Surprise! You're a Content "Engineer"

•Download as PPTX, PDF•

1 like•834 views

How many times have you worked on a project, and suddenly been asked to choose a content management system – or worse, found the content management system already chosen is completely inadequate? There are a lot of CMSes out there. Since many organizations choose the CMS before determining the content needs, there are a lot of CMSes that aren’t working out. In this talk, we’ll explore how much technology you really needs to understand in order to select the right CMS for your project, and why it is that we have so many CMS choices to begin with.

Technology

1
PREPARED BY
SURPRISE! YOU’RE A
CONTENT “ENGINEER”
@MARSINTHESTARS
October 18, 2015
BOLO Conference
Marli Mesibov, Director of Content Strategy
Mad*Pow

2
• Director of Content Strategy
at Mad*Pow
• Managing Editor of UX Booth
• Not an engineer.
Not even a little.
BOLO | @marsinthestars
Who am I? Why am I here?

4
What is Content Strategy?
BOLO | @marsinthestars
“Content strategy plans for the
creation, publication, and governance of
useful, usable content.”
- Kristina Halvorson, Brain Traffic

5
BOLO | @marsinthestars
What is Content Strategy?

6
What is Content Strategy?
BOLO | @marsinthestars

7
What is Content Strategy?
BOLO | @marsinthestars
The End Goal: get the content to the right
people, in the right places, at the right
time.

9
BOLO | @marsinthestars
The role of a content technologist

10
BOLO | @marsinthestars
The role of a content technologist

11
BOLO | @marsinthestars
The role of a content technologist

12
BOLO | @marsinthestars
The role of a content technologist
Workflow is a process followed by a team. A
good workflow accounts for everyone who
needs to have a say in the content without
slowing down the creation process.

13
BOLO | @marsinthestars
The role of a content technologist
Governance is a team’s process for managing
content. Governance tactics streamline the
editing and retiring of content according to
when it stops being relevant.

14
BOLO | @marsinthestars
The role of a content technologist
Substance includes the voice and tone as
well as the message the content conveys.

15
BOLO | @marsinthestars
The role of a content technologist
Structure is intertwined with technology and
development. We decide on a structure for our
content, which informs the technology we
choose, which in turn shapes the structure of
the content.

17
BOLO | @marsinthestars
Problem #1: Technology changes quickly
• We can’t possibly keep up with it
• There are hundreds of content management
systems in existence
• They are changing (upgrading, changing
features, or shutting down) daily

18
BOLO | @marsinthestars
Problem #2: Chicken and the egg
• We need to use a CMS to understand what
we want out of a CMS, which means we first
need a CMS in order to choose the right CMS
to use…
• Ain’t nobody got time (or budget) for that

19
BOLO | @marsinthestars
Problem #3: Blind selection
• The people with the purchasing power are
not likely to be the people who will be
publishing on the system
• They don’t have the same needs we do
• They don’t know what to look for
• They choose based on price or
recommendations rather than customized
criteria

21
BOLO | @marsinthestars
10 things you need to know
“While intelligent content is all about the
content ‘plumbing,’ people don’t have to be
plumbers themselves to think strategically
about making content more intelligent.”
-Marcia Riefer Johnston

22
BOLO | @marsinthestars
10 things you need to know
#1 The technology you need? It already exists.
This list is only half the PHP systems.

23
BOLO | @marsinthestars
10 things you need to know
#2 Every system offers add-ons, for
additional functionality.

24
BOLO | @marsinthestars
10 things you need to know
#3 Start with what you want the content to do.

25
BOLO | @marsinthestars
10 things you need to know
#4 Build personas.

26
BOLO | @marsinthestars
10 things you need to know
#5 Next, figure out what the personas want to
do with the content.
Share it? Contribute? Review?

27
BOLO | @marsinthestars
10 things you need to know
#6 Work with a developer to match goals to
functionality.
Make use of others’ knowledge.

28
BOLO | @marsinthestars
10 things you need to know
#7 Ask questions. Ask your manager, coworkers,
development team, users, everyone.
You don’t know what you don’t know.

29
BOLO | @marsinthestars
10 things you need to know
#8 Make the functionality into your CMS
requirements checklist.

30
BOLO | @marsinthestars
10 things you need to know
#9 Demo. Demo. Demo.
You would never buy a car without a test drive.

31
BOLO | @marsinthestars
10 things you need to know
#10 Build a governance plan.

32
BOLO | @marsinthestars
Resources
• Training the CMS, by Eileen Webb
• The 5 Ws of Adaptive Content: A New Look at Making
Content Contextually Appropriate, by Noz Urbina
• Author Experience: Bridging the Gap Between People and
Technology in Content Management, by Rick Yagodich
• The New Definition of Content Strategy, by Ryan Johnson

1) Alfred is an example of anticipatory design that aims to anticipate a user's needs before they do. 2) The document discusses best practices for anticipatory design including focusing on context, being wary of over-personalization, and ensuring the user retains control. 3) It describes a case study where an insurance company wanted to anticipate members' needs but faced constraints of limited data and not wanting to over-personalize and lose trust. They used a human-centered design process to discover needs, synthesize scenarios, generate formats, and focus on triggers to anticipate actions.

Putting Out Fires with Content Strategy (InfoDevDC meetup)

John Collins

The document discusses the role of content strategy in software development and how it is similar to firefighting. Content strategists are like "pump operators" who ensure the right content gets to the right users. The document outlines the skills and knowledge needed for a content strategy role, including an understanding of software development, information architecture, user experience, and localization. It emphasizes the importance of collaborating with other teams and using data and analytics to continually improve content strategies.

Are you content with your content?

ORM

The document discusses the importance of content strategy for digital marketing. It provides examples of how lacking a content strategy can be costly when a new website launches without prepared content. It emphasizes that customers now expect engaging, relevant content delivered on their preferred devices and channels. A good content strategy focuses on understanding the audience, developing consistent tone and narrative, personalizing the experience, and measuring content performance. It concludes that hiring a content strategist can help achieve a customized experience and ensure an organization is judged positively based on the quality of its content.

Are You Content With Your Content?

Michael Walker

A new era of content management: OpenPublish 2006

Brendan Quinn

The London Web "Empathy - The Hidden Ingredient of Good Software Development"

Daniel Bryant

When I ask fellow developers what they think about empathy, the answer is often “not much”. However, I believe that the skill of empathy, being able to place yourself in another’s position, is crucial to designing, building and operating software at any scale. Join me for a whistle stop tour of the benefits of empathy, which I have learned from working on a wide variety of software projects over the previous ten years. I will share stories of success and failure, and suggest practical techniques that you can harness in order to help your team develop empathy. When gathering requirements and performing business analysis, it is obvious that the ability to experience from within another user/customer/being's frame of reference is a valuable skill, but the same can be said when writing code. If we follow Martin Fowler’s train of thought where “any fool can write code that a computer can understand. Good programmers write code that humans can understand” we can see that empathy is at the heart of this skill. We could also argue that the rise of “DevOps” is simply both sides of the traditional divide trying to understand each other better. Developing the skill of empathy isn’t necessarily easy, but in this talk I will share my learnings, techniques and tricks for developing more effective software.

DevOpsing in a Microsoft World - An experience report from Columbia Sportswear

Scott Nasello

The document discusses challenges in implementing DevOps practices within a Microsoft-centric organization and outlines strategies to address those challenges. It describes typical challenges such as reliance on vendors, siloed teams, and resistance to change. It emphasizes that enduring DevOps transformations require a commitment to becoming a learning organization. Interviews are presented where individuals discuss their journey implementing DevOps and lessons learned around constant change, lack of prioritization, and the importance of expanding skills.

Tennessee 4-H 3.0 - Building Your Technology Tool Kit

Emily L Tipton

The document discusses tools for building a technology toolkit. It recommends using social media like Twitter to engage colleagues and share information about social media management and creative content tools. It then provides guidance on managing a social media presence through monitoring, measuring, and creating engaging content. Specific desktop tools are presented for making word clouds and interactive presentations. The importance of determining goals, audience, and time commitment for social media are emphasized.

The recent advancement in natural language processing and machine learning technologies promises to enable an efficient interface for communication between humans and computers. Thus, the intelligent conversational bots, or chatbot, or as we knew it, has been gaining more popularity recently. Ranging from generic chatbots that enable humans to talk on a wide range of topics, to specific chatbots, that specialize on a certain topic and possess a deep understanding of it. But what is this and how could one make a conversational bot intelligence? In this talk, you will discover more about the conversational bot, how we define it, chatbot anatomy, and what researchers do to make the smart chatbot intelligence.

How to Kill Innovation in SharePoint in 5 Easy Steps

Christian Buckley

Christian Buckley outlines 5 ways to kill innovation in SharePoint: 1) Skip information architecture which leads to not understanding how SharePoint works. 2) Deploy SharePoint and walk away without ongoing support and updates. 3) Ignore governance which leads to lack of standards and siloed teams. 4) Refuse social computing features which limits search and collaboration. 5) Don't have a user adoption strategy so users won't adopt the system. However, Buckley notes SharePoint success requires an ongoing journey of listening to users and seeking expert advice.

Noz Urbina - Messages for your manager about content; soapconf 2014

soapconf

A communicator’s life involves continual justification. Everyone can write, right? Some people might need a fancier editing tool or a copy of Photoshop if they’re ‘Special writers’, but structured tools? Management systems? A myriad of training courses? Consultancy and systems integration? Isn’t that all just extravagant? All we need is a manual, right? Wrong. But how can you get that clear to those who are not so closely engaged in content? You need to convey the message that content issues can’t wait, but in a compelling attractive way. Tip #1: don’t say, “Content is king”. You can win support, get long-term mind-share, not get left out of product management and budget decisions and avoid being a tick-in-the-box afterthought in the corporate strategy, if you know how. Based on a career of winning budget and mindshare in a wide array of audiences, this session enumerates some key tips to get you started, no matter the size of your budget or situation.

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Gain additional tools to keep your projects on track, on time, and on budget

Bringing web best practices to share point intranets

vman916

An intranet is nothing more than an internal-facing website, and most people use it like they use any other website on the Internet. Its often only us, in the SharePoint world, that get caught up in the tool and functionality that makes an intranet work. Join Virgil Carroll as he shares his 16+ years of web building experience in the guise of a top 10 SharePoint intranet best practices discussion. From content to functionality, to how people really use it ... this discussion will change the way you think about how you deliver your intranet today.

Part 3 Intranet Success Webinar Series: Content planning Part 1

Bonzai Intranet

The document discusses performing a content audit for an intranet project. It defines a content audit as identifying existing intranet content and assigning value and ownership. Key points include: - Establishing the scope, format, and people involved in the audit is important. - A spreadsheet is a common format to catalog content details like title, location, description, and decisions to keep, rewrite, or delete each piece. - Involving content owners is essential for understanding content and making good decisions. - Associating a cost with migrating content can help owners prioritize and potentially reduce the volume of content. - Only auditing high-value, heavily used content that is likely to be on

Website design to secure business or Yes – I’ve got a website! (but is it a...

David Terrar

David Terrar gave a presentation on website design and securing business. He discussed understanding marketing in 2014, setting goals for the website, understanding the audience, and creating useful and engaging content. Terrar also covered search engine optimization, blogging, social media, content management systems, and putting the customer first with a well-designed website that works on all devices.

How to Facilitate the Government of our Governance - SharePoint

vman916

This document summarizes a presentation about developing an effective governance plan for SharePoint 2010. The presentation discusses how governance should focus on users and be a living document. It outlines challenges in SharePoint 2010 like metadata management, social features, and workflows. The presentation emphasizes that governance plans must be reviewed regularly and adapted over time to keep pace with changes to the system and user needs.

Online Branding

Vbout.com

Masterclass Content Journeys

Xander Roozen

UX Bootcamp - August 2016

Jacklyn Burgan

Jacklyn Cohen conducted a UX bootcamp on designing grocery shopping apps. She began with introductions and an overview of UX design, usability, and UI. Cohen explained the differences between these concepts and emphasized that UX design focuses on the overall user experience. The bootcamp covered various topics related to the UX process like research methods, creating personas and empathy maps, wireframing, and user testing. Participants conducted user interviews on grocery shopping habits, created affinity diagrams to identify themes, and designed wireframes for a grocery shopping app home screen and shopping list screen. User testing of the wireframes was also practiced. The goal of the bootcamp was to provide hands-on experience with UX design methods through the

Content Strategy for UX Designers

GatherContent

The Future of Content Marke0ng: How to Rise (and stay!) Above the Noise

G3 Communications

The document summarizes a webinar on the future of content marketing. It discusses how content marketing is becoming more important, with 70% of executives relying more on content than a year ago. It also notes that 90% feel overwhelmed by the amount of available content. The webinar panels discuss how to build an effective content marketing team and process, and emphasize creating original content (65%) while also curating (25%) and syndicating (10%) external content. It stresses the importance of content metrics and moving leads through the sales funnel.

Intro Design System for Visual Designers

Inyoung Choi

Content Strategy as a Methodology

Rachel Lovinger

This document discusses content strategy as a methodology rather than a practice. It proposes that content strategy involves common elements of having a body of tactics for working with content, establishing measurable goals and strategic initiatives, and making decisions with a user-centered focus through interdisciplinary collaboration. Describing content strategy this way provides implications for how different roles can apply a content strategy methodology to their specific practices in a consistent yet tailored way. It also discusses how this perspective on content strategy as a methodology can help with hiring, project scoping, and advocating the value of content-related work.

Multi-Platform Marketing - Keys to Success in Working Across Online and Offline

Argyle Executive Forum

Claudio Ludovisi, Senior Vice President of Operational Strategy at NBCUniversal, discussed multiplatform marketing and its impact on today’s businesses during his presentation at the 2015 Chief Marketing Officer Leadership Forum in Los Angeles on Jan. 27. In his presentation, Ludovisi noted that launching a multiplatform marketing campaign requires a business to think about media investments “holistically.”

Building Your Agency's Content Strategy Practice

Jeff Eaton

The document discusses content strategy and how it can benefit projects. It provides examples of how a content strategy was implemented for two clients, MSNBC and the NAMM Foundation. For MSNBC, the strategy involved understanding existing content, developing content models, and clear workflows to inform parallel design and development. For the NAMM Foundation, workshops were used to understand brand and audience, and inventory, mapping, modeling and responsive design were applied to improve their outdated site. The document emphasizes that using content strategy tools can make projects more successful by focusing on understanding needs and iterating solutions.

“Why Content Projects Fail” by Deane Barker - Now What? Conference 2017

Blend Interactive

The content management implementation failure rate is higher than it should be, and projects seem to fail for the same cluster of reasons: unrealistic requirements, expectations, human factors, etc. In this session, Deane will discuss the major reasons for project failure learned through almost two decades of implementation experience, and discuss strategies and policies to put in place at each stage of the project to prevent them.

HXR 2016: Content Strategy: How Do we Talk About Healthcare - Marli Mesibov &...

HxRefactored

It’s a constant struggle to find the right words when communicating with patients. Healthcare has a lot of medical and insurance terminology, and patients and their families just don’t understand it. At Mad*Pow, Marli Mesibov and Dana Ortégon design strategies for communicating across the healthcare ecosystem. Join them for a fast track session, and ask all the content and communications questions that have built up in your brain.

How do we talk about healthcare

Surprise! You're a Content "Engineer"

Recommended

Recommended

More Related Content

Similar to Surprise! You're a Content "Engineer"

Similar to Surprise! You're a Content "Engineer" (20)

More from Marli Mesibov

More from Marli Mesibov (20)

Recently uploaded

Recently uploaded (20)

Surprise! You're a Content "Engineer"

Editor's Notes