Transforming Chaos into Catalyst: A Content Strategy Workshop
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Organizations are messy places: politics thwart progress, departmental squabbles are status quo, and decision-making often takes months. This chaos makes its way right to our websites, filling them with crap users don't want, need, or sometimes even understand. We’re practicing content strategy now, so what gives? Why are we still designing around all this clutter and corporate-speak? Because strategy documents and style rules alone won’t make people actually produce content that meets users’ needs and aligns with our designs. In this talk, you’ll hear what will: embracing (okay, tolerating) content chaos, instead of anguishing over imperfections. You'll learn strategic approaches for defining meaningful content problems in your organisation—and solving them one at a time.
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Transforming Chaos into Catalyst: A Content Strategy Workshop
- 5. ‘‘Why Is Philly So Filthy? — Philly Magazine headline, 2013
- 8. ‘‘§ 10-702. Litter in Public Places. (1) No person shall place or deposit litter in or upon any street, sidewalk or other public place within the City except in public receptacles or in authorized private receptacles. — Philadelphia Municipal Code
- 10. flickr.com/photos/angelina_creations/4336718492 How I feel about websites, too.
- 17. ≈
- 19. Always late. Not mobile-ready. Too corporate. Totally irrelevant. Way too long. Redundant.
- 20. What gives?
- 22. ‘‘§ Content in Public Websites. (1) No person shall place or deposit content in or upon any page, module, or PDF within the website except when authorized. —Some long-lost web policy, probably
- 24. It’s time for a new approach.
- 27. turn your project for content. into a CATALYST
- 28. flickr.com/photos/robandstephanielevy/4668030838 1 Make change achievable.
- 29. ‘‘I’ve always been a trash picker upper, but there are neighborhoods that are just too heavily covered for a person to pitch in while walking. — A West Philly resident
- 31. ‘‘A citizen-driven effort to revitalize one Philadelphia city block. — West Rockland Street project
- 32. W. Rockland Street Spring Cleanup
- 34. ‘‘Rewrite all our content for responsive design.
- 35. ‘‘Cut everything in half so it’s easier to skim.
- 36. ‘‘Transform all 4,567 PDFs to structured content.
- 39. Start with just one thing.
- 44. Your skills and area of influence What’s causing problems right now The sweet spot
- 45. Moving an existing site to responsive design Product spec PDFs that need constant updates Create a product content model
- 46. Fix everything.
- 47. Fix something.
- 49. flickr.com/photos/gpforeducation/11173376243 2 Aim for ownership.
- 52. We need people to take charge, too.
- 53. ‘‘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
- 54. ‘‘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
- 56. ‘‘How do you think we could solve this problem?
- 62. ‘‘Okay, here’s the new content strategy! Go!
- 65. They connect vision to operations.
- 68. •Purchase property •Revitalize it to rent to local businesses •Use income for neighborhood cleanup •Plan long-term civic improvements
- 75. Decide who will lead each charge.
- 76. Set a cadence for progress.
- 81. flickr.com/photos/roboppy/1297032301 We’re not here for perfection.
- 83. Flickr images used via Creative Commons Attribution license. sarawb.com // @sara_ann_marie content-workshops.com