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SMALL CS
COREY VILHAUER
@mrvilhauer
Now What? Conference 2015
A SHOESTRING APPROACH TO CONTENT STRATEGY
COREY VILHAUER
User Experience Strategist, Blend Interactive
HOORAY!
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and...
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and...
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and...
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and...
BEING SMALL
DOESN’T HAVE TO BE
A DISADVANTAGE
the moral:
CONTENT STRATEGY
A Short History Of
BIG BUDGETS
Big Names
BIG BUDGETS
Big Names
BIG BUDGETS
Big Names
BIG BUDGETS
Big Names
BIG BUDGETS
Big Names
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
CONTENT STRATEGY IS NOT
A THING.
IT IS A PROCESS.
So what’s stopping us?
THE BUDGET
So. How much…
MONEY
…do we have budgeted?
TIME
So. How much…
MONEY
…do we have budgeted?
TIME
So. How much…
MONEY
…do we have budgeted?
PRIORITY
WORKING WITHIN RESTRICTIONS
Working Small Means
PROJECT SCOPEHOW WE DETERMINE WHERE TO START
“ALL THE THINGS” SLIDE
Obligatory
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
FOREVER
The Timeframe is
ENDLESS
The Scope is
FOREVER
The Timeframe is
ENDLESS
The Scope is
“GOOD DESIGN TODAY IS
BETTER THAN GREAT
DESIGN TOMORROW.”
Cennydd Bowles and James Box
Undercover User Experience Design
MINIMUM VIABLE STRATEGY?
What is our
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
Gathering Requirements
Interviewing Site Visitors
Quantitative Content Inventory
Qualitative Content Audit
Card Sorting
Si...
RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
IS NOT ROCKET SCIENCE
Research
QUICK GUT CHECKS
1.
QUICK GUT CHECKS
1.
Get Curious
QUICK GUT CHECKS
1.
Get Curious
Find an Audience
QUICK GUT CHECKS
1.
Get Curious
Find an Audience
Ask Quality Questions
QUICK GUT CHECKS
1.
Get Curious
Find an Audience
Ask Quality Questions
Choose a Direction
QUICK GUT CHECKS
1.
QUICK GUT CHECKS
1.
Given [A TASK], what is your first impression?
QUICK GUT CHECKS
1.
Given [A TASK], what is your first impression?
Is this clear enough?
QUICK GUT CHECKS
1.
Given [A TASK], what is your first impression?
Is this clear enough?
What do you think is the intended ...
QUICK GUT CHECKS
1.
Given [A TASK], what is your first impression?
Is this clear enough?
What do you think is the intended ...
LEAD DIRECTION
Gut Checks
EXISTING RESEARCH
2.
GUESS WHAT?
But…
CUSTOMER FEEDBACK
3.
“Were you able to find everything easily on the site today?”
“Were you able to find everything easily on the site today?”
“No. I searched for a
Keulavator twice and it never
showed up....
“Were you able to find everything easily on the site today?”
“No. I searched for a
Keulavator twice and it never
showed up....
“Were you able to find everything easily on the site today?”
“No. I searched for a
Keulavator twice and it never
showed up....
“Were you able to find everything easily on the site today?”
“No. I searched for a
Keulavator twice and it never
showed up....
LEARN WHEN TO STOP
“… LISTEN FOR THE
SATISFYING CLICK. THAT’S
THE SOUND OF THE PIECES
FALLING INTO PLACE …”
Erika Hall
Just Enough Research
MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
WRITING

SUUUUUCKS
BREAK IT APART
1.
Dictate Updates
PRIORITIES
“We need to focus first and foremost on
admissions content, because that’s where
our money comes from.”
“We need to focus first and foremost on
admissions content, because that’s where
our money comes from.”
“We have a big fund...
“With this big sale coming up, we need to
make sure the checkout process is clearly
labelled.”
“We need to focus first and ...
“THERE’S NOTHING
INHERENTLY WRONG WITH
TAKING A LITTLE DETOUR ON
YOUR WAY TO THE END
GOAL.”
Karen McGrane
Content Strategy...
KEEP A WISH LIST
2.
FIND SOMEONE ELSE
3.
FIND AN INTERN
FIND AN INTERN
FIND SITE USERS
FIND SITE USERS
FIND OTHER DEPARTMENTS
EFFECTIVE GOVERNANCE
REQUIRES A DEMOCRACY,
NOT A DICTATORSHIP
THE ROLLING AUDIT
4.
Academics
Admissions
Campus Life
Majors
Alumni
Academics
Admissions
Campus Life
Majors
Alumni
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
Content
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
InitiativesContent
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
Future
2017
Initi...
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
Future
2017
Initi...
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
Future
2017
Initi...
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
Future
2017
Initi...
Academics
Admissions
Campus Life
Majors
Alumni
April
June
September
November
2015
URL
Title
Updates
2016
Future
2017
Initi...
THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
CHAMPIONS

BECAME

SMALLER
WEIGHT CLASS
Ignore Your
FOR BETTER RESULTS
Make Smart Bets
YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
THANK YOU
@mrvilhauer
www.eatingelephant.com/nowwhat15
ME? I’M STILL COREY VILHAUER
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
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Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)

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"Small CS: A Shoestring Approach to Content Strategy" given at Now What? Conference 2015 in Sioux Falls, SD by Corey Vilhauer

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Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)

  1. 1. SMALL CS COREY VILHAUER @mrvilhauer Now What? Conference 2015 A SHOESTRING APPROACH TO CONTENT STRATEGY
  2. 2. COREY VILHAUER User Experience Strategist, Blend Interactive
  3. 3. HOORAY!
  4. 4. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  5. 5. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  6. 6. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  7. 7. The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant Ricky Steamboat vs. Randy Savage
  8. 8. BEING SMALL DOESN’T HAVE TO BE A DISADVANTAGE the moral:
  9. 9. CONTENT STRATEGY A Short History Of
  10. 10. BIG BUDGETS Big Names
  11. 11. BIG BUDGETS Big Names
  12. 12. BIG BUDGETS Big Names
  13. 13. BIG BUDGETS Big Names
  14. 14. BIG BUDGETS Big Names
  15. 15. A Content Strategy™
  16. 16. A Content Strategy™
  17. 17. A Content Strategy™
  18. 18. A Content Strategy™
  19. 19. A Content Strategy™
  20. 20. A Content Strategy™
  21. 21. A Content Strategy™
  22. 22. A Content Strategy™
  23. 23. A Content Strategy™
  24. 24. A Content Strategy™
  25. 25. A Content Strategy™
  26. 26. A Content Strategy™
  27. 27. CONTENT STRATEGY IS NOT A THING. IT IS A PROCESS.
  28. 28. So what’s stopping us?
  29. 29. THE BUDGET
  30. 30. So. How much… MONEY …do we have budgeted?
  31. 31. TIME So. How much… MONEY …do we have budgeted?
  32. 32. TIME So. How much… MONEY …do we have budgeted? PRIORITY
  33. 33. WORKING WITHIN RESTRICTIONS Working Small Means
  34. 34. PROJECT SCOPEHOW WE DETERMINE WHERE TO START
  35. 35. “ALL THE THINGS” SLIDE Obligatory
  36. 36. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  37. 37. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar UNIVERSITY
  38. 38. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar FARM EQUIPMENT
  39. 39. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar NON-PROFIT
  40. 40. FOREVER The Timeframe is ENDLESS The Scope is
  41. 41. FOREVER The Timeframe is ENDLESS The Scope is
  42. 42. “GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.” Cennydd Bowles and James Box Undercover User Experience Design
  43. 43. MINIMUM VIABLE STRATEGY? What is our
  44. 44. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  45. 45. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  46. 46. Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  47. 47. RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
  48. 48. IS NOT ROCKET SCIENCE Research
  49. 49. QUICK GUT CHECKS 1.
  50. 50. QUICK GUT CHECKS 1. Get Curious
  51. 51. QUICK GUT CHECKS 1. Get Curious Find an Audience
  52. 52. QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions
  53. 53. QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions Choose a Direction
  54. 54. QUICK GUT CHECKS 1.
  55. 55. QUICK GUT CHECKS 1. Given [A TASK], what is your first impression?
  56. 56. QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough?
  57. 57. QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action
  58. 58. QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action What would your next step be?
  59. 59. LEAD DIRECTION Gut Checks
  60. 60. EXISTING RESEARCH 2.
  61. 61. GUESS WHAT? But…
  62. 62. CUSTOMER FEEDBACK 3.
  63. 63. “Were you able to find everything easily on the site today?”
  64. 64. “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”
  65. 65. “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!”
  66. 66. “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!”
  67. 67. “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!” “Yup! Everything is perfect! Carry on!”
  68. 68. LEARN WHEN TO STOP
  69. 69. “… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES FALLING INTO PLACE …” Erika Hall Just Enough Research
  70. 70. MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
  71. 71. WRITING
 SUUUUUCKS
  72. 72. BREAK IT APART 1.
  73. 73. Dictate Updates PRIORITIES
  74. 74. “We need to focus first and foremost on admissions content, because that’s where our money comes from.”
  75. 75. “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  76. 76. “With this big sale coming up, we need to make sure the checkout process is clearly labelled.” “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  77. 77. “THERE’S NOTHING INHERENTLY WRONG WITH TAKING A LITTLE DETOUR ON YOUR WAY TO THE END GOAL.” Karen McGrane Content Strategy for Mobile
  78. 78. KEEP A WISH LIST 2.
  79. 79. FIND SOMEONE ELSE 3.
  80. 80. FIND AN INTERN
  81. 81. FIND AN INTERN
  82. 82. FIND SITE USERS
  83. 83. FIND SITE USERS
  84. 84. FIND OTHER DEPARTMENTS
  85. 85. EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY, NOT A DICTATORSHIP
  86. 86. THE ROLLING AUDIT 4.
  87. 87. Academics Admissions Campus Life Majors Alumni
  88. 88. Academics Admissions Campus Life Majors Alumni
  89. 89. Academics Admissions Campus Life Majors Alumni April June September November 2015
  90. 90. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates Content
  91. 91. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 InitiativesContent
  92. 92. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  93. 93. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  94. 94. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April
  95. 95. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June
  96. 96. Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June Campus Life Alumni September November
  97. 97. THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
  98. 98. CHAMPIONS
 BECAME
 SMALLER
  99. 99. WEIGHT CLASS Ignore Your
  100. 100. FOR BETTER RESULTS Make Smart Bets
  101. 101. YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
  102. 102. THANK YOU @mrvilhauer www.eatingelephant.com/nowwhat15 ME? I’M STILL COREY VILHAUER

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