Orchestrating Content
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Templates, trainings, threats: I’ve tried everything to get content from clients and colleagues sooner—and mobile hasn’t made things easier. Instead of planning pages, now we’re asking stakeholders to prioritize and manage a million bits of modular content. So how do we keep our subject-matter experts from feeling overwhelmed, prevent carousel-obsessed executives from endless homepage arguments, and get the content we need to make design and development decisions? The answer is in using content strategy as a means to orchestrate, not dictate.
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Orchestrating Content
- 1. orchestrating content sara wachter-boettcher @sara_ann_marie smashing conf // sept. 2014 flickr.com/photos/wolfworld/3597078422
- 3. flickr.com/photos/mypubliclands/9406650850 Once upon a time, in a desert far far away…
- 9. So I made content models.
- 11. And I made things modular.
- 18. ‘‘I don’t see why we need to fill out those fields. Look, I can just paste my press release right here. — OH at CMS training
- 20. I was making systems for them.
- 21. I them
- 26. headaches we can actually stop 3
- 27. “My thing matters 1 most!” www.flickr.com/photos/bevgoodwin/9482142313/
- 28. ‘‘Tools like carousels are used as appeasers to keep everyone from beating the sh** out of each other. — Brad Frost, “Carousels”
- 29. Discord is why we can’t have nice things.
- 30. Cluttered layouts Bloated navigation Rogue departments One-off requests
- 31. flickr.com/photos/42dreams/485750534 What to do: Unify your performers.
- 34. What are your goals? What’s frustrating now? How could things be better for you?
- 36. Feelings can be as important as features.
- 40. Who are we? Who is our audience? What are our goals? How should we sound?
- 42. ‘‘Principle: keep it simple Students have a lot going on: courses, clubs, jobs, sports. Make life easier, not more stressful.
- 43. Common ground before content.
- 44. “Wait, you want ME 2 to do WHAT?! flickr.com/photos/bevgoodwin/9482142313/
- 45. ‘‘Publishing is easy! Just choose a category, fill out these nine fields, select three related items, and add at least four tags from this PDF. —Every CMS training
- 47. flickr.com/photos/jiuguangw/6457845587 What to do: Listen and adjust.
- 48. Participation weeds out future problems.
- 49. Participation makes your plan realistic.
- 50. Establish a shared lens for content.
- 52. 1. THE USER’S JOURNEY
- 53. 2. CONTENT WE HAVE
- 54. 3. CONTENT WE NEED
- 55. What will it take to serve that content at that moment?
- 56. TITLE / 40 characters TEASER / 25 words DESCRIPTION / 100 words FEATURES / 150 words RELATED RELATED
- 59. Vet it against the current reality.
- 61. Success is a design that’s sustainable.
- 62. flickr.com/photos/bjmccray/1564988306 “This is more work 3 than we thought!”
- 63. ‘‘We’re working on our content! Probably today! We’re totally going to get it done on time! —People with good intentions
- 65. flickr.com/photos/haagsuitburo/7958046990 What to do: Keep the tempo.
- 67. before after
- 68. Plan for parallel processes.
- 69. Sept. Oct. Nov. Dec. Jan. Feb. Mar. PROJECT TEAM Prototyping Prototyping Backend development High-level IA Style tiles Front-end development Content modeling Editorial & CMS guide Content principles Sample content QA
- 70. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Prototyping Prototyping Style tiles Front-end development Content workshop Content batch 1 Internal review CMS entry CONTENT MANAGERS Batch 1 revisions Content batch 2 Internal review Batch 2 revisions QA Content batch 3 Internal review Batch 3 revisions PROJECT TEAM Backend development High-level IA Content modeling Editorial & CMS guide Content principles Sample content QA
- 71. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Prototyping Prototyping Style tiles Front-end development Content reqs check Pre-CMS entry check Content workshop Content batch 1 Internal review CMS entry CONTENT MANAGERS Batch 1 revisions Content batch 2 Internal review Batch 2 revisions QA Content batch 3 Internal review Batch 3 revisions PROJECT TEAM Backend development High-level IA Content modeling Editorial & CMS guide Content principles Sample content QA Design/content alignment
- 72. Help everyone find their rhythm.
- 73. flickr.com/photos/42dreams/485750534 Practice, practice, practice.
- 74. Build systems.
- 76. Build a better web.
- 77. flickr.com/photos/paulrobinsonuk/6901390006 Danke! sarawb.com @sara_ann_marie Flickr images used via Creative Commons Attribution license unless otherwise noted.