Content Strategy Summit 2014: Polishing Your Content Publishing Process

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Presented at the Content Strategy Summit, August 19, 2014. You're starting to incorporate content strategy into your organization, building up (or elbowing your way into) a process that shepherds content from concept to implementation. And yet: there are bottlenecks and broken tools, slowdowns and workarounds. Despite the big ideas and deliverables, the process of producing and publishing content is still awfully messy. Luckily, you've got the skills to improve it. The content strategy work you're already doing can help identify and untangle the knots in your team and workflow, and lead to a more sustainable content production process.

Internet Marketing

Polishing Your
Content Publishing
Process
Content Strategy Summit
August 19, 2014
Lisa Maria Martin | @redsesame

The Writing Process
h"p://phdcomics.com/comics/archive.php?comicid=1732

Famous Writers’ Sleep Habits
& Literary Productivity
h"p://www.brainpickings.org/wp-‐content/uploads/2013/11/sleepproducBvitywriters_1500_1.jpg

The Daily Routines of
Famous Creative People
h"ps://podio.com/site/creaBve-‐rouBnes

h"ps://twi"er.com/deathbearbrown/status/494649174928142336/photo/1

We want a
repeatable,
sustainable
process

because we want
repeatable,
sustainable
results.

If only publishing content
were this easy.

Content strategy was supposed
to make everything perfect.

h"ps://www.ﬂickr.com/photos/magical-‐world

Slowdowns

h"ps://www.ﬂickr.com/photos/leecraven/4667899925

Unexpected gaps

h"ps://www.ﬂickr.com/photos/kryshen/3860353364

Broken tools

h"ps://www.ﬂickr.com/photos/vivekjena/2992102316

Crayons, man.

Spend time
on content,
not firefighting.

You’re already thinking about:
Communication
goals

You’re already thinking about:
Communication
goals
Production

You’re already thinking about:
User needs

You’re already thinking about:
User needsAuthor

You’re already thinking about:
Inventories &
audits

You’re already thinking about:
Inventories &
auditsProcess

You’re already thinking about:
Tools &
channels

You’re already thinking about:
Tools &
channels
Writing & editing

You’re already thinking about:
Sustainable
pages

You’re already thinking about:
Sustainable
pages
workflows

Content
strategist,
strategize
thyself.
h"p://explodingdog.com/Btle/whywhatshouldibedoing.html

Real talk o’clock
h"ps://www.ﬂickr.com/photos/68397968@N07/14118666380

Map
your
reality.
h"ps://medium.com/i-‐love-‐charts/a-‐map-‐of-‐the-‐introverts-‐heart-‐4db2d8c9cf48

• Roles &
responsibilities
Pay attention to:
h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

• Roles &
responsibilities
• People
Pay attention to:
h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

• Roles &
responsibilities
• People
• Timing
Pay attention to:
h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

• Roles &
responsibilities
• People
• Timing
• Tools
Pay attention to:
h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

• Write it.
Make it visible:
h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

• Write it.
• Draw it.
Make it visible:
h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

• Write it.
• Draw it.
• Share it.
Make it visible:
h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

Mind the gaps.
h"ps://www.ﬂickr.com/photos/bvi4092/14253264351

Advocate for a better process.
h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

Advocate for a better process.
• Approach
h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

Advocate for a better process.
• Approach
• People
h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

Advocate for a better process.
• Approach
• People
• Resources
h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

Advocate for a better process.
• Approach
• People
• Resources
• Tools
h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

Iterate and change.
h"ps://www.ﬂickr.com/photos/pinksherbet/8658017263

Be patient.
h"ps://www.ﬂickr.com/photos/amagill/7798874692

Thank you.
Lisa Maria Martin | @redsesame

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Content Strategy Summit 2014: Polishing Your Content Publishing Process

1. Polishing Your Content Publishing Process Content Strategy Summit August 19, 2014 Lisa Maria Martin | @redsesame

2. Who likes coloring?

3. Process?

4. The Writing Process h"p://phdcomics.com/comics/archive.php?comicid=1732

5. Famous Writers’ Sleep Habits & Literary Productivity h"p://www.brainpickings.org/wp-‐content/uploads/2013/11/sleepproducBvitywriters_1500_1.jpg

6. The Daily Routines of Famous Creative People h"ps://podio.com/site/creaBve-‐rouBnes

7. (Let’s watch a movie)

9. h"ps://twi"er.com/deathbearbrown/status/494649174928142336/photo/1

10. We want a repeatable, sustainable process

11. because we want repeatable, sustainable results.

12.

13.

19. If only publishing content were this easy.

20. Content strategy was supposed to make everything perfect.

21. Our workflow still has challenges.

22. h"ps://www.ﬂickr.com/photos/magical-‐world Slowdowns

23. h"ps://www.ﬂickr.com/photos/leecraven/4667899925 Unexpected gaps

24. Workarounds

25. h"ps://www.ﬂickr.com/photos/kryshen/3860353364 Broken tools

26. h"ps://www.ﬂickr.com/photos/vivekjena/2992102316 Crayons, man.

27. Spend time on content, not firefighting.

28.

29. Use your skills.

30. You’re already thinking about: Communication goals

31. You’re already thinking about: Communication goals Production

32. You’re already thinking about: User needs

33. You’re already thinking about: User needsAuthor

34. You’re already thinking about: Inventories & audits

35. You’re already thinking about: Inventories & auditsProcess

36. You’re already thinking about: Tools & channels

37. You’re already thinking about: Tools & channels Writing & editing

38. You’re already thinking about: Sustainable pages

39. You’re already thinking about: Sustainable pages workflows

40. Content strategist, strategize thyself. h"p://explodingdog.com/Btle/whywhatshouldibedoing.html

41. The Process™

42. Real talk o’clock h"ps://www.ﬂickr.com/photos/68397968@N07/14118666380

43. The Process™

44. The (Actual) Process™

45. The (Actual) Process™

46. The (Actual) Process™

47. The (Actual) Process™

48. The (Actual) Process™

49. The (Actual) Process™

50. The (Actual) Process™

51. The (Actual) Process™

52. The (Actual) Process™

53. The (Actual) Process™

54. Map your reality. h"ps://medium.com/i-‐love-‐charts/a-‐map-‐of-‐the-‐introverts-‐heart-‐4db2d8c9cf48

55. • Roles & responsibilities Pay attention to: h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

56. • Roles & responsibilities • People Pay attention to: h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

57. • Roles & responsibilities • People • Timing Pay attention to: h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

58. • Roles & responsibilities • People • Timing • Tools Pay attention to: h"ps://www.ﬂickr.com/photos/calsidyrose/4925267732

59. • Write it. Make it visible: h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

60. • Write it. • Draw it. Make it visible: h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

61. • Write it. • Draw it. • Share it. Make it visible: h"ps://www.ﬂickr.com/photos/jdhancock/7886707854

62. What do we learn?

63. Is there a disconnect?

64. Is your team out of order?

65. Are your resources scarce?

66. Are you using the wrong tools?

67. Blame the CMS!

68. Blame the CMS!Don’t

69. Now what?

70.

71. Mind the gaps. h"ps://www.ﬂickr.com/photos/bvi4092/14253264351

72. Advocate for a better process. h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

73. Advocate for a better process. • Approach h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

74. Advocate for a better process. • Approach • People h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

75. Advocate for a better process. • Approach • People • Resources h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

76. Advocate for a better process. • Approach • People • Resources • Tools h"ps://www.ﬂickr.com/photos/48685334@N00/4564784920

77. Iterate and change. h"ps://www.ﬂickr.com/photos/pinksherbet/8658017263

78. Be patient. h"ps://www.ﬂickr.com/photos/amagill/7798874692

79. Fix your process now.

80. Do better work later.

81. Enjoy coloring.

82. Thank you. Lisa Maria Martin | @redsesame

Content Strategy Summit 2014: Polishing Your Content Publishing Process

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