Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)

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  • SMALL CS COREY VILHAUER @mrvilhauer Now What? Conference 2015 A SHOESTRING APPROACH TO CONTENT STRATEGY
  • COREY VILHAUER User Experience Strategist, Blend Interactive
  • HOORAY!
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant Ricky Steamboat vs. Randy Savage
  • BEING SMALL DOESN’T HAVE TO BE A DISADVANTAGE the moral:
  • CONTENT STRATEGY A Short History Of
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • CONTENT STRATEGY IS NOT A THING. IT IS A PROCESS.
  • So what’s stopping us?
  • THE BUDGET
  • So. How much… MONEY …do we have budgeted?
  • TIME So. How much… MONEY …do we have budgeted?
  • TIME So. How much… MONEY …do we have budgeted? PRIORITY
  • WORKING WITHIN RESTRICTIONS Working Small Means
  • PROJECT SCOPE HOW WE DETERMINE WHERE TO START
  • “ALL THE THINGS” SLIDE Obligatory
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar UNIVERSITY
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar FARM EQUIPMENT
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar NON-PROFIT
  • FOREVER The Timeframe is ENDLESS The Scope is
  • FOREVER The Timeframe is ENDLESS The Scope is
  • “GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.” Cennydd Bowles and James Box Undercover User Experience Design
  • MINIMUM VIABLE STRATEGY? What is our
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • RESEARCH INTERVIEWS, RESEARCH, AND DISCOVERY
  • IS NOT ROCKET SCIENCE Research
  • QUICK GUT CHECKS 1.
  • QUICK GUT CHECKS 1. Get Curious
  • QUICK GUT CHECKS 1. Get Curious Find an Audience
  • QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions
  • QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions Choose a Direction
  • QUICK GUT CHECKS 1.
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression?
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough?
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action What would your next step be?
  • LEAD DIRECTION Gut Checks
  • EXISTING RESEARCH 2.
  • GUESS WHAT? But…
  • CUSTOMER FEEDBACK 3.
  • “Were you able to find everything easily on the site today?”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!” “Yup! Everything is perfect! Carry on!”
  • LEARN WHEN TO STOP
  • “… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES FALLING INTO PLACE …” Erika Hall Just Enough Research
  • MAKING THINGS CREATING, EDITING, AND MAINTAINING CONTENT
  • WRITING
 SUUUUUCKS
  • BREAK IT APART 1.
  • Dictate Updates PRIORITIES
  • “We need to focus first and foremost on admissions content, because that’s where our money comes from.”
  • “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  • “With this big sale coming up, we need to make sure the checkout process is clearly labelled.” “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  • “THERE’S NOTHING INHERENTLY WRONG WITH TAKING A LITTLE DETOUR ON YOUR WAY TO THE END GOAL.” Karen McGrane Content Strategy for Mobile
  • KEEP A WISH LIST 2.
  • FIND SOMEONE ELSE 3.
  • FIND AN INTERN
  • FIND AN INTERN
  • FIND SITE USERS
  • FIND SITE USERS
  • FIND OTHER DEPARTMENTS
  • EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY, NOT A DICTATORSHIP
  • THE ROLLING AUDIT 4.
  • Academics Admissions Campus Life Majors Alumni
  • Academics Admissions Campus Life Majors Alumni
  • Academics Admissions Campus Life Majors Alumni April June September November 2015
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates Content
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June Campus Life Alumni September November
  • THE PEP TALK EMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
  • CHAMPIONS 
 BECAME 
 SMALLER
  • WEIGHT CLASS Ignore Your
  • FOR BETTER RESULTS Make Smart Bets
  • YOU CAN DO THIS I AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
  • THANK YOU @mrvilhauer www.eatingelephant.com/nowwhat15 ME? I’M STILL COREY VILHAUER
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  • SMALL CS COREY VILHAUER @mrvilhauer Now What? Conference 2015 A SHOESTRING APPROACH TO CONTENT STRATEGY
  • COREY VILHAUER User Experience Strategist, Blend Interactive
  • HOORAY!
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware Ricky Steamboat vs. Randy Savage The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant
  • The Can-Am Connection vs. Bob Orton and The Magnificent Muraco Billy Jack Haynes vs. Hercules Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook Harley Race vs. Junkyard Dog The Dream Team vs. The Rougeau Brothers Roddy Piper vs. Adrian Adonis The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana Butch Reed vs. Koko B. Ware The Honky Tonk Man vs. Jake Roberts The Iron Sheik and Nikolai Volkoff vs. The Killer Bees Hulk Hogan vs. Andrè the Giant Ricky Steamboat vs. Randy Savage
  • BEING SMALL DOESN’T HAVE TO BE A DISADVANTAGE the moral:
  • CONTENT STRATEGY A Short History Of
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • BIG BUDGETS Big Names
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • A Content Strategy™
  • CONTENT STRATEGY IS NOT A THING. IT IS A PROCESS.
  • So what’s stopping us?
  • THE BUDGET
  • So. How much… MONEY …do we have budgeted?
  • TIME So. How much… MONEY …do we have budgeted?
  • TIME So. How much… MONEY …do we have budgeted? PRIORITY
  • WORKING WITHIN RESTRICTIONS Working Small Means
  • PROJECT SCOPE HOW WE DETERMINE WHERE TO START
  • “ALL THE THINGS” SLIDE Obligatory
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar UNIVERSITY
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar FARM EQUIPMENT
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar NON-PROFIT
  • FOREVER The Timeframe is ENDLESS The Scope is
  • FOREVER The Timeframe is ENDLESS The Scope is
  • “GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.” Cennydd Bowles and James Box Undercover User Experience Design
  • MINIMUM VIABLE STRATEGY? What is our
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • Gathering Requirements Interviewing Site Visitors Quantitative Content Inventory Qualitative Content Audit Card Sorting Site Map Content Modeling Annotated Wireframes Message Architecture Web Style Guide Site User Testing Content Creation Editorial Calendar
  • RESEARCH INTERVIEWS, RESEARCH, AND DISCOVERY
  • IS NOT ROCKET SCIENCE Research
  • QUICK GUT CHECKS 1.
  • QUICK GUT CHECKS 1. Get Curious
  • QUICK GUT CHECKS 1. Get Curious Find an Audience
  • QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions
  • QUICK GUT CHECKS 1. Get Curious Find an Audience Ask Quality Questions Choose a Direction
  • QUICK GUT CHECKS 1.
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression?
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough?
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action
  • QUICK GUT CHECKS 1. Given [A TASK], what is your first impression? Is this clear enough? What do you think is the intended action What would your next step be?
  • LEAD DIRECTION Gut Checks
  • EXISTING RESEARCH 2.
  • GUESS WHAT? But…
  • CUSTOMER FEEDBACK 3.
  • “Were you able to find everything easily on the site today?”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!”
  • “Were you able to find everything easily on the site today?” “No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to the shopping cart take me to the shopping cart? I want to keep shopping!” “Yup! Everything is perfect! Carry on!” “Yup! Everything is perfect! Carry on!”
  • LEARN WHEN TO STOP
  • “… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES FALLING INTO PLACE …” Erika Hall Just Enough Research
  • MAKING THINGS CREATING, EDITING, AND MAINTAINING CONTENT
  • WRITING
 SUUUUUCKS
  • BREAK IT APART 1.
  • Dictate Updates PRIORITIES
  • “We need to focus first and foremost on admissions content, because that’s where our money comes from.”
  • “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  • “With this big sale coming up, we need to make sure the checkout process is clearly labelled.” “We need to focus first and foremost on admissions content, because that’s where our money comes from.” “We have a big fundraising campaign, and key source of our donors depend on our annual report.”
  • “THERE’S NOTHING INHERENTLY WRONG WITH TAKING A LITTLE DETOUR ON YOUR WAY TO THE END GOAL.” Karen McGrane Content Strategy for Mobile
  • KEEP A WISH LIST 2.
  • FIND SOMEONE ELSE 3.
  • FIND AN INTERN
  • FIND AN INTERN
  • FIND SITE USERS
  • FIND SITE USERS
  • FIND OTHER DEPARTMENTS
  • EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY, NOT A DICTATORSHIP
  • THE ROLLING AUDIT 4.
  • Academics Admissions Campus Life Majors Alumni
  • Academics Admissions Campus Life Majors Alumni
  • Academics Admissions Campus Life Majors Alumni April June September November 2015
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates Content
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June
  • Academics Admissions Campus Life Majors Alumni April June September November 2015 URL Title Updates 2016 Future 2017 InitiativesContent Academics April Admissions June Campus Life Alumni September November
  • THE PEP TALK EMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
  • CHAMPIONS 
 BECAME 
 SMALLER
  • WEIGHT CLASS Ignore Your
  • FOR BETTER RESULTS Make Smart Bets
  • YOU CAN DO THIS I AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
  • THANK YOU @mrvilhauer www.eatingelephant.com/nowwhat15 ME? I’M STILL COREY VILHAUER
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