This presentation includes 7 ways content can derail a web content management system project and ways to mitigate these risks with good content strategy and project management.
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The Writing
Process
Prewriting
Writing
Revising
Editing
Publishing
Promoting
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#4 FAILURE TO
UNDERSTAND THE
CHALLENGES OF
DESIGNING WITH FPO
CONTENT.
For placement only…
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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 1500’s…
…the1500’s…
…the 1500’s…
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#5 FAILURE TO
PROPERLY PLAN FOR
CONTENT MIGRATION.
Content on the move…
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Let’s get specific…
Failure to comprehend the potentially
disruptive effects of owning a new
content management system.
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#7 FAILURE TO
UNDERSTAND THE
GRAVITY OF BUSINESS
REQUIREMENTS.
Feed the need
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Digital
Experience
Vision
Culture &
Governance
Technology
OptimizationContent
Operations
Plan
Customer
Insight
The seven gates for digital change
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Venn diagram steps
1. Place emotive words in the brand
attributes circle
2. Place emotive words in the
audience needs circle
3. Explore overlap
4. Record
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Message architecture output
• Contrarian
– Provocative, yet optimistic
• Empowering
– Provide tools
– Inspire action
• Innovative
– Current
– Leading edge, not bleeding edge
• Egalitarian
– Build community
– Relationship oriented
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Message architecture pro tips
• Set up the room
–Get chairs out of the way
–Provide snacks and refreshment
–Write ground rules on white board
• Ground rules:
–This exercise is about the brand
–Perception = reality
–This is a safe environment
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Migration planning
What: Documents detailing the effort
associated with content integration
When: Design, Development
Why: Because migration is hard
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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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CMS governance
What: Documentation of rules, vital
information, etc.
When: Development
Why: Self preservation (Ever Want to
go on vacation?)
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CMS governance
• 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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User Documentation
What: How to manual(s)
When: Development
Why: Self preservation
Also: Portfolio rot…
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7 ways content can choke out your
project…
• #1 FAILURE TO UNDERSTAND SCOPE.
• #2 FAILURE TO RESPECT THE CONTENT
• #3 FAILURE TO PLAN FOR CONTENT CREATION.
• #4 FAILURE TO DESIGN WITH REAL COPY
• #5 FAILURE TO PLAN FOR CONTENT MIGRATION.
• #6 FAILURE TO PLAN FOR YOUR NEW CMS.
• #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.
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6 Things you can do to mitigate these
risks…
• Hire a content strategist!
• Conduct a Content Audit
• Create a Message Architecture
• Migration Planning
• Write CMS Governance Documentation
• Write User Documentation
Hi!Thank everyone for comingThanks to the Jboye organizersThanks to my company for paying for my travel and giving me the time off to come share my thoughts and experiences with you.
Review slideInvite people to connect w/you
What I doAbout ISITEStart totalk about digital experience
Talk more about digital experiences
About CMS MythReview our perspective
Poll AudienceOK, Big Question for this talk: How many people here think Content Strategy is vitally important to the success website projects you are working on?
First…As I mentioned, I’m primarily project manager not a content strategist…Also…Discuss how this could be relevant to other people on project team…Finally…I’m not going to evangelize too much, hope to be practical…
That being said…Just in case there are any folks in the room who’ve never heard Karen McGrane or Kristina Halvorsentalk, or haven’t been keeping up with the content strategy movement, I do want to quickly share the idea that content strategy truly is a really big deal right now. My own personal acknowledgement of this fact has followed a similar trajectory as our industry, from initial awareness to the present…But for me, there was a watershed moment last year when I saw this tweet, from the Mars Curiosity Rover. If it’s tough to read it says: I’m safely on the surface of Mars. GALE CRATER I AM IN YOU!!! #MSL. On the surface some of you may be thinking: So what? The person responsible for tweeting updates about the recent Mars mission got a little excited…
However, all you have to do is go to the Curiosity’s twitter feed and you’ll see that assumption is incorrect. It is almost immediately evident the Mars Curiosity rover twitter feed has a distinct editorial style, meant to be fun and approachable. On a strategic level, I speculate someone made a very specific choice that this feed should inspire wonder and gain the interest of normal, every day citizens, who vote for the politicians that make decisions about how to fund scientific exploration. That this hunk of battery powered robot, drilling holes in a frozen ball of dirt 50 million miles away from Earth, should have a content strategy fills me with wonder at the importance of what we do. Human beings like stories. They are the ultimate meme’s if you will. They transfer from person to person like energy, far easier than cold, hard, data. Someone made a decision that the Mars Rover should have a personality…That through the exercise of a very intentional content strategy, it should be a star.
So I’d like to say thank you to KarenMcGrane, Jeff Eaton, Margot Bloomstein and the rest of the evangelists, that have been working so hard to help us understand the value of what they bring to the table… It’s my genuine belief that content strategy helps me…and the teams I work with…provide better digital experiences.
That being said…The promise of better digital experiences is great and all…But it’s ALSO my belief that CS makes my life as a project manager a heck of a lot easier, and I’ll demonstrate why with the remainder of this presentation. We’re going to talk about 7 content related risks that may take your project off the rails and then dig into the ways you can mitigate these risks.
In order to understand how content strategy makes the life of a project manager easier, It’s necessary to better understandthe mind of an average project manager…What are our fears,motivations…
What we think about…
OK, so hopefully this is what your project manager is thinking about at work. I’d like to dive a little deeper into each of these areas of interest one at a time…
Talk about scope
Talk about schedule
Talk about budgets
Talk about managing expectations
Managing risk
Share anecdote about facing your problems… InJiuJitsu there are many problems we must face, but the biggest one is the risk of being submitted by your opponent with a choke hold, rendering you unconscious.
In project management we call the act of facing our problems ‘risk management’And so for the next part of out talk we are going to identify 7 ways content may choke out your project…
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So, this image is the Zakim Bridge in Boston, Part of the famous ‘Big Dig’ or Central Artery Project Planning started in 1982The most expensive highway project in the history of mankind.
It was originally scheduled to be completed in 1998 at an estimated cost of $2.8 billion Just let that number settle in for a moment…
It eventually completed in December 2007, at a cost of over $14.6 billion Even adjusted for inflation that’s an overrun of 190%. Does anyone think it’s possible they didn’t know what they were getting into while planning?Team fatigue…($14.6 billion in 2007 = $8.08 billion in 1982 dollars, meaning a cost overrun of about 190%)
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It seems silly to have to say this but it’s ABOUT THE CONTENT!!!Discuss effects
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Discuss this riskDiscuss effects
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If team and/or content can not provide good copy for design, there’s a serious problem. Not thinking about content variability, not understanding the context of the contentlength of listslength of titles length of navigation items…the list goes on.
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I love this image. It’s so optimistic and aspirational…Can’t you just envision a content migration working out like this?The project manager is up there in the ultralight waving in joy, While everything migrates from the old site to the new one in perfect order…Has anyone worked on a migration effort that felt like this?
Does this feel a little more realistic to anyone?Migration is hard!And it’s a huge client risk……the time it takes to move content into the site is a really big deal and it requires careful planning…
Talk about the disappointment of a game delay
Read 2x
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Discuss our perspective at ISITE and CMS Myth
So, how do we manage the risks associated with complex, large-scale, technology projects? In my experience two critical factors are valid, constantly updated data about the project…And knowing which levers you can pull to effect change. The remainder of our discussion today is going to be about the latter.
So: Step 1 – HIRE A DIGITAL STRATEGISTTo make the case for the importance of simply adding this team member, Let’s take a quick look at the evolution of interactive project teamsBriefly share personal career trajectory.
This is the original web page put up by CERN on April 30th 1992. Obviously, not very sophisticated.
In terms of what it took to make a web page like this a reality…here’s what we are talking about. By the way, this was me….When I started in this business I was a ‘web master’. Then became a developer.
Here’s a screenshot of the Apple website, circa 2000. As you can see, design is starting to play a much bigger role. Other important details:ImagesVideo!
It was my experience around this time the team was made up of some number of designers and developersShepherded by an account manager
Here’s a typical webby award winner in 2005. Getting more complex in terms of design, contentAlso login accounts, rate quote tools, etc. The page of static content is DEAD at this point
2005 and everyone is talking about Information Architecture...or User Experience Architecture. A few years earlier Jakob Nielson and Jeffrey Zeldmen had worn out the conference circuit and by 2005 all anyone could talk about was usability.
And as project teams got bigger, they eventually needed full time project managers to keep all these interdependent moving parts in synch. Please note, in addition to casting project managers as the King of Middle earth with a light saber, this portion of the presentation can either be a gross over-simplification or overly complex version of your reality at the time. While it’s true, in 2005 teams may have been even MORE complex that this…There are, even today, folks out there who can competently play in all these spaces and build gorgeous online experiences independently. Websites were becoming exponentially more complex with user accounts, language localization and targeted marketing while simultaneously looking better and better as time went on. Here’s a typical consumer facing ‘webby award winning’ website from 2005…
Enter the content strategists. Along with project teams, the web is getting more complex.
We’re building digital experiences…not websites…And Content needs to be…
And let’s not forget the significance and influence of search results… which has been growing steadily right alongside the complexity of digital experiences. Content teams need to think about how content is consumed by machines, in addition to human audiences.
So, what if you don’t have access to a digital strategist? Then it’s necessary to make sure the right activities, milestones and deliverables are included in the project process.
Introduce the content auditAddresses the risk of not properly understanding scope
Explain Xenu
Introduce message architecture
Talk about Margot Bloomstein’s bookContent Strategy at WorkSet up what happens in a card sort…Fast click through next slides
Introduce Venn Diagram approach
Explain steps
Explain this is output in either case
Pro tips in either case
Explain Migration planning
Review columns, talk about importance
Talk about content object modelingContent template
Share migration planning pro tips
Explain governance…What it is what it isn’t
Here’s some topics that could be included in a governance deliverable