![‘‘
Customers don't know—and don't care to
know—how government is organized. So why
make them go from agency [website] to
agency [website] to get the full picture of
what gov't has to offer on any subject?
Participant, National Dialogue on
Improving Government Websites](https://image.slidesharecdn.com/changingcontentwebvisionsnyc2013-130304150305-phpapp01/85/Changing-Content-Changing-Culture-68-320.jpg)
Uploaded bySara Wachter-Boettcher
Changing Content, Changing Culture
The document discusses the challenges of effective content management in a digital landscape, highlighting the importance of a strong content strategy to meet business goals and user needs. It identifies key issues such as outdated content production methods, lack of communication among teams, and resistance to change within organizations. To address these challenges, it suggests using mobile platforms to improve user experience, fostering collaboration across departments, and prioritizing ongoing content support and development.
More Related Content
Similar to Changing Content, Changing Culture
Changing Content, Changing Culture
- 1.
- 2. ‘‘ Every client, inmy experience, has a content problem. Mark Boulton, Web Directions South
- 3. ‘‘ In traditional media,canvas dimensions are a known constraint... With digital, however, the canvas is an unknown. Instead, we need to build on what we do know: content. Chris Armstrong, “The Infinite Grid”
- 4. But do weactually know our content?
- 5. Good news! That’swhat content strategy is all about.
- 6. ✦ Defines how content will meet business (or project) goals and users’ needs ✦ Guides decisions about content from discovery to deletion ✦ Sets benchmarks against which to measure the success of your content Kristina Halvorson & Melissa Rach
- 7. It’s figuring outwhat we want to say... Message architecture example from Margot Bloomstein
- 8. And making more realisticplans for getting it done... Page table example from Relly Annett-Baker
- 9. and yet: WE’VE STILL GOTSO FAR TO GO.
- 10.
- 11.
- 12.
- 13. Even launching anew homepage is hard.
- 14. ‘‘ The Microsoft.com teambuilt tools, guidelines, and processes to help localize everything from responsive images to responsive content into approximately 100 different markets... They adapted their CMS to allow Content Strategists to program content on the site. Nishant Kothary, “The Story of the New Microsoft.com”
- 15. This is whymobile is so hard.
- 16. the web’s movingforward, BUT OUR CONTENT’S STILL STUCK.
- 17. “just stick itup on the website” www.flickr.com/photos/wordridden/6125516150/
- 18. We create contentlike this.
- 19. We create contentlike this. CONTENT GOES HERE.
- 20. So we cando this. www.flickr.com/photos/76029035@N02/6829344565
- 21. So we cando this. CONTENT GOES HERE. www.flickr.com/photos/76029035@N02/6829344565
- 22. But we endup with this.
- 23. But we endup with this. CONTENT GOES HERE.
- 24. it’ll only get worse By Eva-Lotta Lamm
- 25. We don’t needmore content. We need content that does more.
- 26. content like water www.flickr.com/photos/briangaid/2909765394/
- 27. COPE: Create Once, PublishEverywhere
- 28. But content doesn’tjust magically flow.
- 29.
- 30. Which starts withcontent.
- 31. which takes careand craft By Eva-Lotta Lamm
- 32. And a CMSto match
- 33. Of course, structured data isn’t new. From Web Database Applications with PHP & MySQL by Hugh E. Williams and David Lane (O’Reilly, 2003)
- 34. The results justweren’t always great. What? Huh? No idea!
- 35. structure isn’t arbitrary www.melissaanddoug.com
- 36. It’s about takingour content knowledge...
- 37. and finding patterns www.flickr.com/photos/darkfoxprime/4348506299/
- 38.
- 39.
- 40. systems give us options By Eva-Lotta Lamm
- 41. We can’t manuallymanage how each bit of content looks.
- 42. But every bitof structure gives us the option to make a rule.
- 43. rules tell content what to do
- 44. structure helps content move
- 45. Now, for thehard part.
- 46. our content’s stuck BECAUSE WEARE STUCK.
- 47. it’s people, not just tech
- 48. 3 CHALLENGES FOR OUR ORGANIZATIONS
- 49.
- 50. THE PROBLEM People keepcreating content the same way they always have: big WYSIWYG blobs.
- 51.
- 52. THE REAL PROBLEM Content-producingroles aren’t tied to business strategy, goals, or vision—so those working in them see no reason to change.
- 53. that’s not myjob! i just keep the production line moving. www.flickr.com/photos/seattlemunicipalarchives/2710933334
- 54. A BETTER WAY Contentstrategy bridges the gap between executive vision and daily execution, defining how content will serve strategy over time.
- 55.
- 56. THE PROBLEM Content-producing departments don’tcommunicate, or are even hostile to one another.
- 57. protect the fiefdom! www.flickr.com/photos/domhill/7190797128/
- 58. Government is notoriousfor this.
- 65. This is duplicativeand inefficient. Not to mention confusing as hell.
- 66. THE REAL PROBLEM Departmentsthat are always focused on themselves are not thinking about their customers.
- 67. the underpants problem www.flickr.com/photos/red_devil/4728500604
- 68. ‘‘ Customers don't know—anddon't care to know—how government is organized. So why make them go from agency [website] to agency [website] to get the full picture of what gov't has to offer on any subject? Participant, National Dialogue on Improving Government Websites
- 69. A BETTER WAY Transcendsilos with cross- department teams focused on tackling a single issue. Empower them to spread new ideas.
- 70.
- 72. THE PROBLEM Stakeholders don’tget digital— they want everything fixed in place, like print, before approval.
- 73. user control terrifies them
- 74. THE REAL PROBLEM Theorganization isn’t built for change—and suddenly, things are changing fast. Rather than adapt, it’s trying to stop the shift.
- 75. things will keep moving
- 76. A BETTER WAY It’snot just dealing with mobile. It’s becoming an organization that’s adept at change.
- 77. good news! WE CANDO SOMETHING ABOUT THIS
- 78. “But I’m justthe interaction designer!”
- 79. “But that’s justhow executives think.”
- 80. “But that’s justthe way clients are!”
- 81.
- 82. Caring about contentis a pain, yes.
- 83. but it’s theonly way we’ll be satisfied www.flickr.com/photos/yakobusan/3162940696
- 84. 3 WAYS TO MAKE CHANGE HAPPEN
- 85. 1 Make mobile an entry point, not the end point.
- 86. ‘‘ Use mobile asa wedge to create a better experience for ALL users. Karen McGrane
- 87. Also true forchanging organizations.
- 88. use mobile to break down doors www.flickr.com/photos/justin-march/3720489344/
- 89. 2 Don’t sell solutions. Invest more deeply.
- 90. we don’t save the day
- 91. You can’t justfix it.
- 92. You’ve got tobe in it together.
- 93. it’s hard, messy work www.flickr.com/photos/trondheim_byarkiv/4773880876
- 94. 3 Do less. Facilitate more.
- 95. After the CMSis updated...
- 96. Or the APIis launched...
- 97. The content willstill need help.
- 98. teach ‘em tofish...
- 99. Find the peopleyour work affects, and incorporate them from the start.
- 100. THANK YOU, WEBVISIONSNYC sarawb.com // @sara_ann_marie Content Everywhere is available now! http://rfld.me/content-everywhere Flickr images used via CC-Attribution license unless otherwise noted. Illustrations used with the permission of Eva-Lotta Lamm.