content strategy 101 | workshop at nagw 2013, louisville, ky

Content Strategy 101h"p://slideshare.net/lauracreekmore

1Friday, September 27, 13

Right  now:>Your  name>What  you  do>Why  content?

2Friday, September 27, 13

Why content strategy?

3Friday, September 27, 13

What is content?

4Friday, September 27, 13

5Friday, September 27, 13

6Friday, September 27, 13

7Friday, September 27, 13

8Friday, September 27, 13

http://www.flickr.com

/photos/7819129@N07/

9Friday, September 27, 13

10Friday, September 27, 13

11Friday, September 27, 13

12Friday, September 27, 13

http://www.flickr.com

/photos/23am/

13Friday, September 27, 13

Not just articles.Not just text.

Not just pages.

14Friday, September 27, 13

http://www.flickr.com/photos/that_chrysler_guy/

15Friday, September 27, 13

What does content do?

16Friday, September 27, 13

http://www.flickr.com

/photos/stevan/

17Friday, September 27, 13

http://www.flickr.com/photos/kkoshy/18Friday, September 27, 13

http://www.flickr.com

/photos/meetthem

ediaguru/

19Friday, September 27, 13

http://www.flickr.com/photos/omarriva/

20Friday, September 27, 13

http://www.flickr.com/photos/photoloni/

21Friday, September 27, 13

InformAmuse

EntertainEngage

Persuade

Anger

Scare22Friday, September 27, 13

Not just information.Communicating

emotion.

23Friday, September 27, 13

http://www.flickr.com/photos/that_chrysler_guy/

24Friday, September 27, 13

Who is content for?

25Friday, September 27, 13

26Friday, September 27, 13

Gardeners

27Friday, September 27, 13

CustomersGardeners

Preteen  girlsUsers

MomsKeurig  owners

18-­‐34

BoatersGardeners

Ohiograds  class  of  ’72

People

Audience

27Friday, September 27, 13

How to Advocatefor Content

28Friday, September 27, 13

Who owns content?

29Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

Editors

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

UX designers

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

UX designersProgrammers

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

UX designersProgrammers

Elected officials

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

UX designersProgrammers

Elected officialsThe public

30Friday, September 27, 13

WritersAuthors

PodcastersVideographers

Graphic artistsPhotographers

EditorsProduct Managers

UX designersProgrammers

Elected officialsThe public?

30Friday, September 27, 13

Where does content happen?

31Friday, September 27, 13

32Friday, September 27, 13

Strategy

Business Goal

Design

Development

Testing

Production

Operations

Analytics

Review

Upgrades32Friday, September 27, 13

Strategy

Business Goal

Design

Development

Testing

Production

Operations

Analytics

Review

Upgrades

CONTENT

32Friday, September 27, 13

The 11th-hour shitstorm—With  thanks  to  Karen  McGrane

33Friday, September 27, 13

What if it’s me?

34Friday, September 27, 13

How to talk about content*

*The  what-­‐not-­‐to-­‐do  edi7on

35Friday, September 27, 13

“I  need  a  bigger  budget.”

36Friday, September 27, 13

“I  need  a  bigger  team.”

37Friday, September 27, 13

“I  need  you  to  care  as  much  as  I  do.”

38Friday, September 27, 13

FINE!What  works?

39Friday, September 27, 13

http://www.flickr.com/photos/8906966@N02/

40Friday, September 27, 13

But  we’re  not  in  the  content  business.

41Friday, September 27, 13

“Embrace that you are a publisher.”

—Ann  Handley,  Chief  Content  Officer  at  Marke7ngProfs

42Friday, September 27, 13

“The one with the most engaging content wins.”

—Joe  Pulizzi,Content  Marke7ng  Ins7tute

43Friday, September 27, 13

http://www.flickr.com/photos/wordridden/44Friday, September 27, 13

http://www.flickr.com

/photos/37815348@N00/

45Friday, September 27, 13

Great content is a business asset.

46Friday, September 27, 13

“Content strategy guides your plans for the

creation, delivery and governance of content.”

—Kristina Halvorson and Melissa Rach,Content Strategy for the Web

47Friday, September 27, 13

http://www.flickr.com/photos/skistz/48Friday, September 27, 13

hGp://louisvilleky.gov/solidwaste49Friday, September 27, 13

Know your business goal.

50Friday, September 27, 13

51Friday, September 27, 13

•Serve  more  citizens•Increase  revenue  •Reduce  call  volume  by  5%  fr  last  year•Increase  recycling  pickup  by  4%•Get  2,000  people  registered  for  Earth  Day  

51Friday, September 27, 13

What’s  the  business  goal?

52Friday, September 27, 13

Know your audience.

53Friday, September 27, 13

54Friday, September 27, 13

55Friday, September 27, 13

•I  want  to  know  if  the  city  will  pick  up  my  recycling.

55Friday, September 27, 13

•I  want  to  know  if  the  city  will  pick  up  my  recycling.

•I  need  to  order  a  new  garbage  can.

55Friday, September 27, 13

•I  want  to  know  if  the  city  will  pick  up  my  recycling.

•I  need  to  order  a  new  garbage  can.

•Why  the  heck  didn’t  you  pick  up  my  brush  pile?

55Friday, September 27, 13

56Friday, September 27, 13

http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans57Friday, September 27, 13

58Friday, September 27, 13

59Friday, September 27, 13

More Audience Understanding Resources

Killer  Web  Content  [Gerry  McGovern]

The  Yahoo!  Style  Guide

60Friday, September 27, 13

•SEO•Accessibility•Readability•Suitability

61Friday, September 27, 13

http://www.flickr.com/photos/tm_10001/

62Friday, September 27, 13

How Will I Know?http://www.flickr.com/photos/tm_10001/

62Friday, September 27, 13

h"p://www.readability-­‐score.com/

Reading Level Tests

63Friday, September 27, 13

64Friday, September 27, 13

I  am  going  to  the  store  today.

64Friday, September 27, 13

I  am  going  to  the  store  today.

Store  the  going  today  I  am  to.

64Friday, September 27, 13

When you feel chest pains, you need urgent medical attention. Please don't

wait to see if you feel better, or postpone going to the physician

because you don't want to be a bother. Your physician would much rather

check you out and send you home with a diagnosis of heartburn than have you

sit at home and die of a heart attack.

65Friday, September 27, 13

What to do if you feel chest pains:Get urgent medical attention. Don't

wait to see if you feel better, or put off going to the doctor. Your health is

important to your doctor. Your doctor is the best person to see what is wrong.

Your life could be at stake!

66Friday, September 27, 13

What to do if you feel chest pains:Get urgent medical attention. Don't

wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your

physician is the best person to see what is wrong. Your life could be at stake!

67Friday, September 27, 13

http://contentsmagazine.com/articles/the-audience-you-didn%E2%80%99t-know-you-had/

68Friday, September 27, 13

h"p://plainlanguage.gov

h"p://centerforplainlanguage.org

69Friday, September 27, 13

70Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyon

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake trout

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming which

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiing

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flaming

71Friday, September 27, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flamingthe

71Friday, September 27, 13

http://alistapart.com/article/testing-content

72Friday, September 27, 13

Why?

73Friday, September 27, 13

http://www.flickr.com/photos/sfllaw/74Friday, September 27, 13

Creating a Style Guide

75Friday, September 27, 13

76Friday, September 27, 13

Simple:  Pick  one

76Friday, September 27, 13

Simple:  Pick  one

More:  Think  about  industry-­‐specific  usage

76Friday, September 27, 13

Simple:  Pick  one

More:  Think  about  industry-­‐specific  usage

Customize:  Add  organization-­‐specific  info

76Friday, September 27, 13

77Friday, September 27, 13

http://www.flickr.com/photos/rosenfeldmedia/78Friday, September 27, 13

79Friday, September 27, 13

80Friday, September 27, 13

We  believe  in  excellence.

80Friday, September 27, 13

funnyseriousreservedinnovativeconsistenthelpful

snarkyirreverentcomfortinghopefultimelyhonest

81Friday, September 27, 13

Representing Voice and Tone:

Examples!

82Friday, September 27, 13

The  Louisville  Solid  Waste  Authority  presents  a  professional  demeanor  as  we  endeavor  to  keep  the  

city  clean,  prosperous,  and  environmentally  responsible,  in  an  economically  efficient  way.

83Friday, September 27, 13

84Friday, September 27, 13

We  say...Order  online.

84Friday, September 27, 13

We  say...Order  online.We  don’t  say...Let  us  hook  you  up  with  a  new  

garbage  cart!  [too  slangy]

84Friday, September 27, 13

We  say...Order  online.We  don’t  say...Let  us  hook  you  up  with  a  new  

garbage  cart!  [too  slangy]

We  say...Louisville  Solid  Waste  partners  with  citizens  and  businesses  to  keep  our  city  clean.

84Friday, September 27, 13

We  say...Order  online.We  don’t  say...Let  us  hook  you  up  with  a  new  

garbage  cart!  [too  slangy]

We  say...Louisville  Solid  Waste  partners  with  citizens  and  businesses  to  keep  our  city  clean.

We  don’t  say...Please  look  to  LSW  for  your  environmental  and  waste  removal  needs.  [too  stilted,  passive,  unfamiliar  acronym]

84Friday, September 27, 13

85Friday, September 27, 13

Internet  or  internet?

85Friday, September 27, 13

Internet  or  internet?email,  e-­‐mail,  E-­‐mail,  what??

85Friday, September 27, 13

Internet  or  internet?email,  e-­‐mail,  E-­‐mail,  what??citizens,  businesses,  Louisvillians?  

85Friday, September 27, 13

Internet  or  internet?email,  e-­‐mail,  E-­‐mail,  what??citizens,  businesses,  Louisvillians?  615.500.4131,  615-­‐500-­‐4131,  

(615)  500-­‐4131?  What  about  the  1-­‐  ?

85Friday, September 27, 13

Internet  or  internet?email,  e-­‐mail,  E-­‐mail,  what??citizens,  businesses,  Louisvillians?  615.500.4131,  615-­‐500-­‐4131,  

(615)  500-­‐4131?  What  about  the  1-­‐  ?Should  we  call  out  time  zone  in  copy?

85Friday, September 27, 13

Internet  or  internet?email,  e-­‐mail,  E-­‐mail,  what??citizens,  businesses,  Louisvillians?  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?  

85Friday, September 27, 13

•Grammar, punctuation•Spelling•Terminology•Policy•Look & feel

86Friday, September 27, 13

Our Stuff: What do we have?

87Friday, September 27, 13

*Terminology  interlude*

88Friday, September 27, 13

•Qualitative  audit•Quantitative  audit•Inventory•Matrix

89Friday, September 27, 13

•Qualitative  audit•Quantitative  audit•Inventory•Matrix

???89Friday, September 27, 13

Content Inventory

90Friday, September 27, 13

A.  Anytime  you  work  on  a  site  that  doesn’t  have  one.

B.  When  you’re  redesigning.C.  When  you  need  to  answer  some  questions  about  your  site.

91Friday, September 27, 13

•Site  crawlers•Export  from  CMS•Copy-­‐paste,  copy-­‐paste

92Friday, September 27, 13

93Friday, September 27, 13

94Friday, September 27, 13

95Friday, September 27, 13

96Friday, September 27, 13

Right  now:•Work  with  your  group•Start  an  inventory•Chunks  or  pages?•Capture  several  items

97Friday, September 27, 13

Is it any good?

98Friday, September 27, 13

How to rate

99Friday, September 27, 13

http://www.flickr.com/photos/billsophoto/

100Friday, September 27, 13

Really important!

101Friday, September 27, 13

Rate facets.

102Friday, September 27, 13

ExemplaryGoodMehNot  goodCrap

103Friday, September 27, 13

What else?

104Friday, September 27, 13

Gap Analysis

105Friday, September 27, 13

Information Architecture

106Friday, September 27, 13

http://www.flickr.com/photos/y_i/107Friday, September 27, 13

Pages-or-

Content items?

108Friday, September 27, 13

109Friday, September 27, 13

110Friday, September 27, 13

111Friday, September 27, 13

Wireframe

111Friday, September 27, 13

WireframePage  template

111Friday, September 27, 13

WireframePage  template

Content  template

111Friday, September 27, 13

WireframePage  template

Content  template???111Friday, September 27, 13

Content Templates:Start with something

you’d wireframe.

112Friday, September 27, 13

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

113Friday, September 27, 13

Right  now:•Work  with  your  group•Make  a  template•Which  content  item?•List  info  you  need

114Friday, September 27, 13

Tools:Whatever works

115Friday, September 27, 13

116Friday, September 27, 13

What for?

116Friday, September 27, 13

What for?Examples

116Friday, September 27, 13

What for?Examples

Details

116Friday, September 27, 13

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

117Friday, September 27, 13

Structure:Metadata and Taxonomy

118Friday, September 27, 13

Metadata:Useful in the CMSUseful for placementBut...

119Friday, September 27, 13

☐  Featured

120Friday, September 27, 13

Collecting metadata you don’t use is an

expensive habit.

121Friday, September 27, 13

Governance

122Friday, September 27, 13

Just 1 Rule

123Friday, September 27, 13

Don’t Over-Process

124Friday, September 27, 13

Minimum Viable Process

125Friday, September 27, 13

Define

Create

Review

Publish126Friday, September 27, 13

The Day 2 problem—With  thanks  to  Jeffrey  MacIntyre

127Friday, September 27, 13

Editorial  calendar

WorkflowAnalysis

128Friday, September 27, 13

Editorial  calendar

WorkflowAnalysis

128Friday, September 27, 13

http://www.flickr.com/photos/skistz/129Friday, September 27, 13

Laura  Creekmore@lauracreekmore

Creek  Content  h"p://creekcontent.com  laura@creekcontent.com

130Friday, September 27, 13