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web directions south 2012

  GETTING
  UNSTUCK
  content strategy
  for the future

                                           Sara Wachter-Boettcher
www.flickr.com/photos/spanner/1591803996/         @sara_ann_marie
‘‘
Every client, in my experience, has a
content problem.
                  Mark Boulton, just before lunch
Suddenly, everybody’s talking ‘bout it.
‘‘
In traditional media, canvas dimensions are
a known constraint. With digital, however,
the canvas is an unknown...
We need to build on what we do know:
content.
               Chris Armstrong, “The Infinite Grid”
But do we actually know our content?
Good news! That’s what content strategy
is all about.
‘‘
✦   Defines how you’re going to use content
    to meet your business (or project) goals
    and satisfy your users’ needs
✦   Guides decisions about content
    throughout its lifecycle, from discovery
    to deletion
✦   Sets benchmarks against which to
    measure the success of your content
                    Kristina Halvorson & Melissa Rach
We’re auditing what we already have...
And figuring out what we want to say...




                     Message architecture example
                     from Margot Bloomstein
And making more
realistic plans for
getting it done...




                      Page table example from
                           Relly Annett-Baker
and yet:

IT’S STILL SO
DAMN HARD,
ISN’T IT?
Inaccessible.
Broken.
Missing.
Useless.
Even launching a new
homepage is hard.
‘‘
The Microsoft.com team built tools,
guidelines, and processes to help localize
everything from responsive images to
responsive content into approximately
100 different markets... They adapted
their CMS to allow Content Strategists to
program content on the site.
                                   Nishant Kothary,
              “The Story of the New Microsoft.com”
Why is content such a problem?
we’re moving forward,

BUT OUR
CONTENT’S
STILL STUCK.
“just stick it up
    on the website”
www.flickr.com/photos/wordridden/6125516150/
We create content like this.
We create content like this.


 CONTENT
GOES HERE.
So we can do this.




www.flickr.com/photos/76029035@N02/6829344565
So we can do this.

                     CONTENT
                      GOES
                      HERE.
www.flickr.com/photos/76029035@N02/6829344565
But we end up with this.
But we end up with this.



    CONTENT
     GOES
     HERE.
it’ll only get
                            worse




By Eva-Lotta Lamm
We can’t make more content for every
new device and channel.
It’s time we make our content
do more.
COPE: Create Once,
             Publish Everywhere

                          Websites
NPR’s                     Mobile Sites
Central   Storage   API   Apps
CMS
                          Third Parties
Getting unstuck: content strategy for the future
content like
                                                  water
www.flickr.com/photos/briangaid/2909765394/
Of course, content doesn’t just
magically flow.
It takes infrastructure.
Which starts with content.
Less like this.
Less like this.
And a little more like this.
And a little more like this.
then modeling
how it all connects
Some of you have
   probably been
   making data
   models forever.




From Web Database Applications with PHP & MySQL
by Hugh E. Williams and David Lane (O’Reilly, 2003)
But it’s easy to forget that data is
also content.


what?




huh?
  no
idea!
structure can’t
     be arbitrary




         www.melissaanddoug.com
it needs to
     be human




By Eva-Lotta Lamm
This means revisiting our content...
and finding
                                                      patterns




www.flickr.com/photos/darkfoxprime/4348506299/
not just “pages”




www.flickr.com/photos/peroshenka/408997641
!=
Finding patterns gives you
content types.
Event Listings
Shows
Blog Posts
Articles
Profiles
Bios
Help Modules
Press Releases
Directories
Recipes
Shows
Product Listings
News Briefs
Research Papers
...etc. etc. etc.
Content types help you create a
content system.
Getting unstuck: content strategy for the future
Start with a
   single type of
content, like a recipe.
What is it? What makes
     it a recipe?
Getting unstuck: content strategy for the future
Then, how do our
different content types
      fit together?
systems give
                         us options




By Eva-Lotta Lamm
We can’t manually manage
how each bit of content looks.
But every bit of structure gives you
the option to make a rule.
P
 
 Q
If [content type] is in [situation], then
[do this with] the [content elements].
If [a recipe] is in [the app], then [include]
the [ratings before the ingredients].
AD

                                                                    RECIPE NAME
                                                                    Publication | Date
                                        AD                          Attribution
                                                                                  Yield/Servings
                                                                                  Teaser/short
                                                                                  overview of this
RECIPE NAME                                                                       recipe and why
Publication | Date                                                                it's delicious.
Attribution                                                    AD        Ratings  Reviews
                  Yield/Servings
                                              Ratings 
                  Teaser/short overview of                              Cuisine        Diet Type
                                              Reviews
                  this recipe and why it's
                  delicious.                                        Ingredients
                                                                    • Lorem ipsum dolor sit
    Ingredients                                                     • Amet consectateur
                                                                      nonummy
•    Lorem ipsum dolor sit                     Cuisine              • Interdum volgus videt,
                                                                      est
•    Amet consectateur nonummy                                      • Si veteres ita miratur
•    Interdum volgus videt, est                                       laudatque
•    Si veteres ita miratur laudatque                               • Ut nihil anteferat
                                                               AD   • Nihil illis comparet, errat.
•    Ut nihil anteferat
•    Nihil illis comparet, errat.
                                              Diet Type                           AD


Preparation                                                         Preparation
Lorem ipsum dolor sit amet consectateur nonummy                     Lorem ipsum dolor sit amet
                                                                    consectateur nonummy
lorenzino. Interdum volgus videt, est ubi peccat.                   lorenzino. Interdum volgus
                                                                    videt, est ubi peccat.
Si veteres ita miratur laudatque poetas. Ut nihil anteferat,
                                                                    Si veteres ita miratur
nihil illis comparet, errat. Si quaedam nimis antique               laudatque poetas. Ut nihil
                                                                    anteferat, nihil illis
Lorem ipsum dolor sit amet consectateur nonummy                     comparet, errat. Si
lorenzino. Interdum volgus videt, est ubi peccat.                   quaedam nimis antique
                                                                    Si veteres ita miratur
Si veteres ita miratur laudatque poetas. Ut nihil anteferat,        laudatque poetas. Ut nihil
nihil illis comparet, errat. Si quaedam nimis antique               anteferat, nihil illis
                                                                    comparet, errat. Si
                                                                    quaedam nimis antique
structure sets
    content free
By Eva-Lotta Lamm
But we’ll have to change the way
we work to make this happen.
our content’s stuck

BECAUSE
WE ARE
STUCK.
Organizations need help. Just maybe
not in the way you think.
it’s about people,
By Eva-Lotta Lamm
                            not tech
3   CHALLENGES
    FOR OUR
    ORGANIZATIONS
1. mass-production
mentality
THE PROBLEM
People keep creating content
the same way they always
have: big WYSIWYG blobs.
WYSIWYG or
WYSIWTF?
THE REAL PROBLEM
Content-producing roles aren’t
tied to business goals and
vision—so those working in
them have no reason to change.
that’s not my job! i just
                     keep the production
                          line moving.




www.flickr.com/photos/seattlemunicipalarchives/2710933334
A BETTER WAY
Content strategy bridges the
gap between executive vision
and daily execution—not just
for a project, but over time.
2. compartmentalized
teams
THE PROBLEM
The organization is divided
into departments that don’t
communicate—or, even worse,
are hostile to one another.
protect the
                fiefdom!




www.flickr.com/photos/domhill/7190797128/
Government is notorious for this.
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
Getting unstuck: content strategy for the future
This is duplicative and inefficient. Not
to mention confusing as hell.
THE REAL PROBLEM
Departments that are always
focused on themselves are not
thinking about their customers.
the underpants
                                                   problem
www.flickr.com/photos/red_devil/4728500604
‘‘
Customers don't know—and don't care to
know—how government is organized. So
why make them go from agency [website]
to agency [website] to get the full picture of
what gov't has to offer on any subject?
                  Participant, National Dialogue on
                  Improving Government Websites
A BETTER WAY
Transcend silos with cross-
department teams focused on
tackling a single issue. Empower
them to spread new ideas.
3. obsession with
control
www.flickr.com/photos/expertinfantry/5416964813
Getting unstuck: content strategy for the future
THE PROBLEM
Stakeholders don’t get digital—
they want to see everything
fixed in place, like print, before
approving it.
user control
  terrifies them
THE REAL PROBLEM
The organization isn’t built for
change—and suddenly, things
are changing fast. Rather than
adapt, it’s trying to stop the shift.
but things
  keep moving
A BETTER WAY
It’s not just dealing with mobile.
It’s becoming an organization
that’s adept at change.
good news!

WE CAN DO
SOMETHING
ABOUT THIS
“But I’m just the interaction designer!”
“But I’m just the front-end developer!”
“But that’s just how executives think.”
“But that’s just the way clients are!”
STOP THAT
RIGHT NOW.
We didn’t spend years ignoring content
because we didn’t care about it.
We simply learned not to care, because
caring was too damn hard.
But it’s the only way to get what we want.
more satisfaction
                                                for everyone




www.flickr.com/photos/yakobusan/3162940696
3   WAYS
    TO WORK
    DIFFERENTLY
1   Make mobile an entry
    point, not the end point.
‘‘
Use mobile as a wedge to create a better
experience for ALL users.
                             Karen McGrane
True for changing organizations, too.
use mobile to
                                               break down doors
www.flickr.com/photos/justin-march/3720489344/
2   Don’t sell solutions.
    Invest more deeply.
we don’t
  save the day
Design is not the organization’s savior.
Nor is strategy.
Nor is code.
it’s hard, messy
                                                              teamwork




www.flickr.com/photos/trondheim_byarkiv/4773880876
3   Do less.
    Facilitate more.
After the breakpoints are established...
Or the API is launched...
The content still needs work.
teach ‘em
  to fish
Find the people your work affects,
and incorporate them from the start.
we can’t
know it all

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