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Raising Content Right
Emma Pittar-Knight
Digital Arts Network (Shift)
1
2
I’m a pragmatic IA
who organises
the content part.

3
Making content is a
collaboration.
Synergy

Suckyness

4
Tips, tricks and
know how
For collaborating, to get better content
outcomes….
5
We’ll cover:
•

Planning a web project

•

Using personas and content audits

•

7 steps to governance nirvana

•

Ready, ...
Discover
> Scope
Plan
Design
Do

Measure

Designing a project
with a content
component
7
Planning for
the making of content

8
Design the project with the client

Discover
> Scope
Solution
Design

For client & agency
•

Deliverables

•

Inputs

•

O...
Recommending the new skills
for the new tools
•

Training

•

Design
Do

Day to day effort

•

Solution

Accountabilities
...
Discover
Scope
> Solution
Design
Do

Measure

Building the content
strategy
Personas & content audits as
collaborative too...
I work in an agency.
This is what I see.
Organisation

Person
(Customer/client
/user/visitor)

13
Organisation

14
IT

Marketing / Comms

Operations /
Corp Comms

15
TV, Banners,
Radio, websites

Call centres,
shops, support

Speed and
reliability of
service

16
TV, Banners,
Radio, websites

Person
(Customer/client
/user/visitor)

Call centres,
shops, support

Speed and
reliability ...
Agency

Person
(Customer/client
/user/visitor)

18
Principle 1
We have to know why….
20
Organisation

Person
(Customer/client
/user/visitor)

21
Principle 2
We’re guided by users.
Organisation

Person
(Customer/client
/user/visitor)

25
Discover
Scope
> Solution
Design
Do

Measure

An example of how..
Personas and content audits as
collaborations tools..
26
Audience vs Content Workshop

Discover
Scope
> Solution
Design
Do

Measure

Outcomes

Who?

•

Shared audience-centric vie...
Agenda
•

Introductions

•

Scene setting

•

Actions, ideas,
dependencies and
risks

•

Activity 1:
Introduce the users

...
Next Steps

•

What new
content/channel
needs to be
created?

•

What needs to be
retired?

•

Can it be done?

•

Review ...
Person
(Customer/client
/user/visitor)

30
Discover

Scope
> Solution
Design
Do
Measure

When you know what
the content should do..
31
The other end users…
The people who add content to the
channels you create…
A real life
story……
Imagine a
7000 page
website
•

5yrs organic growth

•

20 autonomous people

35
Not like
facebook,
linkedin
or twitter
•

No structure

•

No direction

•

No owner

•

No support
36
20 people who know nothing about
building, building a house, together.
In their spare time

Doing as little
as possible

N...
The Cabin in the Woods (2012)

PlayStation Lemming (2012)
http://www.arngren.net / (2013)
Lots of content
+ lots of people
= Madness
Fact
40
From this to
this
From this to
this

Kowloon Walled City

Copenhagen
From this to
this

Kowloon Walled City

Copenhagen

43
44
45
Use people, policies (what happens when?)
and standardised processes (how do I?)
To smash unnecessarily
ambiguity out of t...
Discover
Scope
> Solution
Design
Do
Measure

Good Governance!
How?
7 steps to governance nirvana
47
One
Governance model
Decide what will work with
the organisation to make
sure the new tools, the
project, and the people
w...
Two
Create THE gang
Gather a group of
interested people who
represent those who use
the tools, and create the
content.

ht...
Three
Vision & Success
Establish a vision, and
what success looks like,
figure out how to
measure it.

“Search
The perform...
Metric (What)

Measures (Why)

Tool (How)
Four
Ownership & Escalation
Define who owns the
whole experience and
who owns the integrity of
the content.
(Hint: they’re...
53
54
Five
KPIs & Accountability
Give people the time and
incentive to keep the
tools up to date.

Harvard Business Review (2004...
Six
Measure & Iterate
What people use and
meet regularly to
figure out how to do
it better.

https://www.kissmetrics.com/
Talk to digital
manager about
how to incorporate
into online
channels

Seven
Feed the machine

You’ve created the
machine,...
The 7 Step Process
1. Decide on a governance
model/approach for your new tools.
2. Create your steering group (The
gang).
...
Discover
Scope
Solution
> Design
> Do

Measure

Ready-SteadyCONTENT!
59
Discover

Ready-Steady-Content!
Workshop/Format

Scope
Solution
> Design
> Do

Measure

Outcomes

Who?

•

Informed estima...
Agenda
1. Introduce the new
platform.
2. Introduce training
documentation.

3. Good example bad
example.
4. Mark and creat...
Training
documentation

•

Content templates

•

How to write for
the web

•

Style guide

•

CMS Training
guide
62
Goodpage vs Badpage

63
Next steps

•

Estimate and lock
down required
training efforts

•

Estimate and lock
down amount of
resource required

•
...
Final tips
65
66
> Discover
> Scope
> Solution
> Design
> Do
> Measure

Collaborate early
and often..
• Identify and move forward on road b...
Enable/empower teams
to make the right
decisions.
As you slowly walk away…
69
Guidelines, training,
and ‘why?’…..
Lead to pleasantly surprising outcomes.
70
Thanks!
Emma.knight@dan.co.nz
Digital Arts Network (Shift)
71
Getting content ready for website go-live
Getting content ready for website go-live
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Getting content ready for website go-live

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UXNZ Presentation - Great online content is like having a child. Conception is the easy bit; it’s raising it until its ready to leave the nest that takes all the effort. Similarly, a completed Content Strategy represents the start of a journey, not its end; the hard work has only just begun. This presentation will cover a few of the tools and workshop formats we’ve used to help some of NZ’s biggest organisations get their content ready for the big wide world.

Published in: Technology

Getting content ready for website go-live

  1. 1. Raising Content Right Emma Pittar-Knight Digital Arts Network (Shift) 1
  2. 2. 2
  3. 3. I’m a pragmatic IA who organises the content part. 3
  4. 4. Making content is a collaboration. Synergy Suckyness 4
  5. 5. Tips, tricks and know how For collaborating, to get better content outcomes…. 5
  6. 6. We’ll cover: • Planning a web project • Using personas and content audits • 7 steps to governance nirvana • Ready, Steady, Content! 6
  7. 7. Discover > Scope Plan Design Do Measure Designing a project with a content component 7
  8. 8. Planning for the making of content 8
  9. 9. Design the project with the client Discover > Scope Solution Design For client & agency • Deliverables • Inputs • Outputs • Resourcing • Measure Outcomes • Do Dependencies Shannon May Harvard Business Review July/August 2011 9
  10. 10. Recommending the new skills for the new tools • Training • Design Do Day to day effort • Solution Accountabilities • > Scope KPIs • Discover Job descriptions Measure Seek.co.nz 10
  11. 11. Discover Scope > Solution Design Do Measure Building the content strategy Personas & content audits as collaborative tools 11
  12. 12. I work in an agency. This is what I see.
  13. 13. Organisation Person (Customer/client /user/visitor) 13
  14. 14. Organisation 14
  15. 15. IT Marketing / Comms Operations / Corp Comms 15
  16. 16. TV, Banners, Radio, websites Call centres, shops, support Speed and reliability of service 16
  17. 17. TV, Banners, Radio, websites Person (Customer/client /user/visitor) Call centres, shops, support Speed and reliability of service 17
  18. 18. Agency Person (Customer/client /user/visitor) 18
  19. 19. Principle 1 We have to know why….
  20. 20. 20
  21. 21. Organisation Person (Customer/client /user/visitor) 21
  22. 22. Principle 2 We’re guided by users.
  23. 23. Organisation Person (Customer/client /user/visitor) 25
  24. 24. Discover Scope > Solution Design Do Measure An example of how.. Personas and content audits as collaborations tools.. 26
  25. 25. Audience vs Content Workshop Discover Scope > Solution Design Do Measure Outcomes Who? • Shared audience-centric view of the site/channel. • Stakeholders • Content creators Decisions/direction informed by user research and content analysis. • Agency team • 27
  26. 26. Agenda • Introductions • Scene setting • Actions, ideas, dependencies and risks • Activity 1: Introduce the users • Activity 2: Current state vs future state • Activity 3: The big content re-org • Next steps 28
  27. 27. Next Steps • What new content/channel needs to be created? • What needs to be retired? • Can it be done? • Review Actions, ideas, dependencies and risks • Take insights gathered to inform your content strategy. 29
  28. 28. Person (Customer/client /user/visitor) 30
  29. 29. Discover Scope > Solution Design Do Measure When you know what the content should do.. 31
  30. 30. The other end users…
  31. 31. The people who add content to the channels you create…
  32. 32. A real life story……
  33. 33. Imagine a 7000 page website • 5yrs organic growth • 20 autonomous people 35
  34. 34. Not like facebook, linkedin or twitter • No structure • No direction • No owner • No support 36
  35. 35. 20 people who know nothing about building, building a house, together. In their spare time Doing as little as possible Not talking to each other
  36. 36. The Cabin in the Woods (2012) PlayStation Lemming (2012)
  37. 37. http://www.arngren.net / (2013)
  38. 38. Lots of content + lots of people = Madness Fact 40
  39. 39. From this to this
  40. 40. From this to this Kowloon Walled City Copenhagen
  41. 41. From this to this Kowloon Walled City Copenhagen 43
  42. 42. 44
  43. 43. 45
  44. 44. Use people, policies (what happens when?) and standardised processes (how do I?) To smash unnecessarily ambiguity out of the park. March forward toward shared goals. Fix conflict.
  45. 45. Discover Scope > Solution Design Do Measure Good Governance! How? 7 steps to governance nirvana 47
  46. 46. One Governance model Decide what will work with the organisation to make sure the new tools, the project, and the people who will look after them have the support they will need.
  47. 47. Two Create THE gang Gather a group of interested people who represent those who use the tools, and create the content. http://projects.vrac.iastate.edu/REU2011/2011/08/03/stick-people-are-better-than-papers/ (2011)
  48. 48. Three Vision & Success Establish a vision, and what success looks like, figure out how to measure it. “Search The performance and ease of searching for all content on the new Intranet is vastly improved compared to our existing Intranet.”
  49. 49. Metric (What) Measures (Why) Tool (How)
  50. 50. Four Ownership & Escalation Define who owns the whole experience and who owns the integrity of the content. (Hint: they’re different people)
  51. 51. 53
  52. 52. 54
  53. 53. Five KPIs & Accountability Give people the time and incentive to keep the tools up to date. Harvard Business Review (2004 г)
  54. 54. Six Measure & Iterate What people use and meet regularly to figure out how to do it better. https://www.kissmetrics.com/
  55. 55. Talk to digital manager about how to incorporate into online channels Seven Feed the machine You’ve created the machine, now train and guide people on how to add digital to their content processes. 57 An Author's Guide to Scholarly Publishing (1996)
  56. 56. The 7 Step Process 1. Decide on a governance model/approach for your new tools. 2. Create your steering group (The gang). 3. Establish a vision and what success looks like, figure out how to measure it. 4. Define who owns the whole experience and who owns the integrity of the content. 5. Give people the time and incentive to keep the tools up to date. 5. Measure and meet regularly to figure out how to do it better. 6. Feed the machine, add digital to the process, and guide people on how to do it.
  57. 57. Discover Scope Solution > Design > Do Measure Ready-SteadyCONTENT! 59
  58. 58. Discover Ready-Steady-Content! Workshop/Format Scope Solution > Design > Do Measure Outcomes Who? • Informed estimates for how long content is going to take to get ready • Stakeholders • Content owners ‘First Contact’ with the content owners/creators • Content creators • Planners • Trainers • 60
  59. 59. Agenda 1. Introduce the new platform. 2. Introduce training documentation. 3. Good example bad example. 4. Mark and create. 5. Show and tell. 6. Estimate time to complete. 61
  60. 60. Training documentation • Content templates • How to write for the web • Style guide • CMS Training guide 62
  61. 61. Goodpage vs Badpage 63
  62. 62. Next steps • Estimate and lock down required training efforts • Estimate and lock down amount of resource required • Book in timings 64
  63. 63. Final tips 65
  64. 64. 66
  65. 65. > Discover > Scope > Solution > Design > Do > Measure Collaborate early and often.. • Identify and move forward on road blocks • Get better content outcomes 67
  66. 66. Enable/empower teams to make the right decisions. As you slowly walk away… 69
  67. 67. Guidelines, training, and ‘why?’….. Lead to pleasantly surprising outcomes. 70
  68. 68. Thanks! Emma.knight@dan.co.nz Digital Arts Network (Shift) 71

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