Why Workflows RockAnd How Content Strategists Roll                University of Washington’s iSchool                    IN...
What role does a content strategist play?―Useful, usable content is aprocess, not a product. It needspeople who are respon...
Why role does a content strategist play?―Useful, usable content is aprocess, not a product. It needspeople who are respons...
What is content strategy?―Content strategy is the development of a repeatable process thatmanages content throughout the e...
Well, it’s not as easy as it sounds"A brand is a living entity — and it is enriched or underminedcumulatively over time, t...
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?                                  EDI...
Content strategy is change management
Content strategy is change management• Direct the rational rider• Motivate the emotional elephant• Shape the path   – From...
Shape the path, direct the wayDevelop an editorial process for each piece of content1. Strategic Planning   Phase (creativ...
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
Strategic Planning PhasePrior to Creation and Composition
New Info Pages and Sections (website)Creation and Composition
New Info Pages and Sections (website)Creation and Composition
New Info Pages and Sections (website)Creation and Composition
New Info Pages and Sections (website)Creation and Composition
New Info Pages and Sections (website)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)Design and Production
New Info Pages and Sections (website)Design and Production
New Info Pages and Sections (website)Design and Production
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
New Info Pages and Sections (website)Distribution and Maintenance
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
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
Why Workflows Rock: And How Content Strategists Roll
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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.

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Why Workflows Rock: And How Content Strategists Roll

  1. 1. Why Workflows RockAnd How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)
  2. 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. 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. 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. 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. 6. Why is content political?
  7. 7. Useful, usable content is a processHow does the editorial process work in a newsroom?
  8. 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. 9. Content strategy is change management
  10. 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. 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. 12. Strategic Planning PhasePrior to Creation and Composition
  13. 13. Strategic Planning PhasePrior to Creation and Composition
  14. 14. Strategic Planning PhasePrior to Creation and Composition
  15. 15. Strategic Planning PhasePrior to Creation and Composition
  16. 16. Strategic Planning PhasePrior to Creation and Composition
  17. 17. Strategic Planning PhasePrior to Creation and Composition
  18. 18. Strategic Planning PhasePrior to Creation and Composition
  19. 19. Strategic Planning PhasePrior to Creation and Composition
  20. 20. New Info Pages and Sections (website)Creation and Composition
  21. 21. New Info Pages and Sections (website)Creation and Composition
  22. 22. New Info Pages and Sections (website)Creation and Composition
  23. 23. New Info Pages and Sections (website)Creation and Composition
  24. 24. New Info Pages and Sections (website)Creation and Composition
  25. 25. New Info Pages and Sections (website)Creation and Composition
  26. 26. New Info Pages and Sections (website)Design and Production
  27. 27. New Info Pages and Sections (website)Design and Production
  28. 28. New Info Pages and Sections (website)Design and Production
  29. 29. New Info Pages and Sections (website)Design and Production
  30. 30. New Info Pages and Sections (website)Distribution and Maintenance
  31. 31. New Info Pages and Sections (website)Distribution and Maintenance
  32. 32. New Info Pages and Sections (website)Distribution and Maintenance
  33. 33. New Info Pages and Sections (website)Distribution and Maintenance
  34. 34. New Info Pages and Sections (website)Distribution and Maintenance
  35. 35. New Info Pages and Sections (website)Distribution and Maintenance
  36. 36. New Info Pages and Sections (website)Distribution and Maintenance
  37. 37. New Info Pages and Sections (website)Distribution and Maintenance
  38. 38. New Info Pages and Sections (website)Distribution and Maintenance
  39. 39. Content StrategyIt’s all about the process. Any questions?
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