The Content Matrix Deconstructed

935 views

Published on

A repeatable methodology for creating content matrices for web development projects.

Published in: Internet, Technology, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
935
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Content Matrix Deconstructed

  1. 1. The Content Matrix: Deconstructed Marlowe Sarah Beckley STC 2014
  2. 2. INTRODUCTION
  3. 3. 3The Content Matrix: Deconstructed | #stc14 | @marlowebeckley Marlowe Sarah Beckley  Manager, Content Strategy at SapientNitro  8 years in Content Strategy  5 years tech/web/print publishing  Specialize in hospitality, financial services, online applications, content matrix development  Client projects include work for a major hotel chain, Allstate, State Farm, Citadel, HSBC, and the Options Industry Council.  @marlowebeckley  mbeckley@sapient.com
  4. 4. 4The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SapientNitro PASSIONATE PEOPLE 7000+ OFFICES GLOBALLY CONNECTED 31 YEARS OF CUSTOMER INNOVATION 20 COMPANY 1 2012 AGENCY REPORT: # 1 Largest Digital Agency US # 3 Largest Digital Agency Worldwide # 12 World's Largest Agency All Disciplines LEADER: Gartner Magic Quadrant for Global Digital Marketing Agencies FORRESTER WAVE™: Global Commerce Service Providers US Digital Agencies – Mobile Marketing
  5. 5. WHAT YOU’LL LEARN TODAY
  6. 6. 6The Content Matrix: Deconstructed | #stc14 | @marlowebeckley WHAT YOU’LL LEARN TODAY  A repeatable methodology to create powerful matrices to help you and your stakeholders make better business decisions around content  Real world examples of matrix solutions What we’re not going to cover:  How to turn a matrix into C-suite visualizations
  7. 7. 7The Content Matrix: Deconstructed | #stc14 | @marlowebeckley THE BREAKDOWN  The What/Why/When of Matrices  A Matrix Methodology  Matrix Challenges & Solutions  Summary  Resources
  8. 8. 8The Content Matrix: Deconstructed | #stc14 | @marlowebeckley GOAL FOR THIS SESSION The Keymaker from The Matrix Reloaded. He creates shortcuts for the Matrix.
  9. 9. THE WHAT/WHY/WHEN OF MATRICES
  10. 10. 10The Content Matrix: Deconstructed | #stc14 | @marlowebeckley WHAT DO WE MEAN BY CONTENT MATRIX?  It is what we make it ECM matrix used with permission from Wordimage.com
  11. 11. 11The Content Matrix: Deconstructed | #stc14 | @marlowebeckley WHY DO YOU USE A CONTENT MATRIX?  Any time you need to understand your content  Structure unstructured content  Whenever you need:  Content inventory  Audit/assessment  Gap analysis  Migration plan  Content development tracking  Capture any data about content “A superficial understanding of content isn’t going to cut it anymore.” - Rachel Lovinger
  12. 12. 12The Content Matrix: Deconstructed | #stc14 | @marlowebeckley WHEN TO USE A MATRIX BY PROJECT PHASE  Discovery: Inventory, audit, gap analysis  Design: Site map, content model  Develop: Page templates, tracking  Deploy: Migration plans  Govern: Taxonomy, metadata
  13. 13. 13The Content Matrix: Deconstructed | #stc14 | @marlowebeckley WHEN DON’T YOU USE A CONTENT MATRIX?  You work in a structured content environment and/or your CMS can produce all the reports you need  Your company uses automated inventory tools  But you may still be validating these manually, which were probably exported into Excel
  14. 14. A MATRIX METHODOLOGY
  15. 15. 15The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY  Discover  Define  Design  Deploy  Govern
  16. 16. 16The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY: DISCOVER  Before you build:  Plan for the handoff; consider the entire project lifecycle’s needs  Matrix goals: audit, gap, migration, content dev. Tracking  Matrix audience(s): content owners, SMEs, legal, developers  Client needs: offshore developers, reviewers, legal approval, external compliance
  17. 17. 17The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY: DEFINE  Determine matrix requirements:  Outputs: audit findings, site map, charts, gap analysis, keyword tracking, etc.  Required fields: page name, url, content type, reviewer, template  Can one matrix rule them all?
  18. 18. 18The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SAMPLE MATRIX INPUTS  Content  Text, images, whole Word docs  Metadata  Structural, admin, descriptive, 508(c)  Reviewers  Legal, lines of business SMEs  Status  With business, with legal  Ratings  Brand, accessible, tagged
  19. 19. 19The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY: DESIGN  Add bells and whistles:  What can you automate or accelerate?  Create filters, formulas, macros, and/or pivot tables  Test your design: is it client proof?  Format for ease of use and readability  Assign numerical values to content when appropriate
  20. 20. 25The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY: DEPLOY Share the matrix:  Socialize, socialize, socialize  Morph to accommodate different audiences Content Strategist User Experience SEO Team Dev. Team Design Team CMS Admin
  21. 21. CHALLENGES & SOLUTIONS
  22. 22. 27The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: MAPPING CONTENT  Auto quote content needs to map to Business Requirements, Wireframes, and include Standard Path, Alternate Path, plus Help copy  Content in both wireframes and copy deck  How do you map your content (in the matrix) to multiple deliverables?
  23. 23. 28The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: COLOR CODE AND TRACK
  24. 24. 29The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: MANUAL INVENTORY  Non-profit needs a content inventory  Small project (~500 pages)  Or sample-size inventory of larger site  Can you automate it? How?
  25. 25. 30The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: Inventory with macro Inventory matrix used with permission from Jen O’Brien.
  26. 26. 31The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: Inventory with macro Inventory matrix used with permission from Jen O’Brien.
  27. 27. 32The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: CONTENT AUDIT  Client only responds to quantitative data  Need to evaluate content for quality  Client has politically sensitive content  Can you quantify qualitative variables?
  28. 28. 33The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: QUANTIFIED RATINGS AUDIT Ratings matrix used with permission from Robert Atkinson.
  29. 29. 34The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: PRIORITIZE CONTENT
  30. 30. 35The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: MULTIPLE AUDIENCES  Insurance company wants one matrix for the auto quote authors, legal, developers, and marketing  Different views needed across audiences  Large volume of content  How can you accommodate everyone without every audience seeing all content?
  31. 31. 36The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: AUDIENCE MACRO  Mega matrix zoomed out Macros matrix used with permission from Jeff Pfaller.
  32. 32. 37The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: AUDIENCE MACRO Macros matrix used with permission from Jeff Pfaller.
  33. 33. 38The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: MULTIPLE VERSIONS  National company’s product varies by state due to legal requirements  How do you track the content variances?  Can you automate it?
  34. 34. 39The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: VARIATIONS MACRO
  35. 35. 40The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: MATRIX-SHY REVIEWERS  Company stakeholders refuse to review a “regular” matrix  Many reviewers, little collaboration between them  Client won’t consolidate review feedback  How can you get good feedback and automate feedback consolidation?
  36. 36. 41The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: MAP/MIMIC/CAPTURE
  37. 37. 42The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: “DYNAMIC PROTOTYPE” HACK Comments matrix used with permission from Robert Atkinson.
  38. 38. 43The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: “DYNAMIC PROTOTYPE” HACK Comments matrix used with permission from Robert Atkinson.
  39. 39. 44The Content Matrix: Deconstructed | #stc14 | @marlowebeckley CHALLENGE: THE DEVELOPER VERSION  Bank is handing off content to offshore developers and it must map to the page template  Content editing and delivery must be in a matrix  Copy has long and short content blocks  Must map to other deliverables  How do you deliver this content?
  40. 40. 45The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: GET GRANULAR Bank Bank Ban k B a n k Ban k B a n k B a n k B a n k Ban k
  41. 41. 46The Content Matrix: Deconstructed | #stc14 | @marlowebeckley SOLUTION: EMBED WORD FILES
  42. 42. 47The Content Matrix: Deconstructed | #stc14 | @marlowebeckley DON’T LET I.T. CREATE THE MATRIX ALONE Bank Bank Bank Bank Bank
  43. 43. SUMMARY
  44. 44. 49The Content Matrix: Deconstructed | #stc14 | @marlowebeckley A MATRIX METHODOLOGY  Discovery: Requirements gathering  Define: Inputs/outputs, audiences  Design: Build in accelerators and automation  Deploy: Socialize and release  Govern: Actively update and maintain
  45. 45. RESOURCES
  46. 46. 51The Content Matrix: Deconstructed | #stc14 | @marlowebeckley RESOURCES: AUTOMATED INVENTORY  XML SiteMaps  Snap Sitemap  CAT Content Analysis Tool  Website Auditor
  47. 47. 52The Content Matrix: Deconstructed | #stc14 | @marlowebeckley RESOURCES: TEMPLATES  KPN: www.kevinpnichols.com  Intentional Design (Rahel Bailie)  Web Content Strategist’s Bible (Richard Sheffield)
  48. 48. 53The Content Matrix: Deconstructed | #stc14 | @marlowebeckley RESOURCES: EXCEL MASTERY  Excel Hacks: 100 Industrial-Strength Tips and Tools by David E. Hawley, O’Reilly  Excel Annoyances: How to Fix the Most Annoying Things about Your Favorite Spreadsheet by Curtis Frye, O’Reilly Publishers  “Become Awesome in Excel”  Count (value) formulas  Learn VBA  Excel macros video  Filter intro; Custom filters  Pivot tables video
  49. 49. THANK YOU

×