Surprise! You're a Content "Engineer"
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How many times have you worked on a project, and suddenly been asked to choose a content management system – or worse, found the content management system already chosen is completely inadequate? There are a lot of CMSes out there. Since many organizations choose the CMS before determining the content needs, there are a lot of CMSes that aren’t working out. In this talk, we’ll explore how much technology you really needs to understand in order to select the right CMS for your project, and why it is that we have so many CMS choices to begin with.
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Surprise! You're a Content "Engineer"
- 1. 1 PREPARED BY SURPRISE! YOU’RE A CONTENT “ENGINEER” @MARSINTHESTARS October 18, 2015 BOLO Conference Marli Mesibov, Director of Content Strategy Mad*Pow
- 2. 2 • Director of Content Strategy at Mad*Pow • Managing Editor of UX Booth • Not an engineer. Not even a little. BOLO | @marsinthestars Who am I? Why am I here?
- 4. 4 What is Content Strategy? BOLO | @marsinthestars “Content strategy plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson, Brain Traffic
- 5. 5 BOLO | @marsinthestars What is Content Strategy?
- 6. 6 What is Content Strategy? BOLO | @marsinthestars
- 7. 7 What is Content Strategy? BOLO | @marsinthestars The End Goal: get the content to the right people, in the right places, at the right time.
- 9. 9 BOLO | @marsinthestars The role of a content technologist
- 10. 10 BOLO | @marsinthestars The role of a content technologist
- 11. 11 BOLO | @marsinthestars The role of a content technologist
- 12. 12 BOLO | @marsinthestars The role of a content technologist Workflow is a process followed by a team. A good workflow accounts for everyone who needs to have a say in the content without slowing down the creation process.
- 13. 13 BOLO | @marsinthestars The role of a content technologist Governance is a team’s process for managing content. Governance tactics streamline the editing and retiring of content according to when it stops being relevant.
- 14. 14 BOLO | @marsinthestars The role of a content technologist Substance includes the voice and tone as well as the message the content conveys.
- 15. 15 BOLO | @marsinthestars The role of a content technologist Structure is intertwined with technology and development. We decide on a structure for our content, which informs the technology we choose, which in turn shapes the structure of the content.
- 17. 17 BOLO | @marsinthestars Problem #1: Technology changes quickly • We can’t possibly keep up with it • There are hundreds of content management systems in existence • They are changing (upgrading, changing features, or shutting down) daily
- 18. 18 BOLO | @marsinthestars Problem #2: Chicken and the egg • We need to use a CMS to understand what we want out of a CMS, which means we first need a CMS in order to choose the right CMS to use… • Ain’t nobody got time (or budget) for that
- 19. 19 BOLO | @marsinthestars Problem #3: Blind selection • The people with the purchasing power are not likely to be the people who will be publishing on the system • They don’t have the same needs we do • They don’t know what to look for • They choose based on price or recommendations rather than customized criteria
- 20. 20 10 THINGS YOU NEED TO KNOW
- 21. 21 BOLO | @marsinthestars 10 things you need to know “While intelligent content is all about the content ‘plumbing,’ people don’t have to be plumbers themselves to think strategically about making content more intelligent.” -Marcia Riefer Johnston
- 22. 22 BOLO | @marsinthestars 10 things you need to know #1 The technology you need? It already exists. This list is only half the PHP systems.
- 23. 23 BOLO | @marsinthestars 10 things you need to know #2 Every system offers add-ons, for additional functionality.
- 24. 24 BOLO | @marsinthestars 10 things you need to know #3 Start with what you want the content to do.
- 25. 25 BOLO | @marsinthestars 10 things you need to know #4 Build personas.
- 26. 26 BOLO | @marsinthestars 10 things you need to know #5 Next, figure out what the personas want to do with the content. Share it? Contribute? Review?
- 27. 27 BOLO | @marsinthestars 10 things you need to know #6 Work with a developer to match goals to functionality. Make use of others’ knowledge.
- 28. 28 BOLO | @marsinthestars 10 things you need to know #7 Ask questions. Ask your manager, coworkers, development team, users, everyone. You don’t know what you don’t know.
- 29. 29 BOLO | @marsinthestars 10 things you need to know #8 Make the functionality into your CMS requirements checklist.
- 30. 30 BOLO | @marsinthestars 10 things you need to know #9 Demo. Demo. Demo. You would never buy a car without a test drive.
- 31. 31 BOLO | @marsinthestars 10 things you need to know #10 Build a governance plan.
- 32. 32 BOLO | @marsinthestars Resources • Training the CMS, by Eileen Webb • The 5 Ws of Adaptive Content: A New Look at Making Content Contextually Appropriate, by Noz Urbina • Author Experience: Bridging the Gap Between People and Technology in Content Management, by Rick Yagodich • The New Definition of Content Strategy, by Ryan Johnson
- 33. 33 BOLO | @marsinthestars Thank you!
Hinweis der Redaktion
- Content is everywhere. And all that content should have a purpose, and should speak to a specific audience. My goal, as a content strategist, is to create a positive user experience at every customer touch point. I want everything the user sees, every phrase, every button, ever video, to further their goals and my company’s objectives.
- Gets confused with marketing Actually lives in experience design
- Purpose for content – clearly valuable for marketing Develops a strategy, big picture, which can be used by a marketing team (or a design team)
- This is a common goal. How do we do it? That’s where the technology comes in
- Who here has worked with a CMS? CMS is where all the content (images, text, video) goes so that it shows up on the site, blog, sometimes emails At Digitas, some junior content strategists were becoming CMS experts
- Starts to feel like we’re not on the same teams. They were moved to another section, given new titles, and were no longer content strategists. They were working in Publishing, as content technologists. Separate teams: we do strategy, message, and they do CMS and tech I don’t think those should be separated
- Brain Traffic (Kristina’s company) explains the four areas of content strategy.
- RACI charts Assignments Planning out the strategy
- Also a process How do we know when to retire content? Create, curate, rules for both
- Messaging We are ___ not ___ Synonyms – not from the dictionary
- How do we get the content to the right people, right time, right place? CMS Choosing the right CMS falls to one of two people: dev or content
- Why is it so hard to choose a CMS?
- So many choices!!! This is the problem my junior content strategists had Too busy keeping up to do anything else
- Show up in multiple places? RSS feed? Appear on Facebook? Categorize?