content strategy summit 2014: polishing your content publishing process
DESCRIPTION
Presented at the Content Strategy Summit, August 19, 2014. You're starting to incorporate content strategy into your organization, building up (or elbowing your way into) a process that shepherds content from concept to implementation. And yet: there are bottlenecks and broken tools, slowdowns and workarounds. Despite the big ideas and deliverables, the process of producing and publishing content is still awfully messy. Luckily, you've got the skills to improve it. The content strategy work you're already doing can help identify and untangle the knots in your team and workflow, and lead to a more sustainable content production process.TRANSCRIPT
Polishing Your Content Publishing
Process
Content Strategy Summit August 19, 2014
Lisa Maria Martin | @redsesame
Who likes coloring?
Process?
The Writing Process
h"p://phdcomics.com/comics/archive.php?comicid=1732
Famous Writers’ Sleep Habits & Literary Productivity
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p-‐conten
t/up
loads/2013/11/sle
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The Daily Routines of Famous Creative People
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/site
/creaB
ve-‐rou
Bnes
(Let’s watch a movie)
h"ps://twi"er.com/deathbearbrown/status/494649174928142336/photo/1
We want a
repeatable, sustainable
process
because we want
repeatable, sustainable
results.
The Process™
The Process™
The Process™
The Process™
The Process™
If only publishing content were this easy.
Content strategy was supposed to make everything perfect.
Our workflow still has challenges.
h"ps://www.flickr.com/photos/magical-‐world
Slowdowns
h"ps://www.flickr.com/photos/leecraven/4667899925
Unexpected gaps
Workarounds
h"ps://www.flickr.com/photos/kryshen/3860353364
Broken tools
h"ps://www.flickr.com/photos/vivekjena/2992102316
Crayons, man.
Spend time on content,
not firefighting.
Use your skills.
You’re already thinking about:
Communication goals
You’re already thinking about:
Communication goals
Production
You’re already thinking about:
User needs
You’re already thinking about:
User needs Author
You’re already thinking about:
Inventories & audits
You’re already thinking about:
Inventories & audits Process
You’re already thinking about:
Tools & channels
You’re already thinking about:
Tools & channels
Writing & editing
You’re already thinking about:
Sustainable pages
You’re already thinking about:
Sustainable pages
workflows
Content strategist, strategize
thyself.
h"p://explodingdog.com/Btle/whywhatshouldibedoing.html
The Process™
Real talk o’clock
h"ps://www.flickr.com/photos/68397968@N07/14118666380
The Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
The (Actual) Process™
Map your
reality.
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edium.com
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• Roles & responsibilities
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732
• Roles & responsibilities • People
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732
• Roles & responsibilities • People • Timing
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732
• Roles & responsibilities • People • Timing • Tools
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732
• Write it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854
• Write it. • Draw it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854
• Write it. • Draw it. • Share it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854
What do we learn?
Is there a disconnect?
Is your team out of order?
Are your resources scarce?
Are you using the wrong tools?
Blame the CMS!
Blame the CMS! Don’t
Now what?
Mind the gaps.
h"ps://www.flickr.com/photos/bvi4092/14253264351
Advocate for a better process.
h"ps://www.flickr.com/photos/48685334@N00/4564784920
Advocate for a better process.
• Approach
h"ps://www.flickr.com/photos/48685334@N00/4564784920
Advocate for a better process.
• Approach • People
h"ps://www.flickr.com/photos/48685334@N00/4564784920
Advocate for a better process.
• Approach • People • Resources
h"ps://www.flickr.com/photos/48685334@N00/4564784920
Advocate for a better process.
• Approach • People • Resources • Tools
h"ps://www.flickr.com/photos/48685334@N00/4564784920
Iterate and change.
h"ps://www.flickr.com/photos/pinksherbet/8658017263
Be patient.
h"ps://www.flickr.com/photos/amagill/7798874692
Fix your process now.
Do better work later.
Enjoy coloring.
Thank you.
Lisa Maria Martin | @redsesame