Content and Control

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Content problems. We all have them: Your clients can't get your copy on time. Marketing's massive paragraphs break your tidy designs. Or maybe your site's overflowing with stuff, and no one's responsible for keeping track of where things are and why they're there.

Content strategy to the rescue, right? Well, sorta.

It'd be nice if a few well-placed deliverables could solve the problem. But editorial plans and style guides won't change things. Neither will structured content and a custom CMS. We can't mastermind solutions and expect them to stick in organizations full of complex people, histories, and challenges.

When it comes to improving content, it's not about fixing. It's about facilitating—helping
organizations adapt, so their content can adapt with them. If you're used to designing and
building, this is a big shift—and one that'll take some getting used to. In this talk, you'll learn:
•Where you fit into the content strategy process, regardless of your role
•How to facilitate tough conversations and get people talking about content early and often
•How to empower people to work together across departments, disciplines, and teams

Presenter: Sara Wachter-Boettcher

Published in: Education, Technology, Sports
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Content and Control

  1. 1. CONTENT CONTROL& www.flickr.com/photos/hectoralejandro/4533858235 sara wachter-boettcher / stc philly metro / april 23, 2014
  2. 2. content problems. www.flickr.com/photos/barkbud/4772858837
  3. 3. WE’VE ALL HAD THEM. www.flickr.com/photos/toaireisdivine/9415848926
  4. 4. www.flickr.com/photos/puuikibeach/8564682770 it’ll just be a simple content migration!
  5. 5. www.flickr.com/photos/amatuerphotographer/8133278472 our mobile site has everything on- the-go users need!
  6. 6. From NBC Miami our authors are pretty good at publishing!
  7. 7. www.flickr.com/photos/bevgoodwin/9482142313/ i’m important! put me on the homepage!
  8. 8. www.flickr.com/photos/bevgoodwin/9482142313/ i’m important! put me on the homepage! me too! no, me!
  9. 9. www.flickr.com/photos/dsifry/2205839462/ THIS IS WHY WE CAN’T HAVE NICE THINGS!
  10. 10. GOOD NEWS! I’M A CONTENT STRATEGIST.
  11. 11. SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
  12. 12. www.flickr.com/photos/merlym/3512356738/
  13. 13. Blah Blah Blah Blah BlahBlah
  14. 14. we got this, you guys! www.flickr.com/photos/nickwebb/3904325807/
  15. 15. ‘‘‘‘You know exactly what to do, but not everyone here is ready for that. You’re jumping to the answers, but they don’t understand the questions. — My client
  16. 16. www.flickr.com/photos/familymwr/5084724949
  17. 17. HE WAS RIGHT.
  18. 18. i saw content as an input.
  19. 19. BUT CONTENT IS ALSO WHAT COMES OUT OF ORGANIZATIONS.
  20. 20. it reveals our values and beliefs. www.flickr.com/photos/patchworkharmony/8206364973
  21. 21. www.flickr.com/photos/seabamirum/2848715801 our ownership issues.
  22. 22. our fear of change. www.flickr.com/photos/paulvaarkamp/481912299
  23. 23. WE USED TO JUST MAKE WEBSITES.
  24. 24. NOW THE WEB IS EVERYTHING.
  25. 25. NOW THE WEB IS EVERYONE.
  26. 26. ‘‘‘‘Content is easy, people are messy. —Sally Bagshaw, @snappysentences
  27. 27. DELIVERABLES WON’T FIX THIS.
  28. 28. we have to bring them with us. www.flickr.com/photos/justsketchy/6639463877
  29. 29. GSD
  30. 30. what’s happening over there? www.flickr.com/photos/paulmannix/261313412
  31. 31. can’t do this all day, every day. www.flickr.com/photos/departmentofed/7894648550
  32. 32. www.flickr.com/photos/west_point/5357124683 parallel processes.
  33. 33. content is a team sport. www.flickr.com/photos/clam113/2666711074
  34. 34. WORKSHOPS: NOT JUST FOR KICKOFF.
  35. 35. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  36. 36. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  37. 37. who are we? what’s important?
  38. 38. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  39. 39. do we sound like that?
  40. 40. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  41. 41. go through it, together.
  42. 42. look for shared traits as you go.
  43. 43. MESSAGING EDITORIAL STYLE CONTENT AUDITING CONTENT MODELING
  44. 44. CONTENT EMAIL INTRANET SOCIAL MEDIA MICROSITES MOBILE WEBWEBSITE PRINT TABLET APPS MOBILE APPS BLOGS Karen McGrane, Adapting Ourselves to Adaptive Content this can be hard to explain.
  45. 45. and this definitely is. NPR’s COPE model
  46. 46. 1 2 THINKING (FRAMING) HEARING RELATIONSHIPS PLACETIME DEVICE FEELING (MOTIVATIONS) DOING (BEHAVIOR) SEEING (CONTEXT) 1 2 this might be easier. Adaptive Path Guide to Experience Mapping
  47. 47. what’s a user’s path really like? Paul Kahn and Christophe Tallec
  48. 48. WHICH CONTENT DO THEY NEED ALONG THE WAY?
  49. 49. what would make that possible?
  50. 50. specialized, not special. www.flickr.com/photos/darrensnow/2566687702
  51. 51. frustration won’t help. www.flickr.com/photos/merlym/3512356738/
  52. 52. www.flickr.com/photos/bluryee/2850257762/ finding what fits will.
  53. 53. www.flickr.com/photos/scott1723/6290094282 but we’ll have to let go first.
  54. 54. thank you. @sara_ann_marie sarawb.com

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