Before you create more content - Stanford University · Creating a spreadsheet is not: •A one-size-fits-all approach •A sequential, linear process •About creating a spreadsheet
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Before you create more content...
Rachelle Mozeleski and Wendy Moltrup | Stanford University Drupal Camp 2017
Ask yourself, why am I doing this?
What We’ll Cover
● Definitions
● First steps for a successful content strategy
● Discussion, Questions and Answer
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
What We’ll Cover Another Day
● Accessibility
● Writing for the web
● Measuring content
● A lot of other things...
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
What is content?
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
plan, create, manage, and govern content
What is content strategy?
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
The alignment of people and technology to plan, create, manage, and govern content
What is content strategy?
Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Govern
Measure Publish
Create
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
The alignment of people and technology to ensure content supports business objectives and is valuable to users
Why content strategy?
Think first. Write later.
Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Think first. Write later.
Research & Discovery
Content success
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Planning & Production
Research & Discovery
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Wendy
● Ask questions
● Talk to stakeholders
● Assess current content
Research & Discovery
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Research & Discovery: Ask Questions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017 Photo by DAVID ILIFF. License: CC-BY-SA 3.0
Research & Discovery: Ask Questions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Ask questions
● Why?
● How is it valuable for users?
● Does the content support a business goal?
● Is this sustainable?
Research & Discovery: Talk to stakeholders
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
… ask questions that help you answer what you
need to know about your content
Research & Discovery: Talk to stakeholders
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
User research Nah. I don’t have time to read newsletters anymore. I just use Flipboard.
● URL● Page title ● Purpose of the page● Redundant, outdated, trivial (ROT)● Analytics
Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Creating a spreadsheet is not:
• A one-size-fits-all approach• A sequential, linear process • About creating a spreadsheet
Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
Research & Discovery: Assess Current Content
Wendy Moltrup and Rachelle Mozeleski | Drupal Camp 2017
It’s about getting to know your content
Planning and Production
Rachelle
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning and Production
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Before you start planning and producing…Review the questions -- Needs Analysis
● What is the organization’s goal?
● Who is primary audience?
● What are the goals of X (site, newsletter, etc.)?
● How would you describe a successful X (site, newsletter, etc.)?
Planning and Production: Assumptions
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Assumptions: for the purposes of this session…
● You have a live site with IA and content
● You (or others) are currently producing content while creating your content strategy
Planning and Production: Planning
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Cootchie-cootchie-coo!The Tickler file: a place for everything that is recurring.
Photo source, Wikipedia.org
Planning and Production: Planning
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning Tools● Tickler file / Annual calendar / editorial calendar
Done? Recurring item, Event Value to an audience? Value to Goal?
Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning and Production: segway… another Planning Tool (sorry)
My Annual Content Review - yay!
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Planning and Production: yet another planning tool
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
● Trello
I use daily to● Detail projects; tasks● as container to hold questions ● as container to hold ideas ● ...workflow...
Planning and Production: Planning tools - why?
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
Q: What does this have to do with Content Strategy?
A: Connecting plans with Drupal
Planning and Production: it all comes together eventually
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
URL structure
Tags (or ‘term’)
Media organization
Taxonomy
Planning and Production: it all comes together eventually
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
A.
B.C.
D.E.F.G.
URL structure
Tags (or ‘term’)
Media organization
Taxonomy
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
ResourcesBook: Content Strategy for the Web by
Kristina Halvorson and Melissa Rach
Newsletter: Gather Content (and there are many, many others)
Podcast: A Responsive Web Design Podcast Karen McGrane and Ethan Marcotte
Website: Usability.gov
Wendy MoltrupContent StrategistStanford Medicinemoltrup@stanford.edu
Rachelle MozeleskiWeb Content ManagerElectrical Engineering Departmentrachelle@ee.stanford.eduhelleski@stanford.edu
Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017
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