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Building Your Agency's Content Strategy Practice

Slideshow about Building Your Agency's Content Strategy Practice by Jeff Eaton

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Building Your Agency's Content Strategy Practice

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  1. 1 I hope you like spreadsheets Implementing content strategy on your agency projects ? Brought to you by @eaton and @gathercontent

  2. Hi. I’m @eaton! I’m with Lullabot. strategy, design, and development 2

  3. 3 Copywriter Marketing Webmaster Enterprise Web CMS Content Strategy

  4. 4 Content Strategy: 1. The planning, development, and management of content — written or in other media 2. What content you’re using, where it goes and when, who uses and manages it, and why it matters

  5. 5 If your projects succeed, your’e probably doing Content Strategy.

  6. 6 1. Ignoring it 2. Doing it 3. Doing it deliberately 4. Getting paid to do it

  7. 7 ‣2006: Two web nerds with a dream ‣Built Drupal sites, then planned them ‣Training, workshops, consulting ‣…Then building bigger sites. ‣2014: We’re ~50 strong ‣Devs, designers, strategists,
 project managers…

  8. 8 Lots of content

  9. 9 We were stuck in the middle

  10. 10 Practice: 1. The application or use of an idea, or method, as opposed to theories 2. Repeated exercise of an activity or skill to acquire or maintain proficiency

  11. 11 How it works …for us …at the moment

  12. 12 Five things our team needs to understand: ‣The game plan ‣The inventory ‣The content model ‣The presentation model ‣The workflow

  13. 13 Gameplan The problem the project is trying to solve, the strategy we think will solve it, the tactics we plan to use, and the way we’ll measure the results.

  14. 14 Goal Increase the purchase rate on expensive products. ? Strategy Get shoppers to imagine how the products will fit into their lives. ? Tactics Take product action shots around the office, publish several each week.

  15. 15 Inventory A list of content resources the client currently has, whether they’re online, offline, tucked on a shared drive, or trapped old Word Docs. ? …And what they’ll need to execute the plan.

  16. 16 Oh, the spreadsheets you’ll meet… ‣Content inventories and audits ‣Current and future publishing channels ‣Content gap analysis ‣Many, many, many spreadsheets
 …And some spreadsheets

  17. 17 Content model The types of content they’ll need, what properties they have, how they relate to each other, and what they should accomplish.

  18. 18 ‣Whiteboard sketches ‣Database models ‣Detailed spreadsheets ‣Migration planning ‣Taxonomy and grouping

  19. 19 Presentation Model How content will be assembled and disseminated to accomplish the project’s goals.

  20. 20 ‣Navigation systems ‣“Intent Maps” of the site ‣Prioritized page elements ‣Wireframes ‣Working prototypes

  21. 21 Workflow Who’ll write new material, update existing content, and remove old stuff? What roles will work on the site, and what tasks will they be responsible for?

  22. 22 ‣Interviews with content managers ‣Tools for actual tasks ‣Where does that actually come from? ‣Where are the risky parts?

  23. 23 ‣The game plan ‣The inventory ‣The content model ‣The presentation model ‣The workflow

  24. 24 How do they work? ‣They emphasize understanding ‣They require collaboration across disciplines ‣They inform each other over many iterations ‣They provide sanity checks

  25. 25 A tale of two clients

  26. 26 MSNBC A cable news network ready to ramp up an engaged online community and tackle multi- channel publishing! ? …running a Wordpress Archipelago.

  27. 27 ‣Tons of existing content ‣Multichannel (web, mobile, TV, XBox…) ‣Not our strategy, not our design ‣Parallel design and development ‣Editors needed to love it ‣…And a tight deadline

  28. 28 Design Code Content

  29. 29 Design Code crazy but awesome Content

  30. 30 Lots and lots of communication

  31. 31 Lots and lots of translation

  32. 32 Loads of interviews

  33. 33 The quick model

  34. 34 The monster model

  35. 35 Results!

  36. 36 The NAMM Foundation An awesome nonprofit that promotes music education and recreational music-making. ? …And has a site designed a decade ago.

  37. 37 ‣Big dreams, limited budget ‣Lots of stakeholders ‣Site had lots of content, no message ‣Internally focused IA ‣Limited staff for maintenance

  38. 38 Workshop! ‣ What makes you special? ‣ Who’s your audience? ‣ Why do they care? ‣ What’s your voice? ‣ What’s not working now? ‣ Old fashioned brand identity work Attribution text and URL go here

  39. 39 The Inventory

  40. 40 Model and map Best Communities Data† Survey Promotion NAMM Foundation Blog Music Teacher Finder† Your Community Music Merchandiser Finder† Recruitment and Retention Why Music Matters Resources for Educators Tips for Success Downloadable Teaching Tools NAMM Foundation Site Blog posts for Educators Webcasts Sign up Action Kits and Downloadables What We Do Get Involved Advocacy Blog Posts Donation Partner Orgs and other Resources*

  41. 41 Displays and styles

  42. 42 HTML wireframes

  43. 43 Responsive Design

  44. 44 Results!

  45. 45 The lessons we’ve learned

  46. 46 Mixed teams rock

  47. 47 Language matters

  48. 48 Silos hurt

  49. 49 “Big reveals” suck

  50. 50 Iteration isn’t optional

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