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Carrie Hane, profile picture
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Content Strategy: The Method Behind the (CMS) Madness

The document presents a comprehensive overview of content strategy, emphasizing the importance of planning, design, and execution for effective content management. It outlines critical components such as content audits, audience targeting, and structured workflows, advocating for a content-first approach. Key takeaways include understanding the need for content and its updates, alongside ensuring interconnectedness and usability in content creation.

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Content Strategy: The Method Behind the Madness Carrie Hane Founder & Principal Strategist Tanzen @carriehd Dot All Conference October 23, 2017
How do I get clients interested in content?
@carriehd How hard is it to get clients to focus on content? A. Easy peasy B. We have to remind them a couple times C. As hard as squeezing orange juice from an apple
@carriehd How often are your projects late because of content? A. Never B. Less than half the time C. More than half the time D. Every. Single. Time.
Why is this?
Content is hard
Do content first
@carriehd content strategy planning to get the right information to the right people at the right time
Ask questions
@carriehd Why does this need to exist?
@carriehd Who are we building this for?
@carriehd Who will be creating the content?
@carriehd What is the content going to be?
@carriehd Where will the content show up?
@carriehd When will this need to change or be updated?
@carriehd How will things change over time?
Design Connected Content
@carriehd design to plan and make decisions about something that is being built or created
Content that connects to other Content Products Users
@carriehd content substantive information that is expressed through a medium
@carriehd front-end content strategy planning for the experience and creation of content, including messaging, editorial planning, mapping business goals to audience needs, and writing back-end content strategy planning appropriate structure, technology, and processes to support content reuse
Content First (Be secret content strategy heroes)
How to Design Connected Content
Structured Content Stack @carriehd
@carriehd
http://bradfrost.com/blog/post/atomic-web-design/ Atomic Design
Don’t Repeat Yourself Andy Hunt & Dave Thomas The Pragmatic Programmer Duplication in logic should be eliminated via abstraction Duplication in process should be eliminated via automation
@carriehd 1. Content audit 2. Site map 3. Wireframes/prototype 4. Visual design/mockups 5. CMS build 6. Content creation
@carriehd 1. Modeling 2. Content audit 3. Content creation 4. CMS build 5. Wireframes/prototype 6. Visual design 7. Navigation
DOMAIN MODEL D om ain M odel C ontentM odel C ontent R epresentation N avigation
@carriehd Pick Your Domain Music OutdoorsBeer
@carriehd RELATIONSHIPS How the objects connect together OBJECTS Categories of things Parts of the Domain Model ice cream factory singer song pilot space craft madeIn sings flies
@carriehd Urban Parks Domain Model
CONTENT MODEL D om ain M odel C ontentM odel C ontent R epresentation N avigation
@carriehd Restoration Projects Objects
@carriehd Restoration Projects Content Model
@carriehd Audit against your model How does current content compare to model? What gaps are there? What needs to be created? What will wait? What opportunities do you have for reuse?
@carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
CONTENT D om ain M odel C ontentM odel C ontent R epresentation N avigation
@carriehd + =
Resource before representation
Design the content
@carriehd What is this project? Content Type Attribute Example Content Project Project Name Belvedere Castle Restoration Facility or Feature Facility/Feature Name Belvedere Castle Project Short Description Our restoration of the Belvedere will address the overall condition of its structures and terraces, modernize systems that support its preservation and use, and restore lost aspects of the historic design. A future phase of this project will include providing an accessible route to the Belvedere, one of the most heavily visited destinations in the Park.
@carriehd How will it affect my visit to or commute through the park? Content Type Attribute Example Content Facility or Feature Area 70s Facility or Feature Geolocation 40.779447 -73.96906 Project Closure Information Area around the Castle is not closed. How long will it last? Content Type Attribute Example Content Project Expected Completion unknown Project Current Phase Design
@carriehd What will it look like when it’s done? Content Type Attribute Example Content Project Images belvedere-rendering.jpg Are there other projects happening nearby that I need to know about? Content Type Attribute Example Content Project Project Name King Jagiello Monument Project Project Name Obelisk Project Project Name The Ramble
@carriehd Site Worksheet http://www.tanzenconsulting.com/content-strategy-tools/
@carriehd
@carriehd Content Spec Sheet http://www.tanzenconsulting.com/content-strategy-tools/
https://www.instagram.com/strangeanimals_/
TANGRAM PUZZLE
@carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
REPRESENTATION D om ain M odel C ontentM odel C ontent R epresentation N avigation
@carriehd Attributes Project Name Project Category Current Phase Completion Date Project Template
@carriehd <html> <head> <title>{Project: ProjectName}</title> </head> <body> <h1>{Project: ProjectName}</h1> <h2>{Project: ProjectCategory}</h2> <p>{Project: CompletionDate}</p> <p>{Project: CurrentPhase}</p> </body> </html>
@carriehd
@carriehd
Project Index Attributes Area Project Category Project Name Short Description Featured Image
@carriehd <html> <head> <title>Restoration Projects</title> </head> <body> <h1>Restoration Projects</h1> <p>{Project: ProjectCategory}</p> <p>{Project: ProjectName}</p> <p>Location: {Project: Area}</p> <p>{Project: ShortDescription}</p> <img src="{Project: FeaturedImage}" alt=“{ProjectName}” < body> </html>
Project Category Project Name Short Description Area Featured Image
@carriehd
@carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
NAVIGATION D om ain M odel C ontentM odel C ontent R epresentation N avigation
@carriehd What is this? What category is this in? What other projects like this are happening?
@carriehd
@carriehd
@carriehd restoration.centralparknyc.org/projects/belvedere-castle restoration.centralparknyc.org/projects/ restoration.centralparknyc.org
@carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
Put the guidelines in the CMS “Training the CMS” by Eileen Webb: https://alistapart.com/article/training-the-cms
So What?
@carriehd Why does this need to exist? Who are we building this for? Who will be creating the content? What is the content going to be? When will this need to change or be updated? How will things change over time?
@carriehd Modeling Content audit Content creation CMS build Wireframes/prototype Visual design Navigation
https://www.flickr.com/photos/korymatthew/14211839966 Patience you must have Young Padawan
Know what content you’re supporting
@carriehd Make content work harder Help people can find your content Be ready for new technology Make redesigns about the visuals Increase return on investment Content strategy is better for your business.
@carriehd Sets same priorities for everyone Takes advantage of stakeholder expertise Make your products useful and useable Encourages true collaboration Makes improvements easier and faster to make Content strategy is better for your team.
We should always be looking to make a clean system with an interface ready to be used by a system which has not yet been invented…. Messy interfaces introduce complexity which we may later regret. Tim Berners-Lee from “Simple Things Make Firm Foundations” www.w3.org/blog/2008/01/modularity/ Content strategy is better for the world wide web.
@carriehd Be a content strategy hero!
Thank you! Carrie Hane @carriehd tanzenconsulting.com Coming soon to a bookseller near you!