Avoid a redesign train wreck: Get your content from point A to B
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The document outlines strategies for effective content management, focusing on optimizing the content ecosystem to deliver user-centric content while overcoming internal challenges. It emphasizes the importance of identifying user needs, removing unnecessary content, and establishing a clear content creation process. Key recommendations include simplifying workflows, engaging stakeholders, and providing tools for non-writers to enhance content quality and efficiency.
Avoid a redesign train wreck: Get your content from point A to B
- 1. avoid a redesign train wreck GET CONTENT FROM POINT A TO B LYNN WINTER | lynnwintermn
- 4. What is content strategy? The means of getting the right content, to the right people, in the right place, at the right time.
- 5. What is content strategy? The means of getting the right content, to the right people, in the right place, at the right time. SUBSTANCE STUCTURE WORKFLOW GOVERANCE
- 6. but this is not a talk about content strategy. SUBSTANCE
- 7. Getting from point A to B How do we remove roadblocks, produce our best work, and still get done on time?
- 8. Getting from point A to B How do we remove roadblocks, produce our best work, and still get done on time? Simplify the content ecosystem Create user centric content Manage internal politics Provide tools for non-writers Establish a content creation process
- 9. Simplify the Content Ecosystem User Centric Internal Politics Tools for Non-writers Creation Process the Content Ecosystem
- 10. What is the challenge? The current breadth and depth of content is unknown and hasn’t been managed. The volume alone will overrun the project.
- 11. SET REMOVAL STANDARDS Before determining what to do with existing content, define what makes content valuable. INVENTORY PROJECT SCOPE This analysis might include channels, domains, content types, & components. REMOVE CONTENT Early in the project you should remove as much content from the scope as possible. 1. 2. 3. HOW TO SIMPLIFY THE CONTENT ECOSYSTEM
- 12. Recommend potential standard to consider Define them together when setting the original strategy Set removal standards Create a set of standards to determine the value of content. These are specific to the organization, project, and their users.
- 13. VALUE SCALE
- 14. Does it support your org’s goals? Does your user need the content? Are users visiting the page? Is the content updated regularly? Is it getting in the way? Should you be the expert? Is this the right channel? Is the content inclusive & accessible?
- 15. DOES IT SPARK JOY?
- 16. Determine what type of inventory is needed Use the process to fill in gaps of knowledge Divide up the work Inventory project scope Take stock of all content that you need to consider within the project scope.
- 17. ECOSYSTEM MAP
- 20. TITLE STATS TYPE OF CONTENT URL PUBLISHED WHAT WE DO WITH IT NOTES AUTHOR CREATED DATE LAST UPDATED DATE CONTENT INVENTORY
- 21. Explain the value of removing content but now and long-term Recommend what content should be removed & why Divide recommendation into two rounds Reduce scope by removing content It’s critical to remove as much content as possible early that doesn’t map to your strategy.
- 23. MIGRATION PLAN
- 24. Create User Content Ecosystem User Centric Internal Politics Tools for Non-writers Creation Process Centric Content
- 25. What is the challenge? We don’t know who our users are and what they need so we create content for who we think they are or for what we want them to care about.
- 26. DOCUMENT WHAT WE KNOW Start by identifying what you currently know about your users. RESEARCH YOUR USERS Identify your gaps in knowledge and reach out to the users you don’t know. SUMMARIZE USERS NEEDS Based on your research, identify and prioritize user needs. 1. 2. 3. HOW TO CREATE USER CENTRIC CONTENT
- 27. Find people within the organization that interact with your users Summarize what you know about your users and identify your gaps Document what you know Tap into what you already know about your users. What do they need from you? Who are they? Where do you reach them? What challenges do they face?
- 29. Online Surveys Focus Groups Data Review User Interviews User Testing Research users Find the best way to reach your users
- 30. User Types Template Summarize findings Pull together all your knowledge into user types
- 32. What is the challenge? If not heard, internal voices will derail the project at the start, in the middle, or impact the long-term success of the project.
- 33. GAIN THEIR PERSPECTIVE Seek direct communication with key voices to add them to the project. DETERMINE STRATEGY TOGETHER Confirm the project strategy together to get everyone on the same page. CONFIRM WITH REAL USERS During the project, review data and test with users to help stakeholders understand choices. 1. 2. 3. HOW TO MANAGE INTERNAL POLITICS
- 34. Small time/budget investment You can speak to individuals or groups It’s an opportunity to gain knowledge about the company, their users, and the marketplace Gain their perspective Talk to key stakeholders to hear (and include) their perspective on the project.
- 36. Make it clear that their voice (from interviews) has been added to the conversation Make sure to bring real data and voices in when setting the strategy It should be written and approved Get approval of strategic direction It is important to determine the overall strategy together before diving into the work.
- 37. Who are they at their core? What is their business model? Where are they in their marketplace? Who are their users? What do they need? What are the project goals, risks, and measurements of success? STATEGIC BRIEF ITEMS
- 38. Determine what data or type of testing will best address concerns Make sure you know what questions to ask to get the best results. Stakeholders don’t need the raw info, but instead a good storytelling summary. Support choices with data Provide user data and testing results to confirm decisions and mitigate concerns from stakeholders.
- 39. HEATMAP
- 40. TREEJACK TESTING
- 42. Provide Tools for Content Ecosystem User Centric Internal Politics Tools for Non-writers Creation Process Non-writers
- 43. What is the challenge? There is little to no budget to hire writers and the internal staff either doesn’t have the experience or time to write.
- 44. SIMPLIFY PAGE CREATION Breakdown the needs for individual pages into a few key items to simplify the work. GATHER BETTER CONTENT Create tools & systems to allow co-workers to deliver better quality content. HIRE CONTENT ASSISTANCE Consider how to affordably hire a contractor for part of the project. 1. 2. 3. HOW TO PROVIDE TOOLS FOR NON-WRITERS
- 45. Keep the template simple Focus the template on the purpose of the page and don’t let it become a checklist Imagine your content within your new components Simplify page creation Use a simplified version of Page Tables to help content creators get past the blank page and start writing.
- 46. Who needs the content? What are the goals? What are the user questions? What content supports the goals & user needs? What’s next? PAGE PRIORITY TEMPLATE
- 47. Create 1 - 2 page condensed content editorial guide. Update it every 6 months to only include what is the most critical Build content submission forms for content creators outside the writing team Gather more quality content Create cheat sheets and forms to guide your team into providing more quality content.
- 48. CONTENT SUBMISSION FORM EXAMPLE FROM IEEE
- 49. Create your content style guide Create sample pages of top content Hire help If you can’t afford a full-time writer, consider what you can do with part-time help. Copy edit approved newly created content
- 50. Establish a Content Content Ecosystem User Centric Internal Politics Tools for Non-writers Creation Process Creation Process
- 51. What is the challenge? We know we need to start writing but not sure where to start and no single person has stepped up to own the process. Now we have spent too much time figuring a process and timeline instead of writing.
- 52. Identify one person to lead Be realistic about time & availability Keep the plan and tools simple HOW TO ESTABLISH A CONTENT CREATION PROCESS Write the plan down & share it Implement with authority Hold your team accountable
- 53. CREATE CONTENT STYLE GUIDE The guide helps staff write content to support the strategy & brand. GATHER MEDIA ASSETS Create a common repository. CREATE A WORKFLOW Identify what steps (& people) need to approve content. 1. 2. 3. CHOOSE A LOCATION Where content should be created. SET DEADLINES Identify the ultimate due date and work backwards. CREATE CONTENT Use produced documents & tools. 4. 5. 6. TEST CONTENT Test for readability, findability, comprehension & accessibility. 7. PROCESS WORKSHOP OUTLINE MONITOR PROGRESS Support & hold people accountable. 8.
- 55. LEAD A WORKFLOW WORKSHOP Show an example of a possible workflow. Start with one content type. Imagine what you want the new workflow to be. Map it out. Create a post-it note / Trello card for each step. Assign people to each step. Identify risks & bottle necks. Offer solutions.
- 56. READABILITY The ease in which a user can consume and understand written text. FINDABILITY A user’s ability to find content & act on it. ACCESSIBILITY Testing in order to consider people of all abilities and their needs. USER TESTING OPTIONS COMPREHENSION The ease in which a user can process text, derive meaning, & give it greater context.
- 57. read-able.com
- 58. Getting from point A to B Simplify the content ecosystem Create user centric content Manage internal politics Provide tools for non-writers Establish a content creation process
- 59. lynnwintermn.com Lynn Winter, Digital Strategist managedigital.ioI QUESTIONS?