AEA DC: Kristina Halvorson
Published by Josh Clark (@globalmoxie) —
Content strategy is the key to unlock the puzzle of publishing to a slew of varied connected devices. @halvorson #aea
"A lot of people touch our content. And a lot of them are angry and bitter for reasons we don't understand."—@halvorson #YayWorkplace #aea
For web projects, we talk about WHAT content we'll have, but rarely why, how, when, for whom, with what, where, how often. @halvorson #aea
So, yeah, this… content really is people: http://t.co/ltpKv4PB #aea
Shift perspective. Maybe copy writers should be considered content wranglers…ownership and responsibility. @halvorson #aea
When define a web project, don't forget to define content: core messaging, style guide, topics, workflow, editorial calendar @halvorson #aea
"This, not that" an accessible angle on editorial style guide. Examples to show right/wrong ways to write for your site. @halvorson #aea
(Good/bad examples for hewing to brand personality would be useful for visual style guides, too.) #aea
Metadata is not just the realm of techies. It's what gives designers and writers creative control. Take an interest. @halvorson #aea
Get writers to the table early. "I know, EVERYONE wants to get to table early," but the content is WHAT YOU'RE DESIGNING. @halvorson #aea
Recipe for making change: figure out where pain points are in your organization, and sell solution. Solve people's problems. @halvorson #aea
@globalmoxie @halvorson I have to imagine that the actual presentation is deeper than "1) Figure out what's wrong 2) fix that 3) change"
@Braindonut Well sure, but it's how to frame conversation. Don't sell people on how you're solving YOUR problem, solve THEIRS. @halvorson
@globalmoxie @halvorson Sure, the whole "put a problem in their context, get them onboard with that, then selling a solution is easy" thing
@Braindonut Who said it was easy? @halvorson