implementing a systematic content development process
DESCRIPTION
Presented by Stefan Winkler at the CopyPress Unconference 2014 in TampaTRANSCRIPT
UNCON F E R ENC E
2 0 1 4
Implementing a Systematic Content
Development Process
UNCONF E R ENC E
2 0 1 4
Stefan Winkler
3
Sgt. WinklerCombat Photographer (USMC)
4
Before Monica
Partner/Dir. Marketing(InfiniteNine)
5
6
@stellarstef
Clients
Why Projects Go Bad
Style Guides / Assets Nonexistant or Overkill
Ambiguous Objectives and Personas
Unreasonable Timelines
+
+
+
7
They Get Off to a Bad Start
Poor Feedback
8
Frustration
Wasted Time
Missed DeadlinesZZZ
?
Poor Leadership
9
Confusion
Scope Creep
Missed DeadlinesZZZ
?Whoa! What’s the
situation here?
Too Many Chefs
10
Confusion
Wasted Time
Schizophrenic Product
?Lemme do it!
On-boarding Solution
11
Error rate dropped from
15%3%to
Process
12
Copy
Style Guide+
Ideation / Research+
Test/Outline+
Writing+
Editing+
QA+
Creative
Ideation/Research+
Copy/Layout+
Design+
Development (1 & 2)+
Optimization+
QA+
CREATIVE BRIEF+COPY QUESTIONNAIRE+
Collaboration
13
Not a Competitior+
Finding Sources
14
Original Source+ Recent+ Trustworthy+
N O R T
Wireframe to DraftInfographics
15
Design 1 Wireframe Design 2 Wireframe+ +Design 1 Draft 1 Design 2 Draft 1+ +
Wireframe to DraftInteractive
16
Design 1 Wireframe+ Design 1 Draft 1+
Design 2 Draft 1+ Design 2 Draft 2+
Probe for Feedback
18
You’re angry. With who?
Mobile Optimization
19
How Consumers Rate the Importance of Mobile Brand Factors
Access to content any way that I want it
+ Seamless experiance across all my devices
+
Approval Before Next Step
20
