10. Silverbullets that failed
• A redesign
• A new CMS
• A different design agency
• A facebook page. Or a microsite.
• Lorem Ipsum
• „We want content up front“
36. „We‘ll develop a state-of-the-art
content infrastructure that
makes it easy for us to adapt to
new device formats quickly.“
37. Achieve • Be • Do
• Achieve: What does your CS need
to accomplish
• Be: What content product(s) will
we create?
• Do: What will the company neet to
do to support the effort?
39. Substance
What content do you have?
What content do you need and why?
40. How do you get content that is
Compelling, useful, actionable
credible, substantial,
influential, meaningful, lovable
41. Defining Substance
• Topics: The subjects that matter
• Purpose: Every piece of content
needs to have a function.
• Voice and Tone:
Watch you language, fuckers!
• Source: Where your content comes from.
45. Content Audits
★ Assess all available content and
define its state (Redundant,
Outdated, Irrelevant)
★ Define what is to happen with the
content until when
★ Help establish ownership &
responsibility
47. Content Audit
• Quantitative inventory:
a list of all the content and its state.
- ID, Title, URL, Format, Source,
Technical Home, Metadata, Traffic/
Usage Stats, Last update, Language
- Roll your own: Choose other factors
depending on your audit goal.
48. Content Audit
• Qualitative audit
Best Practices assessment:
Usability, findability, actionability,
accuracy, task completion
This expands the quantitative
audit.
49. Content Audit
• Qualitative audit
Strategic assessment:
Business value, message, brand/
voice appropriateness
This expands the quantitative
audit.
50. Crucial
Automate
Long-Lasting Short-lived
Get Rid of
Trivial
56. Workflow: Ownership
• Business units and individuals
• Need: Budget, time, understanding and
approval to take care of content.
The power to say NO.
• Roles: Web manager, content creator,
reviewer/approver, SEO specialist, subject
matter expert.
57. Workflow: Content
• Creating and sourcing content
- Original content
- curated/aggregated content
- content migration.
58. Tools for content creation
• Editorial calendar
A spreadsheet that captures content ideas and
schedules current content for publishing.
• Content requirement checklist
A checklist for preferred content attributes.
59. Tools for content creation
• Curation/aggregation checklist
A checklist that helps to select, contract and
publish third party content.
• Migration spreadsheet
A spreadsheet that maps content from one
channel, property or process to another.
61. Tools for maintainance
• Content inventory
A spreadsheed to record and track all of your
content.
• Content maintainance checklist
A list of criteria used to evaluate and prioritize
content for maintainance
• Content maintainance log
A CMS report or spreadsheet to see dates for last
update and next scheduled review.
62. Workflow: Content
• Evaluating content
- Ongoing audit and analysis
- Making sure content still meets user
needs
- making sure content helps fulfill
business goals
63. Tools for evaluation
• Qualitative audit spreadsheet
Extention of the content inventory
• Measurement scorecard
A spreadsheet that helps stakeholders understand
your measurement findings.
• Measurement history
An ongoing record of your measurements.
64. Governance
• Authority and ownership policies
Rules on who can decide what.
• Process an procedures
How stuff gets done
• Content policies and guidelines
Non-optional rules and sets of good
practices
65. Tools for governance
• Styleguides
Guidelines that make sure content is consistent
and follows certain standards.
• Content planning & prioritization matrix
Which content is done when in what order by
whom.
