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Why Workflows Rock: And How Content Strategists Roll

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Why Workflows Rock: And How Content Strategists Roll

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Description

A presentation for a University of Washington's Information School class on why workflows matter and how I've used my background in journalism to develop them.

Transcript

  1. 1. Why Workflows Rock And How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)
  2. 2. What role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  3. 3. Why role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changesand inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  4. 4. What is content strategy? ―Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. That means from planning to creation to management to publishing to post- publishing activities, and back through the next iteration of planning.‖ – Rahel Anne Bailie, Principal of Intentional Design, Inc.
  5. 5. Well, it’s not as easy as it sounds "A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." — Michael Eisner, CEO Disney
  6. 6. Why is content political?
  7. 7. Useful, usable content is a process How does the editorial process work in a newsroom?
  8. 8. Useful, usable content is a process How does the editorial process work in a newsroom? EDITORIAL PROCESS PUBLISHER & EXECUTIVE EDITOR MANAGING EDITORS & ART DIRECTORS DESK EDITORS & COPY EDITORS. REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS, FACT CHECKERS, LIBRARIANS, RESEARCHERS
  9. 9. Content strategy is change management
  10. 10. Content strategy is change management • Direct the rational rider • Motivate the emotional elephant • Shape the path – From Switch: How to Change Things When Change is Hard by Chip and Dan Heath
  11. 11. Shape the path, direct the way Develop an editorial process for each piece of content 1. Strategic Planning Phase (creative brief) 2. Creation and Composition 3. Design and Production 4. Distribution and Maintenance
  12. 12. Strategic Planning Phase Prior to Creation and Composition
  13. 13. Strategic Planning Phase Prior to Creation and Composition
  14. 14. Strategic Planning Phase Prior to Creation and Composition
  15. 15. Strategic Planning Phase Prior to Creation and Composition
  16. 16. Strategic Planning Phase Prior to Creation and Composition
  17. 17. Strategic Planning Phase Prior to Creation and Composition
  18. 18. Strategic Planning Phase Prior to Creation and Composition
  19. 19. Strategic Planning Phase Prior to Creation and Composition
  20. 20. New Info Pages and Sections (website) Creation and Composition
  21. 21. New Info Pages and Sections (website) Creation and Composition
  22. 22. New Info Pages and Sections (website) Creation and Composition
  23. 23. New Info Pages and Sections (website) Creation and Composition
  24. 24. New Info Pages and Sections (website) Creation and Composition
  25. 25. New Info Pages and Sections (website) Creation and Composition
  26. 26. New Info Pages and Sections (website) Design and Production
  27. 27. New Info Pages and Sections (website) Design and Production
  28. 28. New Info Pages and Sections (website) Design and Production
  29. 29. New Info Pages and Sections (website) Design and Production
  30. 30. New Info Pages and Sections (website) Distribution and Maintenance
  31. 31. New Info Pages and Sections (website) Distribution and Maintenance
  32. 32. New Info Pages and Sections (website) Distribution and Maintenance
  33. 33. New Info Pages and Sections (website) Distribution and Maintenance
  34. 34. New Info Pages and Sections (website) Distribution and Maintenance
  35. 35. New Info Pages and Sections (website) Distribution and Maintenance
  36. 36. New Info Pages and Sections (website) Distribution and Maintenance
  37. 37. New Info Pages and Sections (website) Distribution and Maintenance
  38. 38. New Info Pages and Sections (website) Distribution and Maintenance
  39. 39. Content Strategy It’s all about the process. Any questions?

Description

A presentation for a University of Washington's Information School class on why workflows matter and how I've used my background in journalism to develop them.

Transcript

  1. 1. Why Workflows Rock And How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)
  2. 2. What role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  3. 3. Why role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changesand inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
  4. 4. What is content strategy? ―Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. That means from planning to creation to management to publishing to post- publishing activities, and back through the next iteration of planning.‖ – Rahel Anne Bailie, Principal of Intentional Design, Inc.
  5. 5. Well, it’s not as easy as it sounds "A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." — Michael Eisner, CEO Disney
  6. 6. Why is content political?
  7. 7. Useful, usable content is a process How does the editorial process work in a newsroom?
  8. 8. Useful, usable content is a process How does the editorial process work in a newsroom? EDITORIAL PROCESS PUBLISHER & EXECUTIVE EDITOR MANAGING EDITORS & ART DIRECTORS DESK EDITORS & COPY EDITORS. REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS, FACT CHECKERS, LIBRARIANS, RESEARCHERS
  9. 9. Content strategy is change management
  10. 10. Content strategy is change management • Direct the rational rider • Motivate the emotional elephant • Shape the path – From Switch: How to Change Things When Change is Hard by Chip and Dan Heath
  11. 11. Shape the path, direct the way Develop an editorial process for each piece of content 1. Strategic Planning Phase (creative brief) 2. Creation and Composition 3. Design and Production 4. Distribution and Maintenance
  12. 12. Strategic Planning Phase Prior to Creation and Composition
  13. 13. Strategic Planning Phase Prior to Creation and Composition
  14. 14. Strategic Planning Phase Prior to Creation and Composition
  15. 15. Strategic Planning Phase Prior to Creation and Composition
  16. 16. Strategic Planning Phase Prior to Creation and Composition
  17. 17. Strategic Planning Phase Prior to Creation and Composition
  18. 18. Strategic Planning Phase Prior to Creation and Composition
  19. 19. Strategic Planning Phase Prior to Creation and Composition
  20. 20. New Info Pages and Sections (website) Creation and Composition
  21. 21. New Info Pages and Sections (website) Creation and Composition
  22. 22. New Info Pages and Sections (website) Creation and Composition
  23. 23. New Info Pages and Sections (website) Creation and Composition
  24. 24. New Info Pages and Sections (website) Creation and Composition
  25. 25. New Info Pages and Sections (website) Creation and Composition
  26. 26. New Info Pages and Sections (website) Design and Production
  27. 27. New Info Pages and Sections (website) Design and Production
  28. 28. New Info Pages and Sections (website) Design and Production
  29. 29. New Info Pages and Sections (website) Design and Production
  30. 30. New Info Pages and Sections (website) Distribution and Maintenance
  31. 31. New Info Pages and Sections (website) Distribution and Maintenance
  32. 32. New Info Pages and Sections (website) Distribution and Maintenance
  33. 33. New Info Pages and Sections (website) Distribution and Maintenance
  34. 34. New Info Pages and Sections (website) Distribution and Maintenance
  35. 35. New Info Pages and Sections (website) Distribution and Maintenance
  36. 36. New Info Pages and Sections (website) Distribution and Maintenance
  37. 37. New Info Pages and Sections (website) Distribution and Maintenance
  38. 38. New Info Pages and Sections (website) Distribution and Maintenance
  39. 39. Content Strategy It’s all about the process. Any questions?

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