The Unanticipated Consequences of Doing the Right Thing: Lessons Learned from Implementing Content...
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The Unanticipated Consequences of Doing the Right Thing: Lessons Learned From Implementing Content Strategy Susanna Guzman, Katherine Krause, Min Shepherd September 11, 2014
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We read the books. We follow the blogs. We attend the conferences. We get very (very) excited about all things content strategy -- and then, we try to actually do it. And we learn. And we learn. And we learn. This presentation offered an interactive reflection on the content strategy-inspired redesign of three B2C nonprofit websites. Our hope was to share a few insights from our experiences to those preparing to undertake a similar project, surfacing project management, organizational, workflow, and cultural issues that might come up in the process.
Transcript of The Unanticipated Consequences of Doing the Right Thing: Lessons Learned from Implementing Content...
The Unanticipated Consequences of Doing the Right Thing:
Lessons Learned From Implementing Content Strategy
Susanna Guzman, Katherine Krause, Min Shepherd
September 11, 2014
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Image: Imgur
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About Us
Susanna Guzman Director of Content & Digital Optimization
Katherine Krause Content Strategist
Min Shepherd Content Strategist
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Where our
story begins
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Image: wikipedia.org
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Designed to serve 115,900 members
Information, education & ecommerce
~ 12K pages
~ 8M visits annually Image: aafp.org
AAFP.org
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. Bilingual site
Public-facing health information & resources
~ 3K pages
~ 2.5M visits annually
Image: familydoctor.org
FamilyDoctor.org
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Designed for researchers and policy-makers Health and health system data
~ 1k pages
Re-design in process
Image:graham-center.org
Graham-Center.org
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We’re speaking from the trenches.
Image: schlegel
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• “Strategic objectives: get some.”
Image:mariealamode
• “Your identity is fuzzy.”
• Defunct technology
• Mobile
• General desire to be a grownup
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Image: funnypictures.net
Unanticipated Consequences
Part I:
Awareness & The
Evolution of Intention
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Our intention to be informed was different from actually being informed. Image: Ebaumsworld.com
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Image: aafp.org
Our self-awareness needed some “calibration.”
Actual Heuristic Score:
-9
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We chose to view the opportunity for correction as a positive thing. Image: MultiVista.com
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Image: Mike
.We defined what we could about scope & went with it.
It wasn’t perfect.
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Image: Motley Humor
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We came to understand that vision and direction are the same, only different.
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Image: kkrause
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We decided who we wanted to look like in the end.
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Image: kkrause
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User Personas:
Our gift to us.
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Image: jpegy
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We examined our content for volume and quality.
.
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Image: Daily Mail
Existence
Excellence
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Image: Daily Mail
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We had to adjust our approach along the way.
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Image: Imgur
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Progress is a process.
Don’t let the perfect be the enemy of the good.
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24Image: topix
Unanticipated Consequences
Part II:
The Redesign
Experience
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.PEOPLE:
We were perfectly staffed for the website we HAD.
Image: bella
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PROCESS:
We did a lot of creating during our redesign.
Image: kkrause
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. GOVERNANCE:
Realizing our new vision required a new outlook.
Image: independent traveler
.
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Unanticipated Consequences
Part III:
Post-Project Implication
s
Image: damncoolpictures.com
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Image: G'ma Lorrie (Rita)
.Voice and brand guidelines still needed clarity.
And they continue to evolve.
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Image: Daily Mail
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Pride of ownership needs to be encouraged.
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Image: Daily Mail
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Workflow implications are still being hashed out.
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We’re still designing (effective) reporting. Image: tbisanfrancisco
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Content strategy is never done.
Embrace it.
Image: Motley Humor
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Questions?
Image: ebcak.com
CONTENT STRATEGY OF THINGS
Ideas, tools & tips we’ve found useful:
pinterest.com/stratmaven
LET’S CONNECT
@StratMaven
