Working the Content System: Empathy in Editorial Strategy

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@meaningmeasure #LavaCon Working the Content System: Empathy in Editorial Strategy Misty Weaver October 13, 2014 @meaningmeasure

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Content Strategy Lead

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@meaningmeasure #LavaCon You may know me from

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Content Strategy is a Process @meaningmeasure #LavaCon

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“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 @meaningmeasure #LavaCon http://contentstrategy.com/

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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/ @meaningmeasure #LavaCon Why Editorial?

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@Speaker Hashtag @LavaCon Appropriate Goals imelenchon @meaningmeasure #LavaCon

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@Speaker Hashtag @LavaCon Measurable Outcomes imelenchon @meaningmeasure #LavaCon

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Murug Map for Process @meaningmeasure #LavaCon

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Turn, turn, turn @meaningmeasure #LavaCon

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Deliverables are not forever kakisky @meaningmeasure #LavaCon Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-overload

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Instruction is the best part of criticism @meaningmeasure #LavaCon

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@Speaker Hashtag @LavaCon @meaningmeasure #LavaCon Practice is a requirement

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Provide the right content, for the right people, in the right place, at the right time. @meaningmeasure #LavaCon Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance

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Provide the right content, for the right people, in the right place, at the right time, with a system. @meaningmeasure #LavaCon

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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/ @meaningmeasure #LavaCon What Color Is Empathy?

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clarita @meaningmeasure #LavaCon From advocacy to empathy

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Customers Users Stakeholders Influencers Brand Advocates Staff Piresco @meaningmeasure #LavaCon ALL THE PEOPLE

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Customers Users Influencers Brand Advocates Clients Stakeholders Staff Creators Designers Developers Managers Publishers Syndicators Sales People… @meaningmeasure #LavaCon ALL THE PEOPLE

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Brian Solis bit.ly/1kNKZL1 @meaningmeasure #LavaCon ALL THE CHANNELS

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Risk © rionda @meaningmeasure #LavaCon ALL THE PIECES

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Robyn Hughes Ryman @meaningmeasure #LavaCon From parts to sequences

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@meaningmeasure #LavaCon Our audience is not the client’s customer

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@meaningmeasure #LavaCon Content Strategy is a Process

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@meaningmeasure #LavaCon Design is a Process Fabricio Teixeira http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/

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Fabricio Teixeira http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/ Content Models @meaningmeasure #LavaCon

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Page Description Diagrams “Are simply a tool for communicating IA decisions without talking about the visual design” Nick Finck http://www.slideshare.net/nickf/page-description-diagrams Page Description Diagrams @meaningmeasure #LavaCon

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Page Description Diagrams http://www.boxesandarrows.com/view/where_the_wireframes_are_special_deliverable_3 http://konigi.com/wiki/page-description-diagrams @meaningmeasure #LavaCon

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@meaningmeasure #LavaCon

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Theme is Delight Engaging, informative content for grassroots (free) marketing plan Let people know when, where, why, what, and how of World IA Day Attract audiences and influencers to voluntarily share our messages and marketing materials @meaningmeasure #LavaCon World IA Day Activity

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Instructions with approvers Roles: 2 creators, 1 editor, 1 approver, 1 publisher Create a distribution map for your content 5 reusable pieces/guides for other people to share your content Write it on big paper, bring to the front 10 minutes Winners get prizes! @meaningmeasure #LavaCon Game Play

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TIME’S UP @meaningmeasure #LavaCon

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@meaningmeasure #LavaCon Discuss

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@meaningmeasure #LavaCon Create Edit Approve Publish Roles and Tasks

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@meaningmeasure #LavaCon   Update/Archive/Maintain/ Govern Workflow

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Readability Typography Storytelling Function Form Delightfulness Navigation Taxonomy Metadata SEO Channel Rules CMS @meaningmeasure #LavaCon Standards and Structure

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Margot Bloomstein Content Strategy at Work http://appropriateinc.com/book/ Workflow at AdoptUsKids Vanessa Casavant @casavant @meaningmeasure #LavaCon

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Workflow at AdoptUsKids @meaningmeasure #LavaCon Vanessa Casavant @casavant

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Workflow at AdoptUsKids @meaningmeasure #LavaCon Vanessa Casavant

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A Playbook for Innovators, Rulebreakers, and Changemakers by Dave Gray, Sunni Brown, James Macanufo @meaningmeasure #LavaCon Gamestorming

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@Speaker Hashtag @LavaCon Choreography @meaningmeasure #LavaCon

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Timing @meaningmeasure #LavaCon

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@meaningmeasure #LavaCon

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Content is Political

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We build infrastructure that supports everyone

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Always Be Swayze

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Enjoy these links Kristina Halvorson http://contentstrategy.com/ 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/ Margot Bloomstein http://appropriateinc.com/book/ Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-overload Fabricio Teixeirahttp://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary-skin/ Nick Finck http://www.slideshare.net/nickf/page-description-diagrams Dave Gray http://ow.ly/CDON4 World IA Day http://www.2015.worldiaday.org/ @meaningmeasure #LavaCon