content strategy 101 | workshop at nagw 2013, louisville, ky
DESCRIPTION
Content Strategy 101 workshop slidesTRANSCRIPT
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?
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http://www.flickr.com
/photos/7819129@N07/
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http://www.flickr.com
/photos/23am/
13Friday, September 27, 13
Not just articles.Not just text.
Not just pages.
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http://www.flickr.com/photos/that_chrysler_guy/
15Friday, September 27, 13
What does content do?
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http://www.flickr.com
/photos/stevan/
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http://www.flickr.com/photos/kkoshy/18Friday, September 27, 13
http://www.flickr.com
/photos/meetthem
ediaguru/
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http://www.flickr.com/photos/omarriva/
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http://www.flickr.com/photos/photoloni/
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InformAmuse
EntertainEngage
Persuade
Anger
Scare22Friday, September 27, 13
Not just information.Communicating
emotion.
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http://www.flickr.com/photos/that_chrysler_guy/
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Who is content for?
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Gardeners
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CustomersGardeners
Preteen girlsUsers
MomsKeurig owners
18-‐34
BoatersGardeners
Ohiograds class of ’72
People
Audience
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How to Advocatefor Content
28Friday, September 27, 13
Who owns content?
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WritersAuthors
PodcastersVideographers
Graphic artistsPhotographers
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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?
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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
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“I need a bigger budget.”
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“I need a bigger team.”
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“I need you to care as much as I do.”
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FINE!What works?
39Friday, September 27, 13
http://www.flickr.com/photos/8906966@N02/
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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/
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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.
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•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.
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•I want to know if the city will pick up my recycling.
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•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?
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http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans57Friday, September 27, 13
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More Audience Understanding Resources
Killer Web Content [Gerry McGovern]
The Yahoo! Style Guide
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•SEO•Accessibility•Readability•Suitability
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http://www.flickr.com/photos/tm_10001/
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How Will I Know?http://www.flickr.com/photos/tm_10001/
62Friday, September 27, 13
h"p://www.readability-‐score.com/
Reading Level Tests
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I am going to the store today.
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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.
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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
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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
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Why?
73Friday, September 27, 13
http://www.flickr.com/photos/sfllaw/74Friday, September 27, 13
Creating a Style Guide
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Simple: Pick one
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Simple: Pick one
More: Think about industry-‐specific usage
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Simple: Pick one
More: Think about industry-‐specific usage
Customize: Add organization-‐specific info
76Friday, September 27, 13
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http://www.flickr.com/photos/rosenfeldmedia/78Friday, September 27, 13
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We believe in excellence.
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funnyseriousreservedinnovativeconsistenthelpful
snarkyirreverentcomfortinghopefultimelyhonest
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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.
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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
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Right now:•Work with your group•Start an inventory•Chunks or pages?•Capture several items
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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
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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
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Structure:Metadata and Taxonomy
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Metadata:Useful in the CMSUseful for placementBut...
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☐ Featured
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Collecting metadata you don’t use is an
expensive habit.
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Governance
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Just 1 Rule
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Don’t Over-Process
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Minimum Viable Process
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Define
Create
Review
Publish126Friday, September 27, 13
The Day 2 problem—With thanks to Jeffrey MacIntyre
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Editorial calendar
WorkflowAnalysis
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Editorial calendar
WorkflowAnalysis
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http://www.flickr.com/photos/skistz/129Friday, September 27, 13
Laura Creekmore@lauracreekmore
Creek Content h"p://creekcontent.com [email protected]
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