ipc 2016: content strategy for developers
TRANSCRIPT
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Content Strategyfor Developers
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“Content strategy is […]a repeatable system that governs t he management of content throughout the entire content lifecycle.
Rahel Anne BailieIntentionalDesign Inc.
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“Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.
Steven Grindlay et al.Content Strategy Alliance
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“Okay, content is important, sure, but we really have to get that website done now.
Joseph M. ManagerYour Average Web Agency Inc.
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just take the content from the old
website for now!
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HOW DID THAT
LOREM IPSUM END UP
ON THE LIVE SITE ?!!
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Let’s take a look at a little bit of this and that.
Content strategy is a broad topic.
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1. plan 2. assess 3. analyze 4. design 5. maintain
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1Purpose
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What are we creating this website for?** who eventually pays the bill?
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just take the content from the old
website for now!
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User-centric design means that the product must satisfy real human needs.
Content is King*
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Make sure that everyone in the team knows the purpose.
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“Our mission: Make everything hyper great.
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Sell our products.
> vague and meaningless
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Sell this one cool product.
> too big> too many steps
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List and explain advantages of this one cool product.> maybe achievable> but lacking target audience
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Show how this one cool product can help young physicians.> you know your audience > content can be very specific
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A website without meaningful contentis not worth your code.
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2Structure
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Many websitesare no better than PDFs convertedto HTML.
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WEB PAGES!😱
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What’s so bad about unstructuredcontent?
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Robots don’t understand unstructured content.
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If robots can’t understand your content they can’t help you orchestrating it.
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Screenshot: Karen Mc Grane
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Don’t write for justone channel
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Don’t write for justone channel *
* okay, got ya, we’ll create a website for mobile, too
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RWD FTW!
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Content needs to be adaptive.
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Start creatingcontent models.
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Create project-specific content types.Neos allows you to do that just with configuration,no programming required.
ContentTypes
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Twitter teaser?Apple Watch headline?
If you create channel-specific content types,you’re probably doing it wrong.
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Twitter teaser?Apple Watch headline?
Short teaser. Medium teaser. Super short abstract.
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Separation of content and presentation.This time for real.
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Add metadata!
[x] show on front page[x] hide in iOS app
[x] breaking news[x] top story
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Automate content orchestration.
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3Quality
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Make content thecentral aspect of your website project.
Invest intoplanning, analysis& design.
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