talk to your boss & grandboss about content strategy (or anything, really)
TRANSCRIPT
about content strategy
Amanda Costello College of Education and Human Development
University of Minnesota @amandaesque
(or anything, really)
Boss & Grandbosshow to talk to your
grandboss?
HelloMy name is
Amanda
I Don’t Have Your Ph.D.Working with Faculty & the Web
what would you sayyou do here?
A Good Explanation lowers the cost of understanding
A Good Explanation lowers the cost of understanding
teaching in japan
Lesson Planning 1011. What do they already know?
2. What do you want them to know by the end?
3. How will you get them there?
4. How will you know they know it?
1. What did they already know?
Who was I dealing with?
Money
Enrollment
Teaching Research Outreach
employees
time
The web?Source: Flickr user vanz https://www.flickr.com/photos/vanz/2043629633/
them to know?2. What did i want
The internet is real
They have a role
We’re here to help
Content Strategy model
3. How Will I GetThem There?
your settingKNOW
I make sure the content on our
site is useful for the people
who need it.
Elevator Speech:
Know Thyself
1. make a plan2. cumberbatch
#whatsyourcumberbatch
let’s check out some slides
let’s check out some slides
Content Strategy & Youtime to get excited!
Lots%of%Problems%! We’re%out%of%money%
! Another%school%got%every%grant%we%applied%for%
! Students%are%too%sleepy!%
! We’re%not%meeting%our%having>meetings%quota%as%set%forth%by%the%board%of%regents%
! There’s%a%moth%in%my%office%and%it%won’t%leave%
Hi! I’m Amanda• Lead Content Strategist • 6 years with CEHD • UMN alum, past
participant on JET Programme
• National conference speaker, content strategy writer/blogger
Web Strategy Team
Jeff AbuzzahabWeb Team Lead
Susan Andre Design Lead
Dan Sagisser Information Architect
B.A., English LitConcentration: Shakespeare
& Dystopian Fiction
“Content strategy plans for the creation, publication, and governance of
useful, usable content.” - Kristina Halvorson,
Content Strategy for the Web
“Anything that conveys meaningful information to
humans is called ‘content’.” -Erin Kissane,
The Elements of Content Strategy
Good Content is
appropriateuseful
user-centeredclear
consistentconcise
supported
Questions
#
Icons from Flaticon, users SimpleIcon and Freepik (freepik.com)
What the web does
What people do
Faculty Instructor Professor
Teacher
lolwut
People!
www.plainlanguage.gov• Plain Writing Act of 2010. Law requires
federal agencies to use “clear Government communication that the public can understand and use.”
• 3 additional executive orders cover the use of plain language in regulations (EO 13563, EO 12866, EO 12988)
Medicare Fraud Letter“Investigators at the contractor will review the facts in your case and decide the most appropriate course of action. The first step taken with most Medicare health care providers is to reeducate them about Medicare regulations and policies. If the practice continues, the contractor may conduct special audits of the providers medical records. Often, the contractor recovers overpayments to health care providers this way. If there is sufficient evidence to show that the provider is consistently violating Medicare policies, the contractor will document the violations and ask the Office of the Inspector General to prosecute the case. This can lead to expulsion from the Medicare program, civil monetary penalties, and imprisonment.”
Medicare Fraud Letter“We will take two steps to look at this matter: we will find out if it was an error or fraud, and we will let you know the result.”
Content Strategy model
z.umn.edu/csmap
Let’s talk aboutSocial media
Websites Project pages
Content audits User experience
Communication plans Content templates
Usability tests Taxonomies
!
Web branding Plain Language
Editorial calendars Voice and tone
Information architecture User research
Persona generation Use scenarios
Web standards ... and so much more!
What can you do?• Bring in your content strategist early in
the conversation about new projects, initiatives, or ideas in your area.
• Think about audience and your users; who is your content for, and who is it not for?
• Collaborate with us; let’s make awesome.
4. How do I knowthey know it?
What can You do?
Weekly MeetingsBoss & Grandboss updates
Get In Front of people
Start explaining anything!
Image: Sarah Worthy, http://tendenci.com/photos/1242/in/43/
build bridgesbetween silos
build bridgesbetween silos
