View
87
Download
0
Category
Tags:
Preview:
DESCRIPTION
We read the books. We follow the blogs. We attend the conferences. We get very (very) excited about all things content strategy -- and then, we try to actually do it. And we learn. And we learn. And we learn. This presentation offered an interactive reflection on the content strategy-inspired redesign of three B2C nonprofit websites. Our hope was to share a few insights from our experiences to those preparing to undertake a similar project, surfacing project management, organizational, workflow, and cultural issues that might come up in the process.
Citation preview
The Unanticipated Consequences of Doing the Right Thing:
Lessons Learned From Implementing Content Strategy
Susanna Guzman, Katherine Krause, Min Shepherd
September 11, 2014
2
Image: Imgur
.
About Us
Susanna Guzman Director of Content & Digital Optimization
Katherine Krause Content Strategist
Min Shepherd Content Strategist
3
.
Where our
story begins
.
Image: wikipedia.org
4
.
Designed to serve 115,900 members
Information, education & ecommerce
~ 12K pages
~ 8M visits annually Image: aafp.org
AAFP.org
5
. Bilingual site
Public-facing health information & resources
~ 3K pages
~ 2.5M visits annually
Image: familydoctor.org
FamilyDoctor.org
6
.
Designed for researchers and policy-makers Health and health system data
~ 1k pages
Re-design in process
Image:graham-center.org
Graham-Center.org
7
.
We’re speaking from the trenches.
Image: schlegel
9
.
• “Strategic objectives: get some.”
Image:mariealamode
• “Your identity is fuzzy.”
• Defunct technology
• Mobile
• General desire to be a grownup
11
.
Image: funnypictures.net
Unanticipated Consequences
Part I:
Awareness & The
Evolution of Intention
12
.
Our intention to be informed was different from actually being informed. Image: Ebaumsworld.com
13
.
Image: aafp.org
Our self-awareness needed some “calibration.”
Actual Heuristic Score:
-9
14
.
We chose to view the opportunity for correction as a positive thing. Image: MultiVista.com
15
Image: Mike
.We defined what we could about scope & went with it.
It wasn’t perfect.
16
Image: Motley Humor
.
We came to understand that vision and direction are the same, only different.
17
Image: kkrause
.
We decided who we wanted to look like in the end.
18
Image: kkrause
.
User Personas:
Our gift to us.
19
Image: jpegy
.
We examined our content for volume and quality.
.
20
Image: Daily Mail
Existence
Excellence
21
Image: Daily Mail
.
We had to adjust our approach along the way.
22
Image: Imgur
.
Progress is a process.
Don’t let the perfect be the enemy of the good.
.
24Image: topix
Unanticipated Consequences
Part II:
The Redesign
Experience
25
.PEOPLE:
We were perfectly staffed for the website we HAD.
Image: bella
26
.
PROCESS:
We did a lot of creating during our redesign.
Image: kkrause
27
. GOVERNANCE:
Realizing our new vision required a new outlook.
Image: independent traveler
.
28
Unanticipated Consequences
Part III:
Post-Project Implication
s
Image: damncoolpictures.com
29
Image: G'ma Lorrie (Rita)
.Voice and brand guidelines still needed clarity.
And they continue to evolve.
30
Image: Daily Mail
.
Pride of ownership needs to be encouraged.
31
Image: Daily Mail
.
Workflow implications are still being hashed out.
32
.
We’re still designing (effective) reporting. Image: tbisanfrancisco
34
.
Content strategy is never done.
Embrace it.
Image: Motley Humor
.
35
Questions?
Image: ebcak.com
CONTENT STRATEGY OF THINGS
Ideas, tools & tips we’ve found useful:
pinterest.com/stratmaven
LET’S CONNECT
@StratMaven
Recommended