Editorial Strategy with Misty Weaver and James Sweeney
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Transcript of Editorial Strategy with Misty Weaver and James Sweeney
Editorial Strategy as Empathy: Serving Internal Users
Misty Weaver@meaningmeasureSeattle IA/UX Meetup#SeattleUX
http://www.morguefile.com/creative/hotblack
Your content process starts with
1. External audience assessment
2. Content assessment and modeling
3. Tasks and roles
4. Workflow
5. Schedule
@meaningmeasure #SeattleUX
Provide the right content, for the right people,
in the right place, at the right time.
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.
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/
What we mean when we say content strategy
@meaningmeasure #SeattleUX
Content Strategy Shapes
Technical • Information
Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO
Editorial• Branding• Messaging• Voice and Tone• Content Creation and
Planning • Content for Human
Consumption
Project Management Always
Project
• Resource Assessment
• Workflows
• Scheduling
• Velvet Hammer
Part 1: What do those people need?
• To find relevant, helpful content
• Make a decision
• Take action
Creating a priority list for content
What information do you need to make a decision
about attending an IA meetup?
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to
me?• Location• Description
• Agenda• Menu (food allergies)• How many people are
going? Do I know any of them and/or like/dislike them?
• How to register
Content Checklist
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to me?• Location• Description • Agenda• Menu (food allergies)• How many people are going?
Do I know any of them and/or like/dislike them?
• Speaker Description and Bio• Art, visual collateral• Email Marketing • Social Media Marketing • Volunteers• Sponsors • Venue • Speaker slides • Post event email• Post event photos, video,
slides
Content Checklist
Part 2: What do I have?
http://www.morguefile.com/creative/wedhatted
Assess,Model,& Form Content
From Assessment to Content Model
http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
Event
Speaker
VenueDescription
• Title
• Time, Date
• Price
• Registration
• Agenda
• Description
Content Model
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
Part 3: What can we do?
http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
Relates to our internal systems as well as access we provide through distribution of content
http://intentionaldesign.ca/
• Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
• Creators
• Editors
• Approvers
• Publishers
• Distributors
• Managers
From Tasks to Roles
Part 4: How do we make the work flow?
@sjrosenbaum
http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/
Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/
Workflow at AdoptUsKidsVanessa Casavant
@casavant
Workflow at AdoptUsKids
Workflow at AdoptUsKids
What do we get out of it?
Part 5: Timing
Enjoy these links
• 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/
• Cleve Gibbon http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
• Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
• Rahel Bailie http://intentionaldesign.ca/
• Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/
Tweet me about it @meaningmeasure
Making Things BetterA Content Strategy Case Study
James SweeneySeattle IA/UX Meetup#SeattleUX
http://www.morguefile.com/creative/hotblack
Technical CS
What does that look like in practice?
?
#SeattleUX
Content Strategy Shapes
Editorial• Branding• Messaging• Voice and Tone• Content Creation and
Planning • Content for Human
Consumption
Technical • Information
Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO
Project Management Always
Project
• Resource Assessment
• Workflows
• Scheduling
• Velvet Hammer
Recasting our questions:
1. What tools do we have?
2. What needs to get done?
3. Who is available?
4. How are we all working together?
5. What comes first?
#SeattleUX
Provide the right content, for the right people,
in the right place, at the right time,
with a system.
Misty Weaver(link to be updated once she posts her stuff)
What do INTERNAL users need to know?
• What needs to be done
• Who is doing it
• Why it is being done
Issue template for tasks
How do we get there?
http://www.morguefile.com/creative/wedhatted
• Baseline (Content Audit)
• Establish Goals (Internal & External)
• Evaluate Internal Realities
• Remediate / Consolidate / Build
• Schedule it / Execute
• Analyze / Refine
How do we get there?
Content Audit (Baseline)
• “Better User Experience”
• “Reduced Maintenance Cost”
• “Unicorns!”
Goals
• Usage based evaluation
• Systems / repository review
• Data driven review of controlled vocabulary
• Stakeholder & Resource interviews
Reality
• Retire content
• Establish synonym in search tools
• Decommission older systems
Remediate / Consolidate
• Repositories
• Workflows
• Websites
• Schedules
Build / Analyze / Refine
• Environments aren’t static
• Needs aren’t static
As Designed vs. As Built