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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How & why to incorporate content strategy into your project
- 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
- 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. Without a Content Strategy… © mike krzeszak Flickr 5 12/4/13 @hilarymarsh | @jakedimare
- 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
- 12. Business Consequences © Don Graham, 1998, Flickr 12 12/4/13 @hilarymarsh | @jakedimare
- 13. What is Content? • Event • Product • Class • Program • Research 13 12/4/13 @hilarymarsh | @jakedimare
- 14. Content Strategy, then, is • Event Strategy • Product Strategy • Class Strategy • Program Strategy • Research Strategy 14 12/4/13 @hilarymarsh | @jakedimare
- 15. User Needs Business Drivers (What’s Desirable) (What’s Important) Technological Capabilities (What’s Possible) 15 12/4/13 Content Strategy @hilarymarsh | @jakedimare
- 26. 7 WAYS CONTENT CAN ‘CHOKE OUT’ A WEB PROJECT 26 12/4/13 @hilarymarsh | @jakedimare
- 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. 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. “Every pixel has an owner.” – Paul Ford, former Web editor at Harper’s magazine Confab 2013 29 12/4/13 @hilarymarsh | @jakedimare
- 31. Content = scope… #2 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT 31 12/4/13 @hilarymarsh | @jakedimare
- 32. The Big Dig Originally scheduled for completion: 1998 @ $2.8B Eventually completed in: 2007 @ 14.6B 32 12/4/13 @hilarymarsh | @jakedimare
- 33. It’s all about the content… #3 FAILURE TO RECOGNIZE THE VITAL IMPORTANCE OF CONTENT 33 12/4/13 @hilarymarsh | @jakedimare
- 35. Ready or not… #4 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT 35 12/4/13 @hilarymarsh | @jakedimare
- 37. For placement only (for dummies)… #5 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH DUMMY CONTENT 37 12/4/13 @hilarymarsh | @jakedimare
- 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. Content on the move… #6 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION 39 12/4/13 @hilarymarsh | @jakedimare
- 42. Experience this… #7 FAILURE TO RECOGNIZE THE RELATIONSHIP BETWEEN CONTENT AND EXPERIENCE 42 12/4/13 @hilarymarsh | @jakedimare
- 44. 6 THINGS YOU CAN DO TO MITIGATE THESE RISKS 44 12/4/13 @hilarymarsh | @jakedimare
- 55. Motivate and Recognize Photo by Chris Hunkeler, Flickr 55 12/4/13 @hilarymarsh | @jakedimare
- 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
- 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
- 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. Think about message architecture What: Hierarchy of communication goals When: Discovery, Design Why: Learnin’! 61 12/4/13 @hilarymarsh | @jakedimare
- 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
- 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. 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. 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. 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. 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. 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