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Confessions of a Content Whisperer Katherine Krause | AAFP
http://madebyjoel.com/2010/04/tin-can-telephones.html/
@k8krause #NAGW2015
http://www.dumpaday.com/funny-pictures/funny-pictures-36-pics-7/
4 http://blog.braintraffic.com/ © 2010 Brain Traffic
This is helpful.
© Brain Traffic 2010
5
Get this book.
Memorize it.
http://www.andysowards.com/blog/2012/challenges-in-responsive-web-design/
6 http://thecontentstrategytoolkit.com
And this one.
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Preparation | Personas | Message Maps | Lifecycle & Governance
8
http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/ /
What is your special talent?
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Preparation | Personas | Message Maps | Lifecycle & Governance
https://dcgmentor.wordpress.com/2015/05/03/the-wizard-of-albany/
Content strategists have spent too long looking like this.
http://elfwriter.com/category/other-authors/
We are not the only super heroes in the room.
http://elfwriter.com/category/other-authors/
Content owners are invested. This is a good
thing.
http://thegreatumbrellaheist.blogspot.com/2011/10/listening-ears.html
Also, listen.
14 https://freeimagesetc.wordpress.com/tag/stand/
Content strategy is about finding potential.
https://www.pinterest.com/pin/355502964308123860/
Express the potential
you see.
16 https://freeimagesetc.wordpress.com/tag/stand/
And balance.
http://good-wallpapers.com/misc/21056
https://www.vat19.com/item/picture-this-picture-word-board-game/
We have to know our end game.
http://www.prettyprudent.com/2010/08/baby-kid/birds-binoculars-breakfast-trail-mix-2//
What’s your vision for content strategy?
19
https://www.etsy.com/listing/226236723/please-do-not-disturbtherapy-in
Let’s make stuff up.
20
Facilitate the production and continuous improvement of content that is:
§ Engaging – relevant, relationship-minded, and progressively actionable
§ Valuable – distributed effectively, consistently, and creatively
§ Accurate – timely, complete, and reflective of our brand
http://files.formspring.me.s3.amazonaws.com/photos/20130121/n50fcd770ef32b.jpg
22 http://www.beautifullynutty.com/steak-face/
23
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
What part(s) of preparation do you skip/avoid?
thought break
24 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who needs to hear your content strategy vision?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
25 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
How will you cultivate possibility?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Preparation | Personas | Message Maps | Lifecycle & Governance
27 https://www.flickr.com/photos/mr_t_in_dc/4800819674
Identify common user groups.
Articulate key information.
28 http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-presentation-by-shlomo-goltz Graphic by Shlomo Goltz
Not the same. (But kinda.)
http://howaboutorange.blogspot.com/2010/12/how-to-make-5-pointed-paper-snowflakes.html
Snowflakes are for winter.
30 http://www.zazzle.com.au/kawaii+unicorn+key+rings
Functional.
And a bit fictional.
http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html
§ Build empathy.
§ Focus your work.
§ Make better decisions. § Measure of success.
Breathe some life into your brand.
http://nursing411.org/Courses/MD0532_Cardiopulmonary_Resuscitation/3-09_Cardiopulmonary_Resuscitation.html
http://www.cityxproject.com/workshop/
Research. Cluster. Interview. Model. Design. Test. Tell.
http://madebyjoel.com/2015/02/painted-tree-bark-dolls.html
1. Identify & develop the main character.
2. Articulate a user story or scenario.
3. Specify the goal that the persona wants to achieve.
Let’s sample a few.
http://www.huffingtonpost.com/2014/02/07/costco-things-you-didnt-know_n_4725587.html
36 Identity + Narrative + Journey
https://developertodesigner.files.wordpress.com/2012/07/persona_1_homeowner.png
Identity + Narrative + Behaviors
https://developertodesigner.files.wordpress.com/2012/07/personas.png
38 Let’s try making one.
https://thisisntimportant.files.wordpress.com/2012/01/childs-drawing.jpg
https://acountrygirlplusacamera.files.wordpress.com/2011/02/img_9461.jpg
40 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who will welcome the idea of personas?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
41 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Where’s your (most) natural test group?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
42 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
What will be the hardest part? Who can help?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
http://www.cityxproject.com/workshop/
Personas Demystified 1.0 by Shlomo Goltz http://www.slideshare.net/TheConartist/what-are-personas-and-how-to-use-them-a-
presentation-by-shlomo-goltz
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Preparation | Personas | Message Maps | Lifecycle & Governance
http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg
“Your sense of direction is adorable.”
46 http://cdn9.staztic.com/app/a/2068/2068780/compass-hello-kitty-707036-1-s-307x512.jpg http://www.telegraph.co.uk/news/picturegalleries/picturesoftheday/8453283/Pictures-of-the-day-15-April-2011.html?image=13/
/
Wha!?!!
http://blog.sharpie.com/2013/04/new-sharpie-cheeseburger-limited-edition-collection/ http://www.geek.com/wp-content/uploads/2013/01/cheeseburgers.jpg
http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html
http://www.inc.com/scott-steinberg/get-great-pr-7-things-you-must-do.html
§ Limited capacity for attention
§ Experience trumps information
§ Connect information with experience
http://upscalelivingmag.com/california-closets-more-than-a-closet/
The California Closets of content.
http://upscalelivingmag.com/california-closets-more-than-a-closet/
§ Multichannel content production
§ New programs & products
§ User-centric content
§ General cleanliness
http://2beesinapod.com/2014/03/27/master-closet-makeover-reveal/
§ Gather narrative & psychographic info
§ Document concerns
§ Match statements to concerns
Let’s take it for a walk.
http://i.telegraph.co.uk/multimedia/archive/03234/Thin_model_3234318b.jpg
Practice Case
http://static.iconsplace.com/icons/preview/black/shoe-woman-256.png
oz shoe co.
DOROTHY
“I’m a distance dog walker who often sings and dances. I want shoes that can handle the brick-topped back roads to Broadway.”
THINKS & FEELS
SEES HEARS
FEARS GOALS
§ Lover of pets/animals § Individual sense of style § Heels are always appropriate
§ Hard surfaces for walking
§ A lot of variety in footware
§ The right shoes are essential to a good journey
§ Vintage and/or recycled goods have special value
§ Flying monkeys § Unsuitable heels § Technicolor
§ Spending time/resources with friends & family
§ Comfort without sacrificing pizzazz
Part 1
DORTHY | Concern Map
Key Concern:
I’m an outdoorsy, fancy girl who needs
quality walking shoes.
Concern #1: I need durable shoes
suitable for walking long distances.
• I don’t’ have a lot of money to spend on shoes.
• My dog may or may not chew my shoes. I need them to last.
• I do a lot of on- and off-road walking.
Concern #3: I want to be able to sing
and dance without changing shoes.
• Heels are important in dancing shoes.
• My shoes need to be comfortable whether I’m hiking or doing a fox trot.
• My shoes need to fit well and not fly off when I kick up my heels.
Concern #2: I like style. I want to wear something with a little
magic.
• I like a classic look with a touch of pizzazz.
• Footware is the focus of my personal style.
• I’m always looking for that extra “something special” quality.
Flip concerns into statements.
thoughtworks.com
59 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who will get this?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
60 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Where can you try this now?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
61 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who are the right people to be involved?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
http://www.ikea.com
The first few times will feel like this:
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Preparation | Personas | Message Maps | Lifecycle & Governance
http://stephanieoppenheim.com/2011/07/what-did-mr-potato-head-say-to-mrs-potato-head/
Lifecycle is about your
content.
http://stephanieoppenheim.com/2011/07/what-did-mr-potato-head-say-to-mrs-potato-head/
Governance is about your organization.
http://stephanieoppenheim.com/2011/07/what-did-mr-potato-head-say-to-mrs-potato-head/
67
Stages of the Content Lifecycle
§ Do you translate content?
§ Do you need legal review?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/
§ What’s your UX checkpoint?
§ Has your web design changed?
§ Who owns or writes the copy?
http://firstchristianchicago.org/mr-potato-head-goes-to-church/
Governance = a system for
all of this.
http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head
Also Elements of Governance
72
Get into your element.
There are many more tools for governance.
http://ext.homedepot.com/community/blog/wp-content/wpuploads/MarthaToolshed1.jpg
http://jigsaw-puzzle-palooza.ecrater.com/p/17811751/sold-out-mr-potato-head
Editorial calendars
manage the lifecycle.
http://atltek.net/wp-content/uploads/2012/07/google-calendar-2.png
Google Calendar
http://www.blueglass.co.uk/wp-content/uploads/2013/09/trello-calendar.jpg http://media.getchute.com.s3.amazonaws.com/assets/images/586733571/original-586733571-DHScHxruk.png
Ye Olde Excel
*Free.
Valuation models
reveal how content is
performing.
http://www.freerepublic.com/focus/f-chat/657894/posts
Valuate you must.
http://media.popcultcha.com.au/media/catalog/product/y/o/yoda-tater-01.png
http://thehatonjasper.com/2015/03/oprah-you-get-an-appie-you-get-an-appie-you-get-an-appie/
80
http://www.cbsnews.com/news/official-start-of-summer-roasts-the-northeast/
Workflow often looks like this.
This is better. https://experience.sap.com/wp-content/uploads/2014/06/Swimlane-Diagram-Process-Fl.gif
82 Don’t forget organizational elements.
http://www.sideshowcollectors.com/forums/disneyana/62002-thinkway-toy-story-collection-76.html
§ Teams for content strategy
§ Training & knowledge sharing
§ Reports & dashboards
http://blogs.bgsu.edu/artc4130jabbo/files/2010/08/ToyStory2_Alien.jpg
84 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
What’s your biggest governance need?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
85 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
What’s your next step?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
86 http://theinboxjaunt.com/2013/12/14/laugh-out-loud-saturday//
Who shares the job of governance?
http://www.knotsvilla.com/4-basic-steps-to-choosing-a-blog-name/
thought break
http://www.dumpaday.com/funny-pictures/funny-pictures-36-pics-7/
http://image.cdn.ispot.tv/ad/7MbL/chick-fil-a-grilled-chicken-nuggets-talented-cows-large-3.jpg
http://madebyjoel.com/2010/04/tin-can-telephones.html/
Thank you.