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"Making things real: Content strategy for realistic content management" - Confab Central 2017, Minneapolis, MN - June 8, 2017

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From Confab Central 2017 in Minneapolis, Minnesota - June 8, 2017

Everyone has a plan. Until reality sets in.

You've done the interviews, and you’ve rallied the team, and now you have a dream. Here’s the thing: Your dream isn’t going to work. No dream ever does. Instead, your dream is going to cause disappointment and frustration, because it hasn’t been paired with the content management robots that will eventually serve and store your future website.

How do we prepare our dreams so they can function within the cold world of web programming? How do we help teams understand the reality of content management, and set expectations accordingly? How do we balance the rigidity of a content model with the creative flow of a marketing team? More than anything, how do we get everyone on the same page—from ideation to CMS help text?

It's called “reification,” and it's the act of making something real. We’re not talking code. We’re not talking CMS selection. We’re simply talking about helping those we work with understand the content management landscape through a common language and practical questions. Let’s take the best case scenario and get it closer to a real life scenario. Let's make things real.

In this session, you’ll learn how to:

* More effectively plan content projects for both the editors and the CMS.
* Balance the complexity of a content model with the talents and efficiencies of the editorial team.
* Account for structural needs while still maintaining discussion of messaging and overall branding.
* Better communicate how content models affect the final usability of the CMS.

Published in: Design
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"Making things real: Content strategy for realistic content management" - Confab Central 2017, Minneapolis, MN - June 8, 2017

  1. 1. MAKING THINGS REAL A very professional presentation by Corey Vilhauer about content strategy and content management systems
  2. 2. me, pretty much
  3. 3. THE PERFECT LESSON PLAN
  4. 4. THIS IS ME @mrvilhauer
  5. 5. WE ARE HUMANS. IT IS ROBOTS.
  6. 6. “There’s a murky space between the idea of content and the hard reality of a content management system.” - Deane Barker
 author, Web Content Management
  7. 7. THE EXPECTATION BARRIER THE BALANCING ACT THE TRANSLATION POINT
  8. 8. THE EXPECTATION BARRIER: OR, OUR DREAMS ARE ALREADY DEAD How do we help teams understand the reality of content management, and set expectations accordingly?
  9. 9. CONTENT MANAGEMENT SYSTEMS
  10. 10. CONTENT MANAGEMENT SYSTEMS ARE NOT THE PROBLEM WE ARE
  11. 11. Article Category Ad Banner Title Short Title Meta Title Preview Title Header Image Preview Image Image Caption Image Maintenance Body Copy Category Feed Content Break Points Alternate Tags Opengraph Another Ad Banner Editorial Categories Byline Name Date
  12. 12. WE STILL KIND OF SUCK AT MAKING OUR WORK SOUND HUMAN
  13. 13. “…developers should watch for ambiguity or inconsistency that will trip up design.” - Eric Evans
 author, Domain-Driven Design
  14. 14. EXAMPLE: Newsroom News Listing News Feed News
  15. 15. When we say: Content Model We mean: A conceptual term for the collection of content types, attributes, relationships and datatypes in place to accurately describe a logical domain of content. In other words: How pages, blocks, and other content are shaped and work together within the CMS.
  16. 16. GET REAL, DUDE The Balance of Message and Structure The Priority of the Machine Permanence vs. Flexibility Communicate the Purpose
  17. 17. THE BALANCING ACT: OR, THE DIFFERENCE BETWEEN “WE CAN” AND “WE SHOULD” How do we balance the rigidity of a content model with the creative flow of a marketing team?
  18. 18. “If we have learned anything at all in this century, it is that all new technologies will be put to use, sooner or later, for better or worse, as it is in our nature to do.” - Lewis Thomas
 author, “Autonomy”
  19. 19. WHAT CAN BE DONE SHOULD
  20. 20. CAPTURE IMPLEMENT LAUNCH DEFINE THE BONES ITERATION
  21. 21. YOUR NEW CMS CAN’T READ OR REASON
  22. 22. PAGES COMPONENTS AGGREGATIONSINTEGRATIONS DATA!
  23. 23. Pages Home Page Section Home Page Components General Text Page Program Search Undergraduate Graduate School Program Major Directory Directory Bio Faculty Listing Story Stories Student Media Map Home Calendar Event Image Block Video Block Link List Block Program Block Directory Listing Story Media Type Event Accordion Table Carousel Promo Block Academics Block School Listing Faculty Listing Major List Course Catalog Search Results
  24. 24. HIGHLY-STRUCTURED PAGE MORE GENERIC PAGE WITH COMPONENTS
  25. 25. PAGE COMPONENTS AGGREGATION INTEGRATION
  26. 26. STRUCTURED OR OPEN? How similar is this from page to page? What integrations do I need to use? How often does this content change? How many will we create?
  27. 27. EXAMPLE: News Feed Press Release Feed Case Study Feed Article Press Release Case Study
  28. 28. HOW CAN WE MAKE THIS MORE WELCOME?
  29. 29. BAD COP
  30. 30. THE TRANSLATION POINT: OR, WELCOME TO THE MACHINE How do we take our ideas and turn them into a usable web implementation?
  31. 31. BUILD YOUR AUTHOR EXPERIENCE INTO THE CMS
  32. 32. DEFINE THE BONES ITERATION
  33. 33. omg so sorry
  34. 34. [ INSERT MORE APPROPRIATE REUSE PICTURE HERE ]
  35. 35. Meta Title Page Title Menu Title Content Title
  36. 36. Meta Title Page Title Menu Title Content Title URL Slug
  37. 37. ACCESSIBILITY? SEARCH ENGINES? OPENGRAPH CARDS?
  38. 38. DOCUMENTATION
  39. 39. AND IN CONCLUSION: OR, MY TIME IS NEARLY GONE Does any of this apply to me, and why the you-know-what should I care?
  40. 40. “Broken gets fixed. Shoddy lasts forever” - Jack Moffett
 author, Bridging UX & Web Development
  41. 41. “There’s no API call for makeShitUpHere()” - Deane Barker
 author, Web Content Management
  42. 42. THANK YOU for making things real For notes and the slide deck, please visit www.eatingelephant.com/confab17

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