Wednesday 19th November, 2014
9:00am to 5:00pm
In this workshop, you’ll learn a road-tested methodology for developing a content matrix to help you make well-informed, fact-based content decisions, suitable for almost any project that wrangles with unstructured content—for both qualitative and quantitative content factors.
In addition, we'll discuss content audits, inventories, and content migration—the three key functions for a content matrix—how they are related, and how to create a matrix that can evolve from phase to phase and project to project.
The basic definition of a content matrix, a spreadsheet of information about content or a container for a site’s content, doesn't seem very enlightening or interesting. And yet we create them over and over for our unstructured content projects because we've yet to discover a better tool for capturing and evaluating our content. It’s only recently that high-quality inventory tools have hit the market. But inventory and analytics are only part of what a complete matrix can be.
We’ll go deep inside content matrix examples to learn how to bend this flexible, but often intimidating, tool to your will—and to take some of the heavy lifting out of content audits and inventories. Marlowe will teach you how to create matrices designed to help you make business decisions based on real content data for anything from a small stand-alone project to enterprise-level application content management and migration.
Be warned, we will enter the belly of Excel and learn about macros, value-based formulas, and even Pivot Tables—now made easy. But the payoff will be the ability to slice and dice your content to find the a-ha, the story, the gaps, the hidden content model, or even just the number of times “rhubarb” and “pie” appear on the same site. And you’ll learn how to create a matrix easy enough for an executive to understand or as complex enough to manage multiple versions of an online application’s content for disparate audiences.
Attendees will take away a cheat sheet for matrix methodology and a set of matrix templates they can start using immediately.
Manager of Content Strategy, SapientNitro
Marlowe (formerly Sarah) Beckley has spent the last fifteen years championing the customer in various careers, including tech writing and magazine editing. While her eight years of content strategy experience includes projects for HSBC, Allstate, State Farm, and the Options Industry Council, she has also worked in the healthcare, technology, and hospitality industries. Beckley speaks regularly at conferences such as Intelligent Content and STC, and teaches workshops on topics such as content matrix methodology and creating structured, “future-proof” content. After a substantial career in Chicago that included stints at DDB, OgilvyOne, and Razorfish, she high-tailed it to sunny California in late 2013 to join SapientNitro as a Manager of Content Strategy where she is currently focused on a hospitality client’s taxonomy and promoting content strategy education.
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