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:
    • A DIY Project
    Melissa Rach | CS Forum 2011
  • 2. THE METHODOLOGY
  • 3. METHODOLOGY:
    • Guideline for solving a problem, including specific components , phases, tasks, methods, techniques , and tools.
  • 4. math photo: flickr user, Mark Harding
  • 5. METHODOLOGY:
    • Guideline for solving a problem, including specific components , phases, tasks, methods , techniques , and tools.
  • 6.
    • BENEFITS OF SPECIFIC METHODS:
    • Efficient
    • Predictable
    • Easy to communicate
    Photo: flickr user, Hugo90
  • 7. -HENRY MINTZBERG
    • “ Smart strategists appreciate they cannot always be smart enough to think through everything in advance.”
  • 8. CONTENT STRATEGY:
    • Using content to help achieve business goals.
  • 9.
    • IT’S COMPLICATED.
    • Client/stakeholder characteristics
    • Project goals
    • CS area of focus
    • Team structure
    • Timeline
    • Etc.
  • 10.
    • STRATEGY IS A CRAFT.
    • Start with the basics
    • Learn tricks and tools
    • Get experience
    • Develop your own style
    Photo: flickr user, Theodore Scott
  • 11. THE BASICS
  • 12.
    • 1. WHAT A STRATEGIST DOES
    • Create clarity
    • Facilitate smart decisions
    • Align stakeholders
    • Help operationalize change
    Chris LaVictoire Mahai
  • 13.
    • WHAT ABOUT DOCUMENTATION?
    • Start conversations
    • Document decisions
    • Reference materials
  • 14.
    • 2. AREAS OF CONTENT STRATEGY
  • 15.
    • 3. STRATEGIC PROCESS
  • 16. PUT IT ALL TOGETHER
  • 17.
    • GET SET!
    • Decisions: Objectives, risks, assumptions
    • Clarity: Definitions, user/market research
    • Alignment: Interviews, workshops
    • Op. Change: Engage key stakeholders
  • 18.
    • PLACE YOUR BETS!
    • Decisions: Pick two options
    • Clarity: Define structure and workflow options
    • Alignment: Brainstorms, document reviews
    • Op. Change: Impact analysis
    • .
  • 19.
    • VET AND VALIDATE
    • Decisions: Choose final options
    • Clarity: Develop wireframes, workflow schema, A/B test
    • Alignment: Task forces, regular status updates
    • Op. Change: 360 communication plan
  • 20.
    • SWEAT IT OUT
    • Decisions: Day-to-day problem solving
    • Clarity: Bug tracker, testing, resource actuals
    • Alignment: Meetings, progress reports
    • Op. Change: Development schedule, governance plan
  • 21. A LITTLE CHAOS:
    • Enough structure to allow for pattern development, but flexible enough to allow for creativity.
  • 22. #1 TIP
  • 23.
    • THINGS ARE MOVING REAL FAST.
    “ 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:
    • The way somebody smart has already done something.
  • 25. THANKS
    • @melissarach