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Content Strategy Summit 2014: Polishing Your Content Publishing Process

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Presented at the Content Strategy Summit, August 19, 2014.

You're starting to incorporate content strategy into your organization, building up (or elbowing your way into) a process that shepherds content from concept to implementation.

And yet: there are bottlenecks and broken tools, slowdowns and workarounds. Despite the big ideas and deliverables, the process of producing and publishing content is still awfully messy.

Luckily, you've got the skills to improve it. The content strategy work you're already doing can help identify and untangle the knots in your team and workflow, and lead to a more sustainable content production process.

Published in: Internet, Marketing

Content Strategy Summit 2014: Polishing Your Content Publishing Process

  1. Polishing Your Content Publishing Process Content Strategy Summit August 19, 2014 Lisa Maria Martin | @redsesame
  2. Who likes coloring?
  3. Process?
  4. The Writing Process h"p://phdcomics.com/comics/archive.php?comicid=1732  
  5. Famous Writers’ Sleep Habits & Literary Productivity h"p://www.brainpickings.org/wp-­‐content/uploads/2013/11/sleepproducBvitywriters_1500_1.jpg  
  6. The Daily Routines of Famous Creative People h"ps://podio.com/site/creaBve-­‐rouBnes  
  7. (Let’s watch a movie)
  8. h"ps://twi"er.com/deathbearbrown/status/494649174928142336/photo/1  
  9. We want a repeatable, sustainable process
  10. because we want repeatable, sustainable results.
  11. The Process™
  12. The Process™
  13. The Process™
  14. The Process™
  15. The Process™
  16. If only publishing content were this easy.
  17. Content strategy was supposed to make everything perfect.
  18. Our workflow still has challenges.
  19. h"ps://www.flickr.com/photos/magical-­‐world   Slowdowns
  20. h"ps://www.flickr.com/photos/leecraven/4667899925   Unexpected gaps
  21. Workarounds
  22. h"ps://www.flickr.com/photos/kryshen/3860353364   Broken tools
  23. h"ps://www.flickr.com/photos/vivekjena/2992102316   Crayons, man.
  24. Spend time on content, not firefighting.
  25. Use your skills.
  26. You’re already thinking about: Communication goals
  27. You’re already thinking about: Communication goals Production
  28. You’re already thinking about: User needs
  29. You’re already thinking about: User needsAuthor
  30. You’re already thinking about: Inventories & audits
  31. You’re already thinking about: Inventories & auditsProcess
  32. You’re already thinking about: Tools & channels
  33. You’re already thinking about: Tools & channels Writing & editing
  34. You’re already thinking about: Sustainable pages
  35. You’re already thinking about: Sustainable pages workflows
  36. Content strategist, strategize thyself. h"p://explodingdog.com/Btle/whywhatshouldibedoing.html  
  37. The Process™
  38. Real talk o’clock h"ps://www.flickr.com/photos/68397968@N07/14118666380  
  39. The Process™
  40. The (Actual) Process™
  41. The (Actual) Process™
  42. The (Actual) Process™
  43. The (Actual) Process™
  44. The (Actual) Process™
  45. The (Actual) Process™
  46. The (Actual) Process™
  47. The (Actual) Process™
  48. The (Actual) Process™
  49. The (Actual) Process™
  50. Map your reality. h"ps://medium.com/i-­‐love-­‐charts/a-­‐map-­‐of-­‐the-­‐introverts-­‐heart-­‐4db2d8c9cf48  
  51. • Roles & responsibilities Pay attention to: h"ps://www.flickr.com/photos/calsidyrose/4925267732  
  52. • Roles & responsibilities • People Pay attention to: h"ps://www.flickr.com/photos/calsidyrose/4925267732  
  53. • Roles & responsibilities • People • Timing Pay attention to: h"ps://www.flickr.com/photos/calsidyrose/4925267732  
  54. • Roles & responsibilities • People • Timing • Tools Pay attention to: h"ps://www.flickr.com/photos/calsidyrose/4925267732  
  55. • Write it. Make it visible: h"ps://www.flickr.com/photos/jdhancock/7886707854  
  56. • Write it. • Draw it. Make it visible: h"ps://www.flickr.com/photos/jdhancock/7886707854  
  57. • Write it. • Draw it. • Share it. Make it visible: h"ps://www.flickr.com/photos/jdhancock/7886707854  
  58. What do we learn?
  59. Is there a disconnect?
  60. Is your team out of order?
  61. Are your resources scarce?
  62. Are you using the wrong tools?
  63. Blame the CMS!
  64. Blame the CMS!Don’t
  65. Now what?
  66. Mind the gaps. h"ps://www.flickr.com/photos/bvi4092/14253264351  
  67. Advocate for a better process. h"ps://www.flickr.com/photos/48685334@N00/4564784920  
  68. Advocate for a better process. • Approach h"ps://www.flickr.com/photos/48685334@N00/4564784920  
  69. Advocate for a better process. • Approach • People h"ps://www.flickr.com/photos/48685334@N00/4564784920  
  70. Advocate for a better process. • Approach • People • Resources h"ps://www.flickr.com/photos/48685334@N00/4564784920  
  71. Advocate for a better process. • Approach • People • Resources • Tools h"ps://www.flickr.com/photos/48685334@N00/4564784920  
  72. Iterate and change. h"ps://www.flickr.com/photos/pinksherbet/8658017263  
  73. Be patient. h"ps://www.flickr.com/photos/amagill/7798874692  
  74. Fix your process now.
  75. Do better work later.
  76. Enjoy coloring.
  77. Thank you. Lisa Maria Martin | @redsesame

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