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Editorial Strategy as Empathy:
Serving Internal Users
Misty Weaver
@meaningmeasure
Seattle IA/UX Meetup
#SeattleUX
http://...
Your content process starts with
1. External audience assessment
2. Content assessment and modeling
3. Tasks and roles
4. ...
Provide the right content,
for the right people,
in the right place,
at the right time.
Meghan Casey
http://uxmag.com/arti...
Provide the right content,
for the right people,
in the right place,
at the right time,
with a system.
http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png
http://www.smashingmagazine.com/2011/06/03/content-...
Content Strategy Shapes
Technical
• Information
Architecture
• Taxonomy
• Metadata / Schema
• XML / DITA
• CMS
• SEO
Edito...
Project Management Always
Project
• Resource
Assessment
• Workflows
• Scheduling
• Velvet Hammer
Part 1: What do those people need?
• To find relevant, helpful content
• Make a decision
• Take action
Creating a priority list for content
What information do you need
to make a decision
about attending an IA meetup?
• Date and Time
• Title
• Topic
• Speaker
• Price
• What’s the benefit to
me?
• Location
• Description
• Agenda
• Menu (fo...
• Date and Time
• Title
• Topic
• Speaker
• Price
• What’s the benefit to me?
• Location
• Description
• Agenda
• Menu (fo...
Assess,
Model,
& Form
Content
Part 2: What do I have?
http://www.morguefile.com/creative/wedhatted
From Assessment to Content Model
http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
Event
Speaker
VenueDescription
• Title
• Time, Date
• Price
• Registration
• Agenda
• Description
Content Model
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
Part 3: What can we do?
http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
Relates to our internal systems as well as access
we provide through distribution of content
http://intentionaldesign.ca/
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
• Creators
• Editors
• Approvers
• Publishers
• Distribu...
Part 4: How do we make the work flow?
@sjrosenbaum
http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/
Margot Bloomstein
Content Strategy at Work
http://appropr...
Workflow at AdoptUsKids
Workflow at AdoptUsKids
What do we get out of it?
Part 5: Timing
Enjoy these links
• Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-
drawer-with-governance
• ...
Editorial Strategy as Empathy for the Internal User
Editorial Strategy as Empathy for the Internal User
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Editorial Strategy as Empathy for the Internal User

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Presentation at IA/UX Meetup Seattle on August 12th with James Sweeney.

5 steps for User Experience and Content Strategy professionals in creating internal systems that help staff deliver content.

Published in: Internet
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Editorial Strategy as Empathy for the Internal User

  1. 1. Editorial Strategy as Empathy: Serving Internal Users Misty Weaver @meaningmeasure Seattle IA/UX Meetup #SeattleUX http://www.morguefile.com/creative/hotblack
  2. 2. Your content process starts with 1. External audience assessment 2. Content assessment and modeling 3. Tasks and roles 4. Workflow 5. Schedule @meaningmeasure #SeattleUX
  3. 3. Provide the right content, for the right people, in the right place, at the right time. Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
  4. 4. Provide the right content, for the right people, in the right place, at the right time, with a system.
  5. 5. http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/ What we mean when we say content strategy @meaningmeasure #SeattleUX
  6. 6. Content Strategy Shapes Technical • Information Architecture • Taxonomy • Metadata / Schema • XML / DITA • CMS • SEO Editorial • Branding • Messaging • Voice and Tone • Content Creation and Planning • Content for Human Consumption
  7. 7. Project Management Always Project • Resource Assessment • Workflows • Scheduling • Velvet Hammer
  8. 8. Part 1: What do those people need? • To find relevant, helpful content • Make a decision • Take action
  9. 9. Creating a priority list for content What information do you need to make a decision about attending an IA meetup?
  10. 10. • Date and Time • Title • Topic • Speaker • Price • What’s the benefit to me? • Location • Description • Agenda • Menu (food allergies) • How many people are going? Do I know any of them and/or like/dislike them? • How to register Content Checklist
  11. 11. • Date and Time • Title • Topic • Speaker • Price • What’s the benefit to me? • Location • Description • Agenda • Menu (food allergies) • How many people are going? Do I know any of them and/or like/dislike them? • Speaker Description and Bio • Art, visual collateral • Email Marketing • Social Media Marketing • Volunteers • Sponsors • Venue • Speaker slides • Post event email • Post event photos, video, slides Content Checklist
  12. 12. Assess, Model, & Form Content
  13. 13. Part 2: What do I have? http://www.morguefile.com/creative/wedhatted
  14. 14. From Assessment to Content Model http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
  15. 15. Event Speaker VenueDescription • Title • Time, Date • Price • Registration • Agenda • Description Content Model
  16. 16. • Create • Edit • Approve • Publish • Distribute • Update/Archive Part 3: What can we do?
  17. 17. http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
  18. 18. Relates to our internal systems as well as access we provide through distribution of content http://intentionaldesign.ca/
  19. 19. • Create • Edit • Approve • Publish • Distribute • Update/Archive • Creators • Editors • Approvers • Publishers • Distributors • Managers From Tasks to Roles
  20. 20. Part 4: How do we make the work flow? @sjrosenbaum
  21. 21. http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/ Margot Bloomstein Content Strategy at Work http://appropriateinc.com/book/ Workflow at AdoptUsKids Vanessa Casavant @casavant
  22. 22. Workflow at AdoptUsKids
  23. 23. Workflow at AdoptUsKids
  24. 24. What do we get out of it?
  25. 25. Part 5: Timing
  26. 26. Enjoy these links • Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the- drawer-with-governance • Richard Ingram http://www.smashingmagazine.com/2011/06/03/content- strategy-optimizing-your-efforts-for-success/ • Cleve Gibbon http://www.clevegibbon.com/content-modeling/content- models/the-design-content-model/ • Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown- Winning-Content/dp/0124076742 • Rahel Bailie http://intentionaldesign.ca/ • Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/ Tweet me about it @meaningmeasure

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