Editorial Strategy as Empathy for the Internal User

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Presentation at IA/UX Meetup Seattle on August 12th with James Sweeney.

5 steps for User Experience and Content Strategy professionals in creating internal systems that help staff deliver content.

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Editorial Strategy as Empathy for the Internal User

  1. 1. Editorial Strategy as Empathy: Serving Internal Users Misty Weaver @meaningmeasure Seattle IA/UX Meetup #SeattleUX http://www.morguefile.com/creative/hotblack
  2. 2. Your content process starts with 1. External audience assessment 2. Content assessment and modeling 3. Tasks and roles 4. Workflow 5. Schedule @meaningmeasure #SeattleUX
  3. 3. Provide the right content, for the right people, in the right place, at the right time. Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
  4. 4. Provide the right content, for the right people, in the right place, at the right time, with a system.
  5. 5. http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/ What we mean when we say content strategy @meaningmeasure #SeattleUX
  6. 6. Content Strategy Shapes Technical • Information Architecture • Taxonomy • Metadata / Schema • XML / DITA • CMS • SEO Editorial • Branding • Messaging • Voice and Tone • Content Creation and Planning • Content for Human Consumption
  7. 7. Project Management Always Project • Resource Assessment • Workflows • Scheduling • Velvet Hammer
  8. 8. Part 1: What do those people need? • To find relevant, helpful content • Make a decision • Take action
  9. 9. Creating a priority list for content What information do you need to make a decision about attending an IA meetup?
  10. 10. • Date and Time • Title • Topic • Speaker • Price • What’s the benefit to me? • Location • Description • Agenda • Menu (food allergies) • How many people are going? Do I know any of them and/or like/dislike them? • How to register Content Checklist
  11. 11. • Date and Time • Title • Topic • Speaker • Price • What’s the benefit to me? • Location • Description • Agenda • Menu (food allergies) • How many people are going? Do I know any of them and/or like/dislike them? • Speaker Description and Bio • Art, visual collateral • Email Marketing • Social Media Marketing • Volunteers • Sponsors • Venue • Speaker slides • Post event email • Post event photos, video, slides Content Checklist
  12. 12. Assess, Model, & Form Content
  13. 13. Part 2: What do I have? http://www.morguefile.com/creative/wedhatted
  14. 14. From Assessment to Content Model http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
  15. 15. Event Speaker VenueDescription • Title • Time, Date • Price • Registration • Agenda • Description Content Model
  16. 16. • Create • Edit • Approve • Publish • Distribute • Update/Archive Part 3: What can we do?
  17. 17. http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
  18. 18. Relates to our internal systems as well as access we provide through distribution of content http://intentionaldesign.ca/
  19. 19. • Create • Edit • Approve • Publish • Distribute • Update/Archive • Creators • Editors • Approvers • Publishers • Distributors • Managers From Tasks to Roles
  20. 20. Part 4: How do we make the work flow? @sjrosenbaum
  21. 21. http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/ Margot Bloomstein Content Strategy at Work http://appropriateinc.com/book/ Workflow at AdoptUsKids Vanessa Casavant @casavant
  22. 22. Workflow at AdoptUsKids
  23. 23. Workflow at AdoptUsKids
  24. 24. What do we get out of it?
  25. 25. Part 5: Timing
  26. 26. Enjoy these links • Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the- drawer-with-governance • Richard Ingram http://www.smashingmagazine.com/2011/06/03/content- strategy-optimizing-your-efforts-for-success/ • Cleve Gibbon http://www.clevegibbon.com/content-modeling/content- models/the-design-content-model/ • Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown- Winning-Content/dp/0124076742 • Rahel Bailie http://intentionaldesign.ca/ • Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/ Tweet me about it @meaningmeasure

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