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"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012

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"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012

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"The Myth of the Perfect Methodology: Breaking and Recreating the Content Strategy Process" - Corey Vilhauer at Confab 2012 in Minneapolis, MN. (May 15, 2012)

"The Myth of the Perfect Methodology: Breaking and Recreating the Content Strategy Process" - Corey Vilhauer at Confab 2012 in Minneapolis, MN. (May 15, 2012)

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"The Myth of the Perfect Methodology" - Corey Vilhauer at Confab 2012

  1. the MYTH of  the perfect METHODOLOGY
  2. hashtag: #methmyth
  3. hi I’m corey @mrvilhauer
  4. Blend Interactive Sioux Falls, SD
  5. METHODOLOGY? “Formal  documentation of  a  set  of  processes.”
  6. SCIENTIFIC METHOD ASK A QUESTION Research a problem Form a Hypothesis Test the Hypothesis Communicate/Change
  7. METHODOLOGIES ALLOW FOR REPLICATION
  8. hooray web!
  9. The LIst
  10. METHODOLOGY ≠ A List of tasks
  11. In the beginning...
  12. define the damn thing
  13. THESE ARE GUIDES NOT METHODOLOGIES
  14. “Content  strategy  is  suf8iciently  diverse   that  nearly  all  content  workers  must   specialize  to  some  extent,  and  our   methodologies  tend  to  re8lect  on  that   specialization.” -­‐Erin  Kissane    
  15. It’s more complicated than that
  16. We Think we’re this
  17. But really, we’re this
  18. Each project is different
  19. Each deliverable is different
  20. Each client is different
  21. Each one of us is different
  22. WE’RE ALL SNOWFLAKES
  23. So. Why bother?
  24. CommunicatioN
  25. MAKE IT OFFICIAL guidance Consistency integrity
  26. The Methodology for creating a methodology
  27. find a trail guide
  28. Content Strategy Deliverables* What Are You Trying to Achieve? Summary of company goals What Do You Own? Content inventory or audit Content assessment (quality and quantity) Whatʼs Missing? Content gap analysis Comparative content analysis Competitive analysis How Do You Present the Words? User personas User scenarios (think believable stories) Editorial strategy Core messaging strategy Content templates Sample content Search Engine Optimization (SEO) strategy Metadata strategy Brand strategy Style guide CREATE A MASTER LIST Glossary Where Does It Go? Copy deck Content conversion/migration strategy Content flow schematic Channel strategy
  29. break and recreate
  30. You are never finished
  31. “With  iteration,  instead  of  driving  an   idea  blindly  into  the  world,  hoping  to   get  lucky,  you  tip-­‐toe,  feeling  as  you   go.  And  you  are  guided  by  the   feedback  you  get.  ...  There  are  no   beginnings  or  endings  -­‐  just  small   steps  forward.” -­‐Robin  Sloan
  32. steal like an artist
  33. “...A  result  of  4-­‐5  years  of   pilfering  the  Internet.” -­‐Jeffrey  MacIntyre,  Arc90  
  34. “This  one’s  mine. Let’s  take  another.” -­‐Fugazi  (kind  of)
  35. give a little dap, yo
  36. With special thanks to...
  37. MAKE IT personal
  38. “Experience  is  a  brutal   teacher,  but  you  learn.  My   God,  do  you  learn.” -­‐C.S.  Lewis
  39. An Example: Audiences and Outcomes
  40. tl;dr
  41. YOU CAN’T BREAK the RULES IF YOU DON’T MAKE the RULES.
  42. THE SOAPBOX
  43. OUR WORK IS PERSONAL
  44. OUR WORK IS fluid
  45. “Strategy  is  a  frontier   sport.” -­‐Melissa  Rach,  CS  Forum  2011
  46. OUR WORK is worth sharing
  47. "We  have  to  be  okay  with  sharing   what  we  know.  Everyone  gets   credit  for  showing  their  work.   There’s  no  reason  to  protect  how   we  do  things.  Every  client  is   different;  every  project  presents   new  information  to  learn  from." -­‐Nicole  Jones
  48. So. Go forth and METHODOLOGIZE
  49. ( thank you ) For  notes  and  resources,  visit: eatingelephant.com/2012/05/confab2012
  50. COREY VILHAUER @mrvilhauer www.eatingelephant.com www.blendinteractive.com www.blackmarks.net

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