1. The Dreaded Matrix:How to Make Your Content Danceby Sarah BeckleyCMS Expo 2013
2. Sarah BeckleySenior Content Strategist,Razorfish, Chicago7 years in Content Strategy10 years tech/web/print publishingSpecialize in financial services, contextual help,online applications, content matrix developmentClient projects include work for Allstate, Citadel, HSBC, STAR FinancialNetwork, and the Options Industry Council.@sarahbeckleySarah.Beckley@Razorfish.com
3. Razorfish3rd largest US digital agency2 years running on Ad Age’sAgency A-List300+ staff in Chicago2,500+ staff worldwideOwned by PublicisOne of Forbes’ Top 100 Global Ad AgenciesThat Know Social Media and Google
6. WHAT YOU’LL LEARN TODAY• A repeatable methodology to create powerfulmatrices to help you and your stakeholders makebetter business decisions around content• Methods for automating/accelerating Excel• What we’re not going to cover:– How to turn a matrix into C-suite consumables
7. THE WHAT/WHY/WHEN OF MATRICES
8. WHAT DO WE MEAN BY CONTENT MATRIX?It is what we make it
9. WHY DO I NEED A CONTENT MATRIX?
10. WHEN DO YOU USE A CONTENT MATRIX?Any time you need to understand your contentStructure unstructured contentWhenever you need a:– Content inventory– audit/assessment– Gap analysis– Migration plan– Content development tracking– Capture any data about content“A superficial understanding of content isn’t going to cut it anymore.” -Rachel Lovinger
11. WHEN BY PROJECT PHASEDiscovery: inventory, audit, gap analysisDesign: site map, content modelDevelop: page templates, trackingDeploy: migration plansGovern: metadata, taxonomy
12. WHEN DON’T YOU USE A CONTENT MATRIX?Your CMS can produce all the reports you needYour company uses automated inventory tools– But you may still be validating both of those, which wereprobably exported into Excel or a proprietary spreadsheet
13. A MATRIX METHODOLOGY
14. A MATRIX METHODOLOGY: DISCOVERBefore you build:– Plan for the handoff; consider the entire projectlifecycle’s needs– Matrix goals: audit, gap, migration, content dev.Tracking– Matrix audience(s): content owners, SMEs, legal,developers– Client needs: offshore developers, reviewers,legal approval, external compliance
15. A MATRIX METHODOLOGY: DEFINEDetermine matrix requirements:– Outputs: audit findings, site map, charts, gap analysis,keyword tracking, etc.– Required fields: page name, url, content type,reviewer, template– Can one matrix rule them all?
16. A MATRIX METHODOLOGY: DESIGNAdd bells and whistles:– What can you automate or accelerate?– Create filters, formulas, macros, and/or pivot tables– Test your design: is it client proof?– Format for ease of use and readability– Assign numerical values to content when appropriate
17. ACCELERATOR: FILTERS• Sort matrix on one or more fields• Find content (values)• Slight overlap with value formulas• Turns spreadsheet into a table on a Mac• Not good for cross Mac-PC files• Excel, Data, Filter• Searches in a Filtered sheet won’t search• hidden content• Limited: Can only filter by one value at a time
18. SAMPLE MATRIX INPUTS• Content– Text, images, whole Word docs• Metadata– Structural, admin, descriptive, 508(c)• Reviewers– Legal, lines of business SMEs• Status– With business, with legal• Ratings– Brand, accessible, tagged
19. ACCELERATOR: VALUE FORMULAS• Excel formula that references textual cell content• “Data mine” content• Gather quantitative data– Search and sum keywords, content types, templates,etc.• Aggregate values for audit/gap analysis• Use Conditional Formatting formulas to highlight keycontent• Excel’s Conditional Formatting is on the Home Ribbon
20. ACCELERATOR: MACROS• Automates repetitive tasks, including formatting• Reduces time to create inventories or parse largespreadsheets• Don’t need to code to create macros• Easier to create than you think• Tip: Tools> Macro> Security: set it to medium or low ormacros may be blocked from running
21. ACCELERATOR: PIVOT TABLES• Create “sub” matrix from original with a subset of thecontent/data– Great for special audiences and audits• Gather detailed stats quickly– E.g., How many pages in each category use aparticular template?
22. WHEN TO USE PIVOT vs. MACRO• Pivot tables summarize and highlight values– How many instances of “purple” appear in Section 5?– Identify all uses of the brand name in the red template– Custom filters can duplicate some pivot table functions– Excel Pivot Wizard “baked in”• Macros automate actions– Hide and unhide rows or columns– Add or remove formatting– Copy and paste content
23. A MATRIX METHODOLOGY: DEPLOYShare the matrix:– Socialize, socialize, socialize– Morph to accommodate different audiencesContentStrategistUserExperienceSEO Team Dev. TeamDesign TeamCMS Admin
24. MATRIXCHALLENGES & SOLUTIONS
25. CHALLENGE: MAPPING CONTENT• Auto quote content needs to map to BusinessRequirements, Wireframes, and include Standard Path,Alternate Path, plus Help copy• Content in both wireframes and copy deck• How do you map your content (in the matrix) to multipledeliverables?
26. SOLUTION: COLOR CODE AND TRACK
27. CHALLENGE: MANUAL INVENTORY• Non-profit needs a content inventory• Small project (~500 pages)– Or sample-size inventory of larger site• What inputs do you need?• Can you automate it? How?
28. SOLUTION: Inventory with macro
29. CHALLENGE: CONTENT AUDIT• Large site with many SMEs• Need to evaluate content for quality• Client has politically sensitive content• Can you quantify quality?• What inputs do you need?
30. SOLUTION: QUANTIFIED RATINGS AUDIT
31. CHALLENGE: MULTIPLE AUDIENCES• Insurance company wants one matrix for the autoquote authors, legal, developers, and marketing• Different views needed across audiences• Large volume of content• How can you accommodate everyone without everyaudience seeing all content?
32. SOLUTION: AUDIENCE MACROMore features than filters, but sometimes fragile
33. CHALLENGE: MULTIPLE VERSIONS• National company’s product varies by statedue to legal requirements• How do you track the content variances?• Can you automate it?
34. SOLUTION: VARIATIONS MACRO
35. CHALLENGE: MATRIX-SHY REVIEWERS• Company stakeholders refuse to review a “regular”matrix• Many reviewers, little collaboration between them• Client won’t consolidate review feedback• How can you get good feedback and automatefeedback consolidation?
36. SOLUTION: DYNAMIC PROTOTYPE
37. CHALLENGE: THE DEVELOPER VERSION• Bank is handing off content to offshore developersand it must map to the page template• Content editing and delivery must be in a matrix• Copy has long and short content blocks• Must map to other deliverables• How do you deliver this content?
38. SOLUTION: GET GRANULARBank BankBankBankBankBankBankBankBank
39. SOLUTION: EMBED WORD FILES
40. DON’T LET IT CREATE THE MATRIX ALONEBankBankBankBank Bank
42. A MATRIX METHODOLOGYDiscover: what is the desired end result?Define: what/who are the inputs and audience?Design: Build in accelerators and automationDeploy: Socialize and tweak
46. RESOURCES: EXCEL MASTERY• Excel Hacks: 100 Industrial-Strength Tips and Tools by David E.Hawley, O’Reilly• Excel Annoyances: How to Fix the Most Annoying Things about YourFavorite Spreadsheet by Curtis Frye, O’Reilly Publishers• “Become Awesome in Excel”• Count (value) formulas• Learn VBA• Excel macros video• Filter intro; Custom filters• Pivot tables video