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Page 1: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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guiding content strategy as a freelancer

Page 2: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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alex laughnan developer [email protected]: @alexlaughnan

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Page 3: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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alex laughnan developer + etc [email protected]: @alexlaughnan

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Page 4: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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alex laughnan developer + strategist [email protected]: @alexlaughnan

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Page 5: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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meow, who are you?

Page 6: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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overview• ground rules around project kickoff

meetings • questioning content importance and

placement • overall user experience • intentional conversations regarding

interface and content

Page 7: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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the situation

Page 8: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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the situation

Page 9: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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Page 10: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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communication &meetings

content strategy

informationarchitecture

wireframes prototypes build out QA

Page 11: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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Page 12: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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*paws*

Page 13: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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next steps…

Page 14: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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communication &meetings

content strategy

informationarchitecture*

wireframes prototypes build out QA

Page 15: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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project kickoff• define stakeholders

• identify goal(s)

• identify high-level timelines

Page 16: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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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).

Page 17: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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now what?

Page 18: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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what is content strategy?

Page 19: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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–Kristina Halvorson (author of the book Content Strategy for the Web)

“Content strategy plans for the creation, publication, and governance of useful,

usable content.”

Page 20: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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user experience

content strategy

research & strategy

build

visual design

discovery,stakeholders,

etc.

Page 21: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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the people part•

• determining ownership

• communicate changed items

• who initiates?

• workflow

• what tools / resources help launch

• on-going quality & maintenance

Page 22: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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

Page 23: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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the content part•

• determining the types of content

• brand

• voice

• topics / sources

• structuring these content elements

• prioritized

• formatted

• modeled / linked

🦄

Page 24: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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

Page 25: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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what is “good” content?

Page 26: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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a few thoughts…

• how we talk about what we are

• utility

• current, factual, and accessible (!)

• consistent & searchable

Page 27: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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Page 28: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our outcomes*

Page 29: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our audience*

Page 30: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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* kinda, sorta

Page 31: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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–Erin Kissane

“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.”

Page 32: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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before new things• develop personas

• evaluate current analytics

• user surveys

• audit current site structure

• content inventory

• gap analysis

• competitive analysis

Page 33: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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Page 34: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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build the things

Page 35: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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build the things

Page 36: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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after new things1

2

3

retrospective

maintain

iterate!

Page 37: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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after new things

Page 38: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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quick review

Page 39: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

Page 40: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

research editorial strategy management

Page 41: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

!

Page 42: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

content creation content optimizations delivery

!

Page 43: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

!

!

Page 44: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-productionpromotion evaluation

!

!

Page 45: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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our scopepre-production

production

post-production

!

!

!

Page 46: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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questions?

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

Page 47: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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thanks!

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

Page 48: guiding content strategy as a freelancer · 2016. 4. 2. · content strategy information ... (author of the book Content Strategy for the Web) “Content strategy plans for the creation,

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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.