guiding content strategy as a freelancer a. alex laughnan a. - PowerPoint PPT Presentation

guiding content strategy as a freelancer a.

alex laughnan a. developer alex@acreative.io 
 tweets: @alexlaughnan a.

alex laughnan a. developer + etc alex@acreative.io 
 tweets: @alexlaughnan a.

alex laughnan a. developer + strategist alex@acreative.io 
 tweets: @alexlaughnan a.

meow, who are you? a.

overview • ground rules around project kickoff meetings • questioning content importance and placement • overall user experience • intentional conversations regarding interface and content a.

the situation a.

the situation a.

a.

content strategy communication & 
 meetings information 
 architecture wireframes prototypes build out QA a.

a.

*paws* a.

next steps… a.

content strategy communication & 
 meetings information 
 architecture* wireframes prototypes build out QA a.

project kickoff • define stakeholders • identify goal(s) • identify high-level timelines a.

communication • provide project timeline, asks, and details. • address concerns, workflow changes, or future commitments from different stakeholders. • setup check-ins (yes, you have more meetings). a.

now what? a.

what is content strategy? a.

“Content strategy plans for the creation, publication, and governance of useful, usable content.” –Kristina Halvorson (author of the book Content Strategy for the Web) a.

user experience build content strategy visual research & design strategy discovery, 
 stakeholders, 
 etc. a.

the people part ☹ • • determining ownership • communicate changed items • who initiates? • workflow • what tools / resources help launch • on-going quality & maintenance a.

some applications: google docs/sheets (shown), 
 basecamp, trello, asana, jira, mindnode, et al. a.

the content part 🦅 • • determining the types of content • brand • voice • topics / sources • structuring these content elements • prioritized • formatted • modeled / linked a.

some applications: google docs/sheets, trello, 
 asana, airtable (shown), omnigraffle, et al. a.

what is “good” content? a.

a few thoughts… • how we talk about what we are • utility • current, factual, and accessible (!) • consistent & searchable a.

a.

our outcomes* a.

our audience* a.

* kinda, sorta a.

“Content is perfectly appropriate for users when it makes them feel like geniuses on critically important missions, offering them precisely what they need, exactly when they need it, and in just the right form.” –Erin Kissane a.

before new things • develop personas • evaluate current analytics • user surveys • audit current site structure • content inventory • gap analysis • competitive analysis a.

a.

build the things a.

build the things a.

after new things retrospective 1 maintain 2 iterate! 3 a.

after new things a.

quick review a.

our scope pre-production production post-production a.

our scope pre-production research editorial strategy management production post-production a.

our scope pre-production � production post-production a.

our scope pre-production � production content creation content optimizations delivery post-production a.

our scope pre-production � production � post-production a.

our scope pre-production � production � post-production promotion evaluation a.

our scope pre-production � production � post-production � a.

questions? slides & links available at acreative.io/stanford a. and the drupalcamp website.

thanks! slides & links available at acreative.io/stanford a. and the drupalcamp website.

ooh, also! • we are hiring at verizon (javascript developer). like for real, talk to me. • find me at drupalcon new orleans in may! • tweet me feedback if you want more pusheen gifs. a.