Confessions of a Content Whisperer

Confessions of a Content Whisperer
Katherine Krause | AAFP
http://madebyjoel.com/2010/04/tin-can-telephones.html/
@k8krause
#NAGW2015

http://www.dumpaday.com/funny-pictures/funny-pictures-36-pics-7/

4
http://blog.braintraffic.com/ © 2010 Brain Traffic
This
is helpful.
© Brain Traffic 2010

5
Get this
book.
Memorize it.
http://www.andysowards.com/blog/2012/challenges-in-responsive-web-design/

6
http://thecontentstrategytoolkit.com
And this
one.

Preparation | Personas | Message Maps | Lifecycle & Governance

8
http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/
/
What is your special talent?

https://dcgmentor.wordpress.com/2015/05/03/the-wizard-of-albany/
Content
strategists
have spent
too long
looking like
this.

http://elfwriter.com/category/other-authors/
We are not
the only
super
heroes
in the room.

http://elfwriter.com/category/other-authors/
Content owners
are invested.
This is a good
thing.

http://thegreatumbrellaheist.blogspot.com/2011/10/listening-ears.html
Also,
listen.

14
https://freeimagesetc.wordpress.com/tag/stand/
Content
strategy is
about finding
potential.

https://www.pinterest.com/pin/355502964308123860/
Express
the potential
you see.

16
https://freeimagesetc.wordpress.com/tag/stand/
And
balance.
http://good-wallpapers.com/misc/21056

https://www.vat19.com/item/picture-this-picture-word-board-game/
We have to
know our
end game.

http://www.prettyprudent.com/2010/08/baby-kid/birds-binoculars-breakfast-trail-
mix-2//
What’s your
vision
for content
strategy?

19
https://www.etsy.com/listing/226236723/please-do-not-disturbtherapy-in
Let’s make stuff up.

20
Facilitate the production and continuous improvement
of content that is:
§  Engaging – relevant, relationship-minded, and
progressively actionable
§  Valuable – distributed effectively, consistently, and
creatively
§  Accurate – timely, complete, and reflective of our brand

http://files.formspring.me.s3.amazonaws.com/photos/20130121/

22
http://www.beautifullynutty.com/steak-face/

23
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
What part(s) of preparation do you skip/avoid?
thought break

24
http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who needs to hear your content strategy vision?
thought break

25
How will you cultivate possibility?
thought break

27
https://www.flickr.com/photos/mr_t_in_dc/4800819674
Identify
common user
groups.
Articulate
key information.

28
http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-presentation-by-shlomo-goltz
Graphic by Shlomo Goltz
Not the
same.
(But kinda.)

http://howaboutorange.blogspot.com/2010/12/how-to-make-5-pointed-paper-snowflakes.html
Snowflakes
are for winter.

30
http://www.zazzle.com.au/kawaii+unicorn+key+rings
Functional.
And a bit
fictional.

http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html
§  Build empathy.
§  Focus your work.
§  Make better decisions.
§  Measure of success.

Breathe some
life into your
brand.
http://nursing411.org/Courses/MD0532_Cardiopulmonary_Resuscitation/3-09_Cardiopulmonary_Resuscitation.html

http://www.cityxproject.com/workshop/
Research.
Cluster.
Interview.
Model.
Design.
Test.
Tell.

http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html
1.  Identify & develop the
main character.
2.  Articulate a user
story or scenario.
3.  Specify the goal that
the persona wants to
achieve.

Let’s sample a few.
http://www.huffingtonpost.com/2014/02/07/costco-things-you-didnt-know_n_4725587.html

36
Identity + Narrative + Journey
https://developertodesigner.files.wordpress.com/2012/07/persona_1_homeowner.png

Identity + Narrative + Behaviors
https://developertodesigner.files.wordpress.com/2012/07/personas.png

38
Let’s try making one.
https://thisisntimportant.files.wordpress.com/2012/01/childs-drawing.jpg

https://acountrygirlplusacamera.files.wordpress.com/2011/02/img_9461.jpg

40
Who will welcome the idea of personas?
thought break

41
Where’s your (most) natural test group?
thought break

42
What will be the hardest part? Who can help?
thought break

http://www.cityxproject.com/workshop/
Personas Demystified 1.0 by Shlomo Goltz
http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-
presentation-by-shlomo-goltz

http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg
“Your sense of
direction is
adorable.”

46
http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/
Wha!?!!

http://blog.sharpie.com/2013/04/new-sharpie-cheeseburger-limited-edition-collection/
http://www.geek.com/wp-content/uploads/2013/01/cheeseburgers.jpg

http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html

http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html
§  Limited capacity
for attention
§  Experience
trumps information
§  Connect
information with
experience

http://upscalelivingmag.com/california-closets-more-than-a-closet/
The California Closets of content.

http://upscalelivingmag.com/california-closets-more-than-a-closet/
§  Multichannel
content production
§  New programs &
products
§  User-centric content
§  General cleanliness

http://2beesinapod.com/2014/03/27/master-closet-makeover-reveal/
§  Gather narrative &
psychographic
info
§  Document
concerns
§  Match statements
to concerns

Let’s take it for a walk.
http://i.telegraph.co.uk/multimedia/archive/03234/Thin_model_3234318b.jpg

Practice Case
http://static.iconsplace.com/icons/preview/black/shoe-woman-256.png
oz shoe co.

DOROTHY
“I’m a distance dog
walker who often sings
and dances. I want
shoes that can handle
the brick-topped back
roads to Broadway.”
THINKS & FEELS
SEESHEARS
FEARS GOALS
§  Lover of pets/animals
§  Individual sense of style
§  Heels are always appropriate
§  Hard surfaces
for walking
§  A lot of variety
in footware
§  The right shoes
are essential to
a good journey
§  Vintage and/or
recycled goods
have special
value
§  Flying monkeys
§  Unsuitable heels
§  Technicolor
§  Spending time/resources
with friends & family
§  Comfort without sacrificing
pizzazz

Part 1

DORTHY
|
Concern
Map

Key
Concern:

I’m
an
outdoorsy,

fancy
girl
who
needs

quality
walking

shoes.

Concern
#1:

I
need
durable
shoes

suitable
for
walking
long

distances.
• I don’t’ have a lot of
money to spend on
shoes.
• My dog may or may not
chew my shoes. I need
them to last.
• I do a lot of on- and off-
road walking.
Concern
#3:

I
want
to
be
able
to
sing

and
dance
without

changing
shoes.
• Heels are important in
dancing shoes.
• My shoes need to be
comfortable whether
I’m hiking or doing a
fox trot.
• My shoes need to fit
well and not fly off
when I kick up my
heels.
Concern
#2:

I
like
style.
I
want
to
wear

something
with
a
little

magic.
• I like a classic look with a touch
of pizzazz.
• Footware is the focus of my
personal style.
• I’m always looking for that extra
“something special” quality.

Flip concerns into statements.

59
Who will get this?
thought break

60
Where can you try this now?
thought break

61
Who are the right people to be involved?
thought break

http://www.ikea.com
The first few times will
feel like this:

http://stephanieoppenheim.com/2011/07/what-did-mr-potato-head-say-to-mrs-potato-head/
Lifecycle
is about your
content.

Governance
is about your
organization.

67
Stages of
the Content
Lifecycle

§  Do you translate content?
§  Do you need legal review?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/

§  What’s your UX checkpoint?
§  Has your web design
changed?
§  Who owns or writes the
copy?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/

Governance
= a system for
all of this.
http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head

There are many
more tools for
governance.
http://ext.homedepot.com/community/blog/wp-content/wpuploads/MarthaToolshed1.jpg

http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head
Editorial
calendars
manage the
lifecycle.

http://atltek.net/wp-content/uploads/2012/07/google-calendar-2.png
Google Calendar
http://www.blueglass.co.uk/wp-content/uploads/2013/09/trello-calendar.jpg
http://media.getchute.com.s3.amazonaws.com/assets/images/586733571/original-586733571-DHScHxruk.png
Ye Olde Excel
*Free.

Valuation
models
reveal how
content is
performing.
http://www.freerepublic.com/focus/f-chat/657894/posts

Valuate
you must.
http://media.popcultcha.com.au/media/catalog/product/y/o/yoda-tater-01.png

http://thehatonjasper.com/2015/03/oprah-you-get-an-appie-you-get-an-appie-you-get-an-appie/

80
http://www.cbsnews.com/news/official-start-of-summer-roasts-the-northeast/
Workflow often looks like this.

This is better. https://experience.sap.com/wp-content/uploads/2014/06/Swimlane-Diagram-Process-Fl.gif

82
Don’t forget organizational elements.
http://www.sideshowcollectors.com/forums/disneyana/62002-thinkway-toy-story-collection-76.html

§  Teams for content
strategy
§  Training &
knowledge sharing
§  Reports &
dashboards
http://blogs.bgsu.edu/artc4130jabbo/files/2010/08/ToyStory2_Alien.jpg

84
What’s your biggest governance need?
thought break

85
What’s your next step?
thought break

86
Who shares the job of governance?
thought break

http://image.cdn.ispot.tv/ad/7MbL/chick-fil-a-grilled-chicken-nuggets-talented-cows-large-3.jpg

Thank you.

Confessions of a Content Whisperer

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