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Content Strategy & Methodology (CS Forum 2011)
 

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

    • METHODOLOGY:
      • A DIY Project
      Melissa Rach | CS Forum 2011
    • THE METHODOLOGY
    • METHODOLOGY:
      • Guideline for solving a problem, including specific components , phases, tasks, methods, techniques , and tools.
    • math photo: flickr user, Mark Harding
    • METHODOLOGY:
      • Guideline for solving a problem, including specific components , phases, tasks, methods , techniques , and tools.
      • BENEFITS OF SPECIFIC METHODS:
      • Efficient
      • Predictable
      • Easy to communicate
      Photo: flickr user, Hugo90
    • -HENRY MINTZBERG
      • “ Smart strategists appreciate they cannot always be smart enough to think through everything in advance.”
    • CONTENT STRATEGY:
      • Using content to help achieve business goals.
      • IT’S COMPLICATED.
      • Client/stakeholder characteristics
      • Project goals
      • CS area of focus
      • Team structure
      • Timeline
      • Etc.
      • STRATEGY IS A CRAFT.
      • Start with the basics
      • Learn tricks and tools
      • Get experience
      • Develop your own style
      Photo: flickr user, Theodore Scott
    • THE BASICS
      • 1. WHAT A STRATEGIST DOES
      • Create clarity
      • Facilitate smart decisions
      • Align stakeholders
      • Help operationalize change
      Chris LaVictoire Mahai
      • WHAT ABOUT DOCUMENTATION?
      • Start conversations
      • Document decisions
      • Reference materials
      • 2. AREAS OF CONTENT STRATEGY
      • 3. STRATEGIC PROCESS
    • PUT IT ALL TOGETHER
      • GET SET!
      • Decisions: Objectives, risks, assumptions
      • Clarity: Definitions, user/market research
      • Alignment: Interviews, workshops
      • Op. Change: Engage key stakeholders
      • PLACE YOUR BETS!
      • Decisions: Pick two options
      • Clarity: Define structure and workflow options
      • Alignment: Brainstorms, document reviews
      • Op. Change: Impact analysis
      • .
      • 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
      • 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
    • A LITTLE CHAOS:
      • Enough structure to allow for pattern development, but flexible enough to allow for creativity.
    • #1 TIP
      • 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)
    • METHODOLOGY:
      • The way somebody smart has already done something.
    • THANKS
      • @melissarach