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Orchestrating Content—FOWD NYC

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Keynote presentation at Future of Web Design 2014 in NYC

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.

Published in: Design, Marketing, Internet
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Orchestrating Content—FOWD NYC

  1. orchestrating content sara wachter-boettcher @sara_ann_marie fowd nyc // november 2014 flickr.com/photos/wolfworld/3597078422
  2. flickr.com/photos/chrisdlugosz/2910249177/
  3. flickr.com/photos/mypubliclands/9406650850 Let’s talk about how I screwed up instead.
  4. #WVpdx | 05.18.2012 @sara_ann_marie
  5. #WVpdx | 05.18.2012 @sara_ann_marie
  6. #WVpdx | 05.18.2012 @sara_ann_marie
  7. So I made content models.
  8. And I made things modular.
  9. CONTENT GOES HERE
  10. flickr.com/photos/familymwr/5115357756
  11. ‘‘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
  12. Mobile design requires content that works.
  13. Web design requires content that works.
  14. Orchestrating content
  15. Orchestrating content models
  16. Orchestrating content people
  17. Orchestrating content realities
  18. headaches we can actually stop 3
  19. “My thing matters 1 most!” www.flickr.com/photos/bevgoodwin/9482142313/
  20. ‘‘ Tools like carousels are used as appeasers to keep everyone from beating the sh** out of each other. — Brad Frost, “Carousels”
  21. Discord is why we can’t have nice things.
  22. Cluttered layouts Bloated navigation Rogue departments One-off requests
  23. flickr.com/photos/42dreams/485750534 What to do: Unify your performers.
  24. flickr.com/photos/digitalart/2958134354
  25. flickr.com/photos/22711505@N05/9328371477
  26. Feelings can be as important as features.
  27. flickr.com/photos/dandelion-tree/4525221446
  28. Who are we? Who is our audience? What are our goals? How should we sound?
  29. Create simple reminders.
  30. ‘‘ Principle: keep it simple Students have a lot going on: courses, clubs, jobs, sports. Make life easier, not more stressful.
  31. Common ground before content.
  32. “Wait, you want ME 2 to do WHAT?! flickr.com/photos/bevgoodwin/9482142313/
  33. ‘‘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
  34. flickr.com/photos/jiuguangw/6457845587 What to do: Listen and adjust.
  35. Participation weeds out future problems.
  36. Establish a shared lens for content.
  37. the user’s journey
  38. content we have
  39. content we need
  40. What will it take to serve that content at that moment?
  41. TITLE / 40 characters TEASER / 25 words DESCRIPTION / 100 words FEATURES / 150 words RELATED RELATED
  42. Draft real-ish content.
  43. Vet it against the current reality.
  44. flickr.com/photos/merlin1487/5518280677
  45. Success is a design that’s sustainable.
  46. flickr.com/photos/bjmccray/1564988306 “This is more work 3 than we thought!”
  47. ‘‘We’re working on our content! Probably today! We’re totally going to get it done on time! —People with good intentions
  48. flickr.com/photos/haagsuitburo/7958046990 What to do: Keep the tempo.
  49. Kickstart writing tasks.
  50. before after
  51. Find your team’s rhythm.
  52. 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
  53. 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
  54. 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
  55. flickr.com/photos/42dreams/485750534 Practice, practice, practice.
  56. flickr.com/photos/cedwardmoran/633158834 Build things.
  57. flickr.com/photos/dingatx/4794442002 Build confidence.
  58. flickr.com/photos/omcoc/9884103583 Build the future.
  59. flickr.com/photos/paulrobinsonuk/6901390006 Thank you! sarawb.com @sara_ann_marie Flickr images used via Creative Commons Attribution license unless otherwise noted.

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