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

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...


What is content?

Rachelle Mozeleski and Wendy Moltrup | Drupal Camp 2017


plan, create, manage, and govern content

What is content strategy?


The alignment of people and technology to plan, create, manage, and govern content

What is content strategy?

Content success


Govern

Measure Publish

Create


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


Think first. Write later.

Research & Discovery

Content success


Planning & Production



Wendy

● Ask questions

● Talk to stakeholders

● Assess current content



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


Ask questions

● Why?

● How is it valuable for users?

● Does the content support a business goal?

● Is this sustainable?

Research & Discovery: Talk to stakeholders


… ask questions that help you answer what you

need to know about your content

Research & Discovery: Talk to stakeholders


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● URL● Page title ● Purpose of the page● Redundant, outdated, trivial (ROT)● Analytics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


Creating a spreadsheet is not:

• A one-size-fits-all approach• A sequential, linear process • About creating a spreadsheet





It’s about getting to know your content

Planning and Production

Rachelle


Planning and Production


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


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


Cootchie-cootchie-coo!The Tickler file: a place for everything that is recurring.

Photo source, Wikipedia.org

Planning and Production: Planning


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!








Planning and Production: yet another planning tool


● 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?


Q: What does this have to do with Content Strategy?

A: Connecting plans with Drupal

Planning and Production: it all comes together eventually


URL structure

Tags (or ‘term’)

Media organization

Taxonomy

Planning and Production: it all comes together eventually


A.

B.C.

D.E.F.G.

URL structure

Tags (or ‘term’)

Media organization

Taxonomy


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 [email protected]

Rachelle MozeleskiWeb Content ManagerElectrical Engineering [email protected]@stanford.edu


Discussion

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

Documents