"small cs: a shoestring approach to content strategy" by corey vilhauer at confab central...

SMALL CS

COREY VILHAUER@mrvilhauer

AAF North Dakota

A SHOESTRING APPROACH TO CONTENT STRATEGY

COREY VILHAUERUser Experience Strategist, Blend Interactive

NowWhatConference.com

HOORAY!

The Can-Am Connection vs. Bob Orton and The Magnificent Muraco

Billy Jack Haynes vs. Hercules

Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook

Harley Race vs. Junkyard Dog

The Dream Team vs. The Rougeau Brothers

Roddy Piper vs. Adrian Adonis

The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana

Butch Reed vs. Koko B. Ware

Ricky Steamboat vs. Randy Savage

The Honky Tonk Man vs. Jake Roberts

The Iron Sheik and Nikolai Volkoff vs. The Killer Bees

Hulk Hogan vs. Andrè the Giant

The Can-Am Connection vs. Bob Orton and The Magnificent Muraco

Billy Jack Haynes vs. Hercules

Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook

Harley Race vs. Junkyard Dog

The Dream Team vs. The Rougeau Brothers

Roddy Piper vs. Adrian Adonis

The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana

Butch Reed vs. Koko B. Ware

Ricky Steamboat vs. Randy Savage

The Honky Tonk Man vs. Jake Roberts

The Iron Sheik and Nikolai Volkoff vs. The Killer Bees

Hulk Hogan vs. Andrè the Giant

The Can-Am Connection vs. Bob Orton and The Magnificent Muraco

Billy Jack Haynes vs. Hercules

Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook

Harley Race vs. Junkyard Dog

The Dream Team vs. The Rougeau Brothers

Roddy Piper vs. Adrian Adonis

The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana

Butch Reed vs. Koko B. Ware

Ricky Steamboat vs. Randy Savage

The Honky Tonk Man vs. Jake Roberts

The Iron Sheik and Nikolai Volkoff vs. The Killer Bees

Hulk Hogan vs. Andrè the Giant

Ricky Steamboat vs. Randy Savage

BEING SMALL DOESN’T HAVE TO BE

A DISADVANTAGE

the moral:

CONTENT STRATEGYA Short History Of

BIG BUDGETSBig Names

A Content Strategy™

CONTENT STRATEGY IS NOT A THING.

IT IS A PROCESS.

So what’s stopping us?

THE BUDGET

TIME

So. How much…MONEY

…do we have budgeted?PRIORITY

WORKING WITHIN RESTRICTIONSWorking Small Means

PROJECT SCOPEHOW WE DETERMINE WHERE TO START

“ALL THE THINGS” SLIDEObligatory

Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar

Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar

CREATING TESTIMONIALS

Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar

IMPROVING SEARCH

Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar

CREATING A NEW SITE

FOREVERThe Timeframe is

ENDLESSThe Scope is

“GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.”

Cennydd Bowles and James Box Undercover User Experience Design

MINIMUM VIABLE STRATEGY?What is our

RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY

IS NOT ROCKET SCIENCEResearch

QUICK GUT CHECKS1.

Get Curious

Find an Audience

Ask Quality Questions

Choose a Direction

QUICK GUT CHECKS1.

Given [A TASK], what is your first impression?

Is this clear enough?

What do you think is the intended action

What would your next step be?

LEAD DIRECTIONGut Checks

EXISTING RESEARCH2.

GUESS WHAT?But…

EXISTING AUDIENCES3.

“Were you able to find everything easily on the site today?”

“No. I searched for Biology twice and it never showed up. I finally found it listed as Life Science.”“Why does clicking on the

map give me a PDF that I can barely see on my phone?”

“Yup! Everything is perfect! Carry on!”“Yup! Everything is perfect! Carry on!”

LEARN WHEN TO STOP

“… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES

FALLING INTO PLACE …”

Erika Hall Just Enough Research

MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT

BREAK IT APART1.

Dictate UpdatesPRIORITIES

“We need to spread our budget over two years, so we’re going to do a basic mobile site now and go responsive next year.”

“We need to focus first and foremost on admissions content, because that’s where our money comes from.”

“We have a big fundraising campaign, and key source of our donors depend on our annual report.”

“THERE’S NOTHING INHERENTLY WRONG WITH

TAKING A LITTLE DETOUR ON YOUR WAY TO THE END

GOAL.”Karen McGrane

Content Strategy for Mobile

KEEP A WISH LIST2.

FIND SOME HELP3.

FIND AN INTERN

FIND SITE USERS

FIND OTHER DEPARTMENTS

EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY,

NOT A DICTATORSHIP

THE ROLLING AUDITEXAMPLE:

AcademicsAdmissionsCampus LifeMajorsAlumni

AcademicsAdmissionsCampus LifeMajorsAlumni

AprilJuneSeptember

November

2015

URLTitleUpdates

2016

Future

2017

InitiativesContent

AcademicsAdmissionsCampus LifeMajorsAlumni

AprilJuneSeptember

November

2015

URLTitleUpdates

2016

Future

2017

InitiativesContent

Academics AprilAdmissions JuneCampus Life

Alumni

September

November

THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.

CHAMPIONSBECAME

SMALLER

WEIGHT CLASSIgnore Your

FOR BETTER RESULTSMake Smart Bets

YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.

THANK YOU@mrvilhauer

www.eatingelephant.com/aafnd

ME? I’M STILL COREY VILHAUER.