Why Workflows Rock: And How Content Strategists Roll

Why Workflows RockAnd How Content Strategists Roll

University of Washington’s iSchool

INFO 498 | February 27, 2012

Vanessa Casavant (@vancasavant)

What role does a content strategist play?

“Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”

– From Content Strategy for the Web by Kristina Halvorson

Why role does a content strategist play?

“Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”

– From Content Strategy for the Web by Kristina Halvorson

“Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. That means from planning to creation to management to publishing to post-publishing activities, and back through the next iteration of planning.”

– Rahel Anne Bailie, Principal of Intentional Design, Inc.

What is content strategy?

Well, it’s not as easy as it sounds

"A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." — Michael Eisner, CEO Disney

Why is content political?

Useful, usable content is a process

How does the editorial process work in a newsroom?

Useful, usable content is a process

How does the editorial process work in a newsroom?

REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS,FACT CHECKERS, LIBRARIANS, RESEARCHERS

DESK EDITORS&

COPY EDITORS.

MANAGING EDITORS&

ART DIRECTORS

PUBLISHER&

EXECUTIVE EDITOR

EDITORIALPROCESS

Content strategy is change management

• Direct the rational rider• Motivate the emotional

elephant• Shape the path

– From Switch: How to Change Things When Change is Hard by Chip and Dan Heath

Shape the path, direct the way

1. Strategic Planning Phase (creative brief)

2. Creation and Composition

3. Design and Production

4. Distribution and Maintenance

Develop an editorial process for each piece of content

Strategic Planning Phase

Prior to Creation and Composition

New Info Pages and Sections (website)

Creation and Composition

Design and Production

Distribution and Maintenance

Content StrategyIt’s all about the process.

Any questions?

Why Workflows Rock: And How Content Strategists Roll

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