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Technical Communication,[object Object],Web Content Strategy,[object Object],+,[object Object]
Content strategy is an emerging discipline, one that technical communicators should be aware of.,[object Object],http://content-strategy.meetup.com/,[object Object]
What is content strategy?,[object Object],Still wondering?,[object Object],“Content strategy is about publishing.”– Erin Kissane,[object Object],"Content strategy is to copywriting as information architecture is to design.” – Rachel Lovinger,[object Object],"Ultimately the content strategist’s central question is this: what strategies can I implement to improve the content?” – Tom Johnson,[object Object]
What does writing have to do with it?,[object Object],Kristina HalvorsonContent Strategy for the Web,[object Object],“Most of the content on the web is text.Text instructs, guides, informs, confirms, communicates, connects. [Text] is the most complex kind of content to produce, and it’s the easiest to lose control of.”,[object Object]
We can do better.,[object Object],Karen McGrane"Content Strategy for Everyone (Even You)”, Interactions,[object Object],“Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?”,[object Object]
Most web projects start with design and functionality, leaving actual content for subject matter experts to take care of.,[object Object],Planning is focused on the launch of a web site, not on the life of a web site.,[object Object],Even the most brilliantly written/designed content can be lost if it does not fit the delivery vehicle.,[object Object],The existing process is flawed.,[object Object]
TECHNICAL JARGON AHEAD!,[object Object]
Content management systems,[object Object],Confused? Think of it like this …,[object Object],A Web Content Management System (WCMS) is a software system which provides website authoring and administration tools designed to allow users with little knowledge of web programming languages or markup languages to create and manage the site's content with relative ease.,[object Object],wikipedia.org,[object Object]
When things are difficult …,[object Object]
… technology makes things easier.,[object Object]
Starting a website used to be difficult.,[object Object]
“Webmasters” required many tools in order to design, code, and deploy a site.,[object Object]
Content management systems put all these tasks behind a user-friendly interface.,[object Object]
Now anyone can publish on the web.,[object Object]
(Anyone.),[object Object]
Web teams can package an empty website template (design + code) and quickly hand it over to subject matter experts.,[object Object],The subject matter experts use the simple CMS entry tools to add content (no code or design skills required).,[object Object],There was increased site consistency (branding) and sites could be updated often.,[object Object],Everyone was happy.,[object Object],Businesses quickly adopted the CMS model.,[object Object]
Except…,[object Object]
The content was crap.,[object Object],mostly,[object Object]
Many web projects follow this process.,[object Object]
Experienced web teams use a more formal process.,[object Object]
When did we write all this important text?,[object Object],Right before the site launch.,[object Object]
A CMS reinforces the existing process.,[object Object],A CMS with a functional design template is handed off to the site owners as a packaged product.,[object Object],All the “work” is focused on building the tool, not what goes into the tool.,[object Object]
Content strategists suggest a new process.,[object Object]
Why will technical communicators make great content strategists?,[object Object],Tom Johnson,[object Object],I’d Rather Be Writing (idratherbewriting.com),[object Object],“Content strategy is clearly gaining momentum as a discipline alongside other disciplines related to tech comm, such as content management, information architecture, usability, and information design.”,[object Object]
Web content often uses three rhetorical modes.,[object Object]
Technical communicators can apply rhetorical principles to creating web content that is,[object Object]
This semester, we surveyed the following topics.,[object Object]
Important abilities of a content strategist include,[object Object]
The bottom line.,[object Object],daniel spillers,[object Object],“We are learning how to be thoughtful and effective communicators. Becoming a content strategist would also let us plan and control the entire lifecycle of any content we create: how it is used, changed, and retired.”,[object Object]
Daniel spillers,[object Object],University of Arkansas at Little Rock,[object Object],writeme@almostdaniel.com,[object Object],@almostdaniel,[object Object],almostdaniel.com,[object Object]

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Technical Communication and Web Content Strategy

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Notas del editor

  1. What happens when a technical communicator is given responsibility for recommending what content is delivered based on business objectives and user needs? What happens when a technical communicator is allowed to plan the way his content will be used, changed, and retired (lifecycle)? Image from http://www.straightfrommybrain.com/
  2. Kissane, Erin. "Content Strategy Is About Publishing." Incisive.nu. 03 Mar. 2010. Web. 04 Dec. 2010. <http://incisive.nu/2010/content_strategy_is_publishing/>.Lovinger, Rachel. "Content Strategy: The Philosophy of Data." Boxes and Arrows: The Design behind the Design. 26 Mar. 2007. Web. 04 Dec. 2010. <http://www.boxesandarrows.com/view/content-strategy-the>.Johnson, Tom. "The Increasing Momentum of Content Strategy." I'd Rather Be Writing. Web. 04 Dec. 2010. <http://idratherbewriting.com/2010/10/04/the-increasing-momentum-of-content-strategy/>.
  3. Halvorson, Kristina. Content Strategy for the Web. Berkeley, CA: New Riders, 2010. Print.
  4. McGrane, Karen. "Content Strategy for Everyone (Even You)." Interactions 17.3 (2010). ACM Digital Library. Web.
  5. Technical communicators should become content strategists as a way to protect their content for the entire lifetime of a website.
  6. "Web Content Management System." Wikipedia. Web. 05 Dec. 2010. <http://en.wikipedia.org/wiki/Web_content_management_system>.
  7. http://gizmodo.com/381338/how-to-solve-the-rubik-cube-in-six+seconds-flat
  8. http://gizmodo.com/381338/how-to-solve-the-rubik-cube-in-six+seconds-flat
  9. You can edit a web site directly in your browser, while viewing the website. You can organize your site into hierarchies. You don’t have to code the site, just use a template or theme that takes care of how things look and how they work. All you have to do is focus on uploading the content.
  10. This is great, right?
  11. This is not always a Good Thing™.http://www.manolith.com/2009/08/25/worst-website-designs/
  12. The visual design is the easiest way to conceptualize a site.
  13. We at least had some idea of what the site should do and how it should be organized.
  14. This process actually has roots in project management (5D Methodology) where it is Discover, Design, Develop, Deploy, and Debrief. http://www.coretsi.com/Project_Management.html
  15. This forces design and development to take into account the actual, real content that will be delivered in the finished product.
  16. Engage = narration/description
  17. Halvorson, Kristina. Content Strategy for the Web. Berkeley, CA: New Riders, 2010.