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[do this with] the [content elements].](https://image.slidesharecdn.com/wds2012gettingunstuck-121018003751-phpapp01/75/Getting-unstuck-content-strategy-for-the-future-62-2048.jpg)
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![‘‘
Customers don't know—and don't care to
know—how government is organized. So
why make them go from agency [website]
to agency [website] to get the full picture of
what gov't has to offer on any subject?
Participant, National Dialogue on
Improving Government Websites](https://image.slidesharecdn.com/wds2012gettingunstuck-121018003751-phpapp01/75/Getting-unstuck-content-strategy-for-the-future-90-2048.jpg)
Uploaded bySara Wachter-Boettcher
Getting unstuck: content strategy for the future
The document discusses the challenges organizations face with content management in a digital environment, emphasizing the importance of a well-defined content strategy to align content efforts with business goals and user needs. It identifies common issues such as mass-production mentalities, compartmentalized teams, and an obsession with control that hinder effective content operation. The document also suggests actionable strategies for improvement, including embracing mobile as a foundational element and fostering collaboration across departments.
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Getting unstuck: content strategy for the future
- 1. web directions south2012 GETTING UNSTUCK content strategy for the future Sara Wachter-Boettcher www.flickr.com/photos/spanner/1591803996/ @sara_ann_marie
- 2. ‘‘ Every client, inmy experience, has a content problem. Mark Boulton, just before lunch
- 3. Suddenly, everybody’s talking‘bout it.
- 4. ‘‘ In traditional media,canvas dimensions are a known constraint. With digital, however, the canvas is an unknown... We need to build on what we do know: content. Chris Armstrong, “The Infinite Grid”
- 5. But do weactually know our content?
- 6. Good news! That’swhat content strategy is all about.
- 7. ‘‘ ✦ Defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs ✦ Guides decisions about content throughout its lifecycle, from discovery to deletion ✦ Sets benchmarks against which to measure the success of your content Kristina Halvorson & Melissa Rach
- 8. We’re auditing whatwe already have...
- 9. And figuring outwhat we want to say... Message architecture example from Margot Bloomstein
- 10. And making more realisticplans for getting it done... Page table example from Relly Annett-Baker
- 11. and yet: IT’S STILLSO DAMN HARD, ISN’T IT?
- 12.
- 13.
- 14.
- 15.
- 16. Even launching anew homepage is hard.
- 17. ‘‘ The Microsoft.com teambuilt tools, guidelines, and processes to help localize everything from responsive images to responsive content into approximately 100 different markets... They adapted their CMS to allow Content Strategists to program content on the site. Nishant Kothary, “The Story of the New Microsoft.com”
- 18. Why is contentsuch a problem?
- 19. we’re moving forward, BUTOUR CONTENT’S STILL STUCK.
- 20. “just stick itup on the website” www.flickr.com/photos/wordridden/6125516150/
- 21. We create contentlike this.
- 22. We create contentlike this. CONTENT GOES HERE.
- 23. So we cando this. www.flickr.com/photos/76029035@N02/6829344565
- 24. So we cando this. CONTENT GOES HERE. www.flickr.com/photos/76029035@N02/6829344565
- 25. But we endup with this.
- 26. But we endup with this. CONTENT GOES HERE.
- 27. it’ll only get worse By Eva-Lotta Lamm
- 28. We can’t makemore content for every new device and channel.
- 29. It’s time wemake our content do more.
- 30. COPE: Create Once, Publish Everywhere Websites NPR’s Mobile Sites Central Storage API Apps CMS Third Parties
- 32. content like water www.flickr.com/photos/briangaid/2909765394/
- 33. Of course, contentdoesn’t just magically flow.
- 34.
- 35. Which starts withcontent.
- 36.
- 37.
- 38. And a littlemore like this.
- 39. And a littlemore like this.
- 40. then modeling how itall connects
- 41. Some of youhave probably been making data models forever. From Web Database Applications with PHP & MySQL by Hugh E. Williams and David Lane (O’Reilly, 2003)
- 42. But it’s easyto forget that data is also content. what? huh? no idea!
- 43. structure can’t be arbitrary www.melissaanddoug.com
- 44. it needs to be human By Eva-Lotta Lamm
- 45. This means revisitingour content...
- 46. and finding patterns www.flickr.com/photos/darkfoxprime/4348506299/
- 47.
- 48.
- 49. Finding patterns givesyou content types.
- 50. Event Listings Shows Blog Posts Articles Profiles Bios HelpModules Press Releases Directories Recipes Shows Product Listings News Briefs Research Papers ...etc. etc. etc.
- 51. Content types helpyou create a content system.
- 53. Start with a single type of content, like a recipe. What is it? What makes it a recipe?
- 55. Then, how doour different content types fit together?
- 56. systems give us options By Eva-Lotta Lamm
- 57. We can’t manuallymanage how each bit of content looks.
- 58. But every bitof structure gives you the option to make a rule.
- 59.
- 60.
- 61.
- 62. If [content type]is in [situation], then [do this with] the [content elements].
- 63. If [a recipe]is in [the app], then [include] the [ratings before the ingredients].
- 64. AD RECIPE NAME Publication | Date AD Attribution Yield/Servings Teaser/short overview of this RECIPE NAME recipe and why Publication | Date it's delicious. Attribution AD Ratings Reviews Yield/Servings Ratings Teaser/short overview of Cuisine Diet Type Reviews this recipe and why it's delicious. Ingredients • Lorem ipsum dolor sit Ingredients • Amet consectateur nonummy • Lorem ipsum dolor sit Cuisine • Interdum volgus videt, est • Amet consectateur nonummy • Si veteres ita miratur • Interdum volgus videt, est laudatque • Si veteres ita miratur laudatque • Ut nihil anteferat AD • Nihil illis comparet, errat. • Ut nihil anteferat • Nihil illis comparet, errat. Diet Type AD Preparation Preparation Lorem ipsum dolor sit amet consectateur nonummy Lorem ipsum dolor sit amet consectateur nonummy lorenzino. Interdum volgus videt, est ubi peccat. lorenzino. Interdum volgus videt, est ubi peccat. Si veteres ita miratur laudatque poetas. Ut nihil anteferat, Si veteres ita miratur nihil illis comparet, errat. Si quaedam nimis antique laudatque poetas. Ut nihil anteferat, nihil illis Lorem ipsum dolor sit amet consectateur nonummy comparet, errat. Si lorenzino. Interdum volgus videt, est ubi peccat. quaedam nimis antique Si veteres ita miratur Si veteres ita miratur laudatque poetas. Ut nihil anteferat, laudatque poetas. Ut nihil nihil illis comparet, errat. Si quaedam nimis antique anteferat, nihil illis comparet, errat. Si quaedam nimis antique
- 65. structure sets content free By Eva-Lotta Lamm
- 66. But we’ll haveto change the way we work to make this happen.
- 67. our content’s stuck BECAUSE WEARE STUCK.
- 68. Organizations need help.Just maybe not in the way you think.
- 69. it’s about people, ByEva-Lotta Lamm not tech
- 70. 3 CHALLENGES FOR OUR ORGANIZATIONS
- 71.
- 72. THE PROBLEM People keepcreating content the same way they always have: big WYSIWYG blobs.
- 73.
- 74. THE REAL PROBLEM Content-producingroles aren’t tied to business goals and vision—so those working in them have no reason to change.
- 75. that’s not myjob! i just keep the production line moving. www.flickr.com/photos/seattlemunicipalarchives/2710933334
- 76. A BETTER WAY Contentstrategy bridges the gap between executive vision and daily execution—not just for a project, but over time.
- 77.
- 78. THE PROBLEM The organizationis divided into departments that don’t communicate—or, even worse, are hostile to one another.
- 79. protect the fiefdom! www.flickr.com/photos/domhill/7190797128/
- 80. Government is notoriousfor this.
- 87. This is duplicativeand inefficient. Not to mention confusing as hell.
- 88. THE REAL PROBLEM Departmentsthat are always focused on themselves are not thinking about their customers.
- 89. the underpants problem www.flickr.com/photos/red_devil/4728500604
- 90. ‘‘ Customers don't know—anddon't care to know—how government is organized. So why make them go from agency [website] to agency [website] to get the full picture of what gov't has to offer on any subject? Participant, National Dialogue on Improving Government Websites
- 91. A BETTER WAY Transcendsilos with cross- department teams focused on tackling a single issue. Empower them to spread new ideas.
- 92.
- 94. THE PROBLEM Stakeholders don’tget digital— they want to see everything fixed in place, like print, before approving it.
- 95. user control terrifies them
- 96. THE REAL PROBLEM Theorganization isn’t built for change—and suddenly, things are changing fast. Rather than adapt, it’s trying to stop the shift.
- 97. but things keep moving
- 98. A BETTER WAY It’snot just dealing with mobile. It’s becoming an organization that’s adept at change.
- 99. good news! WE CANDO SOMETHING ABOUT THIS
- 100. “But I’m justthe interaction designer!”
- 101. “But I’m justthe front-end developer!”
- 102. “But that’s justhow executives think.”
- 103. “But that’s justthe way clients are!”
- 104.
- 105. We didn’t spendyears ignoring content because we didn’t care about it.
- 106. We simply learnednot to care, because caring was too damn hard.
- 107. But it’s theonly way to get what we want.
- 108. more satisfaction for everyone www.flickr.com/photos/yakobusan/3162940696
- 109. 3 WAYS TO WORK DIFFERENTLY
- 110. 1 Make mobile an entry point, not the end point.
- 111. ‘‘ Use mobile asa wedge to create a better experience for ALL users. Karen McGrane
- 112. True for changingorganizations, too.
- 113. use mobile to break down doors www.flickr.com/photos/justin-march/3720489344/
- 114. 2 Don’t sell solutions. Invest more deeply.
- 115. we don’t save the day
- 116. Design is notthe organization’s savior.
- 117.
- 118.
- 119. it’s hard, messy teamwork www.flickr.com/photos/trondheim_byarkiv/4773880876
- 120. 3 Do less. Facilitate more.
- 121. After the breakpointsare established...
- 122. Or the APIis launched...
- 123. The content stillneeds work.
- 124. teach ‘em to fish
- 125. Find the peopleyour work affects, and incorporate them from the start.
- 126.
- 127. but we canhelp everyone along
- 128. THANK YOU, SYDNEY! sarawb.com // @sara_ann_marie Content Everywhere is coming in November! http://rfld.me/content-everywhere Flickr images used via CC-Attribution license unless otherwise noted. Illustrations used with the permission of Eva-Lotta Lamm.