Orchestrating content

Track: 
Tuesday, July 15, 2014 - 3:15pm to 4:45pm

Templates, trainings, threats: I've tried everything to get content from clients and colleagues sooner—and mobile hasn't made things easier. Instead of planning pages, now we’re asking stakeholders to prioritize and manage a million bits of modular content. So how do we keep our subject-matter experts from feeling overwhelmed, prevent carousel-obsessed executives from endless homepage arguments, and get the content we need to make design and development decisions?

The answer is in using content strategy as a means to orchestrate, not dictate. Orchestra conductors don't control all the instruments or the people playing them. Instead, they:

  • Unify performers. Learn how to get your ensemble cast of content producers rallied around shared priorities and goals from the start—and see how understanding their politics and processes can improve every aspect of the project, not just content.
  • Listen and adjust. Having a great ear will help you hear problems sooner, so you can better allocate time and resources to the areas that will most shape the content’s overall quality.
  • Keep the tempo. It’s hard to focus on the notes in front of you and think about where the song is heading. Learn to help your players stay focused on the details, while showing them how their part helps the whole piece come together.

Best of all, you don’t have to be a content expert to be your project’s conductor. In this talk, you'll learn practical approaches and activities anyone can use to bring more harmony to their content process.

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