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Content wants to be free (from projects) - J.boye Aarhus 2015

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Slides from my workshop about the content production puzzle and the love-hate relationship that content has with the project format.

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Content wants to be free (from projects) - J.boye Aarhus 2015

  1. 1. CONTENT WANTS 
 TO BE FREE 
 (FROM PROJECTS)
 
 
 @RASMUSSKJOLDAN | J.BOYE 2015
  2. 2. Rasmus Skjoldan Lead content strategist of Magnolia 
 
 
 
 
 Founded the content strategy agency, Cope Former brand manager of TYPO3 and UX lead 
 of the open source Neos CMS @rasmusskjoldan
  3. 3. UCD » CMS » CS
  4. 4. THE PLOT 1. THE PROBLEM SPACE 2. COFFEE 3. TWO PRAGMATIC APPROACHES
  5. 5. THE PROBLEM SPACE
  6. 6. PROJECTS ARE GREAT
  7. 7. PROJECTS GIVE US…
  8. 8. BOXED DELIVERIES
  9. 9. DEADLINES
  10. 10. MEASSURABILITY
  11. 11. SENSE OF URGENCY
  12. 12. THE PROBLEM WITH PROJECTS
  13. 13. CONTENT HAS A LOVE-HATE RELATIONSHIP WITH PROJECTS
  14. 14. CONTENT GETS TRAPPED IN…
  15. 15. SILOS
  16. 16. DEPARTMENTS
  17. 17. DESIGNS
  18. 18. PUBLICATION 
 SYSTEMS
  19. 19. PROJECTS
  20. 20. THE 
 CHANNEL-TAILORED CONTENT METHOD
  21. 21. OUTDATED CONTENT IS KILLING US
  22. 22. MORE CHANNELS MEANS MORE STORIES ABOUT CATASTROPHIC, OUT-OF-DATE CONTENT
  23. 23. THE CONTENT HUB METHOD
  24. 24. THE FRIDGE NEEDS YOUR 
 CONTENT
  25. 25. CONTENT HUBS ARE GREAT. BUT…
  26. 26. TOO GENERIC 
 CONTENT & UX BORES 
 USERS TO DEATH
  27. 27. ZZZZZ + CONTEXTUAL-WTF?
  28. 28. “SHOULD WE MOVE ALL OUR CONTENT TO A CONTENT HUB— OR SHOULD WE LET CONTENT STAY IN EACH CHANNEL?”
  29. 29. CONTENT HUB ADVANTAGES —ONLY UPDATE ONCE (ISH) —CENTRALIZED CONTROL —POTENTIAL SYNERGY: OMNICHANNEL
 
 DISADVANTAGES —GENERIC CONTENT —POTENTIALLY BAD UX
  30. 30. CHANNEL-TAILORED CONTENT ADVANTAGES —HYPER RELEVANT UX —WYSIWYG FOR CONTENT PRODUCERS 
 DISADVANTAGES —VIRTUALLY IMPOSSIBLE TO UPDATE X CHANNELS —NO SYNERGY ACROSS PROJECTS/CHANNELS
  31. 31. THE 
 (SLIGHLY UTOPIAN DREAM OF A) 
 CONTENT HUB
  32. 32. CLIENT:
  33. 33. “We should move all of our content to a content hub because it will let us repurpose content across different projects, channels and platforms and because it will let us produce content across internal departments and external content providers. Let’s use CMS’s such as Contentful or Woodwing’s Content Station to create, manage and store structured content and publish it all directly to each and every publication point via content delivery API’s.”
  34. 34. ME:
  35. 35. “Mmyeah, but you risk creating a new monster of a publication system that way, leading to integration nightmares. Or you risk that content will fail to communicate in a relevant manner because it was created in a system too far away from where it touches the user. “
  36. 36. THE 
 (OVERWHELMINGLY HARD CASE FOR) CHANNEL-TAILORED CONTENT
  37. 37. CLIENT:
  38. 38. “We should keep allocating ressources for each touchpoint because that is how you produce real quality content. Only by doing so, we make sure content speaks the language of the platform, relates more directly to target groups, is framed correctly to obtain project goals—and also prevents content from becoming too generalized. Let’s try to agree on some overarching themes and goals—and then let the channel, platform or project content folks communicate them in appropriate ways, one channel at a time.”
  39. 39. ME:
  40. 40. “But hey, you won’t be able to keep up at the pace things are moving—when you’re trying to produce content for one channel at a time! What about the time it takes to translate it all, too? And don’t even get me started on personalization.”
  41. 41. THE CONCLUSION:
  42. 42. If anyone says let's do a Create Once Publish Everywhere setup and really tailor the user experiences on each touchpoint, then start waving flags.
  43. 43. WHICH ONE DID YOU CHOOSE?
  44. 44. DOES IT HAVE TO BE EITHER—OR?
  45. 45. LET’S MESS 
 WITH THE CONTENT 
 ECO-SYSTEM
  46. 46. “LET ME HAVE ONE COPE WITH EXTRA TAILORING”
  47. 47. WEAVE TOGETHER ORGANIZATION-WIDE CONTENT WITH 
 CONTEXTUALLY RELEVANT CONTENT
  48. 48. FINDING PRAGMATIC WAYS
  49. 49. 1. CORE VS CONTEXTUAL — WORKING INSIDE A PROJECT 2. CORE VS PROJECT — WORKING ACROSS PROJECTS
  50. 50. CORE VS CONTEXTUAL
  51. 51. THE CONTENT-MIX OF A PROJECT: Contextual 
 Content Core Content Content as a business asset. Reusable, long-term content. Approved, proof-read, translated. Can never live in a single channel! Short-lived content. Tailored to a particular touchpoint, to the project’s goal and fit to the tone of voice of the channel and the platform. Lives nicely in the publication system of a channel or a platform. Content is produced by platform experts
  52. 52. Hero Core content Contextual content Headline Image Payoff Product description Product name Product name Intro CTA Body text A touchpoint on the web
  53. 53. Core content Contextual content Product name Background *S*I*G*N*H*E*R*E Standard product description Sales contract Standard disclaimer Special disclaimer Special price for you
  54. 54. GETTING DEPARTMENTS TO WORK TOGETHER ON SHARED CONTENT (DESILOING) + BRIEFS ABOUT STRATEGY + KEEPS UP WITH CHANNELS + TAILORS THE EXPERIENCE
  55. 55. CORE VS PROJECT
  56. 56. REUSE CONTENT ACROSS PROJECTS
  57. 57. OH NO. WORKSHOP EXERCISES.
  58. 58. CORE VS CONTEXTUAL —WORKING INSIDE A PROJECT
  59. 59. Look at your own organization: 
 1. Identify one type of content that would be better off by being handled centrally 2. Identify content that would be better off by being edited and managed in the channel 3. Combine the two in at least 2 different end results (An end result can be an intranet webpage, a product webpage, an app screen, an email, a flyer, an info screen, a fridge etc.) 4. Go through 1-3 alone, then explain to your neighbor, then iterate together 5. Present your neighbor’s end results to all
  60. 60. CORE VS PROJECT — WORKING ACROSS PROJECTS
  61. 61. Look at your own organization: 1. Identify one project that has produced content that could be used across several projects. 2. Now imagine a new project of yours—about something else—and describe how to reuse content from 1. 3. Go through 1-2 alone, then explain to your neighbor, then iterate together 4. Present your neightbor’s project to all
  62. 62. @RASMUSSKJOLDAN

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