Download - Content and Control
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CONTENT CONTROL&
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sara wachter-boettcher / stc philly metro / april 23, 2014
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content problems.
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WE’VE ALL HAD THEM.
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it’ll just be a simple content
migration!
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our mobile site has everything on-the-go users need!
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From NBC Miami
our authors are pretty good at
publishing!
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i’m important! put me on the
homepage!
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i’m important! put me on the
homepage!
me too!
no, me!
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THIS IS WHYWE CAN’T HAVE NICE THINGS!
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GOOD NEWS! I’M A CONTENT STRATEGIST.
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SO OF COURSE CONTENT STRATEGY WILL FIX THIS!
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Blah
Blah
Blah
Blah
BlahBlah
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we got this, you guys!
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‘‘‘‘You know exactly what to do, but not everyone here is ready for that. You’re jumping to the answers, but they don’t understand the questions.
— My client
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HE WAS RIGHT.
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i saw content as an input.
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BUT CONTENTIS ALSO WHAT COMES OUT OF ORGANIZATIONS.
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it reveals our values and beliefs.
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our ownership issues.
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our fear of change.
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WE USED TO JUST MAKE WEBSITES.
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NOW THE WEB IS EVERYTHING.
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NOW THE WEB IS EVERYONE.
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‘‘‘‘Content is easy, people are messy.—Sally Bagshaw,
@snappysentences
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DELIVERABLES WON’T FIX THIS.
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we have to bring them with us.
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GSD
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what’s happening over there?
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can’t do this all day, every day.
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parallel processes.
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content is a team sport.
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WORKSHOPS: NOT JUST FOR KICKOFF.
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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who are we? what’s important?
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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do we sound like that?
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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go through it, together.
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look for shared traits as you go.
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MESSAGING
EDITORIAL STYLE
CONTENT AUDITING
CONTENT MODELING
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CONTENT
INTRANET
SOCIAL MEDIA
MICROSITES
MOBILE WEBWEBSITE
TABLET APPS
MOBILE APPS
BLOGS
Karen McGrane, Adapting Ourselves to Adaptive Content
this can be hard to explain.
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and this definitely is.
NPR’s COPE model
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1 2
THINKING (FRAMING)
HEARING
RELATIONSHIPS PLACETIME
DEVICE
FEELING (MOTIVATIONS)
DOING (BEHAVIOR)
SEEING
(CONTEXT)
1 2
this might be easier.
Adaptive Path Guide to Experience Mapping
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what’s a user’s path really like?
Paul Kahn and Christophe Tallec
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WHICH CONTENT DO THEY NEED ALONG THE WAY?
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what would make that possible?
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specialized, not special.
www.flickr.com/photos/darrensnow/2566687702
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frustration won’t help.
www.flickr.com/photos/merlym/3512356738/
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finding what fits will.
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but we’ll have to let go first.
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thank you. @sara_ann_mariesarawb.com