managing content projects with success and panache by ahava leibtag (now what? conference 2015)
TRANSCRIPT
Managing Content Projects with Success and Panache
Now What? Conference 2015 Ahava Leibtag, President
Aha Media Group
April 30, 2015
Content Formats • WriRen arScles • Podcasts • Video • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data
@ahaval #NowWhat15
Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare
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TODAY: Set up for Success
1. Treat content like a product 2. People 3. Process 4. Technology 5. Checklist when things go wrong
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BRAINSTORM
WHAT WILL IT LOOK LIKE?
ANALYZE IT!
HOW MUCH?
DEVELOPMENT
TESTING
TAKE IT LIVE
BRAINSTORM
WHAT WILL IT LOOK LIKE?
HOW MUCH?
DEVELOPMENT
TESTING
TAKE IT LIVE
ANALYZE IT!
1
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5
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@ahaval #NowWhat15
BRAINSTORM
WHAT WILL IT LOOK LIKE?
ANALYZE IT!
HOW MUCH?
DEVELOPMENT
TESTING
TAKE IT LIVE
BRAINSTORM
WHAT WILL IT LOOK LIKE?
HOW MUCH?
DEVELOPMENT
TESTING
TAKE IT LIVE
ANALYZE IT!
1
2
3
4
5
6
7
@ahaval #NowWhat15
What business problem are you solving?
• Messaging • Delivery • NavigaSon • Usability
@ahaval #NowWhat15
Content Strategists and Writers • Editorial & Brand Strategy • WriCng • Style guides • Voice and tone • Character limits • Brand strategy
• Technical • DITA • XML • Metadata • Structured content • AdapCve content
@ahaval #NowWhat15
Define roles and responsibiliSes. • Project Manager: What is your job? Explain it to the content people.
• Content Strategist: EXACTLY what are you in charge of doing? • Writers/Content Creators: Who is responsible for each of the steps?
• Quality Assurance: Who performs and to whom do they give that informaCon?
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Content is a separate enSty.
• Templates • Character counts • Calls to acSon • “The No Man’s Land of Content Development”
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Establish Content
Governance Content Analysis
Content CreaCon
Establishing workflows
Content Planning
• Persona Development • Messaging Architecture • IdenCty Pillar IdenCficaCon
Build OR clarify the business case
Content AudiCng Discovery
@ahaval #NowWhat15
Establish Content
Governance Content Analysis
Content CreaCon
Establishing workflows
Content Planning
• Persona Development • Messaging Architecture • IdenCty Pillar IdenCficaCon
Build OR clarify the business case
Content AudiCng Discovery
WE ARE HERE
@ahaval #NowWhat15
Start Green means the project is moving ahead
CauSon Yellow means the project is stalled
Stop Red means it’s Cme to stop and regroup
@ahaval #NowWhat15
Checklist of how to avoid disaster 1. IdenSfy the boRleneck(s) 2. Inform higher ups that Smelines will slip if you keep
repeaSng this disastrous content paRern 3. Bring in reinforcements (Who can help clean up this mess?)
@ahaval #NowWhat15