Editorial Strategy as Empathy for the Internal User

Editorial Strategy as Empathy: Serving Internal Users

Misty Weaver@meaningmeasureSeattle IA/UX Meetup#SeattleUX

http://www.morguefile.com/creative/hotblack

Your content process starts with

1. External audience assessment2. Content assessment and modeling3. Tasks and roles4. Workflow5. Schedule

@meaningmeasure #SeattleUX

Provide the right content, for the right people,

in the right place, at the right time.

Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance

Provide the right content, for the right people,

in the right place, at the right time,

with a system.

http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png

http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/

What we mean when we say content strategy

@meaningmeasure #SeattleUX

Content Strategy Shapes

Technical • Information Architecture• Taxonomy• Metadata / Schema• XML / DITA• CMS• SEO

Editorial• Branding• Messaging• Voice and Tone• Content Creation and

Planning • Content for Human

Consumption

Project Management Always

Project• Resource

Assessment• Workflows• Scheduling• Velvet Hammer

Part 1: What do those people need?

• To find relevant, helpful content• Make a decision• Take action

Creating a priority list for content

What information do you need to make a decision

about attending an IA meetup?

• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to

me?• Location• Description

• Agenda• Menu (food allergies)• How many people are

going? Do I know any of them and/or like/dislike them?

• How to register

Content Checklist

• Date and Time• Title • Topic• Speaker• Price• What’s the benefit to me?• Location• Description • Agenda• Menu (food allergies)• How many people are going? Do

I know any of them and/or like/dislike them?

• Speaker Description and Bio• Art, visual collateral• Email Marketing • Social Media Marketing • Volunteers• Sponsors • Venue • Speaker slides • Post event email• Post event photos, video,

slides

Content Checklist

Assess,Model,& Form Content

Part 2: What do I have?

http://www.morguefile.com/creative/wedhatted

From Assessment to Content Model

http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/

Event

Speaker

VenueDescription

• Title• Time, Date• Price• Registration• Agenda• Description

Content Model

• Create• Edit• Approve• Publish• Distribute• Update/Archive

Part 3: What can we do?

http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742

Relates to our internal systems as well as access we provide through distribution of content

http://intentionaldesign.ca/

• Create• Edit• Approve• Publish• Distribute• Update/Archive

• Creators• Editors• Approvers• Publishers• Distributors• Managers

From Tasks to Roles

Part 4: How do we make the work flow?

@sjrosenbaum

http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/

Margot BloomsteinContent Strategy at Workhttp://appropriateinc.com/book/

Workflow at AdoptUsKidsVanessa Casavant

@casavant

Workflow at AdoptUsKids

Workflow at AdoptUsKids

What do we get out of it?

Part 5: Timing

Enjoy these links

• Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance

• Richard Ingram http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success/

• Cleve Gibbon http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/

• Ahava Leibtag – Buy this book! http://www.amazon.com/The-Digital-Crown-Winning-Content/dp/0124076742

• Rahel Bailie http://intentionaldesign.ca/• Margot Bloomstein – Buy this book, too! http://appropriateinc.com/book/

Tweet me about it @meaningmeasure