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Implementing a Systematic Content Development Process

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Presented by Stefan Winkler at the CopyPress Unconference 2014 in Tampa

Published in: Marketing, Technology, Business
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Implementing a Systematic Content Development Process

  1. 1. U N C O N F E R E N C E 2 0 1 4
  2. 2. Implementing a Systematic Content Development Process U N C O N F E R E N C E 2 0 1 4
  3. 3. Stefan Winkler 3
  4. 4. Sgt. Winkler Combat Photographer (USMC) 4 Before Monica
  5. 5. Partner/Dir. Marketing (InfiniteNine) 5
  6. 6. 6 @stellarstef Clients
  7. 7. Why Projects Go Bad Style Guides / Assets Nonexistant or Overkill Ambiguous Objectives and Personas Unreasonable Timelines + + + 7 They Get Off to a Bad Start
  8. 8. Poor Feedback 8 Frustration Wasted Time Missed DeadlinesZ ZZ ?
  9. 9. Poor Leadership 9 Confusion Scope Creep Missed DeadlinesZ ZZ ? Whoa! What’s the situation here?
  10. 10. Too Many Chefs 10 Confusion Wasted Time Schizophrenic Product ? Lemme do it!
  11. 11. On-boarding Solution 11 Error rate dropped from 15% 3% to
  12. 12. Process 12 Copy Style Guide+ Ideation / Research+ Test/Outline+ Writing+ Editing+ QA+ Creative Ideation/Research+ Copy/Layout+ Design+ Development (1 & 2)+ Optimization+ QA+ CREATIVE BRIEF+COPY QUESTIONNAIRE+
  13. 13. Collaboration 13
  14. 14. Not a Competitior+ Finding Sources 14 Original Source+ Recent+ Trustworthy+ N O R T
  15. 15. Wireframe to Draft Infographics 15 Design 1 Wireframe Design 2 Wireframe+ +Design 1 Draft 1 Design 2 Draft 1+ +
  16. 16. Wireframe to Draft Interactive 16 Design 1 Wireframe+ Design 1 Draft 1+ Design 2 Draft 1+ Design 2 Draft 2+
  17. 17. Completion 17
  18. 18. Probe for Feedback 18 You’re angry. With who?
  19. 19. Mobile Optimization 19 How Consumers Rate the Importance of Mobile Brand Factors Access to content any way that I want it + Seamless experiance across all my devices +
  20. 20. Approval Before Next Step 20
  21. 21. Contact Me 21 Stefan Winkler swinkler@copypress.com @stellarstef 310.598.9994

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