Managing the Content Process
-
Upload
sara-wachter-boettcher -
Category
Marketing
-
view
24.855 -
download
0
Transcript of Managing the Content Process
![Page 1: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/1.jpg)
MANAGING THE CONTENT PROCESS
sara wachter-boettcher @sara_ann_marie
Digital Project Management Summit
![Page 2: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/2.jpg)
con·tent /ˈkäntent/
a seven-letter word that you say like it’s a four-letter word
![Page 3: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/3.jpg)
flickr.com/photos/puuikibeach/8564682770
we already have all the content
we need!
![Page 4: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/4.jpg)
flickr.com/photos/jamescridland/613445810
we’ll just need to run this by a few
stakeholders!
![Page 5: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/5.jpg)
flickr.com/photos/rhysasplundh/5202454842/
the CEO has a few comments.
![Page 6: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/6.jpg)
flickr.com/photos/amatuerphotographer/8133278472
we’ll definitely have our content ready by launch!
![Page 7: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/7.jpg)
flickr.com/photos/angelina_creations/4336718492
project management?
![Page 8: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/8.jpg)
flickr.com/photos/tigergirl/1236320261
project management?
![Page 9: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/9.jpg)
flickr.com/photos/carbonnyc/5186228351/
project management?
![Page 10: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/10.jpg)
There is another way.
![Page 11: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/11.jpg)
flickr.com/photos/west_point/5357124683
give content a parallel process.
![Page 12: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/12.jpg)
Work content into the design process.
![Page 13: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/13.jpg)
Consider success beyond your project.
Create Revise
Publish
Review
ReviseRetire
![Page 14: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/14.jpg)
BETTER CONTENT,LESS PAIN
without losing our minds
our goal:
![Page 15: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/15.jpg)
flickr.com/photos/bensonkua/2902926323
1 Put content at the core.
![Page 16: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/16.jpg)
Content strategy defines a purpose and a realistic plan for content.
![Page 17: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/17.jpg)
It connects business strategy with day-to-day publishing.
![Page 18: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/18.jpg)
How could content help us get closer to that goal?
What’s our organization trying to accomplish?
What will it take to make that vision possible?
![Page 19: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/19.jpg)
flickr.com/photos/visualsensory/6849199972
Content strategy helps us focus.
![Page 20: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/20.jpg)
flickr.com/photos/dandelion-tree/4525221446
We do this best together.
![Page 21: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/21.jpg)
Make it easy to focus on core decisions.
![Page 22: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/22.jpg)
![Page 23: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/23.jpg)
Include: • Core audience • Audience goal(s) • Organizational goal(s) • How content will help reach them • What that content looks/feels like
![Page 24: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/24.jpg)
Mad libs take us from hand-wavey to specific and audience-centric.
![Page 25: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/25.jpg)
Create simple reminders.
![Page 26: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/26.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 27: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/27.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 28: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/28.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 29: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/29.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 30: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/30.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 31: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/31.jpg)
‘‘Content Vision Deliver accurate, relatable content about all facets of college life—helping overwhelmed students find college matches that make them feel prepared and excited.
![Page 32: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/32.jpg)
Content Principles Keep it simpleStudents have a lot going on: courses, clubs, jobs, and sports. Make life easier, not more stressful.
Go beyond the booksCover every aspect of college life—from majors to school spirit to social life.
Empower, don’t adviseProvide clear, complete information that helps students make their own choices.
![Page 33: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/33.jpg)
content starts withCOMMON GROUND
![Page 34: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/34.jpg)
flickr.com/photos/aukirk/8422681046
2 Find what’s realistic.
![Page 35: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/35.jpg)
flickr.com/photos/karolfranks/14367307803
big ideas are great.
![Page 36: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/36.jpg)
flickr.com/photos/merlin1487/5518280677
reality…not so much.
![Page 37: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/37.jpg)
What are the implications of our decisions?
![Page 38: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/38.jpg)
‘‘You’ll have to rewrite all your content for this new responsive design.
![Page 39: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/39.jpg)
‘‘All product descriptions are too long; they need to be cut in half to fit the design.
![Page 40: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/40.jpg)
‘‘Each of those 5,389 PDFs need to be transformed to structured content.
![Page 41: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/41.jpg)
![Page 42: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/42.jpg)
Avoid the overwhelm.
![Page 43: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/43.jpg)
Agree on what’s achievable now.
![Page 44: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/44.jpg)
flickr.com/photos/zeldman/16225849549
Get help prioritizing.
![Page 45: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/45.jpg)
Scale back if your content can’t keep up with features.
![Page 46: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/46.jpg)
not perfect, but ACHIEVABLE
![Page 47: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/47.jpg)
flickr.com/photos/zionfiction/16173858067
3 Set people up for success.
![Page 48: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/48.jpg)
‘‘Okay, here’s the new content guideline! Get writing!
![Page 49: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/49.jpg)
![Page 50: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/50.jpg)
flickr.com/photos/katerha/4474670666
Go beyond training.
![Page 51: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/51.jpg)
flickr.com/photos/joeshlabotnik/8463350573
Build habits, not just rules.
![Page 52: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/52.jpg)
Does not support the core content or
align with the brand.
Serves our core
content needs or
aligns with the
brand.
![Page 53: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/53.jpg)
![Page 54: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/54.jpg)
![Page 55: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/55.jpg)
Redundant/wasted space! I’ve already
clicked “Buy a Home.”
Confusing—simpler and less similar
labels needed.
Clear CTA options and
nicely prioritized on
the page.
Labels for loans,
calculators, etc. are easy to understand.
Why are so many
headlines Qs? Doesn’t inspire
confidence.
![Page 56: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/56.jpg)
Create simple tools to lend structure.
![Page 57: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/57.jpg)
Partnership Profile
SUMMARY
2-3 sentences that provide a brief introductory summary of the partnership and the partner organization. These should be around 40 words.
DESCRIPTION
The complete partnership content. Do not repeat the content from the summary. Explain the programs underway, what the partnership looks like, how is collaboration happening, when the partnership started, etc.
Overview (2-3 sentences)
About the partner (3-4 sentences)
About our partnership (3-4 sentences)
O R G A N I Z A T I O N
Structured Content Writing Practice
N A M EANATOMY OF PRODUCT CONTENT
Get performance and value with the Widgetron 8100 Pro—the only widget that knows as much about your business as you. Never miss another meeting with Widgetron.
Ergonomic, durable, and comfortable, the Widgetron 8100 is a great choice if your company wants pro features without the custom-made price.
Widgetron 8100 Pro
A customizable widget without the custom price.
Do it your way. With the Widgetron.
• Lightweight, efficient carbon body • 2-inch diameter WidgetBase • Lightweight body—can be carried with one hand • Replaceable bearings and struts • Secure, cloud-based storage of all Widgetron files
PRODUCT NAME
POSITIONING STATEMENT
MARKETING HEADLINE
ALT HEADLINE
MARKETING PARAGRAPH 1: INTRO
MARKETING PARAGRAPH 2: PROFILE
BULLET POINTS
A widget that adapts to fit you.
REQUIRED. Always include the model number, if one exists.
100 CHAR // REQUIRED. The “elevator pitch”—a single line that tells us what the point of the product is. Be translatable and approachable, not awkward.
50 CHAR // OPTIONAL. Be short, punchy, and creative, but focus on the customer. Used in marketing material (e.g. advertising).
180 CHAR // REQUIRED. Answer the question, “Why would I buy this product?” Be conversational, translatable, and benefits-focused. Use search keywords. Must be able to stand alone, while also naturally leading into the marketing profile.
180 CHAR // REQUIRED. Describe who and what the product is good for, focusing on the user experience. Make sure this flows after the marketing intro.
50 CHAR // OPTIONAL. If you include a headline, you must include an alt version for markets that can’t use creative copy. This should be engaging, but straightforward and literal.
80 CHAR/BULLET // REQUIRED. Use minimum of 2 bullets for simple products, up to 8 for more complex items. Describe a single feature or essential spec per bullet.
Use active voice and simple language to make each bullet as short as possible. Be translatable and conversational.
A quick guide to producing on-brand, CMS-ready content.
![Page 58: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/58.jpg)
practice leads to PROGRESS
![Page 59: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/59.jpg)
flickr.com/photos/adwriter/14398549931
4 Clarify the path.
flickr.com/photos/sjoerdlammers/15990047848
![Page 60: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/60.jpg)
‘‘And you’ll find ‘content delivery’ right there in week 37 of our Gantt chart.
![Page 61: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/61.jpg)
![Page 62: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/62.jpg)
Focus on one bite at a time.
flickr.com/photos/bjmccray/1564988306
![Page 63: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/63.jpg)
Content workshop
Content batch 1
Internal review CMS entry
CONT
ENT
MAN
AGER
S Batch 1 revisions
Content batch 2
Internal review
Batch 2 revisions
QA
Content batch 3
Internal review
Batch 3 revisions
Sept. Oct. Nov. Dec. Jan. Feb. Mar.PR
OJEC
T TE
AM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
![Page 64: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/64.jpg)
Content workshop
Content batch 1
Internal review CMS entry
CONT
ENT
MAN
AGER
S Batch 1 revisions
Content batch 2
Internal review
Batch 2 revisions
QA
Content batch 3
Internal review
Batch 3 revisions
Sept. Oct. Nov. Dec. Jan. Feb. Mar.
PROJ
ECT
TEAM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
Content workshop
Content batch 1
Internal review CMS entry
CONT
ENT
MAN
AGER
S Batch 1 revisions
Content batch 2
Internal review
Batch 2 revisions
QA
Content batch 3
Internal review
Batch 3 revisions
PROJ
ECT
TEAM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
![Page 65: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/65.jpg)
Get a sample you can work with in design.
![Page 66: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/66.jpg)
Test the workflow with a small set of content.
![Page 67: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/67.jpg)
Work in batches so you can track progress.
![Page 68: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/68.jpg)
Cross-check content with the design and the CMS as you go.
![Page 69: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/69.jpg)
flickr.com/photos/dingatx/4794442002
Find a content champion.
![Page 70: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/70.jpg)
Kickstart the writing process.
![Page 71: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/71.jpg)
flickr.com/photos/marcthiele/15079177169/
Pair up.
![Page 72: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/72.jpg)
• Align around goals and standards • Partner across groups or roles • Trade off writing • Ask questions of each other’s work • Share with the whole room • Gather feedback from other teams
![Page 73: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/73.jpg)
keep teams moving TOGETHER
![Page 74: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/74.jpg)
flickr.com/photos/socialeurope/4304137088/
Content is chaotic.
![Page 75: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/75.jpg)
flickr.com/photos/roboppy/1297032301
But you can bring more harmony.
![Page 76: Managing the Content Process](https://reader035.fdocuments.in/reader035/viewer/2022081605/58f9b380760da3da068bd6bd/html5/thumbnails/76.jpg)
Flickr images used via Creative Commons Attribution license unless otherwise noted.
@sara_ann_marie sarawb.com
Thank you.