Misty Weaver LavaCon Empathy in Editorial Strategy 2014
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This document contains the notes from a presentation on content strategy and editorial oversight. It discusses how content strategy is an ongoing process that requires people responsible for editorial guidance to set standards and inspire growth. It emphasizes taking an empathetic approach to consider all stakeholders and channels and plan content holistically through a structured workflow.
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Misty Weaver LavaCon Empathy in Editorial Strategy 2014
- 1. Working the Content System: Empathy in Editorial Strategy @meaningmeasure #LavaCon Misty Weaver October 13, 2014 @meaningmeasure
- 2. Portent, Inc. Content Strategy Lead
- 3. You may know me from @meaningmeasure #LavaCon
- 4. Content Strategy is a Process @meaningmeasure #LavaCon
- 5. “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 http://contentstrategy.com/ @meaningmeasure #LavaCon
- 6. 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/ Why Editorial? @meaningmeasure #LavaCon
- 8. Appropriate Goals @Speaker Hashtag @LavaCon imelenchon @meaningmeasure #LavaCon
- 9. Measurable Outcomes @Speaker Hashtag @LavaCon imelenchon @meaningmeasure #LavaCon
- 10. Murúg Map for Process @meaningmeasure #LavaCon
- 11. Turn, turn, turn @meaningmeasure #LavaCon
- 12. Deliverables are not forever kakisky Andrew Nhem https://blog.gathercontent.com/perils-content-deliverable-overload @meaningmeasure #LavaCon
- 13. Instruction is the best part of criticism @meaningmeasure #LavaCon
- 14. Practice is a requirement @Speaker Hashtag @LavaCon @meaningmeasure #LavaCon
- 15. 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
- 16. Provide the right content, for the right people, in the right place, at the right time, with a system. @meaningmeasure #LavaCon
- 17. What Color Is Empathy? 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
- 18. From advocacy to empathy clarita @meaningmeasure #LavaCon
- 19. ALL THE PEOPLE Customers Users Stakeholders Influencers Brand Advocates Staff Piresco @meaningmeasure #LavaCon
- 20. ALL THE PEOPLE Customers Users Influencers Brand Advocates Clients Stakeholders Staff Creators Designers Developers Managers Publishers Syndicators Sales People… @meaningmeasure #LavaCon
- 21. ALL THE CHANNELS Brian Solis bit.ly/1kNKZL1 @meaningmeasure #LavaCon
- 22. Risk © rionda ALL THE PIECES @meaningmeasure #LavaCon
- 23. Robyn Hughes Ryman From parts to sequences @meaningmeasure #LavaCon
- 24. Our audience is not the client’s @meaningmeasure #LavaCon customer
- 25. Content Strategy is a Process Research Analysis Design @meaningmeasure #LavaCon
- 26. Design is a Process @meaningmeasure #LavaCon Fabricio Teixeira http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary- skin/
- 27. Fabricio Teixeira http://www.uxbooth.com/articles/the-ux-chameleon-and-its-multidisciplinary- skin/ Content Models @meaningmeasure #LavaCon
- 28. Page Description Diagrams 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 @meaningmeasure #LavaCon
- 29. Page Description Diagrams http://www.boxesandarrows.com/view/where_the_wir eframes_are_special_deliverable_3 http://konigi.com/wiki/page-description-diagrams @meaningmeasure #LavaCon
- 31. World IA Day Activity • 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
- 32. • 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
- 33. TIME’S UP @meaningmeasure #LavaCon
- 35. Create Edit Approve Publish Roles and Tasks @meaningmeasure #LavaCon
- 36. Create Edit Approve Publish Update/Arc hive/Maintai n/ Govern @meaningmeasure #LavaCon Workflow
- 37. Standards and Structure • Readability • Typography • Storytelling • Function • Form • Delightfulness • Navigation • Taxonomy • Metadata • SEO • Channel Rules • CMS @meaningmeasure #LavaCon
- 38. Workflow at AdoptUsKids Margot Bloomstein Content Strategy at Work http://appropriateinc.com/book/ Vanessa Casavant @casavant @meaningmeasure #LavaCon
- 39. Workflow at AdoptUsKids Vanessa Casavant @casavant @meaningmeasure #LavaCon
- 40. Workflow at AdoptUsKids Vanessa Casavant @meaningmeasure #LavaCon
- 41. A Playbook for Innovators, Rulebreakers, and Changemakers by Dave Gray, Sunni Brown, James Macanufo Gamestorming @meaningmeasure #LavaCon
- 42. Choreography @meaningmeasure #LavaCon @Speaker Hashtag @LavaCon
- 46. We build infrastructure that supports everyone
- 47. Always Be Swayze
- 48. 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
Editor's Notes
- Scoping Projects, Building Internal Team, Focus on research processes and collaboration, as well resourcing, workflow, and delivery
- CAT, content audits. Teaching at the iSchool Content Strategy in Information Architecture for 5 year. This is about the class
- We can create products as part of our strategy, but even then, they’re temporal. Temporary. Meant to help us move through a process. You don’t have to take it from me.
- Have you tried content strategy? I was hooked.
- The focus of today is on creating, managing, and delivering content that people consume. Art of roles, tasks, standards, revision, and approval. Borrow from publishing practice, though you can see Quality Assurance in other fields. What do we bring to the table as communicators and how can we use those skills to help people at all levels see the value in communication, collaboration, and iteration?
- A process has players. Content Strategy is as much about understanding the roles, tasks, and systems people will use to create and govern content as much as the thing itself. The end result is more like a dance than a sculpture.
- Content Strategy starts with goals. Appropriate means contextual, achieveable. They are goals Content or Experience Design can accomplish. Expand. Meet a standard. Engage an audience. One of my favorite goals is more efficient staff processes – faster turnaround, more productivity, things done on time, on budget, expectations are transparent and management. And that makes more time for creativity and innovation.
- Goals must contain measurable outcomes. I find people starting with outcomes like #sales, leads, traffic – quantitative measurement. These are ways we can measure if we’re on track on achieving goals – but they can’t be our primary focus in content or experience – they aren’t specific and actionable enough to guide a strategy or process.
- Process is how to match the goals with what the business has and what their target audiences need. How to differentiate from competition. How to use their internal resources successfully. How to utilize new technologies or channels. We know why, we know what, we map HOW.
- Our systems have to be flexible, iterative, continuous. Process, not a product, we’re designing a service and that means mapping touchpoints from beginning to ending to adjusting to testing to starting again. Animation. You know your on the right track if your strategy and system has room for change.
- We can make products as part of our process – but they should be alignment points and guides. Deliverables represent static moments and our systems represent movement. Andrew Nhem just wrote a wonderful article for Gather Content about deliverable overload. Don’t get lost in deliverables (Andrew)
- As strategists and communicators, our role is as instructors. When we give critique it is meant to help the student or actor / performer create a cohesive design and deliver it. Even research pieces like a Content Audit is not about telling an organization what’s wrong now and how to change that. Our instruction is about how to create, deliver and manage content on an on-going basis. How to make it better and keep it better.
- Our instruction will teach them to use Standards, Guidelines, and Systems to deliver and manage content but we also have to build in time to learn, build muscle, practice, perform, measure their own performance, adjust, and dance again. Agile, nimble, flexible – it’s all about being ready for change.
- Delivery and management of content is about. Favorite quotes, you’ll see it a lot, but this is also from a great article on Content Governance.
- We often forget the people. People who make, manage, maintain. Help these people by giving them an appropriate system.
- Where does empathy for internal staff happen in content strategy, IA and UX? Really, it’s all of it. Sometimes have to step back and get a bigger vision of your key players and audiences.
- I noticed was students developed user advocacy easily. And Hated Clients. Hated that things were wrong. Research and evidence was clear, why were things bad? I had to turn them from user advocates to client sympathizers. This happened at places I’ve worked or consulted, how did the people get lost?
- Well, there’s a whole lot of people C
- I lost them there myself on the last slide. When you think about it, there are so many people involved in our work. It’s all about people.
- With so many channels – shiny objects - which will you use? Which will you review? Find appropriate use for each channel, keep clients from housing dead channels
- To figure this all out, we look at a big picture and determine all the moving parts. We form the teams. We choreograph the movements. The right solution may be simple but finding it is often messy.
- Complexity is nothing to fear, it’s something to map
- Our audience is not the client’s customer, it’s the client’s human resources Our job is to teach them and make them look good
- Where in the process Research Analysis Design
- Post Audit New Architecture Page or Content Types / Archetypes Page Description Diagrams Page Templates Best Practices Guides
- The simplest level of the content types, the parent element that is not reproduced. One archetype to rule them all.
- In between model and template for creation – before a wireframe or visual design – PDD. This is what we need to accomplish. Not just pages, anymore.
- Look like, links if you want to learn more.
- Mysterious Packet. Not sharing is silos. We want to share. Collaborate. Hand off. Iterate. 90 min > 10. We can’t do the actual activity. Example to demonstrate a way to get people together, get hands in clay, and problem solve together.
- Client = Me Audience = You (you’ve done all the user research)
- Create one piece of content with 5 re-use/remix potential 10 minutes Content, 5 reuses, stick it to the wall Game instructions in front of you
- Time’s Up
- Why game not lecture What usually happens in the class Do you share first, assume roles will work out. Let people know requirements they’ll be working towards? Do they even care? Who’s mean.
- Roles and Tasks – Job descriptions don’t always do it. Sensitive to the politics. Game is a way to discuss, empathize, troubleshoot. Roles and tasks are flexible as long as things happen Created. Revised. Made to Meet Standards. Published.
- Workflow
- Standards and Structure
- Workflow at AdoptUsKids
- Game storming
- What’s your point What do you need to teach – experientially, collaboratively Roles, powers Game order, sequence, steps Timing Don’t be afraid to fail ‘em
- An editorial calendar is a product that documents part of a process. You can’t start theere until you know the goals, audiences, channels, requirements, roles, tasks, steps, workflow, all the ways to keep the system going.
- A lot of different ways to build one – Use the system right for your situation. Moving, remodeling. Insane level of organization. Each contract came in early and under budget. When people say it’s boring. Want professional level on time and under budget.