Why Workflows Rock: And How Content Strategists Roll

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A presentation for a University of Washington's Information School class on why workflows matter and how I've used my background in journalism to develop them.

A presentation for a University of Washington's Information School class on why workflows matter and how I've used my background in journalism to develop them.

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  • 1. Why Workflows RockAnd How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)
  • 2. What role does a content strategist play?―Useful, usable content is aprocess, not a product. It needspeople who are responsible forongoing, editorial oversight. Setstandards to inform changes andinspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  • 3. Why role does a content strategist play?―Useful, usable content is aprocess, not a product. It needspeople who are responsible forongoing, editorial oversight. Setstandards to inform changesandinspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  • 4. What is content strategy?―Content strategy is the development of a repeatable process thatmanages content throughout the entire content lifecycle. Thatmeans from planning to creation to management to publishing to post-publishing activities, and back through the next iteration of planning.‖ – Rahel Anne Bailie, Principal of Intentional Design, Inc.
  • 5. Well, it’s not as easy as it sounds"A brand is a living entity — and it is enriched or underminedcumulatively over time, the product of a thousand small gestures." —Michael Eisner, CEO Disney
  • 6. Why is content political?
  • 7. Useful, usable content is a processHow does the editorial process work in a newsroom?
  • 8. Useful, usable content is a processHow does the editorial process work in a newsroom? EDITORIAL PROCESS PUBLISHER & EXECUTIVE EDITOR MANAGING EDITORS & ART DIRECTORS DESK EDITORS & COPY EDITORS. REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS, FACT CHECKERS, LIBRARIANS, RESEARCHERS
  • 9. Content strategy is change management
  • 10. Content strategy is change management• Direct the rational rider• Motivate the emotional elephant• Shape the path – From Switch: How to Change Things When Change is Hard by Chip and Dan Heath
  • 11. Shape the path, direct the wayDevelop an editorial process for each piece of content1. Strategic Planning Phase (creative brief)2. Creation and Composition3. Design and Production4. Distribution and Maintenance
  • 12. Strategic Planning PhasePrior to Creation and Composition
  • 13. Strategic Planning PhasePrior to Creation and Composition
  • 14. Strategic Planning PhasePrior to Creation and Composition
  • 15. Strategic Planning PhasePrior to Creation and Composition
  • 16. Strategic Planning PhasePrior to Creation and Composition
  • 17. Strategic Planning PhasePrior to Creation and Composition
  • 18. Strategic Planning PhasePrior to Creation and Composition
  • 19. Strategic Planning PhasePrior to Creation and Composition
  • 20. New Info Pages and Sections (website)Creation and Composition
  • 21. New Info Pages and Sections (website)Creation and Composition
  • 22. New Info Pages and Sections (website)Creation and Composition
  • 23. New Info Pages and Sections (website)Creation and Composition
  • 24. New Info Pages and Sections (website)Creation and Composition
  • 25. New Info Pages and Sections (website)Creation and Composition
  • 26. New Info Pages and Sections (website)Design and Production
  • 27. New Info Pages and Sections (website)Design and Production
  • 28. New Info Pages and Sections (website)Design and Production
  • 29. New Info Pages and Sections (website)Design and Production
  • 30. New Info Pages and Sections (website)Distribution and Maintenance
  • 31. New Info Pages and Sections (website)Distribution and Maintenance
  • 32. New Info Pages and Sections (website)Distribution and Maintenance
  • 33. New Info Pages and Sections (website)Distribution and Maintenance
  • 34. New Info Pages and Sections (website)Distribution and Maintenance
  • 35. New Info Pages and Sections (website)Distribution and Maintenance
  • 36. New Info Pages and Sections (website)Distribution and Maintenance
  • 37. New Info Pages and Sections (website)Distribution and Maintenance
  • 38. New Info Pages and Sections (website)Distribution and Maintenance
  • 39. Content StrategyIt’s all about the process. Any questions?