Big Content:                    Content Strategy as a                     Design FrameworkRahel Anne Bailie               ...
Content Strategy   Business        Technical                    Content/info                                 IA/Usabilityc...
SOMEDESIGNFRAMEWORKS
Product design                 WHERE’S THE CONTENT?                                   Credit: NASA Engineering design proc...
Industrial designWHERE’S THE CONTENT?                       Credit: Product design consultants Costello Design
Web design             CONTENT               Credit: University of Texas
Web design                • Requirements analysis   Planning     • Project charter, contracts, finances                • S...
Web design                            CONTENT             Credit: Jesse James Garrett
Web design             CONTENT                       Credit: UX Movement
Web design                         CONTENT                         CONTENT             Credit: Adaptive Path
DESIGN:CONTENTDELIVERYMECHANISMS
TechChange         UX       Content         Design
UXChange   Tech     Content         Design
UXChange   Design   Content          Tech
UXChange   Content               Design          Tech                 Credit: conversation with Whitney Quesenbery
UXChange   Content          USERS                Design          Tech                 Credit: conversation with Whitney Qu...
How useful is this site…
…without content?
If you couldn’t find what you wanted…
…would technical elegance matter?
Without the content…
…does the design matter?
CONTENT AND DESIGN: A GREAT TEAM
The purpose of design
Content in context   Data              Context   Content                               Infor-  Content            Context ...
The purpose of content strategy “Content strategy is the  repeatable system that governs  the management of content  throu...
• Requirement analysis                       • Author/Edit• User research                              • Acquire• Governan...
LET’S TALKCONTENTSTRATEGY
Content strategy The phrase “from the right source on the right platform in the right media to the right people at the rig...
Strategy           Alternatives chosen           to make happen           a desired future,           such as achievement ...
Content Something contained, in a receptacle                    www.thefreedictionary.com/content The stuff between the ta...
…is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…des...
WHERE AREWE GOINGWITH THIS?
The Big C   BIG Content
…allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…rec...
Storytelling (Curation)
Infrastructure  Interaction by Business           Interaction by          Interaction by Content          Process         ...
Business processes                                                                                                   Field...
Governance                        Board &                      Committees                                      Legal &    ...
Data quality
Content strategy goesbeyond the content,beyond the site,beyond the design.
Design Brief: Where is the content section?
May 25, 2011     2 days aftervolcanic eruption
CMS configuration: Where are your content types, flows, and models?
So your content can be delivered as needed
Usability tests: How are you testing content?
( = SIM card)( = international roaming)
…to an integrated user experience
User experience: How are you planning for publishing?
Get inspiredGet informedGet involvedGet togetherGet content
Want more content strategy?2-day intensive workshop series:contentstrategyworkshops.com
Big content - content strategy as a design framework
Big content - content strategy as a design framework
Big content - content strategy as a design framework
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Big content - content strategy as a design framework

  1. 1. Big Content: Content Strategy as a Design FrameworkRahel Anne Bailie © 2012 Intentional Design Inc.@rahelab www.intentionaldesign.ca
  2. 2. Content Strategy Business Technical Content/info IA/Usabilitycommunications communication management
  3. 3. SOMEDESIGNFRAMEWORKS
  4. 4. Product design WHERE’S THE CONTENT? Credit: NASA Engineering design process
  5. 5. Industrial designWHERE’S THE CONTENT? Credit: Product design consultants Costello Design
  6. 6. Web design CONTENT Credit: University of Texas
  7. 7. Web design • Requirements analysis Planning • Project charter, contracts, finances • Site map, servers, folders, software, resources • Wireframe and design elements, create mock-ups Design • Review and approval cycle • Slide and code valid XHTML/CSS • Build development framework and code templates Development • Develop /test features, interactivity, links, functionality CONTENT • Fill with content • Polish Launch • Transfer to live server / test • Cross-browser check • Hand off to client Post-Launch • Documentation and source files • Project close, final documentation Credit: Smashing Magazine
  8. 8. Web design CONTENT Credit: Jesse James Garrett
  9. 9. Web design CONTENT Credit: UX Movement
  10. 10. Web design CONTENT CONTENT Credit: Adaptive Path
  11. 11. DESIGN:CONTENTDELIVERYMECHANISMS
  12. 12. TechChange UX Content Design
  13. 13. UXChange Tech Content Design
  14. 14. UXChange Design Content Tech
  15. 15. UXChange Content Design Tech Credit: conversation with Whitney Quesenbery
  16. 16. UXChange Content USERS Design Tech Credit: conversation with Whitney Quesenbery
  17. 17. How useful is this site…
  18. 18. …without content?
  19. 19. If you couldn’t find what you wanted…
  20. 20. …would technical elegance matter?
  21. 21. Without the content…
  22. 22. …does the design matter?
  23. 23. CONTENT AND DESIGN: A GREAT TEAM
  24. 24. The purpose of design
  25. 25. Content in context Data Context Content Infor- Content Context mation Infor- Know- Context mation ledge
  26. 26. The purpose of content strategy “Content strategy is the repeatable system that governs the management of content throughout the entire lifecycle.”- Rahel Anne Bailie IntentionalDesign
  27. 27. • Requirement analysis • Author/Edit• User research • Acquire• Governance planning • Version/Localize• Budget • Metadata Analyze Collect Publish Manage • Modeling/typing• Aggregate/Transform • Configure/components• Publish/Syndicate • Structure /standards• Evaluate • Repository• Iterate or sunset
  28. 28. LET’S TALKCONTENTSTRATEGY
  29. 29. Content strategy The phrase “from the right source on the right platform in the right media to the right people at the right time in the right channel in the right format in the right version in the right language” is quite a mouthful, and too long for Twitter. Thats why were better off calling it something simple, like content strategy. Credit: Rahel Anne Bailie
  30. 30. Strategy Alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.
  31. 31. Content Something contained, in a receptacle www.thefreedictionary.com/content The stuff between the tags Rahel Anne Bailie at Lavacon 2010 Potential information http://profile.typepad.com/jgollner Human-usable, contextualized data http://goo.gl/bmIhg
  32. 32. …is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…deserves to be managed with care.
  33. 33. WHERE AREWE GOINGWITH THIS?
  34. 34. The Big C BIG Content
  35. 35. …allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…recognizes the importance of data quality.Example of how to think about Big Content:http://intentionaldesign.ca/2012/05/29/move-over-big-data-its-time-for-big-content/
  36. 36. Storytelling (Curation)
  37. 37. Infrastructure Interaction by Business Interaction by Interaction by Content Process Role Type Content / Document Lifecycle Management Content Federation Document Content Database Metadata Repository Repository
  38. 38. Business processes Field OQ Guide Subject Matter Public Experts (content Awareness Training creators/reviewers) Program Material O&M Manual Repository SOP Option to single- Topic Topic Topic Topic Topic Topic Topic Topic source content Compliance Topic Topic Topic Topic between other Analyst Topic Topic Topic Topic Topic Topic Topic Topic publications Topic Topic Topic Topic (reviews,edits) Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic No Yes Combine and recombine content Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic to create manuals Approved? Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Topic Documentation Archive Print Yes Web, XXXX, Outdated? Sharepoint No
  39. 39. Governance Board & Committees Legal & Monitoring Regulatory Communication Risk & Business Performance Practices Management & Ethics Disclosure & Transparency
  40. 40. Data quality
  41. 41. Content strategy goesbeyond the content,beyond the site,beyond the design.
  42. 42. Design Brief: Where is the content section?
  43. 43. May 25, 2011 2 days aftervolcanic eruption
  44. 44. CMS configuration: Where are your content types, flows, and models?
  45. 45. So your content can be delivered as needed
  46. 46. Usability tests: How are you testing content?
  47. 47. ( = SIM card)( = international roaming)
  48. 48. …to an integrated user experience
  49. 49. User experience: How are you planning for publishing?
  50. 50. Get inspiredGet informedGet involvedGet togetherGet content
  51. 51. Want more content strategy?2-day intensive workshop series:contentstrategyworkshops.com
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