This document summarizes a presentation on content strategy. It discusses why organizations need a content strategy and how to advocate for one within an organization. It also covers how to audit existing content, create templates and style guides, and establish basic governance processes to maintain quality content over time. The goal is to provide attendees with practical advice and tools for developing a successful content strategy.
A beginner's guide to machine learning for SEOs - WTSFest 2022LazarinaStoyanova
This is a guide for machine learning for beginners, tailored to the SEO industry, aimed at breaking down the challenges that hold us back from experimenting, the breakdown of machine learning's main characteristics to help us understand how to implement it a bit better, and the ways we can embed advanced technology into our daily practice.
SERPs to Markup: How to Increase Your Earned TrafficKaizen
As Search Engines & Social Networks continually shift towards using personalised data and reduce organic results, this presentation runs through the latest structured data trends and how you can use markup, plugins and code that you can use to increase your earnt traffic & CTR from Organic & Social Channels.
It’s Over.
It Came. It Went.
Now, we DEMO.
Hours spent sourcing with the same half-baked strategies and tactics. The frustration. The head banging insanity feeling that you get trying to fill the same slate of candidates over and over with little success.
Is this how you want to source?
Nope. (at least I don’t)
We’ve put together what we consider to be the absolute best sourcing webinar in the history of sourcing webinars.
The 12 Days of Sourcing delivered 12 days of hard hitting tips and tricks in December. On this webinar we are going to wrap up the 12 Days of Sourcing, demo the tips, and talk sourcing with some of the best contributors we’ve had this year.
What to Expect:
We’ll be demoing and reviewing all 12 tips that we’ve shared
Brian and I (Ryan Leary) will be taking questions and answering live, classroom style.
Here’s what we are going to cover:
The single biggest networking or business development opportunity of this decade – Instagram DM.
Brian’s favorite search engines and WHY.
Ryan’s box of hacks. Hello, ingenuity.
Tools, chrome extensions, tricks.
The whole bag of gifts and more…
The search engine experience 2.0 - U of U MBA @DESB_UofUClark T. Bell
The Search Engine Experience 2.0 - U of U MBA.
This is a presentation I gave for some MBA - digital marketing students at the David Eccles School of Business at the University of Utah in Salt Lake City on October 20, 2014.
The presentation is on "The Search Engine Experience 2.0" which covers the history of Google, Inc., Search Engine Optimization, On-Page SEO, Off-Page SEO, Performance Optimization, Page Rank and Domain Authority.
You can also view this slide on my website --> http://www.clarktbell.com/
A beginner's guide to machine learning for SEOs - WTSFest 2022LazarinaStoyanova
This is a guide for machine learning for beginners, tailored to the SEO industry, aimed at breaking down the challenges that hold us back from experimenting, the breakdown of machine learning's main characteristics to help us understand how to implement it a bit better, and the ways we can embed advanced technology into our daily practice.
SERPs to Markup: How to Increase Your Earned TrafficKaizen
As Search Engines & Social Networks continually shift towards using personalised data and reduce organic results, this presentation runs through the latest structured data trends and how you can use markup, plugins and code that you can use to increase your earnt traffic & CTR from Organic & Social Channels.
It’s Over.
It Came. It Went.
Now, we DEMO.
Hours spent sourcing with the same half-baked strategies and tactics. The frustration. The head banging insanity feeling that you get trying to fill the same slate of candidates over and over with little success.
Is this how you want to source?
Nope. (at least I don’t)
We’ve put together what we consider to be the absolute best sourcing webinar in the history of sourcing webinars.
The 12 Days of Sourcing delivered 12 days of hard hitting tips and tricks in December. On this webinar we are going to wrap up the 12 Days of Sourcing, demo the tips, and talk sourcing with some of the best contributors we’ve had this year.
What to Expect:
We’ll be demoing and reviewing all 12 tips that we’ve shared
Brian and I (Ryan Leary) will be taking questions and answering live, classroom style.
Here’s what we are going to cover:
The single biggest networking or business development opportunity of this decade – Instagram DM.
Brian’s favorite search engines and WHY.
Ryan’s box of hacks. Hello, ingenuity.
Tools, chrome extensions, tricks.
The whole bag of gifts and more…
The search engine experience 2.0 - U of U MBA @DESB_UofUClark T. Bell
The Search Engine Experience 2.0 - U of U MBA.
This is a presentation I gave for some MBA - digital marketing students at the David Eccles School of Business at the University of Utah in Salt Lake City on October 20, 2014.
The presentation is on "The Search Engine Experience 2.0" which covers the history of Google, Inc., Search Engine Optimization, On-Page SEO, Off-Page SEO, Performance Optimization, Page Rank and Domain Authority.
You can also view this slide on my website --> http://www.clarktbell.com/
[TurnDigi 2020] Getting Tech SEO ImplementedAreej AbuAli
In this talk, Areej will share tips for communicating technical issues and getting them implemented. She will walk the audience through her prioritisation model and how to measure both SEO impact and technical effort for each recommendation.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
Actionable and Impactful SEO Audits #SearchNorwichAleyda Solís
How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.
SEO disasters: the good, the bad and the taboo: Steven van VessumSearchNorwich
There’s huge taboo around sharing SEO disasters. No one wants to look bad, so everyone shares graphs showing organic traffic going up on social media. SEO disasters happen though, more often than you think. If we’re not open about the things that go wrong, how can we improve ourselves and help others improve? Others will make the same mistakes as you did, while you could have helped them prevent it.
Steven wants to break this taboo by documenting and analyzing devastating SEO disasters he comes across. The topic of this talk is both educational and funny. It’ll inspire people to do better, and (hopefully) help break the taboo.
With more roundtable sessions and networking opportunities, SourceCon is focused on providing the best peer-to-peer learning in a more intimate knowledge-sharing environment. These sessions, combined with industry expert presentations, will provide you with a roadmap for success in sourcing and recruiting.
The Keyword Research Process That Generated 1.6 Million Impressions In 6 Mont...Daniel Brooks
All of the slides from my recent talk at the Bristol SEO Meetup covering the keyword research process I've developed over the last 18 months that's proven to help clients gain additional traffic, highlight content gaps and identify competitors ranking terms.
Tips and tactics that generate clicks and impressions - Daniel BrooksSearchNorwich
This talk goes over some new keyword research tactics which will vastly improve your targeting that will generate increased traffic and conversions for your client.
Onsite search is often overlooked as a channel to deliver revenue to your business and discovery to your users. Learn how to measure and use data from your onsite search efforts to improve revenue, conversions and your overall marketing efforts.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.
A Guide to Properly Migrating a CMS: The Rainbow EditionKristina Azarenko
In this talk, I will concentrate on a particular migration type, switching content management systems — as this specific type has its own challenges. I will show you what you need to know before moving to another CMS, what issues you will face, and the exact steps to overcome these issues.
How SEO works and the impact that social media has on your search engine rankings. This was originally presented at the Remodeling Leadership Conference in May 2013 in Washington DC, a Hanley Wood conference.
How To Design, Create, and Implement Visuals and Images With Social Media - S...Doyle Buehler
Visuals permeate our existence everywhere, including online. The challenge for most businesses is that they are unsure of how to connect visuals to their own message, are not able to create anything that is profound and remarkable, and further do not know how to effectively create, design and distribute them.
In this SEMRush webinar, you will learn:
How to properly rank visuals with effective SEO
How to create visual themes
Where to come up with ideas for visuals, besides your lunch
How to tell a visual story with your brand
How to create “hooks” to help your audience easily share your brand story
How to leverage all of your visuals across your entire digital ecosystem
[TurnDigi 2020] Getting Tech SEO ImplementedAreej AbuAli
In this talk, Areej will share tips for communicating technical issues and getting them implemented. She will walk the audience through her prioritisation model and how to measure both SEO impact and technical effort for each recommendation.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
Actionable and Impactful SEO Audits #SearchNorwichAleyda Solís
How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.
SEO disasters: the good, the bad and the taboo: Steven van VessumSearchNorwich
There’s huge taboo around sharing SEO disasters. No one wants to look bad, so everyone shares graphs showing organic traffic going up on social media. SEO disasters happen though, more often than you think. If we’re not open about the things that go wrong, how can we improve ourselves and help others improve? Others will make the same mistakes as you did, while you could have helped them prevent it.
Steven wants to break this taboo by documenting and analyzing devastating SEO disasters he comes across. The topic of this talk is both educational and funny. It’ll inspire people to do better, and (hopefully) help break the taboo.
With more roundtable sessions and networking opportunities, SourceCon is focused on providing the best peer-to-peer learning in a more intimate knowledge-sharing environment. These sessions, combined with industry expert presentations, will provide you with a roadmap for success in sourcing and recruiting.
The Keyword Research Process That Generated 1.6 Million Impressions In 6 Mont...Daniel Brooks
All of the slides from my recent talk at the Bristol SEO Meetup covering the keyword research process I've developed over the last 18 months that's proven to help clients gain additional traffic, highlight content gaps and identify competitors ranking terms.
Tips and tactics that generate clicks and impressions - Daniel BrooksSearchNorwich
This talk goes over some new keyword research tactics which will vastly improve your targeting that will generate increased traffic and conversions for your client.
Onsite search is often overlooked as a channel to deliver revenue to your business and discovery to your users. Learn how to measure and use data from your onsite search efforts to improve revenue, conversions and your overall marketing efforts.
C-T-R-You Ready for 2021?! - On-SERP SEO StrategiesIzzi Smith
As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.
A Guide to Properly Migrating a CMS: The Rainbow EditionKristina Azarenko
In this talk, I will concentrate on a particular migration type, switching content management systems — as this specific type has its own challenges. I will show you what you need to know before moving to another CMS, what issues you will face, and the exact steps to overcome these issues.
How SEO works and the impact that social media has on your search engine rankings. This was originally presented at the Remodeling Leadership Conference in May 2013 in Washington DC, a Hanley Wood conference.
How To Design, Create, and Implement Visuals and Images With Social Media - S...Doyle Buehler
Visuals permeate our existence everywhere, including online. The challenge for most businesses is that they are unsure of how to connect visuals to their own message, are not able to create anything that is profound and remarkable, and further do not know how to effectively create, design and distribute them.
In this SEMRush webinar, you will learn:
How to properly rank visuals with effective SEO
How to create visual themes
Where to come up with ideas for visuals, besides your lunch
How to tell a visual story with your brand
How to create “hooks” to help your audience easily share your brand story
How to leverage all of your visuals across your entire digital ecosystem
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Building an SEO strategy is not what you'd expect, especially when it's Tom Cruise doing the building! Learn how to build an effective, measurable and accountable SEO strategy that can be leveraged to justify investment and priorities.
The right path to making search relevant - Taxonomy Bootcamp London 2019OpenSource Connections
Three aspects of search quality; focusing on relevance; why this is not just a technology problem; measuring search maturity & relevance; open source tools and techniques; Solr and Elasticsearch
Personas are the foundation of personalized, one-to-one communication. They are fictitious representations of your audiences - who they are, what they like, and most important, what they don’t like. By identifying your persona’s ideal online experience, your business can create targeted content, navigate an ever-shifting digital landscape and surpass marketing goals.
Marketing teams that utilize personas have more effective websites, inbound marketing, email marketing, SEO, digital advertising, and social media marketing. In this webinar, part of our Lead to Loyal™ series, learn how to take the first steps toward personalization: http://www2.silvertech.com/webinar-how-to-create-personas
A presentation by Andrew Armitage from Armitage Online Limited on search engine optimisation. Originally presented at Cumbria Rural Enterprise Agency (CREA) in Kendal on 25th March 2010.
I have done this workshop for ThinkBigger.eu event based in Brussels in 2015.
The idea behind it was to help the audience understand how to use marketing technics to scale recruitment and scout new recruits.
I give some tips & trick during the presentation, do not hesitate to contact me if needed, I will be happy to discuss about new ideas.
5 Ways To Convert Your Website Visitors Into CustomersXpand Marketing
Your website is central to your digital marketing efforts. If you feel you could get more enquiries from your website, this webinar will provide you with valuable insight into suitable actions to take.
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
How to get 10x better at SEO, without learning any more SEO - BrightonSEO Oct...DanielCartland
For a great SEO strategy, you need a strong understanding of SEO. But this alone won’t get you very far.
For any SEO strategy to be a success it needs to get effectively communicated, invested into by client or internal teams, and then implemented. This process relies on less tangible skills in the form of understanding the motives & goals of all parties (clients, teams, devs etc), factoring in business objectives, strategising, prioritising & communicating the impact & ROI of changes.
This is where most SEO campaigns & teams become stuck.
This talk will dive into tips, methods & ways of working to help ensure your SEO tactics can become reality, by generating buy-in throughout companies, establishing strong working relationships, and leveraging elements of psychology to make impactful arguments for implementation.
This is how you can get 10x better at SEO, without learning any more SEO.
Building Faster Horses: Taking Over An Existing Software ProductStacy Vicknair
Product Managers, or Product "CEOs", are tasked with running a business within a business. Each product has its own life cycle that begins with the birth of an idea and ages through its design and construction, grows to "walk" on its own and hopefully lives a long and meaningful life adored by those who know it. Just like the product grows, the team that supports it must grows as well!
In this presentation Stacy will discuss his experiences transitioning from a software consulting company to take over a product it developed for a client as the technical product manager. By the time of this PMI meeting nearly 90 days will have passed since Stacy started his new position over the product, and he'll talk through the lessons learned and strategy followed to land, learn, evaluate, educate and execute in this new environment with a product just reaching its first year in production.
Design, the Importance of Research, and a Call to ArmsDesignMap
Presentation for Allscripts Developer Partner conference -- Jared Spool's story about the $300m button, a baseline understanding of the difference between interaction and visual design, the importance of feed-back and feed-forward research, and some practical tools to get folks started.
Taxonomy: Hero of Advanced Content - GS1 Connect 2019Laura Creekmore
Learn how taxonomy and structured content can support you in building advanced content like chatbots, voice skills, and AI, and in succeeding in today's ecommerce landscape.
Taxonomy: Hero of Advanced Content - SXSW 2019Laura Creekmore
I gave this presentation at SXSW 2019, talking about how content structure can enhance your work on advanced content channels like AI, voice skills, chatbots, and ecommerce.
Communication Is Hard - Tips to Be More EffectiveLaura Creekmore
We all run into common problems with our business communications. Try these tips to be more effective in your communications with clients and colleagues.
How do we build structure for content out of an unstructured content? This workshop at the Information Architecture Summit in May 2016 looks at the benefits of adding structure to your content and thinks through some frameworks that can help you determine the right structure for your content.
Playing Well With Others: Effective Multidisciplinary TeamsLaura Creekmore
We often have to work on multidisciplinary teams, but we don't always have a great plan for doing that. This presentation focuses on how you can build and be part of more effective, high-performing teams.
Does your organization have a diverse revenue stream? Does your revenue stream tie tightly to your programs and your mission? Can you share a clear story with your supporters?
Learn how to diversify your revenue while you better integrate it with your programs and mission. Use marketing principles and sound financial practices to better sustain the work of your organization, building stronger relationships with stakeholders as you go.
Content strategy requires us to make a lot of decisions — and we make those decisions in many different ways. We’re using heuristics, usability testing, editorial and design training and — God help us — our gut instincts. We often have a clash when explaining our thinking to the business side, whether in an agency-client relationship or in a corporate setting. It turns out that business people make decisions, too — and they don’t always understand how we think.
This session walks you through ways to make content strategy decisions, helping you create a framework that not only helps you make great decisions. It also helps you communicate your decisions in a business context, communicating the value of sound content strategy.
Takeaways:
*Learn how to create a framework for your decisions.
*Tie goals to theory to evidence to support your decisions.
*Communicate effectively to support your content strategy.
When you're crafting a presentation, the narrative structure you use and the slides you create to support your message make a big difference in how effective you'll be.
Get tips on using narrative and slides to create an effective presentation.
When you're trying to change your user's behavior, you can't just create any old kind of content. You need to understand how people make decisions, how we build [and unbuild] habits, and what shortcuts our brain uses that sometimes trip us up.
I gave this talk at Confab Higher Ed 2013. In higher ed, it's easy to assume we have an educated audience and we don't need to spend a lot of time worrying about whether we're clear. But it's easy to be misunderstood -- we don't have the same context as our audience.
Content Designed for Your Audience - Big Design 2013Laura Creekmore
This presentation shares ideas about how to know your audience, create appropriate content for them, and analyze the content to make sure it's doing what you wanted. In all these activities, we focus on knowing our customers as real people.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
3. Agenda
9a: Introductions
9:15a Why content strategy?
How to advocate for content
What if it’s me?
How-To: The tools
10:30a Break
10:45a Return
11:45a Questions?
61. “Content strategy
guides your plans
for the creation,
delivery and
governance of
content.” Halvorson and Melissa
—Kristina
Rach,
Content Strategy for the Web
73. Susie has never been to a
conference
like this. She wants to convince
her boss to give her time off and
pay for it.
74. Susie has never been to a
conference
like this. She wants to convince
her boss to give her time off and
John came last year and had a
pay for it.
blast. He wants to sign up right
now.
75. Susie has never been to a
conference
like this. She wants to convince
her boss to give her time off and
John came last year and had a
pay for it.
blast. He wants to sign up right
now.
Preston is trying to raise his
profile. He’d like to apply to
speak.
76. Susie has never been to a
conference
like this. She wants to convince
her boss to give her time off and
John came last year and had a
pay for it.
blast. He wants to sign up right
now.
Preston is trying to raise his
profile. He’d like to apply to
speak.
It’s 5/31 and Jan can’t remember
what time things start tomorrow.
77. Susie has never been to a
conference
like this. She wants to convince
her boss to give her time off and
John came last year and had a
pay for it.
blast. He wants to sign up right
now.
Preston is trying to raise his
profile. He’d like to apply to
speak.
It’s 5/31 and Jan can’t remember
what time things start tomorrow.
94. Handout: Page 2
Inventory Items
There’s no “one right list” of information to capture in a content inventory and audit.
These are some things you should consider, depending on your business goals and the
state of your content.
• Index number [You create]
• URL [if applicable]
• Headline
• Content summary [or content if short]
• If page-based: Navigation information
• Template
• Supplements [Image, audio, video, PDF, etc.]
• Sharing/other tools available
• Analytics
• If audio or video: File type, length, file size, format
• If image: File type, dimensions, file size
• If PDF: File size
• Restricted to certain audience?
• If public: SEO information: Browser title, keywords
• And more!
112. MidwestUX.com reaches out to
designers, developers and others
interested in the user experience.
Our tone is collegial and
professional. We convey eagerness
to learn.
115. We say...Register today.
We don’t say...Yo! It’s the hottest
ticket in the Midwest! Get yours
now. [too slangy]
116. We say...Register today.
We don’t say...Yo! It’s the hottest
ticket in the Midwest! Get yours
now. [too slangy]
We say...MidwestUX means top-
notch speakers and networking.
117. We say...Register today.
We don’t say...Yo! It’s the hottest
ticket in the Midwest! Get yours
now. [too slangy]
We say...MidwestUX means top-
notch speakers and networking.
We don’t say...MidwestUX attendees
find that the networking and
speakers are beyond compare. [too
stilted, passive]
121. Internet or internet?
email, e-mail, E-mail, what??
attendees, registrants, participants,
MWUXers? [If the latter, how do we
say it?]
122. Internet or internet?
email, e-mail, E-mail, what??
attendees, registrants, participants,
MWUXers? [If the latter, how do we
say it?]
615.500.4131, 615-500-4131,
(615) 500-4131? What about the 1- ?
123. Internet or internet?
email, e-mail, E-mail, what??
attendees, registrants, participants,
MWUXers? [If the latter, how do we
say it?]
615.500.4131, 615-500-4131,
(615) 500-4131? What about the 1- ?
Should we call out time zone in copy?
124. Internet or internet?
email, e-mail, E-mail, what??
attendees, registrants, participants,
MWUXers? [If the latter, how do we
say it?]
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?
146. Handout: Page 3
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
147. Right now:
>Work with your
group
>Make a template
>Which content
item?
>List info you need
153. Handout: Page 3
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
Let’s go around the room real quickly and introduce ourselves...just a few seconds each. Networking is such a valuable part of a conference, and you may want to get to know someone across the room at break or later this week.\n\n\n
If you’ve been in web development or any kind of design for a while, you know about the flavor-of-the-month club. And I want to start by telling you that I’ve been around long enough to be a member of the same club. One question that content strategists get is, how are you different? We’ll answer that as we go through the morning, but I’d like to set the stage by having us think at a 30,000-foot view for a few minutes.\n
\n
Looking at this page, we’d all agree that [copy block] this is content, right? What about this? This? This?\n
This is content.\n
This.\n
\n
\n
\n
\n
\n
Even this.\n
In the web industry, perhaps as a holdover from print, we can get into a bad habit of thinking about content in terms of pages. It’s convenient, to be sure, but it’s misleading. Content is multimedia, but it’s also not just flat.\n
All of these things are vehicles for information. [Draw mr. information in car.]\n
Let’s think about what that content, that information, does. \n
It can scare us. [Or give us goofy expressions.]\n
Make us smile.\n
Engage us.\n
Make us angry.\n
Make us laugh.\n
Content can do far more than inform us.\n
So don’t neglect the emotional aspects of content.\n
Content is a vehicle for communication. [Draw mr. information in car, write communication on side.]\n
\n
Lots of companies like to say that “the public” is their audience. Even if you’re Wal-Mart, or Starbucks, or McDonald’s, “the public” isn’t your audience. Who doesn’t shop at Wal-Mart? Anyone else not like Starbucks?\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Your audience isn’t everyone. You have to know who, specifically, you’re talking to, and what, specifically, they want to hear. We’ll talk more about the need for research instead of assumptions when we get into how-to. If you want to get the content right, you have to first identify who it’s for -- and to understand what they need much moreso than you need to think about what you want to tell them.\n
Let’s also talk about whose job this is. [characterize the audience] in your organization, whose job is it to care about content?\n
Let’s talk first about who owns the content in your organization. I don’t mean who owns the rights -- but a copyright discussion would make a great workshop all by itself. I mean, who in your organization is responsible for the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
These are the kind of people we think of as content owners -- the creators, no matter what the medium. But what about this other group of people? Do any of them own the content?\n
Then if you think about the web development process itself, you realize this is an even more complicated question. \n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
The natural question here is, where does the content happen? It often gets shoehorned in one place or another, right? I’m sure you know the right answer...it has to be part of every step. Let’s also be clear that when we’re talking about web development here, we could be talking about mobile, print production, point-of-sale communications....any channels you use to talk to your audience.\n\nIf the content work doesn’t begin by the time the strategy work begins...you set yourself up for problems down the road. I’m only thinking of you...I want you to miss out on a well-known project phase:\n
Has anyone been on a web project where last-minute information about content did NOT derail things? Often, that’s the point when Creek Content actually gets the call. You got close to launch, and someone had the “Oh-shit” moment about content. We want to avoid that. Today we’re going to give you the tools to do that, even if no one else in your organization is thinking about it.\n
In many organizations—even very large ones—the person who owns the content is the one who was willing to stand up and say, this stuff matters. By virtue of being here today, you may own the content in your organization.\n
If you find yourself as the content owner -- or, as the one who cares most in lieu of a real owner -- it’s important that you know how to talk about it. Here are some things that don’t work, especially when you’re talking to the folks who hold the purse strings:\n
Let me know how that works out for you.\n
See the last slide.\n
Again, not going to happen.\n
\n
You have to find your organization’s pain point. Chances are, there is a content issue associated with it. When you can demonstrate how improving the content will improve the bottom line, or efficiency, or understanding of customer behavior, then you’re in business.\n\nPart of the challenge of this sort of work is figuring out how to quantify the need, and what success looks like. If this is a challenge you have, you’ll want to make a note of this. I just saw a great talk from Melissa Rach of Brain Traffic at the Confab conference earlier this month, and she mentioned a book that I’ve already ordered: How to Measure Anything, by Douglas Hubbard. \n
[How many in the room are?]. Even if you ARE the person responsible for content, chances are that your organization doesn’t think IT is. If you don’t work in traditional media or journalism, it’s often hard to get your organization on board with the idea that it has to use content strategically. I have a couple of thoughts to help you with this.\n
Ann Handley is a well-respected voice in marketing, and she’s telling us not just to deal with the content, but to value it.\n
And Joe Pulizzi, founder of Junta 42 and Content Marketing World, gets right to the point when he says that content works for your business -- if you nurture it.\n
This is how most organizations think about content. It sucks up assets....money, time, resources. \n
And this is how we ought to treat our content. It IS an asset, but we have to use it effectively.\n
This is what we have to understand, and how we have to act.\n
\n
From the bible....which I highly recommend you buy.\n
We’re going to walk through a set of tools to help you with your content work.\n
In our work, we’re going to use the MidwestUX site as our example. If you prefer, you can use your own site, but for some activities we’ll break into small groups to collaborate, and when we do, let’s all use the MWUX site so that we can compare our notes.\n
Way too many projects kick off, design, develop and launch without anyone ever talking about the point. This is where your project ought to start, every time.\n
A lot of business goals look like this. I don’t want to dis this...it’s better than nothing and it’s honestly a decent start. But it’s just a start. \n\nI want your goals to be a lot more specific than this. Something like....\n\n[Write in: Your goal here.]\n
Let’s go back to our site. We’re just going to work as a group for this one -- and I need a volunteer to make a few notes for us on the post-it. Write big....we’re going to refer back to this later.\n\nOK, what is the business goal of the MWUX site? Do we have more than one?\n\nThese are great. Let’s talk about what else we need to know. You can probably guess based on our discussion earlier....\n
You have to use research, not guesswork, to know your audience. Even if you’re new to the market.\nWho has used personas? They are a great tool, if they’re research-based. If they’re not, you’re probably better off without them. Non-research-based personas can trick you into making dangerous assumptions about your audience.\n
Let’s go back to our site and just work as one group again, but another volunteer to take notes? \n\nWho is our audience at the Midwest UX site?\n\nThese are great. \n
If you’ve been in UX for a while, you’ve probably done persona work, but I want to recommend these three resources as really doing a nice job of understanding your audience from the content point of view. Ginny’s book is several years old, but there’s a 2nd edition coming out this fall.\n\n
Now that we know our audience, do we understand what they want from us? This is also probably a familiar area to UXers -- we’re talking about user stories.\n
Let’s divide into groups of 3 or 4 before we go back to the site this time. I’d love for each group to come up with at least a couple of user stories, then we’ll get back together and share them as a group.\n\n[Share user stories....] \n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Here are a few that I came up with while I was planning this workshop.\n\n
Now we know what we want to do...we know what our audience wants. But we get to the crux of the matter: Does our content meet those needs? Let’s figure it out.\n\nBREAK HERE?\n
\n
Here’s a place where you will see how new the content strategy discipline is. There is not a solid agreement on terms, or even strategies themselves. You will see some of these terms used interchangeably, so please don’t be alarmed or think that you’re not playing inside baseball. No one is, yet. \n
Here’s a place where you will see how new the content strategy discipline is. There is not a solid agreement on terms, or even strategies themselves. You will see some of these terms used interchangeably, so please don’t be alarmed or think that you’re not playing inside baseball. No one is, yet. \n
Here’s a place where you will see how new the content strategy discipline is. There is not a solid agreement on terms, or even strategies themselves. You will see some of these terms used interchangeably, so please don’t be alarmed or think that you’re not playing inside baseball. No one is, yet. \n
Here’s a place where you will see how new the content strategy discipline is. There is not a solid agreement on terms, or even strategies themselves. You will see some of these terms used interchangeably, so please don’t be alarmed or think that you’re not playing inside baseball. No one is, yet. \n
Here’s a place where you will see how new the content strategy discipline is. There is not a solid agreement on terms, or even strategies themselves. You will see some of these terms used interchangeably, so please don’t be alarmed or think that you’re not playing inside baseball. No one is, yet. \n
Let’s start with the most basic term. When you make a list of all the stuff you own, you’re compiling an inventory. In content strategy, this is usually one of the first pure-content tools you use. [The things we’ve talked about so far have applicability for lots of other areas. But now we’re down to the nitty-gritty.] We’re going to make an inventory, a list, of all our content.\n
There are three main ways to go about this. You can use a site crawler, a piece of software that you set to spider your site and spit out a csv file that you can then use for further evaluation. This is what we often start with, especially on larger sites. The one we use most often is called Site Orbiter, and it’s a free file available for Macs. If you’re a PC person, I have a friend who recommends PowerMapper software, which does have a fee, but also has a free trial.\n\nDoes your CMS export?\n\nThe virtues of doing it by hand.\n\nNow, where are we going to store all this information? I know this is the part of the presentation you’ve all been waiting for:\n
There are three main ways to go about this. You can use a site crawler, a piece of software that you set to spider your site and spit out a csv file that you can then use for further evaluation. This is what we often start with, especially on larger sites. The one we use most often is called Site Orbiter, and it’s a free file available for Macs. If you’re a PC person, I have a friend who recommends PowerMapper software, which does have a fee, but also has a free trial.\n\nDoes your CMS export?\n\nThe virtues of doing it by hand.\n\nNow, where are we going to store all this information? I know this is the part of the presentation you’ve all been waiting for:\n
There are three main ways to go about this. You can use a site crawler, a piece of software that you set to spider your site and spit out a csv file that you can then use for further evaluation. This is what we often start with, especially on larger sites. The one we use most often is called Site Orbiter, and it’s a free file available for Macs. If you’re a PC person, I have a friend who recommends PowerMapper software, which does have a fee, but also has a free trial.\n\nDoes your CMS export?\n\nThe virtues of doing it by hand.\n\nNow, where are we going to store all this information? I know this is the part of the presentation you’ve all been waiting for:\n
...The dreaded spreadsheet.\n\nIn actuality, we find that a spreadsheet--Excel or Google Docs, either one--is a pretty good tool for this, depending on what you want to capture. It is less successful, though still serviceable, when you start talking about editorial calendars, but it’s not a bad place to start for an inventory or audit.\n\nThere are several companies working on improving on the spreadsheet, even for the inventory. So far, we haven’t used a tool that’s made us cast aside our decades-long affair with Excel, however.\n\n
Let’s talk about what you need to put in the inventory. In your packet, you’ve got a list of items that you MIGHT want to capture. There are lots more that you could potentially capture...but what you need to know depends on your business goal, and the state of your content.\n
You always need a column for URL or identifier, the title, and an index number. Other than that, the columns you’ll use depend a lot on what you’re trying to measure or evaluate.\n\n\n
So, let’s give this a try. It’s pretty easy -- we’re just making a list. Work with your group, and let’s make a mini-inventory of the MidwestUX site. You don’t have to capture every page, or every piece of content. Let’s just get started and see what happens.\n\nOne of the first things you’ll need to decide is whether you’re capturing chunks of content, or pages of content.\n
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We’ve created a business goal. We know who our audience is. And we know what content we’re starting with. \n
Now we just have to figure out if we have the RIGHT content.\n
One of the things we’ll have to do is create a style guide. In design, we often think of the style guide as representing the brand colors, rules about how to use the logo, and more. But there are some really critical pieces of information that your content team needs to have in the style guide -- information on voice and tone, grammar, word usage.\n\nThere are several ways to create a style guide.\n
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If you’re picking an existing style guide to adopt for your organization, you’ll want to start by looking at some comprehensive guides like the AP, Chicago Manual of Style, the NY Times Manual of Style and Usage. \n\nIf you need something more specific, check the Yahoo! guide for internet-heavy usage guidelines, or see if your industry has one. Often, industry associations may be helping to standardize terminology and you can adopt their guidelines.\n\nFinally, each organization has its own eccentricities. Get your own organization’s needs in this document.\n
If you’re picking an existing style guide to adopt for your organization, you’ll want to start by looking at some comprehensive guides like the AP, Chicago Manual of Style, the NY Times Manual of Style and Usage. \n\nIf you need something more specific, check the Yahoo! guide for internet-heavy usage guidelines, or see if your industry has one. Often, industry associations may be helping to standardize terminology and you can adopt their guidelines.\n\nFinally, each organization has its own eccentricities. Get your own organization’s needs in this document.\n
If you’re picking an existing style guide to adopt for your organization, you’ll want to start by looking at some comprehensive guides like the AP, Chicago Manual of Style, the NY Times Manual of Style and Usage. \n\nIf you need something more specific, check the Yahoo! guide for internet-heavy usage guidelines, or see if your industry has one. Often, industry associations may be helping to standardize terminology and you can adopt their guidelines.\n\nFinally, each organization has its own eccentricities. Get your own organization’s needs in this document.\n
I do want to say, a LOT of people skip this step. They just start writing and building. There are two points I’d make to those who skip this part of the work:\n* If you don’t know who you are, your customers can tell. Woot! and Groupon have got their brands nailed down hard. When you get communication from these companies, you know who’s talking to you and what kind of relationship they want to have with you. Now think about your bank. Or your ISP. Or your grocery store. Do they have a consistent message and tone? Some do, some don’t. This makes a difference when you’re building trust and creating a customer relationship...skip these steps at your peril.\n* A lot of people skip this because they are the only content creator, or one of a very small team, and the work feels pointless. They KNOW what they want to say, and they’re the ones saying it.\n\nI worked at a company during the first dot-com era that had what we called “the bus book.” It was originally meant to be the “everyone get on the bus” -- from Jim Collins’ book Good to Great, where he talks about how you have to have the right people on the bus. It was our policies and procedures manual for everything from how to fill out a P.O. to how to update the website to how to order office supplies. \n\nYou can imagine what happened -- we all decided it was “the bus book” because it was what we’d need if Julia, the office administrator, or Lena, the website editor, got hit by a bus.\n\nBut that happens. Hopefully what will happen is you’ll get promoted or add a person to your team, but eventually, you’ll need to teach someone how to do what you do. Getting this down now, and writing it in a style guide, makes that a lot easier.\n
Let’s go back to the Yahoo style guide...one of my favorite sections of this book is their work on voice and tone. Unless you’re using purely images, language is a significant part of the experience. Let’s get this right first. \n\nOne of the most important things to figure out is your tone. If you are speaking to bankers, you’re going to write and talk differently than if your audience is college students. One of the challenges that many organizations have is not fully understanding how they should talk. Margot Bloomstein has a great tool she uses for this situation--cardsorting to create a message architecture.\n
So, those of you in UX are probably familiar with cardsorting. Has anyone not done a cardsort? [explain] It’s often used to help create navigation or for other classification and categorization needs. Donna Spencer wrote a great book on it, if you’d like more info about that. \n\nBut what Margot does is a bit different. Her message architecture exercise helps us figure out who we are.\n
Some organizations don’t have any document to give them clear direction on how to talk to customers. More than you’d think. What a lot of organizations do is say, hey, we have some brand values. That shows us how we should communicate. And they stop there. \n\nEven for companies that have “brand values” or a mission statement, this is often something vague like: [click]\n\nThat is not helpful in figuring out how to communicate with people. So, here’s how Margot does a message architecture, to give the voice and tone a framework.\n
You start out with a deck of about 150 cards with adjectives like these -- use some relevant to the industry, some that are ringers. Then you work with stakeholders to classify these into 3 groups:\nWho we are\nWho we want to be\nWho we’re not\n\nOnce everything is sorted, you work through the 3 groups to make sure that they’re internally consistent -- did you end up with innovative and conservative in the same bucket? What does that mean? -- and ensure you’ve got agreement from the group. Then, you can start to outline the voice and tone of your content.\n
When you want to represent emotional, elusive topics like the ones you may have come up with for your message architecture, you need examples.\n
Because it’s one thing to say something like this:\n
And so much more helpful if you can say,\n
And so much more helpful if you can say,\n
And so much more helpful if you can say,\n
And so much more helpful if you can say,\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
Once you start down the road, think about all the common usages that you can illustrate. When you refer to these items in different ways all over the website, you’re just telegraphing to your audience that you’re sloppy and unprofessional.\n
When we get done, we want these things to be represented in our style guide:\n\nNow, we have a business goal, an audience and their goals, content, style...and finally we can ask:\n
First, we can take a look at our inventory and ask if each piece of content meets a user goal or a business goal -- ideally it meets both. If it doesn’t, we’ll mark it for review. \n\nIf it does, we still have more questions.\n
Here’s where our work begins to change from an inventory into an audit. An audit makes some value judgments about the content. \n
You can just do a binary rating -- content is good or it’s bad. Might be useful when you have to be fast -- if you’ve got a big site and need to quickly see where the glaring issues are. The problem is, there’s a lot of cleanup after this kind of rating. \n\nBetter...use a Likert scale.\n
A Likert scale -- a 5-point scale -- is a great way to evaluate your content. \n
Don’t rate your “content.” \n\n
One rating for writing quality. One for voice/style. One for “on message.” \n\n
When you’re using a Likert scale, you can use numbers...1-5, say. But sometimes adding words can help your team more effectively judge. \n
Depending on your needs, you can add several additional tools at this point.\n
A gap analysis is a fancy term we content strategists like to throw around. It just means, compare user stories and tasks to existing content, and see what you’re missing. Where are the gaps?\n
This kind of exercise can also lead nicely into information architecture work. You’ve seen what you have, you’ve figured out what’s missing, you’ve made some value judgements. You can start to organize it. You can work on navigation, your site map, even move into wireframes.\n\n
At this point, you’re ready to do one of two things: Fix your existing content, or make some new stuff.\nWe’re going to take the fork in the road for “new stuff,” so you can see the full cycle. \n
First you’ve got to figure out whether you’re talking about content pages, or content items. If you’re just beginning design and development of a new site, you’ve got to think about how you are thinking about the content.\n
When you look at a page like this, you have to figure out how this is represented in the CMS. And what you realize is that each of these items is a piece of content. It’s being pulled in somehow to this page, typically rendered on the fly.\n\nThen we have to figure out, how do we “design” a content item?\n
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Now let’s take another moment for terminology. This is a place where the names and concepts may be confusing at first, but the ideas themselves are pretty solidified for the discipline.\n\nA wireframe and a page template may be interchangeable. This is where we’re thinking primarily in terms of a page or frame that loads on your mobile or browser window. What goes on the page? You draw that out with boxes and lines, or ideally, sample copy and images, or prototype it. \n\nA content template is a little different, but it’s a great tool for content strategists.\n
Now let’s take another moment for terminology. This is a place where the names and concepts may be confusing at first, but the ideas themselves are pretty solidified for the discipline.\n\nA wireframe and a page template may be interchangeable. This is where we’re thinking primarily in terms of a page or frame that loads on your mobile or browser window. What goes on the page? You draw that out with boxes and lines, or ideally, sample copy and images, or prototype it. \n\nA content template is a little different, but it’s a great tool for content strategists.\n
Now let’s take another moment for terminology. This is a place where the names and concepts may be confusing at first, but the ideas themselves are pretty solidified for the discipline.\n\nA wireframe and a page template may be interchangeable. This is where we’re thinking primarily in terms of a page or frame that loads on your mobile or browser window. What goes on the page? You draw that out with boxes and lines, or ideally, sample copy and images, or prototype it. \n\nA content template is a little different, but it’s a great tool for content strategists.\n
Now let’s take another moment for terminology. This is a place where the names and concepts may be confusing at first, but the ideas themselves are pretty solidified for the discipline.\n\nA wireframe and a page template may be interchangeable. This is where we’re thinking primarily in terms of a page or frame that loads on your mobile or browser window. What goes on the page? You draw that out with boxes and lines, or ideally, sample copy and images, or prototype it. \n\nA content template is a little different, but it’s a great tool for content strategists.\n
Let’s start by thinking about something that we might wireframe for layout and design purposes. An article, an image gallery, a video page.\n
Page 3 of your handout shows a list of information you may need to consider for your content template. Let’s take this list and make a template for a content item on the Midwest UX site.\n\n\n
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GatherContent has an interesting new tool that may be useful to help you create content templates, worth checking out. We usually do them the old-fashioned way, often first just writing out a few notes by hand, then moving into Word or Excel, depending on how structured the needs of the content are.\n
When do you need a content template? This is one of the tools I always create, unless it exists already. You need it for the example, to share with the whole team. This -- to use a bad metaphor -- gets everyone on the same page.\n\nAnd perhaps more importantly for many of us in this room, this is where designers should REALLY love content strategy. You get down to the useful details that otherwise don’t appear until that 11th-hour shitstorm we were talking about earlier.\n
When do you need a content template? This is one of the tools I always create, unless it exists already. You need it for the example, to share with the whole team. This -- to use a bad metaphor -- gets everyone on the same page.\n\nAnd perhaps more importantly for many of us in this room, this is where designers should REALLY love content strategy. You get down to the useful details that otherwise don’t appear until that 11th-hour shitstorm we were talking about earlier.\n
When do you need a content template? This is one of the tools I always create, unless it exists already. You need it for the example, to share with the whole team. This -- to use a bad metaphor -- gets everyone on the same page.\n\nAnd perhaps more importantly for many of us in this room, this is where designers should REALLY love content strategy. You get down to the useful details that otherwise don’t appear until that 11th-hour shitstorm we were talking about earlier.\n
Your content template is going to help you make design decisions because you can start to pull metadata about your content off of it. [Circle, discuss char lims, etc.]\n\n\n
From our content templates, we can start to build the structure...the metadata and taxonomy of the site. We want to institutionalize the structure.\n\nQuick definition in case the terms are not familiar: Metadata means information about information. It’s info about your content. It may include description -- like tags or categories -- or structure -- like character limits -- or administrative data like which user created the file or what date and time the last change was made.\n\nTaxonomy is a hierarchical representation of your content. It looks like a tree. On a very simple site, the taxonomy and user-facing navigation may be the same, but once you get to any level of complexity, your taxonomy will often be far more complex than the navigation you represent to the user.\n
Metadata is one of the most powerful tools you can use in a dynamic publishing system like a CMS. But here’s what you DON’T want to do:\n
Metadata is one of the most powerful tools you can use in a dynamic publishing system like a CMS. But here’s what you DON’T want to do:\n\n[draw x]\n\nDon’t use metadata to manually place content.\n\nInstead of going around all your content and finding the images you like for the feature well on the home page, for instance, you want to write a rule for your CMS that says, pick featured images from a group that has these characteristics [and use metadata to define those].\n
And a final warning about metadata.\n
All of this information is moving us in the direction of governance -- planning for the lifecycle of our content.\n
We know that we have to create some content. We’ve talked about it for [how long] now, and someone’s going to have to make something eventually.\n\nBut...who? how?\n
This is where we need a process. Before we create that, you need to learn the most important rule:\n
This is where we need a process. Before we create that, you need to learn the most important rule:\n
In fact, what we’re aiming for is the MVP....the minimum viable process.\n
Just 1. A process is the way you standardize and make your work repeatable.\n
Here’s a really simple workflow, right?\nThe reality is a little different.\n\nWrite in: \nReality:\nWho/when?\nWho/With what tools/info?\nHow do you evaluate? Who? Why? Who makes judgment calls?\nWhat about metadata? Review? When retire/delete?\n
Jeffrey MacIntyre is a well-known content strategist and one thing he’s spoken about is the day 2 problem. He says that post-launch is a project phase for content strategists, and you have to have your editorial strategy ready. You’re moving into operations. You have to have a plan for that.\n
When you move into operations, you’re setting up a cycle. These three things will be constant, but you’ll also be feeding the cycle with resources [people, information], seasonality, and other input that may have an impact on your content.\n
When you move into operations, you’re setting up a cycle. These three things will be constant, but you’ll also be feeding the cycle with resources [people, information], seasonality, and other input that may have an impact on your content.\n
When you move into operations, you’re setting up a cycle. These three things will be constant, but you’ll also be feeding the cycle with resources [people, information], seasonality, and other input that may have an impact on your content.\n
Today we’ve just skimmed the surface of content strategy. With the basics down, you can dig a lot deeper into the discipline.\n
So....given all these things....all these tools, what is content strategy? Is it just the set of tools? I would say no...you don’t even use all tools for every content strategy project. But...what these tools can do, with regular use, is help you build a content strategy mindset, so that you approach all your projects in a new way. That’s the goal.\n