Content strategy as a design framework
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Content strategy as a design framework

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Making the shift from design-driven content to content-driven design depends on attention to detail in content strategy.

Making the shift from design-driven content to content-driven design depends on attention to detail in content strategy.

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  • 1. The Big CContent Strategy as aDesign Framework© 2012 Intentional Design Inc.www.intentionaldesign.caRahel Anne Bailie@rahelab
  • 2. Content StrategyBusinesscommunicationsTechnicalcommunicationIA/UsabilityContent/infomanagement
  • 3. SOMEDESIGNFRAMEWORKS
  • 4. Product designCredit: NASA Engineering design process
  • 5. Industrial designCredit: Product design consultants Costello Design
  • 6. Web designCredit: University of TexasCONTENT
  • 7. Web design• Requirements analysis• Project charter, contracts, finances• Site map, servers, folders, software, resourcesPlanning• Wireframe and design elements, create mock-ups• Review and approval cycle• Slide and code valid XHTML/CSSDesign• Build development framework and code templates• Develop /test features, interactivity, links, functionality• Fill with contentDevelopment• Polish• Transfer to live server / test• Cross-browser checkLaunch• Hand off to client• Documentation and source files• Project close, final documentationPost-LaunchCredit: Smashing MagazineCONTENT
  • 8. CONTENTCredit: Jesse James GarrettWeb design
  • 9. Web designCredit: UX MovementCONTENT
  • 10. Web designCredit: Adaptive PathCONTENTCONTENT
  • 11. DESIGN:CONTENTDELIVERYMECHANISMS
  • 12. UXTechContentDesignChange
  • 13. TechUXContentDesignChange
  • 14. DesignUXContentTechChange
  • 15. ContentUXDesignTechChangeCredit: conversation with Whitney QuesenberyUSERS
  • 16. How useful is this site…
  • 17. …without content?
  • 18. If you couldn’t find what you wanted…
  • 19. …would technical elegance matter?
  • 20. Without the content…
  • 21. …does the design matter?
  • 22. CONTENT AND DESIGN: A GREAT TEAM
  • 23. The purpose of design
  • 24. Content in contextData Context ContentContent ContextInfor-mationInfor-mationContextKnow-ledge
  • 25. The purpose of content strategy“Content strategy is therepeatable system that governsthe management of contentthroughout the entire lifecycle.”- Rahel Anne Bailie IntentionalDesign
  • 26. • Modeling/typing• Configure/components• Structure /standards• Repository• Aggregate/Transform• Publish/Syndicate• Evaluate• Iterate or sunset• Author/Edit• Acquire• Version/Localize• Metadata• Requirement analysis• User research• Governance planning• BudgetAnalyze CollectManagePublish
  • 27. LET’S TALKCONTENTSTRATEGY
  • 28. Content strategyThe phrase “from the right sourceon the right platform in the right mediato the right people at the right timein the right channel in the right formatin the right version in the right language”is quite a mouthful, and too long for Twitter.Thats why were better off calling itsomething simple, like content strategy.Credit: Rahel Anne Bailie
  • 29. StrategyAlternatives chosento make happena desired future,such as achievementof a goal or solutionto a problem.
  • 30. ContentSomething contained, in a receptacleThe stuff between the tagsPotential informationHuman-usable, contextualized datahttp://profile.typepad.com/jgollnerhttp://goo.gl/bmIhgwww.thefreedictionary.com/contentRahel Anne Bailie at Lavacon 2010
  • 31. …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.
  • 32. WHERE AREWE GOINGWITH THIS?
  • 33. The Big CBIGContent
  • 34. …allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…recognizes the importance of data quality.
  • 35. Storytelling (Curation)
  • 36. InfrastructureContent FederationDocumentRepositoryContentRepositoryDatabaseInteraction by BusinessProcessInteraction byRoleInteraction by ContentTypeMetadataContent / Document Lifecycle Management
  • 37. PrintSubject MatterExperts (contentcreators/reviewers)DocumentationPublicAwarenessProgramOQTrainingMaterialO&M ManualFieldGuideRepositoryTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicTopicOption to single-source contentbetween otherpublicationsCombine and recombine contentto create manualsApproved?YesNoWeb, XXXX,SharepointArchiveOutdated?SOPComplianceAnalyst(reviews,edits)YesNoBusiness processes
  • 38. GovernanceCommunicationBoard &CommitteesLegal &RegulatoryBusinessPractices& EthicsDisclosure &TransparencyRisk &PerformanceManagementMonitoring
  • 39. Data quality
  • 40. Content strategy goesbeyond the content,beyond the site,beyond the design.
  • 41. Design Brief:Where is the contentsection?
  • 42. May 25, 20112 days aftervolcanic eruption
  • 43. CMS configuration:Where are yourcontent types, flows,and models?
  • 44. So your content can be delivered as needed
  • 45. Usability tests:How are you testingcontent?
  • 46. ( = international roaming)( = SIM card)
  • 47. …to an integrated user experience
  • 48. User experience:How are you planningfor publishing?
  • 49. Get inspiredGet informedGet involvedGet togetherGet content
  • 50. Thank youhttp://about.me/rahel.bailie@rahelab