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Content Structure for Any Strategist

This workshop will take you from narrative to chunks—without losing the story. If you come from an editorial background, content “structure” doesn’t mean the same thing it does to a technical person. But an editorial understanding of narrative structure gives you a solid framework to craft a technical content structure that can make your work even more effective.

This workshop will give you a new lens on your content and walk you through the steps to structure your content into an architecture for a more effective customer experience and simplified content management experience. Attending this workshop will help you:

Figure out the building blocks of your content’s structure.
Learn how to design and communicate a content architecture/model.
Understand how to incorporate structure into content creation.
Identify resources that help you find and get the technology you need.
Who should attend: People who come from an editorial, marketing, or general content strategy or management background, but who are newer to the technical side of things, or who don’t feel confident in their content-structure-specific technical understanding. This workshop is technology-agnostic, and will talk about the kinds of questions you need to ask of technology instead of prescribing a particular solution.

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Content Structure for Any Strategist

  1. 1. CONTENT STRUCTURE FOR ANY STRATEGIST Laura Creekmore | @lauracreekmore https://www.flickr.com/photos/londonmatt/
  2. 2. TODAY’S PLAN Just so you know WHO’S HERE CONTENT STRUCTURE BUILDING TYPES, MODELS, AND RULES TECHNOLOGY IDEAS
  3. 3. Who are you? What do you do? Is your compe6tor here? INTRODUCTIONS
  4. 4. Content structure: What is it? https://www.flickr.com/photos/56218409@N03/
  5. 5. A liBle history https://www.flickr.com/photos/elbokkie/
  6. 6. CHALLENGES WITH TRADITIONAL CONTENT STRUCTURE 1 2 3 4 5 Inefficient Impossible to reuse High level of risk Not extensible Can create poor UX
  7. 7. A new way of thinking https://www.flickr.com/photos/duncanh1/
  8. 8. Chunks not pages
  9. 9. Chunks Small bits of informa1on that can be shared in a useful way. Machine- friendly.
  10. 10. Movies Actors TV Shows Directors News Videos Rankings Reviews
  11. 11. Recipes Products Links to Brand Sites Tips News Videos ArScles Reviews
  12. 12. Content model Diagram that shows the rela1onships of all content types to one another
  13. 13. STRUCTURING CONTENT • Determine business need • IdenHfy elements (fields) • Define metadata • Create relaHonships • Write rules (and other great stuff)
  14. 14. FACETS OF CONTENT • Audience • Time/Date • LocaHon • Use • Outcome • Input • Topic • Source • Feature • Industry-specific
  15. 15. Person Former name Name George Timothy Clooney was born on May 6, 1961, in Lexington, Kentucky, to Nina Bruce (née Warren), a former beauty pageant queen, and Nick Clooney, a former anchorman and game show host (who was also the brother of singer Rosemary Clooney). He has Irish, English, and German ancestry. Clooney spent most of this youth in Ohio and Kentucky, and graduated from Augusta High School. He was very active in sports such as basketball and baseball, and tried out for the Cincinnati Reds, but was not offered a contract. Bio Often plays scoundrels that are likable and have redeeming qualities + Best man at the wedding of [Richard Kind].Trivia ▿ Trade Mark ▿ + I don't like to share my personal life... it wouldn't be personal if I shared it. Personal Quotes ▿ + Related Media Remove Link Select Title Date Released Salary Type Role Character Name Sisters 1991 $40,000/episode TV Series Actor James Falconer Nickname Also credited as Birth place Birth date Height FT ▿ IN ▿ English ▿
  16. 16. STRUCTURING CONTENT • • • • • Determine business need IdenHfy elements (fields) Define metadata Create relaHonships Write rules (and other great stuff)
  17. 17. But why? https://www.flickr.com/photos/lojane16/
  18. 18. CHALLENGES WITH TRADITIONAL CONTENT STRUCTURE 1 2 3 4 5 Inefficient Impossible to reuse High level of risk Not extensible Can create poor UX
  19. 19. BENEFITS OF STRUCTURED CONTENT 1 Efficient opera6ons 2 Publish once, use repeatedly 3 Reduced risk 4 Extensible into other plaHorms 5 Can enable posi6ve UX, even with complexity BONUS Findability BONUS Improved analysis
  20. 20. The secret: Requiring structured content creates be>er content…and be>er customer experiences.
  21. 21. Dealing with change https://www.flickr.com/photos/grongar/
  22. 22. MOVING TO STRUCTURED CONTENT • Build an interdisciplinary team • Get everyone’s voice at the table • Make a business case • Build your technical understanding • Don’t over-structure up front
  23. 23. POTENTIAL BUSINESS CASES Try these on for size SEO AND FINDABILITY EXTENSIBILITY EFFICIENCY AND RISK REDUCTION
  24. 24. Own your tech stack
  25. 25. SOME TECH THINGS ANY CONTENT STRATEGIST NEEDS TO KNOW • Full descripHon/understanding of your tech stack • Do you have an API? How could you use one? • What metadata do you collect? • How can you report and measure your work? • How will AI, smart speakers, chat technology change your work?
  26. 26. CONTACT LAURA CREEKMORE @lauracreekmore laura@creekcontent.com +1 615-500-4131

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This workshop will take you from narrative to chunks—without losing the story. If you come from an editorial background, content “structure” doesn’t mean the same thing it does to a technical person. But an editorial understanding of narrative structure gives you a solid framework to craft a technical content structure that can make your work even more effective. This workshop will give you a new lens on your content and walk you through the steps to structure your content into an architecture for a more effective customer experience and simplified content management experience. Attending this workshop will help you: Figure out the building blocks of your content’s structure. Learn how to design and communicate a content architecture/model. Understand how to incorporate structure into content creation. Identify resources that help you find and get the technology you need. Who should attend: People who come from an editorial, marketing, or general content strategy or management background, but who are newer to the technical side of things, or who don’t feel confident in their content-structure-specific technical understanding. This workshop is technology-agnostic, and will talk about the kinds of questions you need to ask of technology instead of prescribing a particular solution.

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