From Ideation to Publication: How to Incorporate Data Into Your Content Strategy
How & why to incorporate content strategy into your project
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Transcript of How & why to incorporate content strategy into your project
@jakedimare
Hilary Marsh Chief Strategist – Content Company
Jake DiMare
Senior Project Manager – ISITE Design Contributing Editor – The CMS Myth
Incorporating Content Strategy into Your
Project: Why and How
@hilarymarsh #gilbanecontent
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• Who, what, when, where, why, how of publishing content
+ • A strategic statement tying content
to business & user needs +
• People, processes, and power to execute that statement
What is Content Strategy?
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If you build a site without knowing the content that will exist, the site you create may not be able to be successful!
Without a Content Strategy…
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• Event • Product • Class • Program • Research
What is Content?
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• Event Strategy • Product Strategy • Class Strategy • Program Strategy • Research Strategy
Content Strategy, then, is
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Technological Capabilities (What’s Possible)
Business Drivers
(What’s Important)
User Needs
(What’s Desirable)
Content Strategy
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#1 FAILURE TO UNDERSTAND THE GRAVITY OF THE BUSINESS GOALS AND OBJECTIVES
Create the experience business needs...
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Digital Experience
Vision
Culture & Governance
Technology
Optimization Content
Operations Plan
Customer Insight
The seven gates for digital change
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– Paul Ford, former Web editor at Harper’s magazine Confab 2013
“Every pixel has an owner.”
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Content = scope…
#2 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT
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The Big Dig
Eventually completed in: 2007 @ 14.6B
Originally scheduled for completion: 1998 @ $2.8B
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#3 FAILURE TO RECOGNIZE THE VITAL IMPORTANCE OF CONTENT
It’s all about the content…
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#4 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT
Ready or not…
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The Editorial Process
Conception
Writing
Revising
Publishing
Promoting
Maintaining/Renewing/
Expiring
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#5 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH DUMMY CONTENT
For placement only (for dummies)…
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Dummy text is for…
Lorem Ipsum is simply dummy text of the printing and typesetting industry. It has been the industry's standard dummy text ever since the 1500s…
…the 1500s…
…the1500s…
…the 1500s…
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#6 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION
Content on the move…
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#7 FAILURE TO RECOGNIZE THE RELATIONSHIP BETWEEN CONTENT AND EXPERIENCE
Experience this…
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Defining success today…
Targeted Portable Mobile Social
Responsive Local Global Relevant
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Redefine success
I put the information up online –now I also
need to know how many people have
used it???
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Activities, Milestones and Deliverables
Discovery Design Development
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Conduct a content audit
What: Detailed content inventory
and associated analysis
When: Scoping, Discovery
Why: The cone of uncertainty
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Content audit pro tips
• Do use Xenu or CAT • Don’t just run automated software • Include UXA, UXD, MO, and business
stakeholders in the analysis • Look for pockets of abandoned
content • Compare audit against analytics
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Think about message architecture
What: Hierarchy of
communication goals
When: Discovery, Design
Why: Learnin’!
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Do some migration planning
What: Documents detailing the
effort associated with content
integration
When: Design, Development
Why: Because migration is hard
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Migration planning pro tips • Start early, update often • Be informed by genuine workflow • Let stakeholders know this is a
living document. It doesn’t get ‘finished’
• Make sure everyone is working from the same sheet music.
• Have a sign-off column!
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Plan for CMS governance
What: Documentation of rules,
vital information, etc.
When: Development
Why: Self-preservation (do you
ever want to go on vacation?)
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CMS governance • Hosting information • Support information • Content management team information • Measurement team information • Advertising information • Archiving • Security • Information architecture • Hiring and training • Standards and procedures • Legal issues (Privacy, TOS, Etc.)
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Educate your users
What: Guides, brown-bag lunches,
reminder tips, success stories
When: Development
Why: Self-preservation, portfolio
rot…
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7 ways content can choke out your project…
• #1 Failure to understand business needs
• #2 Failure to understand scope
• #3 Failure to respect the content
• #4 Failure to plan for content creation
• #5 Failure to design with real copy
• #6 Failure to plan for content migration
• #7 Failure to recognize the relationship between content and experience
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6 things you can do to mitigate these risks…
• Hire a content strategist!
• Create a content strategy
• Conduct a content audit
• Migration planning
• Write CMS governance documentation
• Educate users