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flickr.com/photos/athomson/5725428376
amid
CHAOSCONTENT
sara wachter-boettcher @sara_ann_marie
sarawb.com
flickr.com/photos/athomson/5725428376
flickr.com/photos/cellphonesusie/5581322594
‘‘Why Is Philly So Filthy? — Philly Magazine headline, 2013
flickr.com/photos/quinndombrowski/5953906283
‘‘§ 10-702. Litter in Public Places. (1) No person shall place or deposit litter in or upon any street, sidewalk or other public place within the City except in public receptacles or in authorized private receptacles.
— Philadelphia Municipal Code
flickr.com/photos/angelina_creations/4336718492
How I feel about websites, too.
≈
Always late. Not mobile-ready. Too corporate. Totally irrelevant. Way too long. Redundant.
What gives?
‘‘§ Content in Public Websites. (1) No person shall place or deposit content in or upon any page, module, or PDF within the website except when authorized.
—Some long-lost web policy, probably
flickr.com/photos/tigergirl/1236320261
It’s time for a new approach.
flickr.com/photos/melburnian/3652851277
flickr.com/photos/24337668@N07/10335172833
turn your project
for content.
into aCATALYST
flickr.com/photos/robandstephanielevy/4668030838
1 Make change achievable.
‘‘I’ve always been a trash picker upper, but there are neighborhoods that are just too heavily covered for a person to pitch in while walking.
— A West Philly resident
‘‘A citizen-driven effort to revitalize one Philadelphia city block.
— West Rockland Street project
W. Rockland Street Spring Cleanup
Big problems feel…big.
‘‘Rewrite all our content for responsive design.
‘‘Cut everything in half so it’s easier to skim.
‘‘Transform all 4,567 PDFs to structured content.
Avoid the overwhelm.
Start with just one thing.
Visible Valuable Scope-able
Visible Valuable Scope-able
Visible Valuable Scope-able
Visible Valuable Scope-able
Your skills and area of
influence
What’s causing problems right now
The sweet spot
Moving an existing site
to responsive design
Product spec PDFs that
need constant updates
Create a product
content model
Fix everything.
Fix something.
small wins build
OPTIMISM
flickr.com/photos/gpforeducation/11173376243
2 Aim for ownership.
flickr.com/photos/gpforeducation/11173376243
We need people to take charge, too.
‘‘We can have one team that’s the responsive team and this team just goes on and makes the site responsive … The organization would have learned nothing from this exercise.
— Livia Labate, Marriott Responsive Web Design Podcast
‘‘Because we have so many people today that are contributing to these sites, how are we going to get to a place where they feel equipped to do that?
— Livia Labate, Marriott Responsive Web Design Podcast
Ask, don’t just tell.
‘‘How do you think we could solve this problem?
economist
comms director
editordesigner
Do, don’t just talk.
flickr.com/photos/marcthiele/15079177169/
Pair up.
involvement creates
OWNERSHIP
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3 Get commitment.
‘‘Okay, here’s the new content strategy! Go!
flickr.com/photos/sjoerdlammers/15990047848
Maps give us momentum.
They connect vision to operations.
flickr.com/photos/sjoerdlammers/15990047848
declining
thriving
• Purchase property • Revitalize it to rent to local businesses
• Use income for neighborhood cleanup
• Plan long-term civic improvements
Define where you’re headed.
flickr.com/photos/adwriter/14398549931
unstructured
structured
overwhelming
governed
churned out
purposeful
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Identify potential projects.
flickr.com/photos/robandstephanielevy/4668030838
Break down the big steps.
Decide who will lead each charge.
Set a cadence for progress.
maps keep us
MOVING
flickr.com/photos/socialeurope/4304137088/
Content is chaotic.
flickr.com/photos/roboppy/1297032301
We’re not here for perfection.
flickr.com/photos/mjkmjk/3501778140
Flickr images used via Creative Commons Attribution license.
sarawb.com // @sara_ann_marie content-workshops.com