The Dreaded Matrix:How to Make Your Content Danceby Sarah BeckleyCMS Expo 2013
Sarah BeckleySenior Content Strategist,Razorfish, Chicago7 years in Content Strategy10 years tech/web/print publishingSpec...
Razorfish3rd largest US digital agency2 years running on Ad Age’sAgency A-List300+ staff in Chicago2,500+ staff worldwideO...
AGENDAWhat You’ll Learn TodayThe What/Why/When of MatricesA Matrix MethodologyMatrix ChallengesSummaryResources
WHAT YOU’LL LEARN TODAY
WHAT YOU’LL LEARN TODAY• A repeatable methodology to create powerfulmatrices to help you and your stakeholders makebetter ...
THE WHAT/WHY/WHEN OF MATRICES
WHAT DO WE MEAN BY CONTENT MATRIX?It is what we make it
WHY DO I NEED A CONTENT MATRIX?
WHEN DO YOU USE A CONTENT MATRIX?Any time you need to understand your contentStructure unstructured contentWhenever you ne...
WHEN BY PROJECT PHASEDiscovery: inventory, audit, gap analysisDesign: site map, content modelDevelop: page templates, trac...
WHEN DON’T YOU USE A CONTENT MATRIX?Your CMS can produce all the reports you needYour company uses automated inventory too...
A MATRIX METHODOLOGY
A MATRIX METHODOLOGY: DISCOVERBefore you build:– Plan for the handoff; consider the entire projectlifecycle’s needs– Matri...
A MATRIX METHODOLOGY: DEFINEDetermine matrix requirements:– Outputs: audit findings, site map, charts, gap analysis,keywor...
A MATRIX METHODOLOGY: DESIGNAdd bells and whistles:– What can you automate or accelerate?– Create filters, formulas, macro...
ACCELERATOR: FILTERS• Sort matrix on one or more fields• Find content (values)• Slight overlap with value formulas• Turns ...
SAMPLE MATRIX INPUTS• Content– Text, images, whole Word docs• Metadata– Structural, admin, descriptive, 508(c)• Reviewers–...
ACCELERATOR: VALUE FORMULAS• Excel formula that references textual cell content• “Data mine” content• Gather quantitative ...
ACCELERATOR: MACROS• Automates repetitive tasks, including formatting• Reduces time to create inventories or parse largesp...
ACCELERATOR: PIVOT TABLES• Create “sub” matrix from original with a subset of thecontent/data– Great for special audiences...
WHEN TO USE PIVOT vs. MACRO• Pivot tables summarize and highlight values– How many instances of “purple” appear in Section...
A MATRIX METHODOLOGY: DEPLOYShare the matrix:– Socialize, socialize, socialize– Morph to accommodate different audiencesCo...
MATRIXCHALLENGES & SOLUTIONS
CHALLENGE: MAPPING CONTENT• Auto quote content needs to map to BusinessRequirements, Wireframes, and include Standard Path...
SOLUTION: COLOR CODE AND TRACK
CHALLENGE: MANUAL INVENTORY• Non-profit needs a content inventory• Small project (~500 pages)– Or sample-size inventory of...
SOLUTION: Inventory with macro
CHALLENGE: CONTENT AUDIT• Large site with many SMEs• Need to evaluate content for quality• Client has politically sensitiv...
SOLUTION: QUANTIFIED RATINGS AUDIT
CHALLENGE: MULTIPLE AUDIENCES• Insurance company wants one matrix for the autoquote authors, legal, developers, and market...
SOLUTION: AUDIENCE MACROMore features than filters, but sometimes fragile
CHALLENGE: MULTIPLE VERSIONS• National company’s product varies by statedue to legal requirements• How do you track the co...
SOLUTION: VARIATIONS MACRO
CHALLENGE: MATRIX-SHY REVIEWERS• Company stakeholders refuse to review a “regular”matrix• Many reviewers, little collabora...
SOLUTION: DYNAMIC PROTOTYPE
CHALLENGE: THE DEVELOPER VERSION• Bank is handing off content to offshore developersand it must map to the page template• ...
SOLUTION: GET GRANULARBank BankBankBankBankBankBankBankBank
SOLUTION: EMBED WORD FILES
DON’T LET IT CREATE THE MATRIX ALONEBankBankBankBank Bank
SUMMARY
A MATRIX METHODOLOGYDiscover: what is the desired end result?Define: what/who are the inputs and audience?Design: Build in...
RESOURCES
RESOURCES: AUTOMATED INVENTORY• XML SiteMaps• Snap Sitemap• CAT Content Analysis Tool• Website Auditor
RESOURCES: TEMPLATES• KPN: kevinpnichols.com• Intentional Design (Rahel Bailie)• Web Content Strategist’s Bible• CMS Consu...
RESOURCES: EXCEL MASTERY• Excel Hacks: 100 Industrial-Strength Tips and Tools by David E.Hawley, O’Reilly• Excel Annoyance...
THANK YOU!• Questions?• Contact/info:– @sarahbeckley– Sarah.Beckley@razorfish.com– Linkedin/in/sarahbeckley– www.razorfish...
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The dreaded content matrix how to make your content dance cms expo 2013

  1. 1. The Dreaded Matrix:How to Make Your Content Danceby Sarah BeckleyCMS Expo 2013
  2. 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. 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
  4. 4. AGENDAWhat You’ll Learn TodayThe What/Why/When of MatricesA Matrix MethodologyMatrix ChallengesSummaryResources
  5. 5. WHAT YOU’LL LEARN TODAY
  6. 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. 7. THE WHAT/WHY/WHEN OF MATRICES
  8. 8. WHAT DO WE MEAN BY CONTENT MATRIX?It is what we make it
  9. 9. WHY DO I NEED A CONTENT MATRIX?
  10. 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. 11. WHEN BY PROJECT PHASEDiscovery: inventory, audit, gap analysisDesign: site map, content modelDevelop: page templates, trackingDeploy: migration plansGovern: metadata, taxonomy
  12. 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. 13. A MATRIX METHODOLOGY
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. A MATRIX METHODOLOGY: DEPLOYShare the matrix:– Socialize, socialize, socialize– Morph to accommodate different audiencesContentStrategistUserExperienceSEO Team Dev. TeamDesign TeamCMS Admin
  24. 24. MATRIXCHALLENGES & SOLUTIONS
  25. 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. 26. SOLUTION: COLOR CODE AND TRACK
  27. 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. 28. SOLUTION: Inventory with macro
  29. 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. 30. SOLUTION: QUANTIFIED RATINGS AUDIT
  31. 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. 32. SOLUTION: AUDIENCE MACROMore features than filters, but sometimes fragile
  33. 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. 34. SOLUTION: VARIATIONS MACRO
  35. 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. 36. SOLUTION: DYNAMIC PROTOTYPE
  37. 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. 38. SOLUTION: GET GRANULARBank BankBankBankBankBankBankBankBank
  39. 39. SOLUTION: EMBED WORD FILES
  40. 40. DON’T LET IT CREATE THE MATRIX ALONEBankBankBankBank Bank
  41. 41. SUMMARY
  42. 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
  43. 43. RESOURCES
  44. 44. RESOURCES: AUTOMATED INVENTORY• XML SiteMaps• Snap Sitemap• CAT Content Analysis Tool• Website Auditor
  45. 45. RESOURCES: TEMPLATES• KPN: kevinpnichols.com• Intentional Design (Rahel Bailie)• Web Content Strategist’s Bible• CMS Consultants
  46. 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
  47. 47. THANK YOU!• Questions?• Contact/info:– @sarahbeckley– Sarah.Beckley@razorfish.com– Linkedin/in/sarahbeckley– www.razorfish.com
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