare
Schedule

21

12/4/13

@hilarymarsh

|

@jakedimare
Budget

22

12/4/13

@hilarymarsh

|

@jakedimare
Stakeholder expectations

23

12/4/13

@hilarymarsh

|

@jakedimare
Risk

24

12/4/13

@hilarymarsh

|

@jakedimare
25

12/4/13

@hilarymarsh

|

@jakedimare
7 WAYS
CONTENT CAN
‘CHOKE OUT’ A
WEB PROJECT
26

12/4/13

@hilarymarsh

|

@jakedimare
Create the experience business needs...

#1 FAILURE TO
UNDERSTAND THE
GRAVITY OF THE
BUSINESS GOALS
AND OBJECTIVES
27

12/...
The seven gates for digital
change
Vision
Customer
Insight

Operations
Plan

Culture &
Governance

Digital
Experience

Con...
“Every pixel has an owner.”
– Paul Ford, former Web editor at Harper’s magazine
Confab 2013

29

12/4/13

@hilarymarsh

|
...
30

12/4/13

@hilarymarsh

|

@jakedimare
Content = scope…

#2 FAILURE TO
APPRECIATE THE
DEPTH AND
BREADTH OF A
PROJECT
31

12/4/13

@hilarymarsh

|

@jakedimare
The Big Dig
Originally scheduled for
completion: 1998 @ $2.8B
Eventually completed in:
2007 @ 14.6B

32

12/4/13

@hilarym...
It’s all about the content…

#3 FAILURE TO
RECOGNIZE THE
VITAL
IMPORTANCE OF
CONTENT
33

12/4/13

@hilarymarsh

|

@jakedi...
34

12/4/13

#SoHappyTogether @jakedimare

@hilarymarsh

|

@jakedimare
Ready or not…

#4 FAILURE TO
PLAN FOR
CREATING AND/OR
REVISING
CONTENT
35

12/4/13

@hilarymarsh

|

@jakedimare
Conception
Maintaining/
Renewing/
Expiring

Writing

The Editorial
Process

Revising

Promoting

Publishing

36

12/4/13

...
For placement only (for dummies)…

#5 FAILURE TO
UNDERSTAND THE
CHALLENGES OF
DESIGNING WITH
DUMMY CONTENT
37

12/4/13

@h...
Dummy text is for…
Lorem Ipsum is simply dummy text of the
printing and typesetting industry. It has been
the industry's s...
Content on the move…

#6 FAILURE TO
PROPERLY PLAN
FOR CONTENT
MIGRATION
39

12/4/13

@hilarymarsh

|

@jakedimare
40

12/4/13

#SoHappyTogether @jakedimare

@hilarymarsh

|

@jakedimare
41

12/4/13

#SoHappyTogether @jakedimare

@hilarymarsh

|

@jakedimare
Experience this…

#7 FAILURE TO
RECOGNIZE THE
RELATIONSHIP
BETWEEN CONTENT
AND EXPERIENCE
42

12/4/13

@hilarymarsh

|

@j...
43

12/4/13

@hilarymarsh

|

@jakedimare
6 THINGS YOU
CAN DO TO
MITIGATE
THESE RISKS
44

12/4/13

@hilarymarsh

|

@jakedimare
45

12/4/13

#SoHappy @jakedimare

@hilarymarsh

|

@jakedimare
Content
Strategist as
Orchestra
Conductor

46

12/4/13

@hilarymarsh

|

@jakedimare
Defining success today…

Targeted
Portable
Mobile
Social
47

12/4/13

Responsive
Local
Global
Relevant
@hilarymarsh

|

@j...
48

12/4/13

@hilarymarsh

|

@jakedimare
Transcend
the politics

49

12/4/13

@hilarymarsh

|

@jakedimare
Sell the
vision

50

12/4/13

@hilarymarsh

|

@jakedimare
Sell the
vision

51

12/4/13

@hilarymarsh

|

@jakedimare
Respect the
depth

52

12/4/13

@hilarymarsh

|

@jakedimare
Foster
collaboration

53

12/4/13

@hilarymarsh

|

@jakedimare
54

12/4/13

@hilarymarsh

|

@jakedimare
Motivate and
Recognize
Photo by Chris Hunkeler, Flickr

55

12/4/13

@hilarymarsh

|

@jakedimare
I put the information
up online –now I also
need to know how
many people have
used it???

Redefine
success
56

12/4/13

@h...
Discovery

Design

Development

Activities, Milestones and
Deliverables
57

12/4/13

@hilarymarsh

|

@jakedimare
Conduct a content audit
What: Detailed content inventory
and associated analysis
When: Scoping, Discovery
Why: The cone of...
Content Audit

59

12/4/13

#SoHappyTogether @jakedimare

@hilarymarsh

|

@jakedimare
Content audit pro tips
•  Do use Xenu or CAT
•  Don’t just run automated software
•  Include UXA, UXD, MO, and business
st...
Think about message architecture
What: Hierarchy of
communication goals
When: Discovery, Design
Why: Learnin’!
61

12/4/13...
Do some migration planning
What: Documents detailing the
effort associated with content
integration
When: Design, Developm...
63

12/4/13

#SoHappyTogether @jakedimare

@hilarymarsh

|

@jakedimare
64

12/4/13

@hilarymarsh

|

@jakedimare
Migration planning pro tips
•  Start early, update often
•  Be informed by genuine workflow
•  Let stakeholders know this ...
Plan for CMS governance
What: Documentation of rules,
vital information, etc.
When: Development
Why: Self-preservation (do...
CMS governance
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
67

Hosting information
Support information
Content management team inform...
Educate your users
What: Guides, brown-bag lunches,
reminder tips, success stories
When: Development
Why: Self-preservatio...
7 ways content can choke out
your project…
•  #1 Failure to understand business needs
•  #2 Failure to understand scope
• ...
6 things you can do to mitigate
these risks…
•  Hire a content strategist!
•  Create a content strategy
•  Conduct a conte...
Connect with us
Jake

Hilary

@jakedimare
www.isitedesign.com
www.cmsmyth.com

@hilarymarsh
www.hilarymarsh.com

71

12/4/...
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How & why to incorporate content strategy into your project

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Content strategy is a critical part of developing a sustainable, smart digital experience, and a smart project manager can help incorporate content strategy, management, and migration in an effective way. Presentation given by Jake DiMare & Hilary Marsh at the 2013 Gilbane Content and Digital Experience Conference

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Transcript of "How & why to incorporate content strategy into your project"

  1. 1. Incorporating Content Strategy into Your Project: Why and How Hilary Marsh Chief Strategist – Content Company Jake DiMare Senior Project Manager – ISITE Design Contributing Editor – The CMS Myth @hilarymarsh #gilbanecontent @jakedimare
  2. 2. 2 12/4/13 @hilarymarsh | @jakedimare
  3. 3. 3 12/4/13 @hilarymarsh | @jakedimare
  4. 4. What is Content Strategy? •  Who, what, when, where, why, how of publishing content + •  A strategic statement tying content to business & user needs + •  People, processes, and power to execute that statement 4 12/4/13 @hilarymarsh | @jakedimare
  5. 5. Without a Content Strategy… © mike krzeszak Flickr 5 12/4/13 @hilarymarsh | @jakedimare
  6. 6. Without a Content Strategy… If you build a site without knowing the content that will exist, the site you create may not be able to be successful! 6 12/4/13 @hilarymarsh | @jakedimare
  7. 7. 7 12/4/13 @hilarymarsh | @jakedimare
  8. 8. 8 12/4/13 @hilarymarsh | @jakedimare
  9. 9. 9 12/4/13 @hilarymarsh | @jakedimare
  10. 10. 10 12/4/13 @hilarymarsh | @jakedimare
  11. 11. 11 12/4/13 @hilarymarsh | @jakedimare
  12. 12. Business Consequences © Don Graham, 1998, Flickr 12 12/4/13 @hilarymarsh | @jakedimare
  13. 13. What is Content? •  Event •  Product •  Class •  Program •  Research 13 12/4/13 @hilarymarsh | @jakedimare
  14. 14. Content Strategy, then, is •  Event Strategy •  Product Strategy •  Class Strategy •  Program Strategy •  Research Strategy 14 12/4/13 @hilarymarsh | @jakedimare
  15. 15. User Needs Business Drivers (What’s Desirable) (What’s Important) Technological Capabilities (What’s Possible) 15 12/4/13 Content Strategy @hilarymarsh | @jakedimare
  16. 16. Project Management 16 12/4/13 A W E S O M E Content Strategy @hilarymarsh | @jakedimare
  17. 17. 17 12/4/13 @hilarymarsh | @jakedimare
  18. 18. 18 12/4/13 @hilarymarsh | @jakedimare
  19. 19. 19 12/4/13 @hilarymarsh | @jakedimare
  20. 20. Scope 20 12/4/13 @hilarymarsh | @jakedimare
  21. 21. Schedule 21 12/4/13 @hilarymarsh | @jakedimare
  22. 22. Budget 22 12/4/13 @hilarymarsh | @jakedimare
  23. 23. Stakeholder expectations 23 12/4/13 @hilarymarsh | @jakedimare
  24. 24. Risk 24 12/4/13 @hilarymarsh | @jakedimare
  25. 25. 25 12/4/13 @hilarymarsh | @jakedimare
  26. 26. 7 WAYS CONTENT CAN ‘CHOKE OUT’ A WEB PROJECT 26 12/4/13 @hilarymarsh | @jakedimare
  27. 27. Create the experience business needs... #1 FAILURE TO UNDERSTAND THE GRAVITY OF THE BUSINESS GOALS AND OBJECTIVES 27 12/4/13 @hilarymarsh | @jakedimare
  28. 28. The seven gates for digital change Vision Customer Insight Operations Plan Culture & Governance Digital Experience Content 28 12/4/13 Technology Optimization @hilarymarsh | @jakedimare
  29. 29. “Every pixel has an owner.” – Paul Ford, former Web editor at Harper’s magazine Confab 2013 29 12/4/13 @hilarymarsh | @jakedimare
  30. 30. 30 12/4/13 @hilarymarsh | @jakedimare
  31. 31. Content = scope… #2 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT 31 12/4/13 @hilarymarsh | @jakedimare
  32. 32. The Big Dig Originally scheduled for completion: 1998 @ $2.8B Eventually completed in: 2007 @ 14.6B 32 12/4/13 @hilarymarsh | @jakedimare
  33. 33. It’s all about the content… #3 FAILURE TO RECOGNIZE THE VITAL IMPORTANCE OF CONTENT 33 12/4/13 @hilarymarsh | @jakedimare
  34. 34. 34 12/4/13 #SoHappyTogether @jakedimare @hilarymarsh | @jakedimare
  35. 35. Ready or not… #4 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT 35 12/4/13 @hilarymarsh | @jakedimare
  36. 36. Conception Maintaining/ Renewing/ Expiring Writing The Editorial Process Revising Promoting Publishing 36 12/4/13 @hilarymarsh | @jakedimare
  37. 37. For placement only (for dummies)… #5 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH DUMMY CONTENT 37 12/4/13 @hilarymarsh | @jakedimare
  38. 38. Dummy text is for… Lorem Ipsum is simply dummy text of the printing and typesetting industry. It has been the industry's standard dummy text ever since the 1500s… …the 1500s… …the1500s… …the 1500s… 38 12/4/13 @hilarymarsh | @jakedimare
  39. 39. Content on the move… #6 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION 39 12/4/13 @hilarymarsh | @jakedimare
  40. 40. 40 12/4/13 #SoHappyTogether @jakedimare @hilarymarsh | @jakedimare
  41. 41. 41 12/4/13 #SoHappyTogether @jakedimare @hilarymarsh | @jakedimare
  42. 42. Experience this… #7 FAILURE TO RECOGNIZE THE RELATIONSHIP BETWEEN CONTENT AND EXPERIENCE 42 12/4/13 @hilarymarsh | @jakedimare
  43. 43. 43 12/4/13 @hilarymarsh | @jakedimare
  44. 44. 6 THINGS YOU CAN DO TO MITIGATE THESE RISKS 44 12/4/13 @hilarymarsh | @jakedimare
  45. 45. 45 12/4/13 #SoHappy @jakedimare @hilarymarsh | @jakedimare
  46. 46. Content Strategist as Orchestra Conductor 46 12/4/13 @hilarymarsh | @jakedimare
  47. 47. Defining success today… Targeted Portable Mobile Social 47 12/4/13 Responsive Local Global Relevant @hilarymarsh | @jakedimare
  48. 48. 48 12/4/13 @hilarymarsh | @jakedimare
  49. 49. Transcend the politics 49 12/4/13 @hilarymarsh | @jakedimare
  50. 50. Sell the vision 50 12/4/13 @hilarymarsh | @jakedimare
  51. 51. Sell the vision 51 12/4/13 @hilarymarsh | @jakedimare
  52. 52. Respect the depth 52 12/4/13 @hilarymarsh | @jakedimare
  53. 53. Foster collaboration 53 12/4/13 @hilarymarsh | @jakedimare
  54. 54. 54 12/4/13 @hilarymarsh | @jakedimare
  55. 55. Motivate and Recognize Photo by Chris Hunkeler, Flickr 55 12/4/13 @hilarymarsh | @jakedimare
  56. 56. I put the information up online –now I also need to know how many people have used it??? Redefine success 56 12/4/13 @hilarymarsh | @jakedimare
  57. 57. Discovery Design Development Activities, Milestones and Deliverables 57 12/4/13 @hilarymarsh | @jakedimare
  58. 58. Conduct a content audit What: Detailed content inventory and associated analysis When: Scoping, Discovery Why: The cone of uncertainty 58 12/4/13 @hilarymarsh | @jakedimare
  59. 59. Content Audit 59 12/4/13 #SoHappyTogether @jakedimare @hilarymarsh | @jakedimare
  60. 60. Content audit pro tips •  Do use Xenu or CAT •  Don’t just run automated software •  Include UXA, UXD, MO, and business stakeholders in the analysis •  Look for pockets of abandoned content •  Compare audit against analytics 60 12/4/13 @hilarymarsh | @jakedimare
  61. 61. Think about message architecture What: Hierarchy of communication goals When: Discovery, Design Why: Learnin’! 61 12/4/13 @hilarymarsh | @jakedimare
  62. 62. Do some migration planning What: Documents detailing the effort associated with content integration When: Design, Development Why: Because migration is hard 62 12/4/13 @hilarymarsh | @jakedimare
  63. 63. 63 12/4/13 #SoHappyTogether @jakedimare @hilarymarsh | @jakedimare
  64. 64. 64 12/4/13 @hilarymarsh | @jakedimare
  65. 65. Migration planning pro tips •  Start early, update often •  Be informed by genuine workflow •  Let stakeholders know this is a living document. It doesn’t get ‘finished’ •  Make sure everyone is working from the same sheet music. •  Have a sign-off column! 65 12/4/13 @hilarymarsh | @jakedimare
  66. 66. Plan for CMS governance What: Documentation of rules, vital information, etc. When: Development Why: Self-preservation (do you ever want to go on vacation?) 66 12/4/13 @hilarymarsh | @jakedimare
  67. 67. CMS governance •  •  •  •  •  •  •  •  •  •  •  67 Hosting information Support information Content management team information Measurement team information Advertising information Archiving Security Information architecture Hiring and training Standards and procedures Legal issues (Privacy, TOS, Etc.) 12/4/13 @hilarymarsh | @jakedimare
  68. 68. Educate your users What: Guides, brown-bag lunches, reminder tips, success stories When: Development Why: Self-preservation, portfolio rot… 68 12/4/13 @hilarymarsh | @jakedimare
  69. 69. 7 ways content can choke out your project… •  #1 Failure to understand business needs •  #2 Failure to understand scope •  #3 Failure to respect the content •  #4 Failure to plan for content creation •  #5 Failure to design with real copy •  #6 Failure to plan for content migration •  #7 Failure to recognize the relationship between content and experience 69 12/4/13 @hilarymarsh | @jakedimare
  70. 70. 6 things you can do to mitigate these risks… •  Hire a content strategist! •  Create a content strategy •  Conduct a content audit •  Migration planning •  Write CMS governance documentation •  Educate users 70 12/4/13 @hilarymarsh | @jakedimare
  71. 71. Connect with us Jake Hilary @jakedimare www.isitedesign.com www.cmsmyth.com @hilarymarsh www.hilarymarsh.com 71 12/4/13 @hilarymarsh | @jakedimare
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