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Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
Content Strategy & Methodology (CS Forum 2011)
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Content Strategy & Methodology (CS Forum 2011)

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Melissa Rach's presentation at the Content Strategy Forum (CS Forum) in London, September 2011. (Please note methodology examples are for a specific project and not comprehensive!)

Melissa Rach's presentation at the Content Strategy Forum (CS Forum) in London, September 2011. (Please note methodology examples are for a specific project and not comprehensive!)

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  • Thanks to everyone who is viewing this slideshow! I wanted to take a minute to explain the first few slides--because they are misleading on their own. In the talk, I discussed that people expect there to be a 'fool-proof methodology' made up of 'specific methods' that you can learn and apply. But, in reality, content strategy is more like a craft: You can learn some basics, but after that you need to improvise based on your situation. I consider a methodology 'The way somebody smart has already done something.' -- something I can learn from, but not something I would repeat exactly. Thanks again for viewing the slides.
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  • 1. METHODOLOGY: <ul><li>A DIY Project </li></ul>Melissa Rach | CS Forum 2011
  • 2. THE METHODOLOGY
  • 3. METHODOLOGY: <ul><li>Guideline for solving a problem, including specific components , phases, tasks, methods, techniques , and tools. </li></ul>
  • 4. math photo: flickr user, Mark Harding
  • 5. METHODOLOGY: <ul><li>Guideline for solving a problem, including specific components , phases, tasks, methods , techniques , and tools. </li></ul>
  • 6. <ul><li>BENEFITS OF SPECIFIC METHODS: </li></ul><ul><li>Efficient </li></ul><ul><li>Predictable </li></ul><ul><li>Easy to communicate </li></ul>Photo: flickr user, Hugo90
  • 7. -HENRY MINTZBERG <ul><li>“ Smart strategists appreciate they cannot always be smart enough to think through everything in advance.” </li></ul>
  • 8. CONTENT STRATEGY: <ul><li>Using content to help achieve business goals. </li></ul>
  • 9. <ul><li>IT’S COMPLICATED. </li></ul><ul><li>Client/stakeholder characteristics </li></ul><ul><li>Project goals </li></ul><ul><li>CS area of focus </li></ul><ul><li>Team structure </li></ul><ul><li>Timeline </li></ul><ul><li>Etc. </li></ul>
  • 10. <ul><li>STRATEGY IS A CRAFT. </li></ul><ul><li>Start with the basics </li></ul><ul><li>Learn tricks and tools </li></ul><ul><li>Get experience </li></ul><ul><li>Develop your own style </li></ul>Photo: flickr user, Theodore Scott
  • 11. THE BASICS
  • 12. <ul><li>1. WHAT A STRATEGIST DOES </li></ul><ul><li>Create clarity </li></ul><ul><li>Facilitate smart decisions </li></ul><ul><li>Align stakeholders </li></ul><ul><li>Help operationalize change </li></ul>Chris LaVictoire Mahai
  • 13. <ul><li>WHAT ABOUT DOCUMENTATION? </li></ul><ul><li>Start conversations </li></ul><ul><li>Document decisions </li></ul><ul><li>Reference materials </li></ul>
  • 14. <ul><li>2. AREAS OF CONTENT STRATEGY </li></ul>
  • 15. <ul><li>3. STRATEGIC PROCESS </li></ul>
  • 16. PUT IT ALL TOGETHER
  • 17. <ul><li>GET SET! </li></ul><ul><li>Decisions: Objectives, risks, assumptions </li></ul><ul><li>Clarity: Definitions, user/market research </li></ul><ul><li>Alignment: Interviews, workshops </li></ul><ul><li>Op. Change: Engage key stakeholders </li></ul>
  • 18. <ul><li>PLACE YOUR BETS! </li></ul><ul><li>Decisions: Pick two options </li></ul><ul><li>Clarity: Define structure and workflow options </li></ul><ul><li>Alignment: Brainstorms, document reviews </li></ul><ul><li>Op. Change: Impact analysis </li></ul><ul><li>. </li></ul>
  • 19. <ul><li>VET AND VALIDATE </li></ul><ul><li>Decisions: Choose final options </li></ul><ul><li>Clarity: Develop wireframes, workflow schema, A/B test </li></ul><ul><li>Alignment: Task forces, regular status updates </li></ul><ul><li>Op. Change: 360 communication plan </li></ul>
  • 20. <ul><li>SWEAT IT OUT </li></ul><ul><li>Decisions: Day-to-day problem solving </li></ul><ul><li>Clarity: Bug tracker, testing, resource actuals </li></ul><ul><li>Alignment: Meetings, progress reports </li></ul><ul><li>Op. Change: Development schedule, governance plan </li></ul>
  • 21. A LITTLE CHAOS: <ul><li>Enough structure to allow for pattern development, but flexible enough to allow for creativity. </li></ul>
  • 22. #1 TIP
  • 23. <ul><li>THINGS ARE MOVING REAL FAST. </li></ul>“ It takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!“ - THE QUEEN OF HEARTS (LEWIS CARROLL)
  • 24. METHODOLOGY: <ul><li>The way somebody smart has already done something. </li></ul>
  • 25. THANKS <ul><li>@melissarach </li></ul>

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