Content Strategy 101 workshop slides

1. Content Strategy 101
h"p://slideshare.net/lauracreekmore
1Friday, September 27, 13

2. Right
now:
>Your
name
>What
you
do
>Why
content?
2Friday, September 27, 13

3. Why content strategy?
3Friday, September 27, 13

4. What is content?
4Friday, September 27, 13

5. 5Friday, September 27, 13

6. 6Friday, September 27, 13

7. 7Friday, September 27, 13

8. 8Friday, September 27, 13

9. http://www.flickr.com/photos/7819129@N07/
9Friday, September 27, 13

10. 10Friday, September 27, 13

11. 11Friday, September 27, 13

12. 12Friday, September 27, 13

13. http://www.flickr.com/photos/23am/
13Friday, September 27, 13

14. Not just articles.
Not just text.
Not just pages.
14Friday, September 27, 13

15. http://www.flickr.com/photos/that_chrysler_guy/
15Friday, September 27, 13

16. What does content do?
16Friday, September 27, 13

17. http://www.flickr.com/photos/stevan/
17Friday, September 27, 13

18. http://www.flickr.com/photos/kkoshy/
18Friday, September 27, 13

19. http://www.flickr.com/photos/meetthemediaguru/
19Friday, September 27, 13

20. http://www.flickr.com/photos/omarriva/
20Friday, September 27, 13

21. http://www.flickr.com/photos/photoloni/
21Friday, September 27, 13

22. Inform
Amuse
Entertain
Engage
Persuade
Anger
Scare
22Friday, September 27, 13

23. Not just information.
Communicating
emotion.
23Friday, September 27, 13

24. http://www.flickr.com/photos/that_chrysler_guy/
24Friday, September 27, 13

25. Who is content for?
25Friday, September 27, 13

26. 26Friday, September 27, 13

27. 27Friday, September 27, 13

28. Customers
Gardeners
Preteen
girls
Users
Moms
Keurig
owners
18-­‐34
Boaters
Ohio
grads
class
of
’72
People
Audience
27Friday, September 27, 13

29. How to Advocate
for Content
28Friday, September 27, 13

30. Who owns content?
29Friday, September 27, 13

31. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
30Friday, September 27, 13

32. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
30Friday, September 27, 13

33. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
30Friday, September 27, 13

34. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
30Friday, September 27, 13

35. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
30Friday, September 27, 13

36. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
30Friday, September 27, 13

37. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
Elected officials
30Friday, September 27, 13

38. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
Elected officials
The public
30Friday, September 27, 13

39. Writers
Authors
Podcasters
Videographers
Graphic artists
Photographers
Editors
Product Managers
UX designers
Programmers
Elected officials
The public
?
30Friday, September 27, 13

40. Where does
content happen?
31Friday, September 27, 13

41. 32Friday, September 27, 13

42. Strategy
Business Goal
Design
Development
Testing
Production
Operations
Analytics
Review
Upgrades
32Friday, September 27, 13

43. Strategy
Business Goal
Design
Development
Testing
Production
Operations
Analytics
Review
Upgrades
CONTENT
32Friday, September 27, 13

44. The11th-hourshitstorm—With
thanks
to
Karen
McGrane
33Friday, September 27, 13

45. What if it’s me?
34Friday, September 27, 13

46. How to talk
about content*
*The
what-­‐not-­‐to-­‐do
edi7on
35Friday, September 27, 13

47. “I
need
a
bigger
budget.”
36Friday, September 27, 13

48. “I
need
a
bigger
team.”
37Friday, September 27, 13

49. “I
need
you
to
care
as
much
as
I
do.”
38Friday, September 27, 13

50. FINE!
What
works?
39Friday, September 27, 13

51. http://www.flickr.com/photos/8906966@N02/
40Friday, September 27, 13

52. But
we’re
not
in
the
content
business.
41Friday, September 27, 13

53. “Embrace that
you are a publisher.”
—Ann
Handley,
Chief
Content
Officer
at
Marke7ngProfs
42Friday, September 27, 13

54. “The one with the
most engaging
content wins.”
—Joe
Pulizzi,
Content
Marke7ng
Ins7tute
43Friday, September 27, 13

55. http://www.flickr.com/photos/wordridden/
44Friday, September 27, 13

56. http://www.flickr.com/photos/37815348@N00/
45Friday, September 27, 13

57. Great content
is a business asset.
46Friday, September 27, 13

58. “Content strategy guides
your plans for the
creation, delivery and
governance of content.”
—Kristina Halvorson and Melissa Rach,
Content Strategy for the Web
47Friday, September 27, 13

59. http://www.flickr.com/photos/skistz/
48Friday, September 27, 13

60. hGp://louisvilleky.gov/solidwaste
49Friday, September 27, 13

61. Know your
business goal.
50Friday, September 27, 13

62. 51Friday, September 27, 13

63. •Serve
more
citizens
•Increase
revenue
•Reduce
call
volume
by
5%
fr
last
year
•Increase
recycling
pickup
by
4%
•Get
2,000
people
registered
for
Earth
Day
51Friday, September 27, 13

64. What’s
the
business
goal?
52Friday, September 27, 13

65. Know your
audience.
53Friday, September 27, 13

66. 54Friday, September 27, 13

67. 55Friday, September 27, 13

68. •I
want
to
know
if
the
city
will
pick
up
my
recycling.
55Friday, September 27, 13

69. •I
want
to
know
if
the
city
will
pick
up
my
recycling.
•I
need
to
order
a
new
garbage
can.
55Friday, September 27, 13

70. •I
want
to
know
if
the
city
will
pick
up
my
recycling.
•I
need
to
order
a
new
garbage
can.
•Why
the
heck
didn’t
you
pick
up
my
brush
pile?
55Friday, September 27, 13

71. 56Friday, September 27, 13

72. http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans
57Friday, September 27, 13

73. 58Friday, September 27, 13

74. 59Friday, September 27, 13

75. More Audience
Understanding Resources
Killer
Web
Content
[Gerry
McGovern]
The
Yahoo!
Style
Guide
60Friday, September 27, 13

76. •SEO
•Accessibility
•Readability
•Suitability
61Friday, September 27, 13

77. http://www.flickr.com/photos/tm_10001/
62Friday, September 27, 13

78. How Will I Know?
http://www.flickr.com/photos/tm_10001/
62Friday, September 27, 13

79. h"p://www.readability-­‐score.com/
Reading Level Tests
63Friday, September 27, 13

80. 64Friday, September 27, 13

81. I
am
going
to
the
store
today.
64Friday, September 27, 13

82. I
am
going
to
the
store
today.
Store
the
going
today
I
am
to.
64Friday, September 27, 13

83. When you feel chest pains, you need
urgent medical attention. Please don't
wait to see if you feel better, or
postpone going to the physician
because you don't want to be a bother.
Your physician would much rather
check you out and send you home with
a diagnosis of heartburn than have you
sit at home and die of a heart attack.
65Friday, September 27, 13

84. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put off
going to the doctor. Your health is
important to your doctor. Your doctor
is the best person to see what is wrong.
Your life could be at stake!
66Friday, September 27, 13

85. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put off
going to the hospital. Your health is
important to your physician. Your
physician is the best person to see what
is wrong. Your life could be at stake!
67Friday, September 27, 13

86. http://contentsmagazine.com/articles/
the-audience-you-didn%E2%80%99t-know-you-had/
68Friday, September 27, 13

87. h"p://plainlanguage.gov
h"p://centerforplainlanguage.org
69Friday, September 27, 13

88. 70Friday, September 27, 13

89. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
71Friday, September 27, 13

90. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
71Friday, September 27, 13

91. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the
71Friday, September 27, 13

92. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
71Friday, September 27, 13

93. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake
71Friday, September 27, 13

94. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
71Friday, September 27, 13

95. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country
71Friday, September 27, 13

96. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
71Friday, September 27, 13

97. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming
71Friday, September 27, 13

98. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
71Friday, September 27, 13

99. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take
71Friday, September 27, 13

100. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
71Friday, September 27, 13

101. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space
71Friday, September 27, 13

102. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
71Friday, September 27, 13

103. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water
71Friday, September 27, 13

104. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
71Friday, September 27, 13

105. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid
71Friday, September 27, 13

106. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
71Friday, September 27, 13

107. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
the
71Friday, September 27, 13

108. http://alistapart.com/article/testing-content
72Friday, September 27, 13

109. Why?
73Friday, September 27, 13

110. http://www.flickr.com/photos/sfllaw/
74Friday, September 27, 13

111. Creating a Style Guide
75Friday, September 27, 13

112. 76Friday, September 27, 13

113. Simple:
Pick
one
76Friday, September 27, 13

114. Simple:
Pick
one
More:
Think
about
industry-­‐
specific
usage
76Friday, September 27, 13

115. Simple:
Pick
one
More:
Think
about
industry-­‐
specific
usage
Customize:
Add
organization-­‐
specific
info
76Friday, September 27, 13

116. 77Friday, September 27, 13

117. http://www.flickr.com/photos/rosenfeldmedia/
78Friday, September 27, 13

118. 79Friday, September 27, 13

119. 80Friday, September 27, 13

120. We
believe
in
excellence.
80Friday, September 27, 13

121. funny
serious
reserved
innovative
consistent
helpful
snarky
irreverent
comforting
hopeful
timely
honest
81Friday, September 27, 13

122. Representing
Voice and Tone:
Examples!
82Friday, September 27, 13

123. The
Louisville
Solid
Waste
Authority
presents
a
professional
demeanor
as
we
endeavor
to
keep
the
city
clean,
prosperous,
and
environmentally
responsible,
in
an
economically
efficient
way.
83Friday, September 27, 13

124. 84Friday, September 27, 13

125. We
say...Order
online.
84Friday, September 27, 13

126. We
say...Order
online.
We
don’t
say...Let
us
hook
you
up
with
a
new
garbage
cart!
[too
slangy]
84Friday, September 27, 13

127. We
say...Order
online.
We
don’t
say...Let
us
hook
you
up
with
a
new
garbage
cart!
[too
slangy]
We
say...Louisville
Solid
Waste
partners
with
citizens
and
businesses
to
keep
our
city
clean.
84Friday, September 27, 13

128. We
say...Order
online.
We
don’t
say...Let
us
hook
you
up
with
a
new
garbage
cart!
[too
slangy]
We
say...Louisville
Solid
Waste
partners
with
citizens
and
businesses
to
keep
our
city
clean.
We
don’t
say...Please
look
to
LSW
for
your
environmental
and
waste
removal
needs.
[too
stilted,
passive,
unfamiliar
acronym]
84Friday, September 27, 13

129. 85Friday, September 27, 13

130. Internet
or
internet?
85Friday, September 27, 13

131. Internet
or
internet?
email,
e-­‐mail,
E-­‐mail,
what??
85Friday, September 27, 13

132. Internet
or
internet?
email,
e-­‐mail,
E-­‐mail,
what??
citizens,
businesses,
Louisvillians?
85Friday, September 27, 13

133. Internet
or
internet?
email,
e-­‐mail,
E-­‐mail,
what??
citizens,
businesses,
Louisvillians?
615.500.4131,
615-­‐500-­‐4131,
(615)
500-­‐4131?
What
about
the
1-­‐
?
85Friday, September 27, 13

134. Internet
or
internet?
email,
e-­‐mail,
E-­‐mail,
what??
citizens,
businesses,
Louisvillians?
615.500.4131,
615-­‐500-­‐4131,
(615)
500-­‐4131?
What
about
the
1-­‐
?
Should
we
call
out
time
zone
in
copy?
85Friday, September 27, 13

135. Internet
or
internet?
email,
e-­‐mail,
E-­‐mail,
what??
citizens,
businesses,
Louisvillians?
615.500.4131,
615-­‐500-­‐4131,
(615)
500-­‐4131?
What
about
the
1-­‐
?
Should
we
call
out
time
zone
in
copy?
Should
we
mention
that
prices
are
in
USD?
85Friday, September 27, 13

136. •Grammar, punctuation
•Spelling
•Terminology
•Policy
•Look & feel
86Friday, September 27, 13

137. Our Stuff:
What do we have?
87Friday, September 27, 13

138. *Terminology
interlude*
88Friday, September 27, 13

139. •Qualitative
audit
•Quantitative
audit
•Inventory
•Matrix
89Friday, September 27, 13

140. •Qualitative
audit
•Quantitative
audit
•Inventory
•Matrix
???
89Friday, September 27, 13

141. Content Inventory
90Friday, September 27, 13

142. A.
Anytime
you
work
on
a
site
that
doesn’t
have
one.
B.
When
you’re
redesigning.
C.
When
you
need
to
answer
some
questions
about
your
site.
91Friday, September 27, 13

143. •Site
crawlers
•Export
from
CMS
•Copy-­‐paste,
copy-­‐paste
92Friday, September 27, 13

144. 93Friday, September 27, 13

145. 94Friday, September 27, 13

146. 95Friday, September 27, 13

147. 96Friday, September 27, 13

148. Right
now:
•Work
with
your
group
•Start
an
inventory
•Chunks
or
pages?
•Capture
several
items
97Friday, September 27, 13

149. Is it any good?
98Friday, September 27, 13

150. How to rate
99Friday, September 27, 13

151. http://www.flickr.com/photos/billsophoto/
100Friday, September 27, 13

152. Really important!
101Friday, September 27, 13

153. Rate facets.
102Friday, September 27, 13

154. Exemplary
Good
Meh
Not
good
Crap
103Friday, September 27, 13

155. What else?
104Friday, September 27, 13

156. Gap Analysis
105Friday, September 27, 13

157. Information Architecture
106Friday, September 27, 13

158. http://www.flickr.com/photos/y_i/
107Friday, September 27, 13

159. Pages
-or-
Content items?
108Friday, September 27, 13

160. 109Friday, September 27, 13

161. 110Friday, September 27, 13

162. 111Friday, September 27, 13

163. Wireframe
111Friday, September 27, 13

164. Wireframe
Page
template
111Friday, September 27, 13

165. Wireframe
Page
template
Content
template
111Friday, September 27, 13

166. Wireframe
Page
template
Content
template???
111Friday, September 27, 13

167. Content Templates:
Start with something
you’d wireframe.
112Friday, September 27, 13

168. Content Template
This list should get you started to create content templates for your work. You won’t use
every item on every template, and you may need to add items of your own to consider,
depending on the needs of your site.
Items in italics don’t appear to the user but may be very helpful to content creators.
• URL ! Keywords?
• Section
• Audience(s)/Availability
• Message
• Style and tone notes
• Browser page title! Char lim?
• Headline! Char lim? Keywords?
• Body/Media file! Char lim/Pagination/File specs?
• Sidebar [Another content item?]
• Image/Supplementary files! Specs?
• Thumbnail! Specs?
• Caption/Description! Char lim?
• Related links [Definitely other content items.]
• Summary! Char lim?
• Categories
• Tags
113Friday, September 27, 13

169. Right
now:
•Work
with
your
group
•Make
a
template
•Which
content
item?
•List
info
you
need
114Friday, September 27, 13

170. Tools:
Whatever works
115Friday, September 27, 13

171. 116Friday, September 27, 13

172. What for?
116Friday, September 27, 13

173. What for?
Examples
116Friday, September 27, 13

174. What for?
Examples
Details
116Friday, September 27, 13

175. Content Template
This list should get you started to create content templates for your work. You won’t use
every item on every template, and you may need to add items of your own to consider,
depending on the needs of your site.
Items in italics don’t appear to the user but may be very helpful to content creators.
• URL ! Keywords?
• Section
• Audience(s)/Availability
• Message
• Style and tone notes
• Browser page title! Char lim?
• Headline! Char lim? Keywords?
• Body/Media file! Char lim/Pagination/File specs?
• Sidebar [Another content item?]
• Image/Supplementary files! Specs?
• Thumbnail! Specs?
• Caption/Description! Char lim?
• Related links [Definitely other content items.]
• Summary! Char lim?
• Categories
• Tags
117Friday, September 27, 13

176. Structure:
Metadata and Taxonomy
118Friday, September 27, 13

177. Metadata:
Useful in the CMS
Useful for placement
But...
119Friday, September 27, 13

178. ☐
Featured
120Friday, September 27, 13

179. Collecting metadata
you don’t use is an
expensive habit.
121Friday, September 27, 13

180. Governance
122Friday, September 27, 13

181. Just 1 Rule
123Friday, September 27, 13

182. Don’t Over-Process
124Friday, September 27, 13

183. Minimum Viable Process
125Friday, September 27, 13

184. Define
Create
Review
Publish
126Friday, September 27, 13

185. The Day 2 problem
—With
thanks
to
Jeffrey
MacIntyre
127Friday, September 27, 13

186. Editorial
calendar
WorkflowAnalysis
128Friday, September 27, 13

187. Editorial
calendar
WorkflowAnalysis
128Friday, September 27, 13

188. http://www.flickr.com/photos/skistz/
129Friday, September 27, 13

189. Laura
Creekmore
@lauracreekmore
Creek
Content
h"p://creekcontent.com
laura@creekcontent.com
130Friday, September 27, 13