content strategy as a design framework
Post on 17-Oct-2014
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DESCRIPTION
Making the shift from design-driven content to content-driven design depends on attention to detail in content strategy.TRANSCRIPT
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The Big C Content Strategy as a
Design Framework
© 2012 Intentional Design Inc.www.intentionaldesign.ca
Rahel Anne Bailie@rahelab
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Content Strategy
Business communications
Technical communication IA/Usability Content/info
management
My background
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SOME
DESIGN FRAMEWORKS
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Product design
Credit: NASA Engineering design process
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Industrial design
Credit: Product design consultants Costello Design
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Web design
Credit: University of Texas
CONTENT
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Web design• Requirements analysis• Project charter, contracts, finances• Site map, servers, folders, software, resources
Planning
• Wireframe and design elements, create mock-ups• Review and approval cycle• Slide and code valid XHTML/CSS
Design
• Build development framework and code templates• Develop /test features, interactivity, links, functionality• Fill with content
Development
• Polish• Transfer to live server / test• Cross-browser check
Launch
• Hand off to client• Documentation and source files• Project close, final documentation
Post-LaunchCredit: Smashing Magazine
CONTENT
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CONTENT
Credit: Jesse James Garrett
Web design
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Web design
Credit: UX Movement
CONTENT
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Web design
Credit: Adaptive Path
CONTENT
CONTENT
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DESIGN:
CONTENT DELIVERY MECHANISMS
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Each profession…
UX
Tech
Content
Design
Change
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…puts themselves…
Tech
UX
Content
Design
Change
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…in the center of the action.
Design
UX
Content
Tech
Change
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Let’s put the users at the center.
Content
UX
Design
Tech
Change
Credit: conversation with Whitney Quesenbery
USERS
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How useful is this site…
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FAIL
…without content?
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If you couldn’t find what you wanted…
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FAIL
…would technical elegance matter?
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Without the content…
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FAIL
…does the design matter?
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CONTENT AND DESIGN: A GREAT TEAM
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The purpose of design
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Content in context
Data Context
Content
Content
Context
Infor-mation
Infor-mation
Context
Know-ledge
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The purpose of content strategy
“Content strategy is the repeatable system that governs the management of content throughout the entire lifecycle.”
- Rahel Anne Bailie IntentionalDesign
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• Requirement analysis
• User research• Governance
planning• Budget
• Author/Edit• Acquire• Version/Localize• Metadata
• Modeling/typing• Configure/
components• Structure
/standards• Repository
• Aggregate/Transform
• Publish/Syndicate• Evaluate• Iterate or sunset
Analyze Collect
ManagePublish
The content lifecycle
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LET’S TALK CONTENT STRATEGY
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Content strategy
The phrase “from the right source on the right platform in the right media to the right people at the right time in the right channel in the right format in the right version in the right language” is quite a mouthful, and too long for Twitter.
That's why we're better off calling it something simple, like content strategy.
Credit: Rahel Anne Bailie
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Strategy
Alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.
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Content
Something contained, in a receptacle
The stuff between the tags
Potential information
Human-usable, contextualized data
http://profile.typepad.com/jgollner
http://goo.gl/bmIhg
www.thefreedictionary.com/content
Rahel Anne Bailie at Lavacon 2010
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Content…
…is expensive to create.…is a valuable business asset.…is complex to manage.…is the primary vehicle for comprehension.…deserves to be managed with care.
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WHERE ARE WE GOING WITH THIS?
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The Big C
BIGContent
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Big Content…
…allows business to tell the whole story.…considers infrastructure.…looks at business processes.…remembers governance.…recognizes the importance of data quality.
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Storytelling (Curation)
DRAFT
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Infrastructure
Content Federation
Document Repository
Content Repository Database
Interaction by Business Process
Interaction byRole
Interaction by Content Type
Metadata
Content / Document Lifecycle Management
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Subject Matter Experts (content creators/reviewers)
Documentation
Public Awareness Program
OQ
Training Material
O&M Manual
Field Guide
Repository
Topic
Topic
Topic
Topic
Topic
Topic
Topic
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Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
Topic
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Option to single-source content between other publications
Combine and recombine contentto create manuals
Approved?
YesNo
Web, XXXX, Sharepoint
Archive
Outdated?
SOP
Compliance Analyst
(reviews,edits)
Yes
No
Business processes
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Governance
Communication
Board & Committee
s
Legal & Regulatory
Business Practices
& Ethics
Disclosure & Transparenc
y
Risk & Performance Management
Monitoring
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Data quality
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For content to work…
Content strategy goes beyond the content, beyond the site,beyond the design.
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Reality check
Design Brief:Where is the content section?
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So you don’t get this
May 25, 2011
2 days aftervolcanic eruption
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Reality check
CMS configuration:Where are your content types, flows, and models?
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So your content can be delivered as needed
DRAFT
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Reality check
Usability tests:How are you testing content?
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So you go from…
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( = international roaming)
( = SIM card)
…a content jumble…
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…to an integrated user experience
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Reality check
User experience:How are you planning for publishing?
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So you know what should go on the web…
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…and in your apps?
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Don’t fear the big C
Get inspiredGet informedGet involvedGet togetherGet content
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Questions Feedback Discussion
Thank you
http://about.me/rahel.bailie@rahelab