Steps to Keep Large Content Projects on Track
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This document outlines steps to keep large content projects on track. It begins by providing examples of how content projects can go wrong when objectives are vague, audiences are unclear, and management is poor. It then describes a scalable content process that includes gathering tangible information upfront to clarify objectives and understand audiences, crafting a comprehensive style guide with examples, testing content before large-scale production, implementing quality control, ensuring timely communication and approvals, and managing the project with a single leader. Managing expectations, communication, and timelines are keys to avoiding common pitfalls in large content projects.
Steps to Keep Large Content Projects on Track
- 1. U N C O N F E R E N C E 2 0 1 4
- 2. Steps to Keep Large Content Projects on Track U N C O N F E R E N C E 2 0 1 4 Presented by | Stefan Winkler
- 3. Stefan Winkler 3 + Sgt. Winkler Combat Photojournalist, USMC + + + + Partner/Dir. Marketing, InfiniteNine Former VP Operations, CopyPress ΤÌÚ·ç (Wei TengFeng) Current VP Client Services, CopyPress Content campaigns for brands like: BEFORE MONICA
- 4. Content Projects Gone Bad 4
- 5. 5 Content Projects Gone Bad How the client explained it +
- 6. Content Projects Gone Bad 6 How the content strategist envisioned it +
- 7. Content Projects Gone Bad 7 How the production lead understood it +
- 8. Content Projects Gone Bad 8 How the style guide documented it +
- 9. Content Projects Gone Bad 9 How the creatives produced it +
- 10. Content Projects Gone Bad 10 How the search team optimized it +
- 11. Content Projects Gone Bad 11 When it was delivered +
- 12. Content Projects Gone Bad 12 What the client really needed +
- 13. Why Big Projects Go Bad 13
- 14. Vague Instructions 14 Ambiguous Objectives Obscure Audience Intangible Descriptors Anemic Style Guide + + + +
- 15. Poor Management 15 Failure to Test Failure to Communicate Inadequate Quality Control Multiple Chefs Unreasonable Timelines + + + + + Occasionally, I¡¯ll hit somebody with my car ... So sue me. - Michael Scott
- 16. Scalable Content Process 16 Error rate dropped from+ 15% 3%
- 18. Gathering Tangible Information Clarify Objectives 18 +
- 19. Gathering Tangible Information 19 + Understand Audience
- 20. Gathering Tangible Information 20 + Crystalize Concepts
- 21. Gathering Tangible Information 21 + Pinpoint Examples
- 22. Gathering Tangible Information 22 Pinpoint Examples+
- 23. Craft a Comprehensive Guide 23 Grammer Tone/Voice Formatting Optimization Concrete Examples Brand Trademarks + + + + + +
- 24. Test, Then Scale 24 Outline Sample Piece Wireframe + + +
- 26. Communication 26 You¡¯re angry. With who? Timely Communication Milestone Approvals Meaningful Feedback + + +
- 27. One Chef 27 Final on Style Guide Manage Expectations Manage Timelines + + +
- 28. Don¡¯t Short the Process 28