better strategy through structure

@ redsesame#cssummit

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Better Strategy Through StructureCONTENTSTRATEGYSUMMIT| AUGUST24, 2016

LISAMARIAMARTIN


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Big-time nerd-o.


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Yes, Im hinging this entire presentation on

1990s analog publishing,fight me.


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That is one weird memory palace, huh.


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Before the spread of printing, a highly developed Memory was needed by the

entertainer, the poet, the singer, the physician, the lawyer, and the priest.

D A N I E L J . B O O R S T I N


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The printed book would be a new warehouse of

Memory, superior in countless ways to the internal invisible warehouse in each person.

D A N I E L J . B O O R S T I N


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Structured information is useful information.


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Structure helps us:

Understand content

Organize content

Connect content


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Understanding content


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to make every subject easier to understand...

B A R B A R A A N N K I P F E R


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Plan your audit with purpose.


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Plan your audit with purpose. Quality

Data

Structure

Design

UX


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Data

Structure

Design

UX

Message, voice & tone, audience, readability


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Data

Structure

Design

UX

Volume, distribution, categorization, consistency


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Data

Structure

Design

UX

Hierarchy, categorization, navigation, URLs, linking


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Data

Structure

Design

UX

Modules, buttons, interactions, visual patterns


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Data

Structure

Design

UX

A little of everything


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Track patterns and themes.


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Track patterns and themes. Keep separate notes for high-level observations

Group and regroup notes to find patterns

Try Boardthing or post-its


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Be particular about presentation.


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Be particular about presentation.

Visualize content distribution and other data points

Lead with themes, not spreadsheets

Share raw data as a reference


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Organizingcontent


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Ground your sitemap in your strategy.


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Ground your sitemap in your strategy.

Strategy statements

Concepts

Design principles

Audit insights


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Test and iterate for best results.


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Test and iterate for best results.

Revise with feedback

Test with users (Optimal Workshop)

Keep it flexible


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Build for next steps.


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Build for next steps.

Who needs to understand it? Approve it? Build from it?

What other work will it inform?

How much detail does it need? What other layers can it support?


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Connecting content


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Understanding structure comes from constantly

moving between macro and micro.


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Prepare stakeholders for content modeling.


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Prepare stakeholders for content modeling. Dont jump to technicalities too soon

Identify broader content needs and groupings

Lay groundwork for future structuring


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Build relationships,not just categories.


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Build relationships,not just categories. Taxonomies are your friend

Structure and design the connections

Create multiple paths through content


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Use structure as a collaboration point.


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Use structure as a collaboration point. Consider who else needs to use your documentation

Dont be afraid to make changes

Make sure your content is aligned


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And then what?


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Structure helps us:

Understand content

Organize content

Connect content


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Structure helps our strategy.


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Thank you.L I SA MAR IA MART IN

@REDSESAME

CONTENT STRATEGY SUMMIT

#CSSUMMIT


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Resources Content Analysis Tool, content-insight.com

Optimal Workshops Treejack, optimalworkshop.com

Boardthing, boardthing.com

Eileen Webbs taxonomy work on the-toast.net: http://responsivewebdesign.com/toast/taxonomy/

The Order of Things, Barbara Ann Kipfer

The Discoverers, Daniel J. Boorstin

Thanks to the clients whose work Ive shown here (Carnegie Mellon University and Seton Hill University), and the agencies Ive worked with (Brain Traffic, Seven Heads Design, and Happy Cog)

Photos sourced from Unsplash.com under a CC0 license

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