In It Together: Co-Creating Your Content Strategy
When I turned my web writing job into this “content strategy” thing back in 2008, I thought I’d hit the jackpot: Finally, I had the tools to solve the problems that plagued my projects. Content wasn’t left ’til last, projects weren’t delayed, concerns weren’t limited to design and development. Win, win, win. But then some terrible someone always came along to spoil my party. I’d make a style guide; the authors would stop following it. I’d work out a content model; the designer would insist on an interface it couldn’t support. I’d go through the audit results; the client would smile, nod...and go back to business as usual. I wanted to make content meaningful. Instead, I was making documents. I was making fantasies. Sometimes, I was even making enemies. I was overwhelmed, overworked, and disappointed—until I changed the way I saw my role. Instead of tying things up with a bow and delivering it to others’ doorsteps, I learned how to make the work theirs instead—to create strategy with them, not for them. In this talk, I share the ways I overhauled how I work, and how that’s led to more successful projects and more satisfying client relationships.
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In It Together: Co-Creating Your Content Strategy
- 1. in it TOGETHER co-creating your content strategy sara wachter-boettcher confab barcelona 2014 flickr.com/photos/proimos/6635587829
- 5. Content audits Strategy statements Style guides Content models CMS requirements Workflow charts
- 7. Here’s your style guide!
- 10. Here’s how the content works!
- 12. ‘‘ I audited all 9,456 pages of your current site, and I have a plan for how we can cut everything by 40%! — A very hopeful me
- 14. flickr.com/photos/roboppy/1297032301 What I wanted to create.
- 15. flickr.com/photos/dmatos/4485684994 What they saw instead.
- 16. flickr.com/photos/shellysblogger/5130860580 What it all ended up as.
- 19. flickr.com/photos/tigergirl/1236320261 We can’t tame everything.
- 21. Co-creawhation?
- 22. things that 3 actually work
- 23. Do, don’t 1 just talk.
- 24. Find something to rally around.
- 32. Mix things up.
- 33. creative manager economist editor comms director designer
- 34. Build a shared perspective.
- 37. content we have
- 38. content we need
- 40. Things to remember: 1. go in with a goal 2. provide guideposts 3. choose input or output
- 41. Ask, don’t 2 just tell.
- 42. flickr.com/photos/_flood_/8432638921/ Being right is easy.
- 44. Helping others learn is hard. flickr.com/photos/tulanesally/3349979270
- 45. ‘‘Let’s look at your content. What do you think is working? What’s not?
- 46. the site the vision the user journey the snacks the criteria
- 49. before after
- 50. Practice, not training. flickr.com/photos/larrison/7995889201
- 51. involvement leads to OWNERSHIP
- 52. Things to remember: 1. validate their answers 2. make sharing feel safe 3. build muscle memory
- 53. Interpret, 3 don’t invent.
- 55. the content strategist flickr.com/photos/streetwrk/8140770540 flickr.com/photos/wolfworld/3597078422
- 56. flickr.com/photos/lilab/168431468 People, not puppets.
- 57. ‘‘ We can have one team that’s the responsive team and this team just goes on and makes the site responsive … The organization would have learned nothing from this exercise. — Livia Labate, Marriott Responsive Web Design Podcast
- 58. ‘‘ Because we have so many people today that are contributing to these sites, how are we going to get to a place where they feel equipped to do that? — Livia Labate, Marriott Responsive Web Design Podcast
- 59. Lend shape to ideas. flickr.com/photos/mtsofan/9881150335
- 60. ‘‘Does this reflect what you said? Is anything missing?
- 62. ‘‘Where do you see this fitting into the priorities we talked about?
- 64. Things to remember: 1. be a guide, not a genius 2. find what feels right 3. help others shine
- 65. so what’s our JOB again?
- 67. Not just fixing. flickr.com/photos/pedrosek/9506355716
- 68. We guide progress. flickr.com/photos/adwriter/14398549931
- 70. flickr.com/photos/jiuck/5432237804 Make big stuff less scary.
- 71. flickr.com/photos/dingatx/4794442002 Help everyone feel capable.
- 72. Moltes gràcies, Barcelona! sarawb.com @sara_ann_marie rfld.me/content-everywhere flickr.com/photos/proimos/6635587829 Flickr images used via Creative Commons Attribution license unless otherwise noted.