collaboration nation: content professionals “finally” take center stage
DESCRIPTION
Before content can be intelligent, it must be good. If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to it. But is it really within our power to fix bad content? In order for us to create meaningful user experiences and realize measurable ROI, we must start sharing tools and processes with the very people we sometimes fight the hardest. Kristina will talk about our new roles as content collaborators in the workplace. Regardless of background, practice or perspective, there’s one thing we all agree on: on any platform, in any context, content matters most.TRANSCRIPT
![Page 1: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/1.jpg)
Collaboration NationIntelligent Content Conference • @halvorson
![Page 2: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/2.jpg)
Palm Springs, OH YEAH!Intelligent Content Conference • @halvorson
![Page 3: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/3.jpg)
![Page 4: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/4.jpg)
![Page 5: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/5.jpg)
![Page 6: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/6.jpg)
![Page 7: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/7.jpg)
![Page 8: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/8.jpg)
![Page 9: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/9.jpg)
![Page 10: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/10.jpg)
The content problem
![Page 11: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/11.jpg)
Server Admin
Technical Assistant
Programmer
Developer
Visual designer
Produc9on Assistant
Interac9on Designer
User Experience Strategist
Usability Specialist
Informa9on Architect
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Business analyst
Project Owner
SKILLSET.ORG
![Page 12: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/12.jpg)
![Page 13: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/13.jpg)
http://www.mollystevens.com/portfolio.html
![Page 14: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/14.jpg)
![Page 15: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/15.jpg)
http://en.wikipedia.org/wiki/Concept_map
![Page 16: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/16.jpg)
![Page 17: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/17.jpg)
![Page 18: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/18.jpg)
![Page 19: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/19.jpg)
Server Admin
Technical Assistant
Programmer
Developer
Visual designer
Produc9on Assistant
Interac9on Designer
User Experience Strategist
Usability Specialist
Informa9on Architect
Web Writer
Business Analyst
Producer
Project Manager
Business analyst
Project Owner
SKILLSET.ORG
![Page 20: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/20.jpg)
![Page 21: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/21.jpg)
This is copywriting.
![Page 22: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/22.jpg)
This is content.
![Page 23: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/23.jpg)
Content. Not just...• What
![Page 24: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/24.jpg)
But …• What
• Why
• How
• When
• For whom
• With what
• Where
• When
• How often
• What next
![Page 25: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/25.jpg)
![Page 26: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/26.jpg)
![Page 27: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/27.jpg)
Perhaps the problem is that, because content is so pervasive, everyone thinks they know all there is to know about it. If you can read and write, you can make content, right? But the fact is, as interactive experiences become more complex, so does the nature of content. A superficial understanding of content isn’t going to cut it anymore.
– Rachel Lovinger, “Content Strategy: The Philosophy of Data”
“
![Page 28: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/28.jpg)
![Page 29: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/29.jpg)
![Page 30: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/30.jpg)
Content needs a new home.
![Page 31: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/31.jpg)
Content Strategy
![Page 32: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/32.jpg)
Content strategy plans for the creation, delivery and governance
of useful, usable content.
![Page 33: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/33.jpg)
![Page 34: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/34.jpg)
Core Strategy (or, Purpose)
WorkflowHow is content created and maintained?
What will your content do for your business and your users?
![Page 35: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/35.jpg)
SubstanceWhat content do you and your audiences need, and why?
WorkflowHow is content created and maintained?
![Page 36: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/36.jpg)
StructureHow is content organized, prioritized, and accessed?
WorkflowHow is content created and maintained?
![Page 37: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/37.jpg)
WorkflowHow is content created, delivered, and maintained?
WorkflowHow is content created and maintained?
![Page 38: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/38.jpg)
GovernanceHow are decisions about content and content strategy made?
WorkflowHow is content created and maintained?
![Page 39: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/39.jpg)
![Page 40: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/40.jpg)
![Page 41: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/41.jpg)
![Page 42: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/42.jpg)
http://eng.designerbreak.com/2009/tutorial/content-strategy-planning-a-site-pt-2/
![Page 43: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/43.jpg)
http://shellybowen.com/wp-content/uploads/2010/04/Content_Strategy_Bowen.jpg
![Page 44: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/44.jpg)
![Page 45: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/45.jpg)
![Page 46: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/46.jpg)
“Make Your Content Make a Difference” by Colleen Joneshttp://www.smashingmagazine.com/2011/04/12/make-your-content-make-a-difference/
![Page 47: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/47.jpg)
![Page 48: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/48.jpg)
![Page 49: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/49.jpg)
![Page 50: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/50.jpg)
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
![Page 51: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/51.jpg)
“Stop talking about it. Start doing it.”
![Page 52: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/52.jpg)
Tell and show.
![Page 53: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/53.jpg)
ArticulateInvestigateIntegrateIdeateCreate
ArticulateInvestigateIntegrateAppreciateIdeate
![Page 54: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/54.jpg)
“This is too tactical.”“This is too high-level.”“This isn’t what I think.”“This doesn’t apply to me.”“This won’t ever happen.”
![Page 55: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/55.jpg)
“Tell me more about that.”
![Page 56: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/56.jpg)
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
![Page 57: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/57.jpg)
Frame (v.)
•# to form or make, as by fitting and uniting # parts together
•# to conceive or imagine, as an idea
•! to formulate or give expression
•# to shape or adapt to a particular purpose
Frame (v.)
•# to form or make, as by fitting and uniting # parts together
•# to conceive or imagine, as an idea
•! to formulate or give expression
•# to shape or adapt to a particular purpose
![Page 58: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/58.jpg)
THE PLAN
Deliver
1. Push2. Pull3. Exchange
1. Source2. Execute3. Approve
Govern
Create1. Guide2. Measure3. Maintain
![Page 59: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/59.jpg)
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
![Page 60: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/60.jpg)
![Page 61: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/61.jpg)
![Page 62: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/62.jpg)
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
![Page 63: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/63.jpg)
![Page 64: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/64.jpg)
What’s yours?
![Page 65: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/65.jpg)
![Page 66: Collaboration Nation: Content Professionals “Finally” Take Center Stage](https://reader033.vdocument.in/reader033/viewer/2022051514/54b795334a7959db528b4b63/html5/thumbnails/66.jpg)
Thanks.• @halvorson• [email protected]• http://blog.braintraffic.com