orchestrating content—fowd nyc
TRANSCRIPT
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orchestratingcontent
sara wachter-boettcher @sara_ann_marie
fowd nyc // november 2014
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Let’s talk about how I screwed up instead.
flickr.com/photos/mypubliclands/9406650850
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#WVpdx | 05.18.2012 @sara_ann_marie
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#WVpdx | 05.18.2012 @sara_ann_marie
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#WVpdx | 05.18.2012 @sara_ann_marie
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So I made content models.
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And I made things modular.
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CONTENTGOES HERE
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‘‘I don’t see why we need to fill out those fields. Look, I can just paste my press release right here.
— OH at CMS training
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Mobile design requires content that works.
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Web design requires content that works.
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Orchestrating content
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Orchestrating content models
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Orchestrating content people
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Orchestrating content realities
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headaches we can actually stop3
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www.flickr.com/photos/bevgoodwin/9482142313/
“My thing matters most!”1
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‘‘Tools like carousels are used as appeasers to keep everyone from beating the sh** out of each other.
— Brad Frost, “Carousels”
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Discord is why we can’t have nice things.
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Cluttered layouts Bloated navigation Rogue departments One-off requests
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flickr.com/photos/42dreams/485750534
What to do: Unify your performers.
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Feelings can be as important as features.
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Who are we? Who is our audience? What are our goals? How should we sound?
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Create simple reminders.
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‘‘Principle: keep it simple Students have a lot going on: courses, clubs, jobs, sports. Make life easier, not more stressful.
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Common ground before content.
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“Wait, you want ME to do WHAT?!2
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‘‘Publishing is easy! Just choose a category, fill out these nine fields, select three related items, and add at least four tags from this PDF.
—Every CMS training
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What to do: Listen and adjust.
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Participation weeds out future problems.
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Establish a shared lens for content.
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the user’s journey
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content we have
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content we need
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What will it take to serve that content at that moment?
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TEASER / 25 words
DESCRIPTION / 100 words
TITLE / 40 characters
FEATURES / 150 words
RELATED RELATED
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Draft real-ish content.
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Vet it against the current reality.
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Success is a design that’s sustainable.
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flickr.com/photos/bjmccray/1564988306
“This is more work than we thought!”3
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‘‘We’re working on our content! Probably today! We’re totally going to get it done on time!
—People with good intentions
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What to do: Keep the tempo.
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Kickstart writing tasks.
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before
after
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Find your team’s rhythm.
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Sept. Oct. Nov. Dec. Jan. Feb. Mar.
PROJ
ECT
TEAM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
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Content workshop
Content batch 1
Internal review CMS entry
CONT
ENT
MAN
AGER
S Batch 1 revisions
Content batch 2
Internal review
Batch 2 revisions
QA
Content batch 3
Internal review
Batch 3 revisions
Sept. Oct. Nov. Dec. Jan. Feb. Mar.PR
OJEC
T TE
AM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
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Content reqs check
Pre-CMSentry check
Content workshop
Content batch 1
Internal review CMS entry
CONT
ENT
MAN
AGER
S Batch 1 revisions
Content batch 2
Internal review
Batch 2 revisions
QA
Content batch 3
Internal review
Batch 3 revisions
Sept. Oct. Nov. Dec. Jan. Feb. Mar.PR
OJEC
T TE
AM
Backend development
High-level IA
Content modeling Editorial &
CMS guide
Front-end developmentStyle tiles
Prototyping Prototyping
Content principles
QASample content
Design/content alignment
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flickr.com/photos/42dreams/485750534
Practice, practice, practice.
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flickr.com/photos/cedwardmoran/633158834
Build things.
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Build confidence.
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flickr.com/photos/omcoc/9884103583
Build the future.
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Thank you!
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