Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

"Small CS: A Shoestring Approach to Content Strategy" by Corey Vilhauer at Confab Higher Ed 2015

12,671 views

Published on

"Small CS: A Shoestring Approach to Content Strategy," a talk about making content strategy smaller, more accessible, and easier for small teams. Given by Corey Vilhauer at Confab Higher Ed 2015 in New Orleans, LA.

Published in: Marketing, Internet
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

"Small CS: A Shoestring Approach to Content Strategy" by Corey Vilhauer at Confab Higher Ed 2015

  1. SMALL CS COREY VILHAUER @mrvilhauer AAF North Dakota A SHOESTRING APPROACH TO CONTENT STRATEGY
  2. COREY VILHAUER User Experience Strategist, Blend Interactive
  3. NowWhatConference.com
  4. HOORAY!
  5. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  6. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  7. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant Ricky Steamboat vs. Randy Savage
  8. BEING SMALL DOESN’T HAVE TO BE A DISADVANTAGE the moral:
  9. CONTENT STRATEGY A Short History Of
  10. BIG BUDGETS Big Names
  11. A Content Strategy™
  12. CONTENT STRATEGY IS NOT A THING. IT IS A PROCESS.
  13. So what’s stopping us?
  14. THE BUDGET
  15. TIME So. How much… MONEY …do we have budgeted? PRIORITY
  16. WORKING WITHIN RESTRICTIONS Working Small Means
  17. PROJECT SCOPEHOW WE DETERMINE WHERE TO START
  18. “ALL THE THINGS” SLIDE Obligatory
  19. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  20. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar CREATING TESTIMONIALS
  21. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar IMPROVING SEARCH
  22. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar CREATING A NEW SITE
  23. FOREVER The Timeframe is ENDLESS The Scope is
  24. “GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.” Cennydd Bowles and James Box Undercover User Experience Design
  25. MINIMUM VIABLE STRATEGY? What is our
  26. RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
  27. IS NOT ROCKET SCIENCE Research
  28. QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions Choose a Direction
  29. QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action What would your next step be?
  30. LEAD DIRECTION Gut Checks
  31. EXISTING RESEARCH 2.
  32. GUESS WHAT? But…
  33. EXISTING AUDIENCES 3.
  34. “Were you able to find everything easily on the site today?” “No. I searched for Biology twice and it never showed up. I finally found it listed as Life Science.”“Why does clicking on the map give me a PDF that I can barely see on my phone?” “Yup! Everything is perfect! Carry on!” “Yup! Everything is perfect! Carry on!”
  35. LEARN WHEN TO STOP
  36. “… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES FALLING INTO PLACE …” Erika Hall Just Enough Research
  37. MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
  38. BREAK IT APART 1.
  39. Dictate Updates PRIORITIES
  40. “We need to spread our budget over two years, so we’re going to do a basic mobile site now and go responsive next year.” “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  41. “THERE’S NOTHING INHERENTLY WRONG WITH TAKING A LITTLE DETOUR ON YOUR WAY TO THE END GOAL.” Karen McGrane Content Strategy for Mobile
  42. KEEP A WISH LIST 2.
  43. FIND SOME HELP 3.
  44. FIND AN INTERN
  45. FIND SITE USERS
  46. FIND OTHER DEPARTMENTS
  47. EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY, NOT A DICTATORSHIP
  48. THE ROLLING AUDIT EXAMPLE:
  49. Academics Admissions Campus Life Majors Alumni
  50. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  51. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June Campus Life Alumni September November
  52. THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
  53. CHAMPIONS
 BECAME
 SMALLER
  54. WEIGHT CLASS Ignore Your
  55. FOR BETTER RESULTS Make Smart Bets
  56. YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
  57. THANK YOU @mrvilhauer www.eatingelephant.com/aafnd ME? I’M STILL COREY VILHAUER.

×