Getting content ready for website go-live
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UXNZ Presentation - Great online content is like having a child. Conception is the easy bit; it’s raising it until its ready to leave the nest that takes all the effort. Similarly, a completed Content Strategy represents the start of a journey, not its end; the hard work has only just begun. This presentation will cover a few of the tools and workshop formats we’ve used to help some of NZ’s biggest organisations get their content ready for the big wide world.
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Getting content ready for website go-live
- 1. Raising Content Right Emma Pittar-Knight Digital Arts Network (Shift) 1
- 2. 2
- 3. I’m a pragmatic IA who organises the content part. 3
- 4. Making content is a collaboration. Synergy Suckyness 4
- 5. Tips, tricks and know how For collaborating, to get better content outcomes…. 5
- 6. We’ll cover: • Planning a web project • Using personas and content audits • 7 steps to governance nirvana • Ready, Steady, Content! 6
- 7. Discover > Scope Plan Design Do Measure Designing a project with a content component 7
- 8. Planning for the making of content 8
- 9. Design the project with the client Discover > Scope Solution Design For client & agency • Deliverables • Inputs • Outputs • Resourcing • Measure Outcomes • Do Dependencies Shannon May Harvard Business Review July/August 2011 9
- 10. Recommending the new skills for the new tools • Training • Design Do Day to day effort • Solution Accountabilities • > Scope KPIs • Discover Job descriptions Measure Seek.co.nz 10
- 11. Discover Scope > Solution Design Do Measure Building the content strategy Personas & content audits as collaborative tools 11
- 12. I work in an agency. This is what I see.
- 14. Organisation 14
- 15. IT Marketing / Comms Operations / Corp Comms 15
- 16. TV, Banners, Radio, websites Call centres, shops, support Speed and reliability of service 16
- 17. TV, Banners, Radio, websites Person (Customer/client /user/visitor) Call centres, shops, support Speed and reliability of service 17
- 19. Principle 1 We have to know why….
- 20. 20
- 22. Principle 2 We’re guided by users.
- 26. Discover Scope > Solution Design Do Measure An example of how.. Personas and content audits as collaborations tools.. 26
- 27. Audience vs Content Workshop Discover Scope > Solution Design Do Measure Outcomes Who? • Shared audience-centric view of the site/channel. • Stakeholders • Content creators Decisions/direction informed by user research and content analysis. • Agency team • 27
- 28. Agenda • Introductions • Scene setting • Actions, ideas, dependencies and risks • Activity 1: Introduce the users • Activity 2: Current state vs future state • Activity 3: The big content re-org • Next steps 28
- 29. Next Steps • What new content/channel needs to be created? • What needs to be retired? • Can it be done? • Review Actions, ideas, dependencies and risks • Take insights gathered to inform your content strategy. 29
- 31. Discover Scope > Solution Design Do Measure When you know what the content should do.. 31
- 32. The other end users…
- 33. The people who add content to the channels you create…
- 35. Imagine a 7000 page website • 5yrs organic growth • 20 autonomous people 35
- 36. Not like facebook, linkedin or twitter • No structure • No direction • No owner • No support 36
- 37. 20 people who know nothing about building, building a house, together. In their spare time Doing as little as possible Not talking to each other
- 38. The Cabin in the Woods (2012) PlayStation Lemming (2012)
- 40. Lots of content + lots of people = Madness Fact 40
- 42. From this to this Kowloon Walled City Copenhagen
- 43. From this to this Kowloon Walled City Copenhagen 43
- 44. 44
- 45. 45
- 46. Use people, policies (what happens when?) and standardised processes (how do I?) To smash unnecessarily ambiguity out of the park. March forward toward shared goals. Fix conflict.
- 47. Discover Scope > Solution Design Do Measure Good Governance! How? 7 steps to governance nirvana 47
- 48. One Governance model Decide what will work with the organisation to make sure the new tools, the project, and the people who will look after them have the support they will need.
- 49. Two Create THE gang Gather a group of interested people who represent those who use the tools, and create the content. http://projects.vrac.iastate.edu/REU2011/2011/08/03/stick-people-are-better-than-papers/ (2011)
- 50. Three Vision & Success Establish a vision, and what success looks like, figure out how to measure it. “Search The performance and ease of searching for all content on the new Intranet is vastly improved compared to our existing Intranet.”
- 51. Metric (What) Measures (Why) Tool (How)
- 52. Four Ownership & Escalation Define who owns the whole experience and who owns the integrity of the content. (Hint: they’re different people)
- 53. 53
- 54. 54
- 55. Five KPIs & Accountability Give people the time and incentive to keep the tools up to date. Harvard Business Review (2004 г)
- 56. Six Measure & Iterate What people use and meet regularly to figure out how to do it better. https://www.kissmetrics.com/
- 57. Talk to digital manager about how to incorporate into online channels Seven Feed the machine You’ve created the machine, now train and guide people on how to add digital to their content processes. 57 An Author's Guide to Scholarly Publishing (1996)
- 58. The 7 Step Process 1. Decide on a governance model/approach for your new tools. 2. Create your steering group (The gang). 3. Establish a vision and what success looks like, figure out how to measure it. 4. Define who owns the whole experience and who owns the integrity of the content. 5. Give people the time and incentive to keep the tools up to date. 5. Measure and meet regularly to figure out how to do it better. 6. Feed the machine, add digital to the process, and guide people on how to do it.
- 60. Discover Ready-Steady-Content! Workshop/Format Scope Solution > Design > Do Measure Outcomes Who? • Informed estimates for how long content is going to take to get ready • Stakeholders • Content owners ‘First Contact’ with the content owners/creators • Content creators • Planners • Trainers • 60
- 61. Agenda 1. Introduce the new platform. 2. Introduce training documentation. 3. Good example bad example. 4. Mark and create. 5. Show and tell. 6. Estimate time to complete. 61
- 62. Training documentation • Content templates • How to write for the web • Style guide • CMS Training guide 62
- 64. Next steps • Estimate and lock down required training efforts • Estimate and lock down amount of resource required • Book in timings 64
- 65. Final tips 65
- 66. 66
- 67. > Discover > Scope > Solution > Design > Do > Measure Collaborate early and often.. • Identify and move forward on road blocks • Get better content outcomes 67
- 68. Enable/empower teams to make the right decisions. As you slowly walk away… 69
- 69. Guidelines, training, and ‘why?’….. Lead to pleasantly surprising outcomes. 70
- 70. Thanks! Emma.knight@dan.co.nz Digital Arts Network (Shift) 71
Notes de l'éditeur
- Somes up path Litrallybiiks beside deskBack up brains
- Work on at danLarge orgs with lots of content that they wan to manage themselves The more I work with content the more I realise
- Fine line between synergy and suckynessProcess, approach leads to synergy Silos lead to suckyness
- I hope to give you some ReadTo take away with you
- Clients come to you What do?Push on clientOut sourceat endRun screaming for the hills? If you are – face contentHere is my mega menu
- Follow project process (caught in semantics – more about outcomes of each phase) AGENCY POV BUT RELEVENT TO CONTENT PROJECT MULTIPLE PARTIES PLAN/SOLUTION – (PLAN FOR PRESSO) TIPS & TRICKS IN THE CONTEXT OF THIS PROCESSActivity menu – available online Now 2 TIPS FOR PLANNING A PROJECT/
- Plan from your point of view, not wholePMs have done foreverCloser the work the more little insights you will start to glean, requirements gathering new really done. This starts to uncover resource implications can define and inform the solution create
- SEO, Cmers, writers, e-commerceGetppl before end of project – rational & reasons Tips for planning/scoping a projects – take a look activiy mega menu, design whole proj with client, figure out resourcing for BAU early. Next -
- Not talk about what, but outcomes and how.. I’m talking aboutA shared understanding with in the whole team, what you’ll do, not do, and how… illustrating how the great ideas that happen in the beginning of a project are resembled at the end of it. And ongoing. B4 talk specifically - I’m just going to go on a small tangent. About.. Alignment… You’ll probably start seeing alignment, shared understanding, and obviously collaboration are not so subtle themes through this talk..
- Content process Clients have less time, so we are increasingly facilitating the process of digesting research, synthesizing and forming direction with our clients.
- The a v c workshop – loosely based on customer journey mapping.. This workshop was used to help stakeholders from across an organization understand the constraints of one part of the organisation, and the experience of the user of all of their channels combinedTake research, digest, synthesis and create informed direction & decision abot how to proceed
- 1 – pairs validating, introduce to team = EMPaTHY and alignment for the next step.. 2 – current state break content down into scearios support - & where accessing content. We then go through an informed process of creating a new state. Each pair takes their personasn and generates new content, retire content and reaaranges content in a way that make sense for them. The 3rd step is where the group comes to gether and combines the different users expereinces by channel so together we can work out a plan for how to make them more efffective for the people they want to service.
- Create a shared view, that the team has particpated in creating. We figure out… read lists..
- This is when I start to talk about…
- Who?
- Because I specialize in redesigns and reducing and refocusing very large sites.
- What shopping experience would you prefer?
- It’s something I’ve only recently discovered and embraced.. I use to work for a technology company and goverence meant the sharepoint user roles and approval flows we had to create.. I’ve since found it to be a bit wider reaching than that.. i.e. it involves working with people not just delivering technical platforms.
- It’s something I’ve only recently discovered and embraced.. I use to work for a technology company and goverence meant the sharepoint user roles and approval flows we had to create.. I’ve since found it to be a bit wider reaching than that.. i.e. it involves working with people not just delivering technical platforms.
- Yep governce can be cool and awesome.
- Don’t try and push the proverbial up hill find people who can see the oppertunites and are excited
- Design for analysis formulate the questions and design for the answers.
- You need to have someone with the mandate and authority to tell people no they can’t publish that or to enforce standards.
- Helps the client figure out the people processes around a content type. Not every field has to be filled out.
- Guidelines that go into the Governance document – for the next manager
- This is a screen shot of a single customers journey using the tool kiss metrics..
- So there you are the 7 steps to governance nirvanan.. Now that we basically have the people process sorted…
- Lets get the content ready… this is a format that could be split of the design and do parts of the process or all at once.. Depends on your timelines.
- Establishing the impact it wll have on them…
- Now I am nooooo trainer, trainers are magical people who create documentation and understand how to communicate to people in a way that they receive messages and evolve their behaviour.. Incredible, I lve working with these people when I find them!
- This slide is a little misleading.. Helps them to take their content and mark it up.. Then show and tell.
- Ok, now I’m going to wrap it up..
- I’ve shown you a few formats and ways of doing this, but it really is so important you do it often enough you build the repour to dicover when roadblocks are coming and have the processes to deal with them. This interaction means that there isn’t a huge gap btw what you plan to deliver and what you are able to deliver.
- Might not be the descicions I’d make, but it’s not my tool, its their tool serving their clients so it doing the right thing for them.
- We never know exactly how a child will grow up So endeavor give them the right tools and reasoning skillsTo make decisions for them selves… and continue to make the right decisions for who and where they are in the situations they go on to face with out us. And that is how you raise content right.