0
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...
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, Sep...
Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
3...
Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
E...
Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
E...
Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
E...
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, ...
Strategy
Business Goal
Design
Development
Testing
Production
Operations
Analytics
Review
Upgrades
CONTENT
32Friday, Septem...
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, Septem...
“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...
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...
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	
 ...
•I	
  want	
  to	
  know	
  if	
  the	
  city	
  will	
  
pick	
  up	
  my	
  recycling.
•I	
  need	
  to	
  order	
  a	
 ...
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
60Fr...
•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, ...
When you feel chest pains, you need
urgent medical attention. Please don't
wait to see if you feel better, or
postpone goi...
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...
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...
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—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especial...
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-­‐
speci...
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, Septembe...
Representing
Voice and Tone:
Examples!
82Friday, September 27, 13
The	
  Louisville	
  Solid	
  Waste	
  Authority	
  presents	
  a	
  
professional	
  demeanor	
  as	
  we	
  endeavor	
  ...
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!	...
We	
  say...Order	
  online.
We	
  don’t	
  say...Let	
  us	
  hook	
  you	
  up	
  with	
  a	
  new	
  
garbage	
  cart!	...
We	
  say...Order	
  online.
We	
  don’t	
  say...Let	
  us	
  hook	
  you	
  up	
  with	
  a	
  new	
  
garbage	
  cart!	...
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?	
  
85Fr...
Internet	
  or	
  internet?
email,	
  e-­‐mail,	
  E-­‐mail,	
  what??
citizens,	
  businesses,	
  Louisvillians?	
  
615....
Internet	
  or	
  internet?
email,	
  e-­‐mail,	
  E-­‐mail,	
  what??
citizens,	
  businesses,	
  Louisvillians?	
  
615....
Internet	
  or	
  internet?
email,	
  e-­‐mail,	
  E-­‐mail,	
  what??
citizens,	
  businesses,	
  Louisvillians?	
  
615....
•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...
•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	
  item...
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 e...
Right	
  now:
•Work	
  with	
  your	
  group
•Make	
  a	
  template
•Which	
  content	
  item?
•List	
  info	
  you	
  nee...
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 e...
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, Septe...
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Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY

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

  1. 1. Content Strategy 101 h"p://slideshare.net/lauracreekmore 1Friday, September 27, 13
  2. 2. Right  now: >Your  name >What  you  do >Why  content? 2Friday, September 27, 13
  3. 3. Why content strategy? 3Friday, September 27, 13
  4. 4. What is content? 4Friday, September 27, 13
  5. 5. 5Friday, September 27, 13
  6. 6. 6Friday, September 27, 13
  7. 7. 7Friday, September 27, 13
  8. 8. 8Friday, September 27, 13
  9. 9. http://www.flickr.com/photos/7819129@N07/ 9Friday, September 27, 13
  10. 10. 10Friday, September 27, 13
  11. 11. 11Friday, September 27, 13
  12. 12. 12Friday, September 27, 13
  13. 13. http://www.flickr.com/photos/23am/ 13Friday, September 27, 13
  14. 14. Not just articles. Not just text. Not just pages. 14Friday, September 27, 13
  15. 15. http://www.flickr.com/photos/that_chrysler_guy/ 15Friday, September 27, 13
  16. 16. What does content do? 16Friday, September 27, 13
  17. 17. http://www.flickr.com/photos/stevan/ 17Friday, September 27, 13
  18. 18. http://www.flickr.com/photos/kkoshy/ 18Friday, September 27, 13
  19. 19. http://www.flickr.com/photos/meetthemediaguru/ 19Friday, September 27, 13
  20. 20. http://www.flickr.com/photos/omarriva/ 20Friday, September 27, 13
  21. 21. http://www.flickr.com/photos/photoloni/ 21Friday, September 27, 13
  22. 22. Inform Amuse Entertain Engage Persuade Anger Scare 22Friday, September 27, 13
  23. 23. Not just information. Communicating emotion. 23Friday, September 27, 13
  24. 24. http://www.flickr.com/photos/that_chrysler_guy/ 24Friday, September 27, 13
  25. 25. Who is content for? 25Friday, September 27, 13
  26. 26. 26Friday, September 27, 13
  27. 27. 27Friday, September 27, 13
  28. 28. Customers Gardeners Preteen  girls Users Moms Keurig  owners 18-­‐34 Boaters Ohio grads   class   of  ’72 People Audience 27Friday, September 27, 13
  29. 29. How to Advocate for Content 28Friday, September 27, 13
  30. 30. Who owns content? 29Friday, September 27, 13
  31. 31. Writers Authors Podcasters Videographers Graphic artists Photographers 30Friday, September 27, 13
  32. 32. Writers Authors Podcasters Videographers Graphic artists Photographers 30Friday, September 27, 13
  33. 33. Writers Authors Podcasters Videographers Graphic artists Photographers Editors 30Friday, September 27, 13
  34. 34. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers 30Friday, September 27, 13
  35. 35. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers 30Friday, September 27, 13
  36. 36. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers 30Friday, September 27, 13
  37. 37. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials 30Friday, September 27, 13
  38. 38. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials The public 30Friday, September 27, 13
  39. 39. Writers Authors Podcasters Videographers Graphic artists Photographers Editors Product Managers UX designers Programmers Elected officials The public ? 30Friday, September 27, 13
  40. 40. Where does content happen? 31Friday, September 27, 13
  41. 41. 32Friday, September 27, 13
  42. 42. Strategy Business Goal Design Development Testing Production Operations Analytics Review Upgrades 32Friday, September 27, 13
  43. 43. Strategy Business Goal Design Development Testing Production Operations Analytics Review Upgrades CONTENT 32Friday, September 27, 13
  44. 44. The11th-hourshitstorm—With  thanks  to  Karen  McGrane 33Friday, September 27, 13
  45. 45. What if it’s me? 34Friday, September 27, 13
  46. 46. How to talk about content* *The  what-­‐not-­‐to-­‐do  edi7on 35Friday, September 27, 13
  47. 47. “I  need  a  bigger  budget.” 36Friday, September 27, 13
  48. 48. “I  need  a  bigger  team.” 37Friday, September 27, 13
  49. 49. “I  need  you  to  care   as  much  as  I  do.” 38Friday, September 27, 13
  50. 50. FINE! What  works? 39Friday, September 27, 13
  51. 51. http://www.flickr.com/photos/8906966@N02/ 40Friday, September 27, 13
  52. 52. But  we’re  not  in  the   content  business. 41Friday, September 27, 13
  53. 53. “Embrace that you are a publisher.” —Ann  Handley,   Chief  Content  Officer  at  Marke7ngProfs 42Friday, September 27, 13
  54. 54. “The one with the most engaging content wins.” —Joe  Pulizzi, Content  Marke7ng  Ins7tute 43Friday, September 27, 13
  55. 55. http://www.flickr.com/photos/wordridden/ 44Friday, September 27, 13
  56. 56. http://www.flickr.com/photos/37815348@N00/ 45Friday, September 27, 13
  57. 57. Great content is a business asset. 46Friday, September 27, 13
  58. 58. “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
  59. 59. http://www.flickr.com/photos/skistz/ 48Friday, September 27, 13
  60. 60. hGp://louisvilleky.gov/solidwaste 49Friday, September 27, 13
  61. 61. Know your business goal. 50Friday, September 27, 13
  62. 62. 51Friday, September 27, 13
  63. 63. •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
  64. 64. What’s  the  business  goal? 52Friday, September 27, 13
  65. 65. Know your audience. 53Friday, September 27, 13
  66. 66. 54Friday, September 27, 13
  67. 67. 55Friday, September 27, 13
  68. 68. •I  want  to  know  if  the  city  will   pick  up  my  recycling. 55Friday, September 27, 13
  69. 69. •I  want  to  know  if  the  city  will   pick  up  my  recycling. •I  need  to  order  a  new  garbage   can. 55Friday, September 27, 13
  70. 70. •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
  71. 71. 56Friday, September 27, 13
  72. 72. http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans 57Friday, September 27, 13
  73. 73. 58Friday, September 27, 13
  74. 74. 59Friday, September 27, 13
  75. 75. More Audience Understanding Resources Killer  Web  Content  [Gerry  McGovern] The  Yahoo!  Style  Guide 60Friday, September 27, 13
  76. 76. •SEO •Accessibility •Readability •Suitability 61Friday, September 27, 13
  77. 77. http://www.flickr.com/photos/tm_10001/ 62Friday, September 27, 13
  78. 78. How Will I Know? http://www.flickr.com/photos/tm_10001/ 62Friday, September 27, 13
  79. 79. h"p://www.readability-­‐score.com/ Reading Level Tests 63Friday, September 27, 13
  80. 80. 64Friday, September 27, 13
  81. 81. I  am  going  to  the  store  today. 64Friday, September 27, 13
  82. 82. I  am  going  to  the  store  today. Store  the  going  today  I  am  to. 64Friday, September 27, 13
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. http://contentsmagazine.com/articles/ the-audience-you-didn%E2%80%99t-know-you-had/ 68Friday, September 27, 13
  87. 87. h"p://plainlanguage.gov h"p://centerforplainlanguage.org 69Friday, September 27, 13
  88. 88. 70Friday, September 27, 13
  89. 89. 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
  90. 90. 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
  91. 91. 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
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. 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
  100. 100. 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
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. 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
  105. 105. 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
  106. 106. 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
  107. 107. 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
  108. 108. http://alistapart.com/article/testing-content 72Friday, September 27, 13
  109. 109. Why? 73Friday, September 27, 13
  110. 110. http://www.flickr.com/photos/sfllaw/ 74Friday, September 27, 13
  111. 111. Creating a Style Guide 75Friday, September 27, 13
  112. 112. 76Friday, September 27, 13
  113. 113. Simple:  Pick  one 76Friday, September 27, 13
  114. 114. Simple:  Pick  one More:  Think  about  industry-­‐ specific  usage 76Friday, September 27, 13
  115. 115. Simple:  Pick  one More:  Think  about  industry-­‐ specific  usage Customize:  Add  organization-­‐ specific  info 76Friday, September 27, 13
  116. 116. 77Friday, September 27, 13
  117. 117. http://www.flickr.com/photos/rosenfeldmedia/ 78Friday, September 27, 13
  118. 118. 79Friday, September 27, 13
  119. 119. 80Friday, September 27, 13
  120. 120. We  believe  in  excellence. 80Friday, September 27, 13
  121. 121. funny serious reserved innovative consistent helpful snarky irreverent comforting hopeful timely honest 81Friday, September 27, 13
  122. 122. Representing Voice and Tone: Examples! 82Friday, September 27, 13
  123. 123. 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
  124. 124. 84Friday, September 27, 13
  125. 125. We  say...Order  online. 84Friday, September 27, 13
  126. 126. We  say...Order  online. We  don’t  say...Let  us  hook  you  up  with  a  new   garbage  cart!  [too  slangy] 84Friday, September 27, 13
  127. 127. 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
  128. 128. 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
  129. 129. 85Friday, September 27, 13
  130. 130. Internet  or  internet? 85Friday, September 27, 13
  131. 131. Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? 85Friday, September 27, 13
  132. 132. Internet  or  internet? email,  e-­‐mail,  E-­‐mail,  what?? citizens,  businesses,  Louisvillians?   85Friday, September 27, 13
  133. 133. 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
  134. 134. 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
  135. 135. 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
  136. 136. •Grammar, punctuation •Spelling •Terminology •Policy •Look & feel 86Friday, September 27, 13
  137. 137. Our Stuff: What do we have? 87Friday, September 27, 13
  138. 138. *Terminology  interlude* 88Friday, September 27, 13
  139. 139. •Qualitative  audit •Quantitative  audit •Inventory •Matrix 89Friday, September 27, 13
  140. 140. •Qualitative  audit •Quantitative  audit •Inventory •Matrix ??? 89Friday, September 27, 13
  141. 141. Content Inventory 90Friday, September 27, 13
  142. 142. 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
  143. 143. •Site  crawlers •Export  from  CMS •Copy-­‐paste,  copy-­‐paste 92Friday, September 27, 13
  144. 144. 93Friday, September 27, 13
  145. 145. 94Friday, September 27, 13
  146. 146. 95Friday, September 27, 13
  147. 147. 96Friday, September 27, 13
  148. 148. Right  now: •Work  with  your  group •Start  an  inventory •Chunks  or  pages? •Capture  several  items 97Friday, September 27, 13
  149. 149. Is it any good? 98Friday, September 27, 13
  150. 150. How to rate 99Friday, September 27, 13
  151. 151. http://www.flickr.com/photos/billsophoto/ 100Friday, September 27, 13
  152. 152. Really important! 101Friday, September 27, 13
  153. 153. Rate facets. 102Friday, September 27, 13
  154. 154. Exemplary Good Meh Not  good Crap 103Friday, September 27, 13
  155. 155. What else? 104Friday, September 27, 13
  156. 156. Gap Analysis 105Friday, September 27, 13
  157. 157. Information Architecture 106Friday, September 27, 13
  158. 158. http://www.flickr.com/photos/y_i/ 107Friday, September 27, 13
  159. 159. Pages -or- Content items? 108Friday, September 27, 13
  160. 160. 109Friday, September 27, 13
  161. 161. 110Friday, September 27, 13
  162. 162. 111Friday, September 27, 13
  163. 163. Wireframe 111Friday, September 27, 13
  164. 164. Wireframe Page  template 111Friday, September 27, 13
  165. 165. Wireframe Page  template Content  template 111Friday, September 27, 13
  166. 166. Wireframe Page  template Content  template??? 111Friday, September 27, 13
  167. 167. Content Templates: Start with something you’d wireframe. 112Friday, September 27, 13
  168. 168. 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
  169. 169. Right  now: •Work  with  your  group •Make  a  template •Which  content  item? •List  info  you  need 114Friday, September 27, 13
  170. 170. Tools: Whatever works 115Friday, September 27, 13
  171. 171. 116Friday, September 27, 13
  172. 172. What for? 116Friday, September 27, 13
  173. 173. What for? Examples 116Friday, September 27, 13
  174. 174. What for? Examples Details 116Friday, September 27, 13
  175. 175. 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
  176. 176. Structure: Metadata and Taxonomy 118Friday, September 27, 13
  177. 177. Metadata: Useful in the CMS Useful for placement But... 119Friday, September 27, 13
  178. 178. ☐  Featured 120Friday, September 27, 13
  179. 179. Collecting metadata you don’t use is an expensive habit. 121Friday, September 27, 13
  180. 180. Governance 122Friday, September 27, 13
  181. 181. Just 1 Rule 123Friday, September 27, 13
  182. 182. Don’t Over-Process 124Friday, September 27, 13
  183. 183. Minimum Viable Process 125Friday, September 27, 13
  184. 184. Define Create Review Publish 126Friday, September 27, 13
  185. 185. The Day 2 problem —With  thanks  to  Jeffrey  MacIntyre 127Friday, September 27, 13
  186. 186. Editorial  calendar WorkflowAnalysis 128Friday, September 27, 13
  187. 187. Editorial  calendar WorkflowAnalysis 128Friday, September 27, 13
  188. 188. http://www.flickr.com/photos/skistz/ 129Friday, September 27, 13
  189. 189. Laura  Creekmore @lauracreekmore Creek  Content   h"p://creekcontent.com   laura@creekcontent.com 130Friday, September 27, 13
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