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Content Strategy: The Method Behind the (CMS) Madness

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As a developer, you know how to build structured content, understand relational databases, and make all the pieces come to life. But do you know where it comes from, what it's meant to do, and how authors will interact with it? In this session, we'll go from ideation to launching a site that is useful and usable. Learn what content strategy brings to the process and the questions developers need to ask for a CMS to fully support its content. Leave knowing you can build a system that allows non-technical people to effectively manage content.

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Content Strategy: The Method Behind the (CMS) Madness

  1. 1. Content Strategy: The Method Behind the Madness Carrie Hane Founder & Principal Strategist Tanzen @carriehd Dot All Conference October 23, 2017
  2. 2. How do I get clients interested in content?
  3. 3. @carriehd How hard is it to get clients to focus on content? A. Easy peasy B. We have to remind them a couple times C. As hard as squeezing orange juice from an apple
  4. 4. @carriehd How often are your projects late because of content? A. Never B. Less than half the time C. More than half the time D. Every. Single. Time.
  5. 5. Why is this?
  6. 6. Content is hard
  7. 7. Do content first
  8. 8. @carriehd content strategy planning to get the right information to the right people at the right time
  9. 9. Ask questions
  10. 10. @carriehd Why does this need to exist?
  11. 11. @carriehd Who are we building this for?
  12. 12. @carriehd Who will be creating the content?
  13. 13. @carriehd What is the content going to be?
  14. 14. @carriehd Where will the content show up?
  15. 15. @carriehd When will this need to change or be updated?
  16. 16. @carriehd How will things change over time?
  17. 17. Design Connected Content
  18. 18. @carriehd design to plan and make decisions about something that is being built or created
  19. 19. Content that connects to other Content Products Users
  20. 20. @carriehd content substantive information that is expressed through a medium
  21. 21. @carriehd front-end content strategy planning for the experience and creation of content, including messaging, editorial planning, mapping business goals to audience needs, and writing back-end content strategy planning appropriate structure, technology, and processes to support content reuse
  22. 22. Content First (Be secret content strategy heroes)
  23. 23. How to Design Connected Content
  24. 24. Structured Content Stack @carriehd
  25. 25. @carriehd
  26. 26. http://bradfrost.com/blog/post/atomic-web-design/ Atomic Design
  27. 27. Don’t Repeat Yourself Andy Hunt & Dave Thomas The Pragmatic Programmer Duplication in logic should be eliminated via abstraction Duplication in process should be eliminated via automation
  28. 28. @carriehd 1. Content audit 2. Site map 3. Wireframes/prototype 4. Visual design/mockups 5. CMS build 6. Content creation
  29. 29. @carriehd 1. Modeling 2. Content audit 3. Content creation 4. CMS build 5. Wireframes/prototype 6. Visual design 7. Navigation
  30. 30. DOMAIN MODEL D om ain M odel C ontentM odel C ontent R epresentation N avigation
  31. 31. @carriehd Pick Your Domain Music OutdoorsBeer
  32. 32. @carriehd RELATIONSHIPS How the objects connect together OBJECTS Categories of things Parts of the Domain Model ice cream factory singer song pilot space craft madeIn sings flies
  33. 33. @carriehd Urban Parks Domain Model
  34. 34. CONTENT MODEL D om ain M odel C ontentM odel C ontent R epresentation N avigation
  35. 35. @carriehd Restoration Projects Objects
  36. 36. @carriehd Restoration Projects Content Model
  37. 37. @carriehd Audit against your model How does current content compare to model? What gaps are there? What needs to be created? What will wait? What opportunities do you have for reuse?
  38. 38. @carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
  39. 39. CONTENT D om ain M odel C ontentM odel C ontent R epresentation N avigation
  40. 40. @carriehd + =
  41. 41. Resource before representation
  42. 42. Design the content
  43. 43. @carriehd What is this project? Content Type Attribute Example Content Project Project Name Belvedere Castle Restoration Facility or Feature Facility/Feature Name Belvedere Castle Project Short Description Our restoration of the Belvedere will address the overall condition of its structures and terraces, modernize systems that support its preservation and use, and restore lost aspects of the historic design. A future phase of this project will include providing an accessible route to the Belvedere, one of the most heavily visited destinations in the Park.
  44. 44. @carriehd How will it affect my visit to or commute through the park? Content Type Attribute Example Content Facility or Feature Area 70s Facility or Feature Geolocation 40.779447 -73.96906 Project Closure Information Area around the Castle is not closed. How long will it last? Content Type Attribute Example Content Project Expected Completion unknown Project Current Phase Design
  45. 45. @carriehd What will it look like when it’s done? Content Type Attribute Example Content Project Images belvedere-rendering.jpg Are there other projects happening nearby that I need to know about? Content Type Attribute Example Content Project Project Name King Jagiello Monument Project Project Name Obelisk Project Project Name The Ramble
  46. 46. @carriehd Site Worksheet http://www.tanzenconsulting.com/content-strategy-tools/
  47. 47. @carriehd
  48. 48. @carriehd Content Spec Sheet http://www.tanzenconsulting.com/content-strategy-tools/
  49. 49. https://www.instagram.com/strangeanimals_/
  50. 50. TANGRAM PUZZLE
  51. 51. @carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
  52. 52. REPRESENTATION D om ain M odel C ontentM odel C ontent R epresentation N avigation
  53. 53. @carriehd Attributes Project Name Project Category Current Phase Completion Date Project Template
  54. 54. @carriehd <html> <head> <title>{Project: ProjectName}</title> </head> <body> <h1>{Project: ProjectName}</h1> <h2>{Project: ProjectCategory}</h2> <p>{Project: CompletionDate}</p> <p>{Project: CurrentPhase}</p> </body> </html>
  55. 55. @carriehd
  56. 56. @carriehd
  57. 57. Project Index Attributes Area Project Category Project Name Short Description Featured Image
  58. 58. @carriehd <html> <head> <title>Restoration Projects</title> </head> <body> <h1>Restoration Projects</h1> <p>{Project: ProjectCategory}</p> <p>{Project: ProjectName}</p> <p>Location: {Project: Area}</p> <p>{Project: ShortDescription}</p> <img src="{Project: FeaturedImage}" alt=“{ProjectName}” < body> </html>
  59. 59. Project Category Project Name Short Description Area Featured Image
  60. 60. @carriehd
  61. 61. @carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
  62. 62. NAVIGATION D om ain M odel C ontentM odel C ontent R epresentation N avigation
  63. 63. @carriehd What is this? What category is this in? What other projects like this are happening?
  64. 64. @carriehd
  65. 65. @carriehd
  66. 66. @carriehd restoration.centralparknyc.org/projects/belvedere-castle restoration.centralparknyc.org/projects/ restoration.centralparknyc.org
  67. 67. @carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
  68. 68. Put the guidelines in the CMS “Training the CMS” by Eileen Webb: https://alistapart.com/article/training-the-cms
  69. 69. So What?
  70. 70. @carriehd Why does this need to exist? Who are we building this for? Who will be creating the content? What is the content going to be? When will this need to change or be updated? How will things change over time?
  71. 71. @carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
  72. 72. https://www.flickr.com/photos/korymatthew/14211839966 Patience you must have Young Padawan
  73. 73. Know what content you’re supporting
  74. 74. @carriehd Make content work harder Help people can find your content Be ready for new technology Make redesigns about the visuals Increase return on investment Content strategy is better for your business.
  75. 75. @carriehd Sets same priorities for everyone Takes advantage of stakeholder expertise Make your products useful and useable Encourages true collaboration Makes improvements easier and faster to make Content strategy is better for your team.
  76. 76. We should always be looking to make a clean system with an interface ready to be used by a system which has not yet been invented…. Messy interfaces introduce complexity which we may later regret. Tim Berners-Lee from “Simple Things Make Firm Foundations” www.w3.org/blog/2008/01/modularity/ Content strategy is better for the world wide web.
  77. 77. @carriehd Be a content strategy hero!
  78. 78. Thank you! Carrie Hane @carriehd tanzenconsulting.com Coming soon to a bookseller near you!

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