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Working the Content System:Empathy in Editorial Strategy

Misty Weaver October 13, 2014

@meaningmeasure

Portent, Inc.Content Strategy

Lead

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You may know me from

Content Strategy is a Process

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“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

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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/

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Why Editorial?

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Appropriate Goals

imelenchon @meaningmeasure #LavaCon

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Measurable Outcomes

imelenchon

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Murúg

Map for Process

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Turn, turn, turn

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Deliverables are not forever

kakisky

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Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-overload

Instruction is the best part of criticism

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@Speaker Hashtag @LavaCon@meaningmeasure

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Practice is a requirement

Provide the right content, for the right people, in the right place, at the right time.

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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.

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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/

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What Color Is Empathy?

clarita

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From advocacy to empathy

CustomersUsersStakeholdersInfluencersBrand AdvocatesStaff

Piresco

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ALL THE PEOPLE

CustomersUsersInfluencersBrand AdvocatesClientsStakeholdersStaff

Creators

Designers DevelopersManagersPublishersSyndicatorsSales People…

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ALL THE PEOPLE

Brian Solisbit.ly/1kNKZL1

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ALL THE CHANNELS

Risk

© rionda@meaningmeasure

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ALL THE PIECES

Robyn Hughes Ryman

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From parts to sequences

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Our audience is not the client’s customer

Research Analysis Design

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Content Strategy is a Process

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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

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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

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Page Description Diagrams

http://www.boxesandarrows.com/view/where_the_wireframes_are_special_deliverable_3

http://konigi.com/wiki/page-description-diagrams

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• 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

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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!

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Game Play

TIME’S UP

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Discuss

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CreateEditApprovePublish

Roles and Tasks

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 Create

 Edit

 Approve

 Publish

 Update/Archive/Maintain/Govern

Workflow

• Readability• Typography• Storytelling• Function • Form • Delightfulness

• Navigation• Taxonomy• Metadata• SEO• Channel Rules• CMS

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Standards and Structure

Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/

Workflow at AdoptUsKidsVanessa

Casavant@casavant

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Workflow at AdoptUsKids

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Vanessa Casavant

@casavant

Workflow at AdoptUsKids

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Vanessa Casavant

A Playbook for Innovators, Rulebreakers, and Changemakers

by Dave Gray, Sunni Brown, James Macanufo

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Gamestorming

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Choreography

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Timing

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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/

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