Why Workflows Rock: And How Content Strategists Roll
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A content strategist plays an important role in managing content through the entire lifecycle from planning to publishing. They establish processes and standards to ensure content is useful, usable, and consistently delivered. An effective editorial process involves strategic planning, content creation, design, and distribution with ongoing maintenance. Content strategy is about developing repeatable workflows to manage content as a process rather than a single product.
Why Workflows Rock: And How Content Strategists Roll
- 1. Why Workflows Rock And How Content Strategists Roll University of Washington’s iSchool INFO 498 | February 27, 2012 Vanessa Casavant (@vancasavant)
- 2. What role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
- 3. Why role does a content strategist play? ―Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changesand inspire growth.‖ – From Content Strategy for the Web by Kristina Halvorson
- 5. What is content strategy? ―Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. That means from planning to creation to management to publishing to post- publishing activities, and back through the next iteration of planning.‖ – Rahel Anne Bailie, Principal of Intentional Design, Inc.
- 6. Well, it’s not as easy as it sounds "A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." — Michael Eisner, CEO Disney
- 7. Why is content political?
- 8. Useful, usable content is a process How does the editorial process work in a newsroom?
- 9. Useful, usable content is a process How does the editorial process work in a newsroom? EDITORIAL PROCESS PUBLISHER & EXECUTIVE EDITOR MANAGING EDITORS & ART DIRECTORS DESK EDITORS & COPY EDITORS. REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS, FACT CHECKERS, LIBRARIANS, RESEARCHERS
- 10. Content strategy is change management
- 11. Content strategy is change management • Direct the rational rider • Motivate the emotional elephant • Shape the path – From Switch: How to Change Things When Change is Hard by Chip and Dan Heath
- 12. Shape the path, direct the way Develop an editorial process for each piece of content 1. Strategic Planning Phase (creative brief) 2. Creation and Composition 3. Design and Production 4. Distribution and Maintenance
- 16. Strategic Planning Phase Prior to Creation and Composition
- 17. Strategic Planning Phase Prior to Creation and Composition
- 18. Strategic Planning Phase Prior to Creation and Composition
- 19. Strategic Planning Phase Prior to Creation and Composition
- 20. Strategic Planning Phase Prior to Creation and Composition
- 21. Strategic Planning Phase Prior to Creation and Composition
- 22. Strategic Planning Phase Prior to Creation and Composition
- 23. Strategic Planning Phase Prior to Creation and Composition
- 24. New Info Pages and Sections (website) Creation and Composition
- 25. New Info Pages and Sections (website) Creation and Composition
- 26. New Info Pages and Sections (website) Creation and Composition
- 27. New Info Pages and Sections (website) Creation and Composition
- 28. New Info Pages and Sections (website) Creation and Composition
- 29. New Info Pages and Sections (website) Creation and Composition
- 30. New Info Pages and Sections (website) Design and Production
- 31. New Info Pages and Sections (website) Design and Production
- 32. New Info Pages and Sections (website) Design and Production
- 33. New Info Pages and Sections (website) Design and Production
- 34. New Info Pages and Sections (website) Distribution and Maintenance
- 35. New Info Pages and Sections (website) Distribution and Maintenance
- 36. New Info Pages and Sections (website) Distribution and Maintenance
- 37. New Info Pages and Sections (website) Distribution and Maintenance
- 38. New Info Pages and Sections (website) Distribution and Maintenance
- 39. New Info Pages and Sections (website) Distribution and Maintenance
- 40. New Info Pages and Sections (website) Distribution and Maintenance
- 41. New Info Pages and Sections (website) Distribution and Maintenance
- 42. New Info Pages and Sections (website) Distribution and Maintenance
- 49. Content Strategy It’s all about the process. Any questions?