The theory of content strategy is encouraging, exciting, and inspiring --- but how does one actually DO any of it?! This half-day workshop was created to share five, ultra-practical tools for enterprise-level content strategy work and invite discussion on the wisdom of how to use them.
19. 20
Facilitate the production and continuous improvement
of content that is:
§ Engaging – relevant, relationship-minded, and
progressively actionable
§ Valuable – distributed effectively, consistently, and
creatively
§ Accurate – timely, complete, and reflective of our brand
54. DOROTHY
“I’m a distance dog
walker who often sings
and dances. I want
shoes that can handle
the brick-topped back
roads to Broadway.”
THINKS & FEELS
SEESHEARS
FEARS GOALS
§ Lover of pets/animals
§ Individual sense of style
§ Heels are always appropriate
§ Hard surfaces
for walking
§ A lot of variety
in footware
§ The right shoes
are essential to
a good journey
§ Vintage and/or
recycled goods
have special
value
§ Flying monkeys
§ Unsuitable heels
§ Technicolor
§ Spending time/resources
with friends & family
§ Comfort without sacrificing
pizzazz
55. Part 1
DORTHY
|
Concern
Map
Key
Concern:
I’m
an
outdoorsy,
fancy
girl
who
needs
quality
walking
shoes.
Concern
#1:
I
need
durable
shoes
suitable
for
walking
long
distances.
• I don’t’ have a lot of
money to spend on
shoes.
• My dog may or may not
chew my shoes. I need
them to last.
• I do a lot of on- and off-
road walking.
Concern
#3:
I
want
to
be
able
to
sing
and
dance
without
changing
shoes.
• Heels are important in
dancing shoes.
• My shoes need to be
comfortable whether
I’m hiking or doing a
fox trot.
• My shoes need to fit
well and not fly off
when I kick up my
heels.
Concern
#2:
I
like
style.
I
want
to
wear
something
with
a
little
magic.
• I like a classic look with a touch
of pizzazz.
• Footware is the focus of my
personal style.
• I’m always looking for that extra
“something special” quality.
67. § Do you translate content?
§ Do you need legal review?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/
68. § What’s your UX checkpoint?
§ Has your web design
changed?
§ Who owns or writes the
copy?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/
69. Governance
= a system for
all of this.
http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head