Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY
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Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY

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Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY Presentation Transcript

  • Content Strategy 101 h"p://slideshare.net/lauracreekmore 1Friday, September 27, 13
  • Right  now: >Your  name >What  you  do >Why  content? 2Friday, September 27, 13
  • Why content strategy? 3Friday, September 27, 13
  • What is content? 4Friday, September 27, 13
  • 5Friday, September 27, 13
  • 6Friday, September 27, 13
  • 7Friday, September 27, 13
  • 8Friday, September 27, 13
  • http://www.flickr.com/photos/7819129@N07/ 9Friday, September 27, 13
  • 10Friday, September 27, 13
  • 11Friday, September 27, 13
  • 12Friday, September 27, 13
  • http://www.flickr.com/photos/23am/ 13Friday, September 27, 13
  • Not just articles. Not just text. Not just pages. 14Friday, September 27, 13
  • http://www.flickr.com/photos/that_chrysler_guy/ 15Friday, September 27, 13
  • What does content do? 16Friday, September 27, 13
  • http://www.flickr.com/photos/stevan/ 17Friday, September 27, 13
  • http://www.flickr.com/photos/kkoshy/ 18Friday, September 27, 13
  • http://www.flickr.com/photos/meetthemediaguru/ 19Friday, September 27, 13
  • http://www.flickr.com/photos/omarriva/ 20Friday, September 27, 13
  • http://www.flickr.com/photos/photoloni/ 21Friday, September 27, 13
  • Inform Amuse Entertain Engage Persuade Anger Scare 22Friday, September 27, 13
  • Not just information. Communicating emotion. 23Friday, September 27, 13
  • http://www.flickr.com/photos/that_chrysler_guy/ 24Friday, September 27, 13
  • Who is content for? 25Friday, September 27, 13
  • 26Friday, September 27, 13
  • 27Friday, September 27, 13
  • Customers Gardeners Preteen  girls Users Moms Keurig  owners 18-­‐34 Boaters Ohio grads   class   of  ’72 People Audience 27Friday, September 27, 13
  • How to Advocate for Content 28Friday, September 27, 13
  • Who owns content? 29Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials The public 30Friday, September 27, 13
  • Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials The public ? 30Friday, September 27, 13
  • Where does content happen? 31Friday, September 27, 13
  • 32Friday, September 27, 13
  • Strategy Business Goal Design Development Testing Production Operations Analytics Review Upgrades 32Friday, September 27, 13
  • Strategy Business Goal Design Development Testing Production Operations Analytics Review Upgrades CONTENT 32Friday, September 27, 13
  • The11th-hourshitstorm—With  thanks  to  Karen  McGrane 33Friday, September 27, 13
  • What if it’s me? 34Friday, September 27, 13
  • How to talk about content* *The  what-­‐not-­‐to-­‐do  edi7on 35Friday, September 27, 13
  • “I  need  a  bigger  budget.” 36Friday, September 27, 13
  • “I  need  a  bigger  team.” 37Friday, September 27, 13
  • “I  need  you  to  care   as  much  as  I  do.” 38Friday, September 27, 13
  • FINE! What  works? 39Friday, September 27, 13
  • http://www.flickr.com/photos/8906966@N02/ 40Friday, September 27, 13
  • But  we’re  not  in  the   content  business. 41Friday, September 27, 13
  • “Embrace that you are a publisher.” —Ann  Handley,   Chief  Content  Officer  at  Marke7ngProfs 42Friday, September 27, 13
  • “The one with the most engaging content wins.” —Joe  Pulizzi, Content  Marke7ng  Ins7tute 43Friday, September 27, 13
  • http://www.flickr.com/photos/wordridden/ 44Friday, September 27, 13
  • http://www.flickr.com/photos/37815348@N00/ 45Friday, September 27, 13
  • Great content is a business asset. 46Friday, September 27, 13
  • “Content strategy guides your plans for the creation, delivery and governance of content.” —Kristina Halvorson and Melissa Rach, Content Strategy for the Web 47Friday, September 27, 13
  • http://www.flickr.com/photos/skistz/ 48Friday, September 27, 13
  • hGp://louisvilleky.gov/solidwaste 49Friday, September 27, 13
  • Know your business goal. 50Friday, September 27, 13
  • 51Friday, September 27, 13
  • •Serve  more  citizens •Increase  revenue   •Reduce  call  volume  by  5%  fr  last   year •Increase  recycling  pickup  by  4% •Get  2,000  people  registered  for   Earth  Day   51Friday, September 27, 13
  • What’s  the  business  goal? 52Friday, September 27, 13
  • Know your audience. 53Friday, September 27, 13
  • 54Friday, September 27, 13
  • 55Friday, September 27, 13
  • •I  want  to  know  if  the  city  will   pick  up  my  recycling. 55Friday, September 27, 13
  • •I  want  to  know  if  the  city  will   pick  up  my  recycling. •I  need  to  order  a  new  garbage   can. 55Friday, September 27, 13
  • •I  want  to  know  if  the  city  will   pick  up  my  recycling. •I  need  to  order  a  new  garbage   can. •Why  the  heck  didn’t  you  pick  up   my  brush  pile? 55Friday, September 27, 13
  • 56Friday, September 27, 13
  • http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans 57Friday, September 27, 13
  • 58Friday, September 27, 13
  • 59Friday, September 27, 13
  • More Audience Understanding Resources Killer  Web  Content  [Gerry  McGovern] The  Yahoo!  Style  Guide 60Friday, September 27, 13
  • •SEO •Accessibility •Readability •Suitability 61Friday, September 27, 13
  • http://www.flickr.com/photos/tm_10001/ 62Friday, September 27, 13
  • How Will I Know? http://www.flickr.com/photos/tm_10001/ 62Friday, September 27, 13
  • h"p://www.readability-­‐score.com/ Reading Level Tests 63Friday, September 27, 13
  • 64Friday, September 27, 13
  • I  am  going  to  the  store  today. 64Friday, September 27, 13
  • I  am  going  to  the  store  today. Store  the  going  today  I  am  to. 64Friday, September 27, 13
  • When you feel chest pains, you need urgent medical attention. Please don't wait to see if you feel better, or postpone going to the physician because you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home and die of a heart attack. 65Friday, September 27, 13
  • What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to see what is wrong. Your life could be at stake! 66Friday, September 27, 13
  • What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best person to see what is wrong. Your life could be at stake! 67Friday, September 27, 13
  • http://contentsmagazine.com/articles/ the-audience-you-didn%E2%80%99t-know-you-had/ 68Friday, September 27, 13
  • h"p://plainlanguage.gov h"p://centerforplainlanguage.org 69Friday, September 27, 13
  • 70Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming 71Friday, September 27, 13
  • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming the 71Friday, September 27, 13
  • http://alistapart.com/article/testing-content 72Friday, September 27, 13
  • Why? 73Friday, September 27, 13
  • http://www.flickr.com/photos/sfllaw/ 74Friday, September 27, 13
  • Creating a Style Guide 75Friday, September 27, 13
  • 76Friday, September 27, 13
  • Simple:  Pick  one 76Friday, September 27, 13
  • Simple:  Pick  one More:  Think  about  industry-­‐ specific  usage 76Friday, September 27, 13
  • Simple:  Pick  one More:  Think  about  industry-­‐ specific  usage Customize:  Add  organization-­‐ specific  info 76Friday, September 27, 13
  • 77Friday, September 27, 13
  • http://www.flickr.com/photos/rosenfeldmedia/ 78Friday, September 27, 13
  • 79Friday, September 27, 13
  • 80Friday, September 27, 13
  • We  believe  in  excellence. 80Friday, September 27, 13
  • funny serious reserved innovative consistent helpful snarky irreverent comforting hopeful timely honest 81Friday, September 27, 13
  • Representing Voice and Tone: Examples! 82Friday, September 27, 13
  • The  Louisville  Solid  Waste  Authority  presents  a   professional  demeanor  as  we  endeavor  to  keep  the   city  clean,  prosperous,  and  environmentally   responsible,  in  an  economically  efficient  way. 83Friday, September 27, 13
  • 84Friday, September 27, 13
  • We  say...Order  online. 84Friday, September 27, 13
  • We  say...Order  online. We  don’t  say...Let  us  hook  you  up  with  a  new   garbage  cart!  [too  slangy] 84Friday, September 27, 13
  • We  say...Order  online. We  don’t  say...Let  us  hook  you  up  with  a  new   garbage  cart!  [too  slangy] We  say...Louisville  Solid  Waste  partners  with   citizens  and  businesses  to  keep  our  city   clean. 84Friday, September 27, 13
  • We  say...Order  online. We  don’t  say...Let  us  hook  you  up  with  a  new   garbage  cart!  [too  slangy] We  say...Louisville  Solid  Waste  partners  with   citizens  and  businesses  to  keep  our  city   clean. We  don’t  say...Please  look  to  LSW  for  your   environmental  and  waste  removal  needs.   [too  stilted,  passive,  unfamiliar  acronym] 84Friday, September 27, 13
  • 85Friday, September 27, 13
  • Internet  or  internet? 85Friday, September 27, 13
  • Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? 85Friday, September 27, 13
  • Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? citizens,  businesses,  Louisvillians?   85Friday, September 27, 13
  • Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? citizens,  businesses,  Louisvillians?   615.500.4131,  615-­‐500-­‐4131,   (615)  500-­‐4131?  What  about  the  1-­‐  ? 85Friday, September 27, 13
  • Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? citizens,  businesses,  Louisvillians?   615.500.4131,  615-­‐500-­‐4131,   (615)  500-­‐4131?  What  about  the  1-­‐  ? Should  we  call  out  time  zone  in  copy? 85Friday, September 27, 13
  • Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? citizens,  businesses,  Louisvillians?   615.500.4131,  615-­‐500-­‐4131,   (615)  500-­‐4131?  What  about  the  1-­‐  ? Should  we  call  out  time  zone  in  copy? Should  we  mention  that  prices  are  in  USD?   85Friday, September 27, 13
  • •Grammar, punctuation •Spelling •Terminology •Policy •Look & feel 86Friday, September 27, 13
  • Our Stuff: What do we have? 87Friday, September 27, 13
  • *Terminology  interlude* 88Friday, September 27, 13
  • •Qualitative  audit •Quantitative  audit •Inventory •Matrix 89Friday, September 27, 13
  • •Qualitative  audit •Quantitative  audit •Inventory •Matrix ??? 89Friday, September 27, 13
  • Content Inventory 90Friday, September 27, 13
  • A.  Anytime  you  work  on  a  site   that  doesn’t  have  one. B.  When  you’re  redesigning. C.  When  you  need  to  answer   some  questions  about  your   site. 91Friday, September 27, 13
  • •Site  crawlers •Export  from  CMS •Copy-­‐paste,  copy-­‐paste 92Friday, September 27, 13
  • 93Friday, September 27, 13
  • 94Friday, September 27, 13
  • 95Friday, September 27, 13
  • 96Friday, September 27, 13
  • Right  now: •Work  with  your  group •Start  an  inventory •Chunks  or  pages? •Capture  several  items 97Friday, September 27, 13
  • Is it any good? 98Friday, September 27, 13
  • How to rate 99Friday, September 27, 13
  • http://www.flickr.com/photos/billsophoto/ 100Friday, September 27, 13
  • Really important! 101Friday, September 27, 13
  • Rate facets. 102Friday, September 27, 13
  • Exemplary Good Meh Not  good Crap 103Friday, September 27, 13
  • What else? 104Friday, September 27, 13
  • Gap Analysis 105Friday, September 27, 13
  • Information Architecture 106Friday, September 27, 13
  • http://www.flickr.com/photos/y_i/ 107Friday, September 27, 13
  • Pages -or- Content items? 108Friday, September 27, 13
  • 109Friday, September 27, 13
  • 110Friday, September 27, 13
  • 111Friday, September 27, 13
  • Wireframe 111Friday, September 27, 13
  • Wireframe Page  template 111Friday, September 27, 13
  • Wireframe Page  template Content  template 111Friday, September 27, 13
  • Wireframe Page  template Content  template??? 111Friday, September 27, 13
  • Content Templates: Start with something you’d wireframe. 112Friday, September 27, 13
  • Content Template This list should get you started to create content templates for your work. You won’t use every item on every template, and you may need to add items of your own to consider, depending on the needs of your site. Items in italics don’t appear to the user but may be very helpful to content creators. • URL ! Keywords? • Section • Audience(s)/Availability • Message • Style and tone notes • Browser page title! Char lim? • Headline! Char lim? Keywords? • Body/Media file! Char lim/Pagination/File specs? • Sidebar [Another content item?] • Image/Supplementary files! Specs? • Thumbnail! Specs? • Caption/Description! Char lim? • Related links [Definitely other content items.] • Summary! Char lim? • Categories • Tags 113Friday, September 27, 13
  • Right  now: •Work  with  your  group •Make  a  template •Which  content  item? •List  info  you  need 114Friday, September 27, 13
  • Tools: Whatever works 115Friday, September 27, 13
  • 116Friday, September 27, 13
  • What for? 116Friday, September 27, 13
  • What for? Examples 116Friday, September 27, 13
  • What for? Examples Details 116Friday, September 27, 13
  • Content Template This list should get you started to create content templates for your work. You won’t use every item on every template, and you may need to add items of your own to consider, depending on the needs of your site. Items in italics don’t appear to the user but may be very helpful to content creators. • URL ! Keywords? • Section • Audience(s)/Availability • Message • Style and tone notes • Browser page title! Char lim? • Headline! Char lim? Keywords? • Body/Media file! Char lim/Pagination/File specs? • Sidebar [Another content item?] • Image/Supplementary files! Specs? • Thumbnail! Specs? • Caption/Description! Char lim? • Related links [Definitely other content items.] • Summary! Char lim? • Categories • Tags 117Friday, September 27, 13
  • Structure: Metadata and Taxonomy 118Friday, September 27, 13
  • Metadata: Useful in the CMS Useful for placement But... 119Friday, September 27, 13
  • ☐  Featured 120Friday, September 27, 13
  • Collecting metadata you don’t use is an expensive habit. 121Friday, September 27, 13
  • Governance 122Friday, September 27, 13
  • Just 1 Rule 123Friday, September 27, 13
  • Don’t Over-Process 124Friday, September 27, 13
  • Minimum Viable Process 125Friday, September 27, 13
  • Define Create Review Publish 126Friday, September 27, 13
  • The Day 2 problem —With  thanks  to  Jeffrey  MacIntyre 127Friday, September 27, 13
  • Editorial  calendar WorkflowAnalysis 128Friday, September 27, 13
  • Editorial  calendar WorkflowAnalysis 128Friday, September 27, 13
  • http://www.flickr.com/photos/skistz/ 129Friday, September 27, 13
  • Laura  Creekmore @lauracreekmore Creek  Content   h"p://creekcontent.com   laura@creekcontent.com 130Friday, September 27, 13