Content/Communication

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Presented by Kristina Halvorson at the Now What? Conference on April 24, 2014.

As web professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate. Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web … this time, and the next.

Published in: Internet, Technology, Business
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Content/Communication

  1. 1. CONTENT / COMMUNICATION @HALVORSON • NOW WHAT? CONFERENCE
  2. 2. AUDIT THE CONTENT. ! REWORK THE IA. ! MAKE SOME METADATA. ! REWRITE THE COPY.
  3. 3. YOUR COMPANY IS BROKEN. ! YOUR TOOLS SUCK. ! YOU’RE WAY BEHIND. ! YOU ARE DUMB.
  4. 4. My content is terrible! It’s not your content. It’s you. *sobs*
  5. 5. THERE’S SOME FOUNDATIONAL STUFF WE NEED TO (REMEMBER TO) TALK ABOUT. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  6. 6. A RULE externally compels us to do things someone else has deemed good and right. A PRINCIPLE internally motivates us to do things we believe are good and right. ! ! ! ! !
  7. 7. ANONYMOUS CLIENT STORY #1
  8. 8. http://www.flickr.com/photos/mononoke/225965762/
  9. 9. ! 1. This content is not for us. 2. “Responsive” does not equal “reactive.” 3. The story informs the format. 4. Numbers aren’t everything. ! ! OUR CONTENT PRINCIPLES
  10. 10. PRINCIPLES UNITE US IN OUR DAY-TO-DAY WORK.
  11. 11. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  12. 12. OBJECTIVE STRATEGY TACTIC
  13. 13. ANONYMOUS CLIENT STORY #2
  14. 14. “We will become the industry leader in the financial services arena by providing our clients with superior service, world-class products, and a commitment to excellence at every touchpoint along the customer lifecycle.” ! ! “We will become the industry leader in the [INDUSTRY] services arena by providing our clients with superior service, world- class products, and a commitment to excellence at every touchpoint along the customer lifecycle.”
  15. 15. We will share user-facing, task-based content that makes our customers feel smart and safe, both personally and professionally. STRATEGY
  16. 16. • Rewrite “About Us” copy • Improve “Help” section • Create interactive company history timeline • Restructure home page around top tasks • Start some content marketing • Get some user personas !
  17. 17. STRATEGERY
  18. 18. STRATEGY KEEPS US ACCOUNTABLE.
  19. 19. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  20. 20. ANONYMOUS CLIENT STORY #3
  21. 21. Content?
  22. 22. DO NOT MAKE PROCESS YOUR GOD.
  23. 23. “Different methods work or fail because of people, not because they are universally good or bad. ! – Pawel Brodzinski, Agile Bullshit !
  24. 24. http://www.matthiasshapiro.com/wp-content/uploads/2009/10/IngebretsenDeliverablesWithPictures1.png
  25. 25. ARTIFACTS ARE TOOLS, NOT OUTCOMES.
  26. 26. GOOD PROCESS HELPS US MOVE TOGETHER.
  27. 27. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  28. 28. ANONYMOUS CLIENT STORY #4
  29. 29. ! 1. Take away everyone’s job titles. 2. Have a series of four-hour working sessions to break out “big tasks” and “little tasks.” 3. Managers go away and come back with “team missions.” 4. Employees pick a team and write their own job descriptions. 5. Select goals, review quarterly. 6. Go! ! ! THE BIG PLAN
  30. 30. ! R – Who is responsible for completing a task? A – Who is accountable for the work’s success? C – Who must be consulted before work can be signed-off on? I – Who must be kept informed along the way? ! ! THE RACI MODEL
  31. 31. ! 1. At some point, invite All the People 2. Make sure everyone’s aligned on terminology (e.g. audit vs. inventory, wireframe vs. prototype) 3. Identify timing issues, agendas, overlapping responsibilities EVERY PROJECT, EVERY TIME
  32. 32. ROLES GIVE US A PLACE.
  33. 33. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  34. 34. http://projectcartoon.com
  35. 35. “In content strategy, our master skills must include translating and negotiating, so we can facilitate communication between disparate disciplines and help them to communicate. ! – Rachel Lovinger, “Tinker, Tailor, Content Strategist”
  36. 36. PERCEPTIONS GIVE WAY TO PERSPECTIVE.
  37. 37. PRINCIPLES STRATEGY PROCESS ROLES PERCEPTIONS
  38. 38. WE ARE PERPETUALLY CATCHING UP.
  39. 39. “This multi-device web design increases stress exponentially. ! – Trent Walton, .net Magazine
  40. 40. ALL THE FEELINGS
  41. 41. “A study of over 350 people in 6 business units at a financial services company found that the greatest predictor of a team’s achievement was how the members felt about one another.” !
  42. 42. OUR WORK IS PERSONAL. TOGETHER.
  43. 43. WHO’S AWESOME? You’re awesome.
  44. 44. ! THANK YOU • kristina@braintraffic.com
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