Post on 22-May-2015
description
Why Workflows RockAnd How Content Strategists Roll
University of Washington’s iSchool
INFO 498 | February 27, 2012
Vanessa Casavant (@vancasavant)
What role does a content strategist play?
“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
Why role does a content strategist play?
“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
“Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. That means from planning to creation to management to publishing to post-publishing activities, and back through the next iteration of planning.”
– Rahel Anne Bailie, Principal of Intentional Design, Inc.
What is content strategy?
Well, it’s not as easy as it sounds
"A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." — Michael Eisner, CEO Disney
Why is content political?
Useful, usable content is a process
How does the editorial process work in a newsroom?
Useful, usable content is a process
How does the editorial process work in a newsroom?
REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS,FACT CHECKERS, LIBRARIANS, RESEARCHERS
DESK EDITORS&
COPY EDITORS.
MANAGING EDITORS&
ART DIRECTORS
PUBLISHER&
EXECUTIVE EDITOR
EDITORIALPROCESS
Content strategy is change management
Content strategy is change management
• Direct the rational rider• Motivate the emotional
elephant• Shape the path
– From Switch: How to Change Things When Change is Hard by Chip and Dan Heath
Shape the path, direct the way
1. Strategic Planning Phase (creative brief)
2. Creation and Composition
3. Design and Production
4. Distribution and Maintenance
Develop an editorial process for each piece of content
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
Strategic Planning Phase
Prior to Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Creation and Composition
New Info Pages and Sections (website)
Design and Production
New Info Pages and Sections (website)
Design and Production
New Info Pages and Sections (website)
Design and Production
New Info Pages and Sections (website)
Design and Production
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
New Info Pages and Sections (website)
Distribution and Maintenance
Content StrategyIt’s all about the process.
Any questions?