Developing your Intranet Content Strategy like a Coder

Transcription

1 Developing your Intranet Content Strategy like a Coder Virgil Carroll Founder / Principal Architect info@highmonkey.com Minneapolis MN

2 ABOUT ME From the great State of Alaska User Experience Aficionado Been building websites since 1998 Been building SharePoint since 2001 CEO / Principal Human Solutions Architect EDUCATION Instructional Design M.Ed Athletic Trainer Certification Physical Education BS CAREER HATS WORN President/CEO Motivational Speaker Programmer/Developer Certified Athletic Trainer Adjunct Professor Instructional Designer INTERESTS The Steelers and Star Wars; There s no better combo

3 agenda A bit of tongue in cheek What is content strategy (and why do we need it) Why your current strategy might not be working Defining your Content Taxonomy like a coder

4 WHAT IS CONTENT STRATEGY

5 } SCENARIO

6 Scenario BIG IDEA

7 What do you do?

8 What is an intranet content strategy? Content strategy refers to the planning, development, and management of content written or in other media

9 How is it implemented? My Sites Newsfeed Yammer Teams Delve Groups Discovery / Mapping Insights / Analytics Modeling Creation Governance SharePoint Office 365 Audience understanding Content delivery Multi-channel strategy CONTENT STRATEGY

10 Why do we need it? People are barraged by information Content matters There's a medium for everyone you have help your target audience be better informed and smarter you have to understand where, when and how they want it you have to figure out where to push your content and why

11 PROBLEM: Users are PEOPLE too OPPORTUNITY: Learn who they are what they want Modeling / Mapping Personas / Audience Matrix Audience baseline Audience understanding Insights Usability Information Architecture Metadata analysis Analytics Search Usage

12 PROBLEM: Your content has become stale or irrelevant Catalog Content Audit Readability Compliance Clean Create consistent tone Re-write Cast out Get rid of the old OPPORTUNITY: Freshen your content

13 PROBLEM: You developed for a limited scope OPPORTUNITY: Break your content down

14 PROBLEM: Your content represents what you think of.you OPPORTUNITY: Give people the content they want

15 Before we begin It takes TIME It takes UNDERSTANDING It takes PEOPLE

16 DEFINING YOUR CONTENT TAXONOMY LIKE A CODER

17 What do you mean like a coder? Programming follows a pattern which can be repeated Good content experience needs to follow a pattern too Code is developed in a structured format Taxonomy is about the structure of content and is really needed Best code practices are disciplined and usually follows a standard methodology A good content strategy follows a solid methodology

18 The too-easy information seeking model How users think } User asks question MAGIC HAPPENS User received answer

19 Purpose Language People } Content has a purpose Everything in your organization has a purpose Every person in your organization has a purpose for using information Look out for conflict between HYPOTHETICAL (or stated) versus ACTUAL (or achieved) purposes! the key to success is understanding and alignment

20 Content has its own language Every organization has its own vocabulary to follow How content is named and stored Terms that are used frequently (acronym hell) } Purpose Language People Every piece of content exists for a purpose (good and bad) Every organization has governance and cultural rules around how information is used Understanding content and organizational language is key

21 Purpose Language People } Content is consumed by people Everything in your organization has a purpose Every person in your organization has a purpose for using information Look out for conflict between HYPOTHETICAL (or stated) versus ACTUAL (or achieved) purposes! the key to success is understanding and alignment

22 What is content modeling? Content modeling is the process of creating content models that describe structured content Content models can align your team on important content goals and messages, breaking through confusion Content models represent the semantical relationship between your different types of content to provide a consistency around implementation and appropriate metadata strategy

23 and how do we model?

24 Object-oriented programming (OOP) is a programming language model organized around objects rather than "actions Your need to treat your content like building blocks 1. Encapsulate singular objects 2. Define relationships between objects 3. Identify metadata and attributes 4. Prioritize objects 5. Organize into a content map } Think like a programmer

25 Content as a service CAAS helps turn your content into a repository of information which can be used for different needs also can be called COPE create once, publish everywhere Model your Content Figure out your Types Break down your info Publish across multiple channels

26 } SCENARIO ISO 9001 Standard Operating Procedures (SOPS)

27 How to build Department Standard Operating Procedure (SOP) Title Description Alternate Names Acronyms Review Schedule Process Owners Name Process Role Company Initiative Title Description Type Facility

28 How to build SOP Department Process Owners Initiatives involved Locations affected Department SOPs in charge of Facilities work out of Initiatives involved Related Employees Facility Departments housed Employees working from SOPs must be followed

29 Content types structure and store chunks of information Almost all content management systems use this concept Figure out your content types Types can be seen as representing main content categories Things to consider: Create a list of content types for your project Map to the content already created or you need to create }

30 Content types are like models

31 Awareness Enterprise Social posts Informational blogs Featured news Content Breaking it down } Strategy Interest Desire Homepage highlight SOP videos Facility profiles Employee stories Career information Cost breakdown Action Pathways to success Educational Workshops SOP contacts

32 Map your content to the where, the who and the how Usage Content Page Reusable Elements Social snippets CONTENT WILL BE USED Persona / Audience Department Staff Executive Process Owners Channel Delivery Portal Enterprise Social

33 BRING STANDARDS TO YOUR STRATEGY

34 Use a disciplined creation workflow

35 Integrate iterative quality control

36 Set a schedule you ll stick to Build backwards from release Use your content audit spreadsheet to prioritize your work BE REALISTIC!!! November Nov 7 update homepage campaign Nov 14 release benefits open enrollment link Nov 21 review content usage reports December Dec 4 kick off Christmas party social campaign Dec 11 Create infographic on new HR self-service portal Dec 18 Last minute company store ideas campaign January Jan 2 New Year welcome and initiatives promotion Jan 9 Begin work on spring content Jan 16 Introduce latest 365 features and best practices

37 Build up your metadata Metadata is a list of terms for data about data: A good metadata strategy uses identifying words, images, and terms to classify your content Metadata can be used to: Cross index content along common themes Improve search relevance and filtering Increase SEO understanding Interfere with the stupid

38 Create your dictionary A metadata dictionary lists all terms that are relevant to brand s domain or specific content Term Definition Alternate Terms Spelling Errors Standard Operating Procedure Content type a set of step-by-step instructions compiled by an organization to help workers carry out complex routine operations structure and store chunks of information SOP Departmental Procedure Page Type Content Template SAP SEP Contnet Conten Cotnen

39 How do you figure it out? Review your existing content. What is easy to understand and what is not? Look at your search logs and analytics Learn from metadata standards, such as Dublin Core

40 Questions Virgil Carroll principal architect, high monkey