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Content and Control

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Content problems. We all have them: Your clients can't get your copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's …

Content problems. We all have them: Your clients can't get your copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's responsible for keeping track of where things are and why they're there.

Content strategy to the rescue, right? Well, sorta.

It'd be nice if a few well-placed deliverables could solve the problem. But editorial plans and style guides won't change things. Neither will structured content and a custom CMS. We can't mastermind solutions and expect them to stick in organizations full of complex people, histories, and challenges.

When it comes to improving content, it's not about fixing. It's about facilitating—helping
organizations adapt, so their content can adapt with them. If you're used to designing and
building, this is a big shift—and one that'll take some getting used to. In this talk, you'll learn:
•Where you fit into the content strategy process, regardless of your role
•How to facilitate tough conversations and get people talking about content early and often
•How to empower people to work together across departments, disciplines, and teams

Presenter: Sara Wachter-Boettcher

Published in: Education, Technology, Sports
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  • 1. CONTENT CONTROL& www.flickr.com/photos/hectoralejandro/4533858235 sara wachter-boettcher / stc philly metro / april 23, 2014
  • 2. content problems. www.flickr.com/photos/barkbud/4772858837
  • 3. WE’VE ALL HAD THEM. www.flickr.com/photos/toaireisdivine/9415848926
  • 4. www.flickr.com/photos/puuikibeach/8564682770 it’ll just be a simple content migration!
  • 5. www.flickr.com/photos/amatuerphotographer/8133278472 our mobile site has everything on- the-go users need!
  • 6. From NBC Miami our authors are pretty good at publishing!
  • 7. www.flickr.com/photos/bevgoodwin/9482142313/ i’m important! put me on the homepage!
  • 8. www.flickr.com/photos/bevgoodwin/9482142313/ i’m important! put me on the homepage! me too! no, me!
  • 9. www.flickr.com/photos/dsifry/2205839462/ THIS IS WHY WE CAN’T HAVE NICE THINGS!
  • 10. GOOD NEWS! I’M A CONTENT STRATEGIST.
  • 11. SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
  • 12. www.flickr.com/photos/merlym/3512356738/
  • 13. Blah Blah Blah Blah BlahBlah
  • 14. we got this, you guys! www.flickr.com/photos/nickwebb/3904325807/
  • 15. ‘‘‘‘You know exactly what to do, but not everyone here is ready for that. You’re jumping to the answers, but they don’t understand the questions. — My client
  • 16. www.flickr.com/photos/familymwr/5084724949
  • 17. HE WAS RIGHT.
  • 18. i saw content as an input.
  • 19. BUT CONTENT IS ALSO WHAT COMES OUT OF ORGANIZATIONS.
  • 20. it reveals our values and beliefs. www.flickr.com/photos/patchworkharmony/8206364973
  • 21. www.flickr.com/photos/seabamirum/2848715801 our ownership issues.
  • 22. our fear of change. www.flickr.com/photos/paulvaarkamp/481912299
  • 23. WE USED TO JUST MAKE WEBSITES.
  • 24. NOW THE WEB IS EVERYTHING.
  • 25. NOW THE WEB IS EVERYONE.
  • 26. ‘‘‘‘Content is easy, people are messy. —Sally Bagshaw, @snappysentences
  • 27. DELIVERABLES WON’T FIX THIS.
  • 28. we have to bring them with us. www.flickr.com/photos/justsketchy/6639463877
  • 29. GSD
  • 30. what’s happening over there? www.flickr.com/photos/paulmannix/261313412
  • 31. can’t do this all day, every day. www.flickr.com/photos/departmentofed/7894648550
  • 32. www.flickr.com/photos/west_point/5357124683 parallel processes.
  • 33. content is a team sport. www.flickr.com/photos/clam113/2666711074
  • 34. WORKSHOPS: NOT JUST FOR KICKOFF.
  • 35. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 36. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 37. who are we? what’s important?
  • 38. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 39. do we sound like that?
  • 40. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 41. go through it, together.
  • 42. look for shared traits as you go.
  • 43. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  • 44. CONTENT EMAIL INTRANET SOCIAL MEDIA MICROSITES MOBILE WEBWEBSITE PRINT TABLET APPS MOBILE APPS BLOGS Karen McGrane, Adapting Ourselves to Adaptive Content this can be hard to explain.
  • 45. and this definitely is. NPR’s COPE model
  • 46. 1 2 THINKING (FRAMING) HEARING RELATIONSHIPS PLACETIME DEVICE FEELING (MOTIVATIONS) DOING (BEHAVIOR) SEEING (CONTEXT) 1 2 this might be easier. Adaptive Path Guide to Experience Mapping
  • 47. what’s a user’s path really like? Paul Kahn and Christophe Tallec
  • 48. WHICH CONTENT DO THEY NEED ALONG THE WAY?
  • 49. what would make that possible?
  • 50. specialized, not special. www.flickr.com/photos/darrensnow/2566687702
  • 51. frustration won’t help. www.flickr.com/photos/merlym/3512356738/
  • 52. www.flickr.com/photos/bluryee/2850257762/ finding what fits will.
  • 53. www.flickr.com/photos/scott1723/6290094282 but we’ll have to let go first.
  • 54. thank you. @sara_ann_marie sarawb.com

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