Presentation at IA/UX Meetup Seattle on August 12th with James Sweeney. 5 steps for User Experience and Content Strategy professionals in creating internal systems that help staff deliver content.

1. Editorial Strategy as Empathy:
Serving Internal Users
Misty Weaver
@meaningmeasure
Seattle IA/UX Meetup
#SeattleUX
http://www.morguefile.com/creative/hotblack

2. Your content process starts with
1. External audience assessment
2. Content assessment and modeling
3. Tasks and roles
4. Workflow
5. Schedule
@meaningmeasure #SeattleUX

3. 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

4. Provide the right content,
for the right people,
in the right place,
at the right time,
with a system.

5. 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

6. 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

7. Project Management Always
Project
• Resource
Assessment
• Workflows
• Scheduling
• Velvet Hammer

8. Part 1: What do those people need?
• To find relevant, helpful content
• Make a decision
• Take action

9. Creating a priority list for content
What information do you need
to make a decision
about attending an IA meetup?

10. • 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

12. • 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

13. Assess,
Model,
& Form
Content

14. Part 2: What do I have?
http://www.morguefile.com/creative/wedhatted

15. From Assessment to Content Model
http://www.clevegibbon.com/content-modeling/content-models/the-design-content-model/

16. Event
Speaker
VenueDescription
• Title
• Time, Date
• Price
• Registration
• Agenda
• Description
Content Model

17. • Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
Part 3: What can we do?

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

19. Relates to our internal systems as well as access
we provide through distribution of content
http://intentionaldesign.ca/

20. • Create
• Edit
• Approve
• Publish
• Distribute
• Update/Archive
• Creators
• Editors
• Approvers
• Publishers
• Distributors
• Managers
From Tasks to Roles

21. Part 4: How do we make the work flow?
@sjrosenbaum

22. http://intentionaldesign.ca/2011/03/29/content-workflow-diagram/
Margot Bloomstein
Content Strategy at Work
http://appropriateinc.com/book/
Workflow at AdoptUsKids
Vanessa Casavant
@casavant

23. Workflow at AdoptUsKids

24. Workflow at AdoptUsKids

25. What do we get out of it?

26. Part 5: Timing

28. 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