Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014

www.cmsmyth.com @jakedimare

Jake DiMareSenior Project Manager - ISITE DesignContributing Editor – The CMS Myth

So Happy Together(Project Managers and Content Strategists are)

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My name is Jake…

Hashtags: #JBoye2014#SoHappyTogether

Twitter: @jakedimare@cmsmyth

#SoHappyTogether @jakedimare

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Brands we work with…



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Who are you?



And a little level setting…




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Project Managers

Content Strategy

AWESOME






Scope

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Schedule


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Budget


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Stakeholder expectations


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Risk


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7 WAYS CONTENT CAN ‘CHOKE OUT’ YOUR PROJECT


Content = scope…

#1 FAILURE TO APPRECIATE THE DEPTH AND BREADTH OF A PROJECT.

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The Big Dig

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The Big DigOriginally scheduled for completion: 1998 @ $2.8B

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The Big Dig

Eventually completed in: 2007 @ 14.6B

Originally scheduled for completion: 1998 @ $2.8B


#2 FAILURE TO RECOGNIZE THE CRITICAL IMPORTANCE OF CONTENT.

It’s all about the content…



#3 FAILURE TO PLAN FOR CREATING AND/OR REVISING CONTENT.

Ready or not…


The Writing Process

Prewriting

Writing

Revising

Editing

Publishing

Promoting


#4 FAILURE TO UNDERSTAND THE CHALLENGES OF DESIGNING WITH FPO CONTENT.

For placement only…


Dummy text is for…

Lorem Ipsum is simply dummy text of the printing and typesetting industry. It has been the industry's standard dummy text ever since the 1500s…

…the 1500’s…

…the1500’s…

…the 1500’s…


#5 FAILURE TO PROPERLY PLAN FOR CONTENT MIGRATION.

Content on the move…




Let’s get specific…

Failure to comprehend the potentially disruptive effects of owning a new content management system.


#6 FAILURE TO PLAN FOR THE DISRUPTIVE EFFECTS A NEW CMS.

Game off…


#7 FAILURE TO UNDERSTAND THE GRAVITY OF BUSINESS REQUIREMENTS.

Feed the need


Digital Experience

Vision

Culture &Governance

Technology

OptimizationContent

OperationsPlan

Customer Insight

The seven gates for digital change

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6 THINGS YOU CAN DO TO MITIGATE THESE RISKS

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THE EVOLUTION OF WEB DESIGN AND DEVELOPMENT TEAMS



In the beginning…


1990-1995Web team:• Web Master(s)

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2000Web team:• Web Developer(s)• Web Designer(s)



2005Web team:• Web Developer(s)• Web Designer(s)• Information

Architect(s)


2005Web team:• Web Developer(s)• Web Designer(s)• Information

Architect(s)• Project Manager


Present dayDX team:• Engineer• XD• XA• PM• Digital Strategist• MO Specialist• Content Strategist


Defining success today…

TargetedPortableMobileSocial

ResponsiveLocalGlobalRelevant

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ACTIVITIES, MILESTONES AND DELIVERABLES

Discovery Design Development


Content audit

What: Detailed content inventory

and associated analysis

When: Scoping, Discovery

Why: The cone of uncertainty


Content Audit


Message architecture

What: Hierarchy of communication

goals

When: Discovery, Design

Why: Learnin’!


Message Architecture

Card Sort








Card sort steps

1. Sort all cards into the three columns2. Remove ‘Who We’re Not’3. Confirm remaining two columns4. Remove ‘Who We Are’5. Prioritize remainder6. Record



Venn diagram steps

1. Place emotive words in the brand attributes circle

2. Place emotive words in the audience needs circle

3. Explore overlap4. Record


Message architecture output• Contrarian– Provocative, yet optimistic

• Empowering– Provide tools– Inspire action

• Innovative– Current– Leading edge, not bleeding edge

• Egalitarian– Build community– Relationship oriented


Message architecture pro tips• Set up the room–Get chairs out of the way–Provide snacks and refreshment–Write ground rules on white board

• Ground rules:–This exercise is about the brand–Perception = reality–This is a safe environment


Migration planning

What: Documents detailing the effort

associated with content integration

When: Design, Development

Why: Because migration is hard


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Migration planning pro tips

• Start early, update often• Be informed by genuine workflow• Let stakeholders know this is a living

document. It doesn’t get ‘finished’• Make sure everyone is working from

the same sheet music. • Have a sign off column!


CMS governance

What: Documentation of rules, vital

information, etc.

When: Development

Why: Self preservation (Ever Want to

go on vacation?)


CMS governance• Hosting information• Support information• Content management team information• Measurement team information• Advertising information• Archiving• Security• Information architecture• Hiring and training• Standards and procedures• Legal issues (Privacy, TOS, Etc.)


User Documentation

What: How to manual(s)

When: Development

Why: Self preservation

Also: Portfolio rot…

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7 ways content can choke out your project…

• #1 FAILURE TO UNDERSTAND SCOPE.

• #2 FAILURE TO RESPECT THE CONTENT

• #3 FAILURE TO PLAN FOR CONTENT CREATION.

• #4 FAILURE TO DESIGN WITH REAL COPY

• #5 FAILURE TO PLAN FOR CONTENT MIGRATION.

• #6 FAILURE TO PLAN FOR YOUR NEW CMS.

• #7 FAILURE TO UNDERSTAND BUSINESS NEEDS.

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6 Things you can do to mitigate these risks…

• Hire a content strategist!

• Conduct a Content Audit

• Create a Message Architecture

• Migration Planning

• Write CMS Governance Documentation

• Write User Documentation

Building Bridges, Connecting Communities

Thank you!

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Jake DiMare - Content Strategy and Project Management Presentation - J Boye 2014

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