content strategy: creating compelling content for internal audiences
DESCRIPTION
Discover ways to create and manage compelling and useful content through wikis, data dashboards, and videos.TRANSCRIPT
Create Compelling and Useful Content
Kim MagdenMarch 12, 2014
Products
Tableau Desktop
Tableau Server
Tableau Public+ explore, visualize,
and analyze data+ answer questions+ create dashboards + deliver interactive
data experiences
+ web-based business intelligence
+ web analytics, reporting & dashboards
+ secure information and metadata management
+ enterprise integration and security
+ host interactive data on public web
+ tell stories and create conversations
+ social data collaboration
Tableau Online+ Tableau Server
functionality+ cloud hosting+ subscription pricing+ push data via Extracts+ connect to live cloud
sources
Tableau Product Development
Internal audience• product architects and developers• support, QA, test, and release
engineers• program & international project
managers • writers, designers, and researchers
Growing fast• hired over 100 people in last year • forecast to add another 100 this year
Keep content current
drive archive policyencourage feedback promote suggestion list
Communication channels evolving
from freeform, tribal knowledge
to curated, rationalized information
data dashboard
s
videos
managed topics
SharePoint
wiki
Partnering
Share usage stats• know who views content
• compare usage to product ship cadence
Watch email and chats• belong to active distribution lists
• lurk in active chat room
Listen to ad hoc conversations• kitchen, coffee machine, water cooler
• open office environment
• conference roundtable discussions
Guide content creation
Throughvideo interviews and demossticky note brainstormingcontent mockups top email questions / chat
discussionscontent audits and usage
reports
Case study 1: New Hire Learning Nuggets
content already existed • Licensing 101
• How to submit bugs
• How to enter backlog items
audience need defined steps to create video established and
repeatable
Case study 2: Data Connections
content completeness varied• 40 connections
audience• feature teams
• test
• technical partnerships
centralized & structured content
assigned team to maintain
Create compelling and useful content
know your audienceassess current and
future information needs
partner
Resources and references• Panopto (end-to-end video solution)• Confab, conference for content strategistBooks• Content Strategy for the Web
Kristina Halvorson • The Stranger’s Long Neck
Gerry McGovern • Content Everywhere
Sara Wachter-Boettcher