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
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
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
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
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
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
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?
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
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
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
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
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
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?
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
A MATRIX METHODOLOGY: DEPLOYShare the
matrix:– Socialize, socialize, socialize– Morph to accommodate different audiencesContentStrategistUserExperienceSEO Team Dev. TeamDesign TeamCMS Admin
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?
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?
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?
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