Why Workflows Rock: And How Content Strategists Roll

Why Workflows RockAnd How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)

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

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

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.

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

Why is content political?

Useful, usable content is a processHow does the editorial process work in a newsroom?

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

Content strategy is change management

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

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

Strategic Planning PhasePrior to Creation and Composition

New Info Pages and Sections (website)Creation and Composition

New Info Pages and Sections (website)Design and Production

New Info Pages and Sections (website)Distribution and Maintenance

Content StrategyIt’s all about the process. Any questions?

Why Workflows Rock: And How Content Strategists Roll

by Vanessa Casavant

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Why Workflows Rock: And How Content Strategists Roll Presentation Transcript

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