Editorial Strategy as Empathy: Serving Internal Users
Misty Weaver@meaningmeasureSeattle IA/UX Meetup#SeattleUX
http://www.morguefile.com/creative/hotblack
Your content process starts with
1. External audience assessment2. Content assessment and modeling3. Tasks and roles4. Workflow5. Schedule
@meaningmeasure #SeattleUX
Provide the right content, for the right people,
in the right place, at the right time.
Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
Provide the right content, for the right people,
in the right place, at the right time,
with a system.
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/
What we mean when we say content strategy
@meaningmeasure #SeattleUX
Content Strategy Shapes
Technical • Information Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO
Editorial• Branding• Messaging• Voice and Tone• Content Creation and
Planning • Content for Human
Consumption
Project Management Always
Project• Resource
Assessment• Workflows• Scheduling• Velvet Hammer
Part 1: What do those people need?
• To find relevant, helpful content• Make a decision• Take action
Creating a priority list for content
What information do you need to make a decision
about attending an IA meetup?
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to
me?• Location• Description
• Agenda• Menu (food allergies)• How many people are
going? Do I know any of them and/or like/dislike them?
• How to register
Content Checklist
• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to me?• Location• Description • Agenda• Menu (food allergies)• How many people are going? Do I
know any of them and/or like/dislike them?
• Speaker Description and Bio• Art, visual collateral• Email Marketing • Social Media Marketing • Volunteers• Sponsors • Venue • Speaker slides • Post event email• Post event photos, video,
slides
Content Checklist
Assess,Model,& Form Content
Part 2: What do I have?
http://www.morguefile.com/creative/wedhatted
From Assessment to Content Model
http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
Event
Speaker
Venue
Description
• Title• Time, Date• Price• Registration• Agenda• Description
Content Model
• Create• Edit• Approve• Publish• Distribute• Update/Archive
Part 3: What can we do?
http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
Relates to our internal systems as well as access we provide through distribution of content
http://intentionaldesign.ca/
• Create• Edit• Approve• Publish• Distribute• Update/Archive
• Creators• Editors• Approvers• Publishers• Distributors• Managers
From Tasks to Roles
Part 4: How do we make the work flow?
@sjrosenbaum
http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/
Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/
Workflow at AdoptUsKidsVanessa Casavant
@casavant
Workflow at AdoptUsKids
Workflow at AdoptUsKids
What do we get out of it?
Part 5: Timing
Enjoy these links
• 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/
• Cleve Gibbon http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/
• Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742
• Rahel Bailie http://intentionaldesign.ca/• Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/
Tweet me about it @meaningmeasure