by Kate Kenyon
A poorly designed content management tool leads to production bottlenecks, a constrained and overworked team, a diluted content strategy, and a lousy user experience.
But a well-designed content management tool allows content people to get on with what they do best instead of battling arcane technology they don’t care about. It allows content to be tracked, enhanced, and improved while the true value of good content is visible to everyone.
Kate will explore content strategies that embrace content management tools, discussing which tools to use, how to integrate them with your editorial staff, and who you need in the room. She'll share case studies from her work on large e-commerce websites.
What you'll learn:
1. Why, when, and how content management tools should be considered in content strategy plans.
2. Advantages and disadvantages of content management tools, particularly for e-commerce.
3. How to ensure that your content management tool works for your content strategy, rather than being constrained by it.
by Cleve Gibbon
Content management professionals tend to dive into execution without properly considering strategy. Development starts with too many hidden assumptions about what users need and how the publishing system should work. Content management needs content strategy.
Bridging the gap between strategy and execution is challenging, but an approach called content architecture can help, by highlighting gaps in the way that we plan, deliver, and govern content. We’ll discuss how to define content structures, model user groups, capture authoring processes, outline publishing workflows, and map them onto publishing tools.
Cleve will relate his experiences building publishing platforms for global brands, presenting six heuristics for delivering better content management tools, and demonstrating how small changes can make a large impact.
What you'll learn:
1. How to build a content architecture to stabilise downstream activities and highlight gaps in upstream thinking.
2. Why content architecture is a valuable first step towards advocating content strategy.
3. How to use content architecture to publish key deliverables and educate stakeholders.
5th–7th September 2011