@meaningmeasure #LavaCon
Working the Content System:Empathy in Editorial Strategy
Misty Weaver October 13, 2014
@meaningmeasure
Portent, Inc.Content Strategy
Lead
Content Strategy is a Process
@meaningmeasure #LavaCon
“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 @meaningmeasure
#LavaCon
http://contentstrategy.com/
http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png
http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/
@meaningmeasure #LavaCon
Why Editorial?
@Speaker Hashtag @LavaCon
Appropriate Goals
imelenchon @meaningmeasure #LavaCon
@Speaker Hashtag @LavaCon
Measurable Outcomes
imelenchon
@meaningmeasure #LavaCon
Murúg
Map for Process
@meaningmeasure #LavaCon
Turn, turn, turn
@meaningmeasure #LavaCon
Deliverables are not forever
kakisky
@meaningmeasure #LavaCon
Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-overload
Instruction is the best part of criticism
@meaningmeasure #LavaCon
@Speaker Hashtag @LavaCon@meaningmeasure
#LavaCon
Practice is a requirement
Provide the right content, for the right people, in the right place, at the right time.
@meaningmeasure #LavaCon
Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
Provide the right content, for the right people, in the right place, at the right time,
with a system.
@meaningmeasure #LavaCon
http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png
http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/
@meaningmeasure #LavaCon
What Color Is Empathy?
clarita
@meaningmeasure #LavaCon
From advocacy to empathy
CustomersUsersStakeholdersInfluencersBrand AdvocatesStaff
Piresco
@meaningmeasure #LavaCon
ALL THE PEOPLE
CustomersUsersInfluencersBrand AdvocatesClientsStakeholdersStaff
Creators
Designers DevelopersManagersPublishersSyndicatorsSales People…
@meaningmeasure #LavaCon
ALL THE PEOPLE
Robyn Hughes Ryman
@meaningmeasure #LavaCon
From parts to sequences
@meaningmeasure #LavaCon
Our audience is not the client’s customer
Research Analysis Design
@meaningmeasure #LavaCon
Content Strategy is a Process
@meaningmeasure #LavaCon
Design is a Process
Fabricio Teixeira
http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/
Fabricio Teixeira
http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/
Content Models
@meaningmeasure #LavaCon
Page Description Diagrams
“Are simply a tool for communicating IA decisions without talking about the visual design”
Nick Finck http://www.slideshare.net/nickf/page-description-diagrams
Page Description Diagrams
@meaningmeasure #LavaCon
Page Description Diagrams
http://www.boxesandarrows.com/view/where_the_wireframes_are_special_deliverable_3
http://konigi.com/wiki/page-description-diagrams
@meaningmeasure #LavaCon
@meaningmeasure #LavaCon
• Theme is Delight• Engaging, informative content for
grassroots (free) marketing plan • Let people know when, where, why,
what, and how of World IA Day• Attract audiences and influencers to
voluntarily share our messages and marketing materials
@meaningmeasure #LavaCon
World IA Day Activity
• Instructions with approvers • Roles: 2 creators, 1 editor, 1 approver, 1
publisher• Create a distribution map for your content
5 reusable pieces/guides for other people to share your content
• Write it on big paper, bring to the front• 10 minutes• Winners get prizes!
@meaningmeasure #LavaCon
Game Play
TIME’S UP
@meaningmeasure #LavaCon
@meaningmeasure #LavaCon
Discuss
@meaningmeasure #LavaCon
CreateEditApprovePublish
Roles and Tasks
@meaningmeasure #LavaCon
Create
Edit
Approve
Publish
Update/Archive/Maintain/Govern
Workflow
• Readability• Typography• Storytelling• Function • Form • Delightfulness
• Navigation• Taxonomy• Metadata• SEO• Channel Rules• CMS
@meaningmeasure #LavaCon
Standards and Structure
Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/
Workflow at AdoptUsKidsVanessa
Casavant@casavant
@meaningmeasure #LavaCon
Workflow at AdoptUsKids
@meaningmeasure #LavaCon
Vanessa Casavant
@casavant
Workflow at AdoptUsKids
@meaningmeasure #LavaCon
Vanessa Casavant
A Playbook for Innovators, Rulebreakers, and Changemakers
by Dave Gray, Sunni Brown, James Macanufo
@meaningmeasure #LavaCon
Gamestorming
@Speaker Hashtag @LavaCon
Choreography
@meaningmeasure #LavaCon
Timing
@meaningmeasure #LavaCon
@meaningmeasure #LavaCon
Content is Political
We build infrastructure that supports everyone
Always Be Swayze
Enjoy these links
• Kristina Halvorsonhttp://contentstrategy.com/
• Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
• Richard Ingram http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/
• Margot Bloomstein http://appropriateinc.com/book/• Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-
overload • Fabricio Teixeirahttp
://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/
• Nick Finck http://www.slideshare.net/nickf/page-description-diagrams• Dave Gray http://ow.ly/CDON4 • World IA Day http://www.2015.worldiaday.org/
@meaningmeasure #LavaCon
Top Related