The Big C Content Strategy as a

Design Framework

© 2012 Intentional Design Inc.www.intentionaldesign.ca

Rahel Anne Bailie@rahelab

Content Strategy

Business communications

Technical communication IA/Usability Content/info

management

My background

SOME

DESIGN FRAMEWORKS

Product design

Credit: NASA Engineering design process

Industrial design

Credit: Product design consultants Costello Design

Web design

Credit: University of Texas

CONTENT

Web design• Requirements analysis• Project charter, contracts, finances• Site map, servers, folders, software, resources

Planning

• Wireframe and design elements, create mock-ups• Review and approval cycle• Slide and code valid XHTML/CSS

Design

• Build development framework and code templates• Develop /test features, interactivity, links, functionality• Fill with content

Development

• Polish• Transfer to live server / test• Cross-browser check

Launch

• Hand off to client• Documentation and source files• Project close, final documentation

Post-LaunchCredit: Smashing Magazine

CONTENT

CONTENT

Credit: Jesse James Garrett

Web design

Web design

Credit: UX Movement

CONTENT

Web design

Credit: Adaptive Path

CONTENT

CONTENT

DESIGN:

CONTENT DELIVERY MECHANISMS

Each profession…

UX

Tech

Content

Design

Change

…puts themselves…

Tech

UX

Content

Design

Change

…in the center of the action.

Design

UX

Content

Tech

Change

Let’s put the users at the center.

Content

UX

Design

Tech

Change

Credit: conversation with Whitney Quesenbery

USERS

How useful is this site…

FAIL

…without content?

If you couldn’t find what you wanted…

FAIL

…would technical elegance matter?

Without the content…

FAIL

…does the design matter?

CONTENT AND DESIGN: A GREAT TEAM

The purpose of design

Content in context

Data Context

Content

Content

Context

Infor-mation

Infor-mation

Context

Know-ledge

The purpose of content strategy

“Content strategy is the repeatable system that governs the management of content throughout the entire lifecycle.”

- Rahel Anne Bailie IntentionalDesign

• Requirement analysis

• User research• Governance

planning• Budget

• Author/Edit• Acquire• Version/Localize• Metadata

• Modeling/typing• Configure/

components• Structure

/standards• Repository

• Aggregate/Transform

• Publish/Syndicate• Evaluate• Iterate or sunset

Analyze Collect

ManagePublish

The content lifecycle

LET’S TALK CONTENT STRATEGY

Content strategy

The phrase “from the right source on the right platform in the right media to the right people at the right time in the right channel in the right format in the right version in the right language” is quite a mouthful, and too long for Twitter.

That's why we're better off calling it something simple, like content strategy.

Credit: Rahel Anne Bailie

Strategy

Alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.

Content

Something contained, in a receptacle

The stuff between the tags

Potential information

Human-usable, contextualized data

http://profile.typepad.com/jgollner

http://goo.gl/bmIhg

www.thefreedictionary.com/content

Rahel Anne Bailie at Lavacon 2010

Content…

…is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…deserves to be managed with care.

WHERE ARE WE GOING WITH THIS?

The Big C

BIGContent

Big Content…

…allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…recognizes the importance of data quality.

Storytelling (Curation)

DRAFT

Infrastructure

Content Federation

Document Repository

Content Repository Database

Interaction by Business Process

Interaction byRole

Interaction by Content Type

Metadata

Content / Document Lifecycle Management

Print

Subject Matter Experts (content creators/reviewers)

Documentation

Public Awareness Program

OQ

Training Material

O&M Manual

Field Guide

Repository

Topic

Topic

Topic

Topic

Topic

Topic

Topic

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Option to single-source content between other publications

Combine and recombine contentto create manuals

Approved?

YesNo

Web, XXXX, Sharepoint

Archive

Outdated?

SOP

Compliance Analyst

(reviews,edits)

Yes

No

Business processes

Governance

Communication

Board & Committee

s

Legal & Regulatory

Business Practices

& Ethics

Disclosure & Transparenc

y

Risk & Performance Management

Monitoring

Data quality

For content to work…

Content strategy goes beyond the content, beyond the site,beyond the design.

Reality check

Design Brief:Where is the content section?

So you don’t get this

May 25, 2011

2 days aftervolcanic eruption

Reality check

CMS configuration:Where are your content types, flows, and models?

So your content can be delivered as needed

DRAFT

Reality check

Usability tests:How are you testing content?

So you go from…

( = international roaming)

( = SIM card)

…a content jumble…

…to an integrated user experience

Reality check

User experience:How are you planning for publishing?

So you know what should go on the web…

…and in your apps?

Don’t fear the big C

Get inspiredGet informedGet involvedGet togetherGet content

Questions Feedback Discussion

Thank you

http://about.me/rahel.bailie@rahelab