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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 If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to it.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.
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Collaboration NationIntelligent Content Conference • @halvorson
Palm Springs, OH YEAH!Intelligent Content Conference • @halvorson
The content problem
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
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
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
This is copywriting.
This is content.
Content. Not just...• What
But …• What
• Why
• How
• When
• For whom
• With what
• Where
• When
• How often
• What next
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”
“
Content needs a new home.
Content Strategy
Content strategy plans for the creation, delivery and governance
of useful, usable content.
Core Strategy (or, Purpose)
WorkflowHow is content created and maintained?
What will your content do for your business and your users?
SubstanceWhat content do you and your audiences need, and why?
WorkflowHow is content created and maintained?
StructureHow is content organized, prioritized, and accessed?
WorkflowHow is content created and maintained?
WorkflowHow is content created, delivered, and maintained?
WorkflowHow is content created and maintained?
GovernanceHow are decisions about content and content strategy made?
WorkflowHow is content created and maintained?
http://eng.designerbreak.com/2009/tutorial/content-strategy-planning-a-site-pt-2/
http://shellybowen.com/wp-content/uploads/2010/04/Content_Strategy_Bowen.jpg
“Make Your Content Make a Difference” by Colleen Joneshttp://www.smashingmagazine.com/2011/04/12/make-your-content-make-a-difference/
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
“Stop talking about it. Start doing it.”
Tell and show.
ArticulateInvestigateIntegrateIdeateCreate
ArticulateInvestigateIntegrateAppreciateIdeate
“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.”
“Tell me more about that.”
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
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
THE PLAN
Deliver
1. Push2. Pull3. Exchange
1. Source2. Execute3. Approve
Govern
Create1. Guide2. Measure3. Maintain
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
ArticulateInvestigateIntegrateAppreciateIdeate
What’s yours?
Thanks.• @halvorson• kristina@braintraffic.com• http://blog.braintraffic.com
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