The Strategist and the Executioner

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.