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Polishing Your
Content Publishing
Process
Content Strategy Summit
August 19, 2014
Lisa Maria Martin | @redsesame
Who likes coloring?
Process?
The Writing Process
h"p://phdcomics.com/comics/archive.php?comicid=1732	
  
Famous Writers’ Sleep Habits
& Literary Productivity
h"p://www.brainpickings.org/wp-­‐content/uploads/2013/11/sleepproducBvitywriters_1500_1.jpg	
  
The Daily Routines of
Famous Creative People
h"ps://podio.com/site/creaBve-­‐rouBnes	
  
(Let’s watch a movie)
Content Strategy Summit 2014: Polishing Your Content Publishing Process
h"ps://twi"er.com/deathbearbrown/status/494649174928142336/photo/1	
  
We want a
repeatable,
sustainable
process
because we want
repeatable,
sustainable
results.
Content Strategy Summit 2014: Polishing Your Content Publishing Process
Content Strategy Summit 2014: Polishing Your Content Publishing Process
The Process™
The Process™
The Process™
The Process™
The Process™
If only publishing content
were this easy.
Content strategy was supposed
to make everything perfect.
Our workflow still
has challenges.
h"ps://www.flickr.com/photos/magical-­‐world	
  
Slowdowns
h"ps://www.flickr.com/photos/leecraven/4667899925	
  
Unexpected gaps
Workarounds
h"ps://www.flickr.com/photos/kryshen/3860353364	
  
Broken tools
h"ps://www.flickr.com/photos/vivekjena/2992102316	
  
Crayons, man.
Spend time
on content,
not firefighting.
Content Strategy Summit 2014: Polishing Your Content Publishing Process
Use your skills.
You’re already thinking about:
Communication
goals
You’re already thinking about:
Communication
goals
Production
You’re already thinking about:
User needs
You’re already thinking about:
User needsAuthor
You’re already thinking about:
Inventories &
audits
You’re already thinking about:
Inventories &
auditsProcess
You’re already thinking about:
Tools &
channels
You’re already thinking about:
Tools &
channels
Writing & editing
You’re already thinking about:
Sustainable
pages
You’re already thinking about:
Sustainable
pages
workflows
Content
strategist,
strategize
thyself.
h"p://explodingdog.com/Btle/whywhatshouldibedoing.html	
  
The Process™
Real talk o’clock
h"ps://www.flickr.com/photos/68397968@N07/14118666380	
  
The Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
The (Actual)
Process™
Map
your
reality.
h"ps://medium.com/i-­‐love-­‐charts/a-­‐map-­‐of-­‐the-­‐introverts-­‐heart-­‐4db2d8c9cf48	
  
• Roles &
responsibilities
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732	
  
• Roles &
responsibilities
• People
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732	
  
• Roles &
responsibilities
• People
• Timing
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732	
  
• Roles &
responsibilities
• People
• Timing
• Tools
Pay attention to:
h"ps://www.flickr.com/photos/calsidyrose/4925267732	
  
• Write it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854	
  
• Write it.
• Draw it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854	
  
• Write it.
• Draw it.
• Share it.
Make it visible:
h"ps://www.flickr.com/photos/jdhancock/7886707854	
  
What do we
learn?
Is there a disconnect?
Is your team out of order?
Are your resources scarce?
Are you using the wrong tools?
Blame the CMS!
Blame the CMS!Don’t
Now what?
Content Strategy Summit 2014: Polishing Your Content Publishing Process
Mind the gaps.
h"ps://www.flickr.com/photos/bvi4092/14253264351	
  
Advocate for a better process.
h"ps://www.flickr.com/photos/48685334@N00/4564784920	
  
Advocate for a better process.
• Approach
h"ps://www.flickr.com/photos/48685334@N00/4564784920	
  
Advocate for a better process.
• Approach
• People
h"ps://www.flickr.com/photos/48685334@N00/4564784920	
  
Advocate for a better process.
• Approach
• People
• Resources
h"ps://www.flickr.com/photos/48685334@N00/4564784920	
  
Advocate for a better process.
• Approach
• People
• Resources
• Tools
h"ps://www.flickr.com/photos/48685334@N00/4564784920	
  
Iterate and change.
h"ps://www.flickr.com/photos/pinksherbet/8658017263	
  
Be patient.
h"ps://www.flickr.com/photos/amagill/7798874692	
  
Fix your process
now.
Do better work
later.
Enjoy coloring.
Thank you.
Lisa Maria Martin | @redsesame

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Content Strategy Summit 2014: Polishing Your Content Publishing Process