Key principles for creating useful self-service content, by Gerry McGovern
Content management professionals are being asked to manage 1000s of pages, and it’s too much. The problem is that we’re using 1970s models of management for a 2010 world. The new models of content management will reward consumption rather than production.
Picking a seat on a plane is great for self service, because you have control. But reading an x-ray takes 7 years of education, and so that is a poor choice for self-service. To decide if something is a good choice for a self-service it should be: Continue Reading
Redefining content strategy for greater business impact: A case study, by Madelaine Verchere
About EY (her organization)
- They offer tax, audit, transition, and advisory services.
- Their work is constantly evolving, so what they do changes often.
- This means their content changes often. Their teams work as individual clients.
- Their team manages the content for all of these individual “clients” (i.e. other parts of the business).
Selling content strategy in Spain, by Fabrizio Ferri Benedetti
So you want to be a content strategist in Spain?
- Fabrizio thought of himself as a writer, then realized he had been doing content strategy
- He helped to start the content strategy meetup in Spain
- He’s been looking at the struggles and opportunities for content strategists in Spain
10 steps to salvation: Creating digital governance that works, by Kate Thomas
Governance combines processes, people, and technology so that organizations can function.
Old style governance was easy.
- The IT department took care of all online stuff
- Governance was about procurement
- There wasn’t the 24hr news cycle
- There were far fewer channels
- In 1998 PayPal came into the field, 2000 TripAdvisor, 2003 WordPress, 2005 Facebook and YouTube – lots more channels, user generated content, etc!!
- This is what happens when devices, channels, and content collide.
Extreme puzzling: Content strategy and corporates, by Sam Wilson
Sam works at Woolworths, figured out she was a content strategist 6 months into her job.
- She was a commercial lawyer.
- Then she was a journalist.
- Then she worked for an online publisher.
- Then she was recruited by Woolworths.
The problem: how do you pull together a decade’s worth of online content from across different silos all int one content structure with the ability to scale as new content is created? Continue Reading
Think/feel/do: A framework for facilitating content strategy conversations, by Tizzy Asher
Think: What do I know or understand
Feel: What emotions will it bring up?
Do: What action will I take?
- Think: Jump!
- Feel: Trepidation
- Do: Jump/buy Nike stuff
In it together: Co-creating your content strategy, by Sara Wachter-Boettcher
[Got to the talk a bit late, so the notes start in the middle.]
Ask the group some questions:
- What content do we need?
- How will someone find it?
These questions help everyone to have a shared lens.
Things to remember:
- Go in with goals – be clear about what the team needs to do.
- Provide guideposts
- Choose input or output
Making systems, making stuff, by Elizabeth McGuane
- Recently began freelancing
- Split her time between consulting, collaborating, and zen
- “One of the symptoms of an approaching nervous breakdown is the belief that one’s work is terribly important.” -Bertrand Russell
- Began as a journalist
- Now is a content director – helps business to understand analytics and why quality matters
- Bad content is a symptom that something else is wrong.
- This year, she was trying to figure out which was more fun: content modeling or content direction?
- It all comes down to culture
- She found the Competing Values Framework, which identifies 4 quadrants of creativity and control
Museum content strategy: Connecting collections to people, by Conxa Rodà
Museu Nacional d’Art de Catalunya Barcelona
- They had an online presence
- But there’s no strategy
Ideally, a museum is a connector for audiences. Content strategy is the tool museums need to make those connections between audience and knowledge. Continue Reading
Legal content as part of the user experience, by Frances Gordon
What is legal content?
- It’s intended to have two reasonable people understand one another.
- But to consumers, it’s often not valuable.
- Young users say they don’t know what it means, and they don’t care.
- Older (more cynical) users say “this is how you’ll screw me if something goes wrong.”
- To corporations, it’s a necessary evil.
- To content professionals its unnecessary and evil.
- It is NOT currently a meeting of the minds.