We read the books. We follow the blogs. We attend the conferences. We get very (very) excited about all things content strategy -- and then, we try to actually do it. And we learn. And we learn. And we learn. This presentation offered an interactive reflection on the content strategy-inspired redesign of three B2C nonprofit websites. Our hope was to share a few insights from our experiences to those preparing to undertake a similar project, surfacing project management, organizational, workflow, and cultural issues that might come up in the process.

1. The Unanticipated Consequences
of Doing the Right Thing:
Lessons Learned From Implementing Content Strategy
September 11, 2014
Susanna Guzman, Katherine Krause, Min Shepherd

2. Image: Imgur
2
.
About Us
 Susanna Guzman
Director of Content &
Digital Optimization
 Katherine Krause
Content Strategist
 Min Shepherd
Content Strategist

3. 3
Where
our
story
begins.
.
Image: wikipedia.org

4. 4
 Designed to
serve 115,900
members
 Information,
education &
ecommerce
.
 ~ 12K pages
 ~ 8M visits
annually
Image: aafp.org
AAFP.org

5. 5
 Public-facing
health
information &
resources
 Bilingual site
.
 ~ 3K pages
 ~ 2.5M visits
annually
Image: familydoctor.org
FamilyDoctor.org

6. 6
 Designed for
researchers
and policy-makers
 Health and
health system
data
.
 ~ 1k pages
 Re-design in
process
Image:
graham-center.org
Graham-Center.org

7. 7
We’re
speaking
from the
trenches.
.
Image: schlegel

8. 8
Why did
we do
this?
.
Image:paperblog

9. 9
• “Strategic
objectives: get
some.”
.
Image:mariealamode
• “Your identity is
fuzzy.”
• Defunct
technology
• Mobile
• General desire
to be a grownup

10. .
Image: wikipedia.org
10
Adjust for Your
Own
Circumstances

11. 11
.
Image: funnypictures.net
Unanticipated Consequences
Part I:
Awareness
& The
Evolution of
Intention

12. 12
Our intention
to be
informed
was different
from actually
being
informed.
.
Image: Ebaumsworld.com

13. 13
.
Image: aafp.org
Our self-awareness
needed some
“calibration.”
Actual Heuristic
Score:
-9

14. 14
We chose to
view the
opportunity
for correction
as a positive
thing.
.
Image: MultiVista.com

15. Image: Mike
15
We defined
what we
could about
scope & went
with it.
.
It wasn’t
perfect.

16. Image: Motley Humor
16
We came to
understand
that vision and
direction are
the same,
only different.
.

17. Image: kkrause
17
We decided
who we
wanted to
look like in
the end.
.

18. Image: kkrause
18
User
Personas:
Our gift to us.
.

19. Image: jpegy
19
We examined
our content
for volume
and quality.
.

20. .
Image: Daily Mail
20
Existence
Excellence

21. Image: Daily Mail
21
We had to
adjust our
approach
along the
way.
.

22. Image: Imgur
22
Progress is a
process.
Don’t let the
perfect be the
enemy of the
good.
.

23. .
Image: wikipedia.org
23
Adjust for Your
Own
Circumstances

24. .
Image: topix
24
Unanticipated Consequences
Part II:
The
Redesign
Experience

25. 25
PEOPLE:
We were
perfectly
staffed for
the website
we HAD.
.
Image: bella

26. 26
PROCESS:
We did a lot
of creating
during our
redesign.
.
Image: kkrause

27. 27
GOVERNANCE:
Realizing
our new
vision
required a
new
outlook.
.
Image: independent traveler

28. .
28
Unanticipated Consequences
Part III:
Post-Project
Implications
Image: damncoolpictures.com

29. Image: G'ma Lorrie (Rita)
29
Voice and
brand
guidelines
still needed
clarity.
And they
continue to
evolve.
.

30. Image: Daily Mail
30
Pride of
ownership
needs to be
encouraged.
.

31. Image: Daily Mail
31
Workflow
implications
are still
being
hashed out.
.

32. 32
We’re still
designing
(effective)
reporting.
.
Image: tbisanfrancisco

33. .
33
Closing
Thoughts
Image: uberhumor

34. 34
Content
strategy is
never
done.
.
Embrace it.
Image: Motley Humor

35. .
35
Questions?
Image: ebcak.com
CONTENT STRATEGY OF THINGS
Ideas, tools & tips we’ve found useful:
pinterest.com/stratmaven
LET’S CONNECT
@StratMaven