Content strategy is a critical part of developing a sustainable, smart digital experience, and a smart project manager can help incorporate content strategy, management, and migration in an effective way. Presentation given by Jake DiMare & Hilary Marsh at the 2013 Gilbane Content and Digital Experience Conference
4. What is Content Strategy?
• Who, what, when, where, why, how
of publishing content
+
• A strategic statement tying content
to business & user needs
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• People, processes, and power to
execute that statement
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@hilarymarsh
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@jakedimare
6. Without a Content Strategy…
If you build a site
without knowing the content that will exist,
the site you create
may not be able to be successful!
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@hilarymarsh
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@jakedimare
27. Create the experience business needs...
#1 FAILURE TO
UNDERSTAND THE
GRAVITY OF THE
BUSINESS GOALS
AND OBJECTIVES
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@jakedimare
28. The seven gates for digital
change
Vision
Customer
Insight
Operations
Plan
Culture &
Governance
Digital
Experience
Content
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Technology
Optimization
@hilarymarsh
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@jakedimare
29. “Every pixel has an owner.”
– Paul Ford, former Web editor at Harper’s magazine
Confab 2013
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@hilarymarsh
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@jakedimare
37. For placement only (for dummies)…
#5 FAILURE TO
UNDERSTAND THE
CHALLENGES OF
DESIGNING WITH
DUMMY CONTENT
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@hilarymarsh
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@jakedimare
38. Dummy text is for…
Lorem Ipsum is simply dummy text of the
printing and typesetting industry. It has been
the industry's standard dummy text ever since
the 1500s…
…the 1500s…
…the1500s…
…the 1500s…
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@hilarymarsh
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@jakedimare
39. Content on the move…
#6 FAILURE TO
PROPERLY PLAN
FOR CONTENT
MIGRATION
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@hilarymarsh
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@jakedimare
60. Content audit pro tips
• Do use Xenu or CAT
• Don’t just run automated software
• Include UXA, UXD, MO, and business
stakeholders in the analysis
• Look for pockets of abandoned
content
• Compare audit against analytics
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@hilarymarsh
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@jakedimare
61. Think about message architecture
What: Hierarchy of
communication goals
When: Discovery, Design
Why: Learnin’!
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@hilarymarsh
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@jakedimare
62. Do some migration planning
What: Documents detailing the
effort associated with content
integration
When: Design, Development
Why: Because migration is hard
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@hilarymarsh
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@jakedimare
65. Migration planning pro tips
• Start early, update often
• Be informed by genuine workflow
• Let stakeholders know this is a
living document. It doesn’t get
‘finished’
• Make sure everyone is working
from the same sheet music.
• Have a sign-off column!
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@hilarymarsh
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@jakedimare
66. Plan for CMS governance
What: Documentation of rules,
vital information, etc.
When: Development
Why: Self-preservation (do you
ever want to go on vacation?)
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@hilarymarsh
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@jakedimare
67. CMS governance
•
•
•
•
•
•
•
•
•
•
•
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Hosting information
Support information
Content management team information
Measurement team information
Advertising information
Archiving
Security
Information architecture
Hiring and training
Standards and procedures
Legal issues (Privacy, TOS, Etc.)
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@hilarymarsh
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@jakedimare
69. 7 ways content can choke out
your project…
• #1 Failure to understand business needs
• #2 Failure to understand scope
• #3 Failure to respect the content
• #4 Failure to plan for content creation
• #5 Failure to design with real copy
• #6 Failure to plan for content migration
• #7 Failure to recognize the relationship between
content and experience
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@hilarymarsh
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@jakedimare
70. 6 things you can do to mitigate
these risks…
• Hire a content strategist!
• Create a content strategy
• Conduct a content audit
• Migration planning
• Write CMS governance documentation
• Educate users
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@hilarymarsh
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@jakedimare