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our
mobile
moment
content strategy applied // october 2013

sara
wachterboettcher
BUT I’LL ADMIT IT...
MOBILE IS HARD.
‘‘

Being everywhere is challenging.
We want people to feel like they
experience the same news stories
everywhere.
—Marisa Gallagher,
CNN Digital
IT’S MADE
CONTENT
PROBLEMS
MORE
OBVIOUS.
now devices keep getting
weirder and weirder.
it’s not just phones
and tablets, either.
www.flickr.com/photos/ggwig/3576755559

none of us is sure
what’s coming.
Image link

COPY TO GO
WITH IMAGE.
WE HAVE TO ADAPT
INSTEAD.
CONTENT
GOES HERE.
Trim, compact writing
Modular content
Logically broken into parts
Clearly labeled
Cleanly stored
We are in a war between giant,
unstructured blobs of content, and clean,
well-structured !ields of content... We are
in a war of Blobs versus Chunks.
—Karen McGrane
www.flickr.com/photos/ogimogi/2253657555/

Chunks create
opportunities...
www.flickr.com/photos/wallyg/2391794127

...to build what
our users need.
IT’S A LOT OF
WORK, TRUE.
BUT IT MEANS
WE’RE IN DEMAND.
www.flickr.com/photos/mirka23/4600669094/
www.flickr.com/photos/nickwebb/3904325807/

we’ve finally
made it.
WE’RE JUST
GETTING STARTED.
CONTENT IS ALSO
WHAT COMES
OUT OF AN
ORGANIZATION.
www.flickr.com/photos/patchworkharmony/8206364973

it reveals our
values and beliefs.
our ownership
issues.

www.flickr.com/photos/seabamirum/2848715801
our fear of
change.

www.flickr.com/photos/paulvaarkamp/481912299
www.flickr.com/photos/merlym/3512356738/
www.flickr.com/photos/merlym/3512356738/
Blah

Blah

Blah

Blah

Blah

Blah
where things
fall apart.
www.flickr.com/photos/spanner/1591803996

getting unstuck is
our job, too.
CONTENT STRATEGY
APPLIED.
CONTENT STRATEGY
THAT WORKS.
CONTENT STRATEGY
SUSTAINED.
OUR ROLE MUST
BE GREATER THAN
THE SUM OF OUR
SKILLS.
‘‘

Content is easy, people are messy.
—Sally Bagshaw,
@snappysentences
EDUCATE
COLLABORATE
FACILITATE
EDUCATE
COLLABORATE
FACILITATE
www.flickr.com/photos/mrgarin/2418185010

first, go to
them.
www.flickr.com/photos/incomedream/5549766013

meet barb.
BARB WAS
DIFFICULT. SHE
WAS STUBBORN.
WE NEEDED HER.
✦

How did you develop the
process you have now?

✦

Where are you spending the
most time?

✦

What’s hard about your job?

✦

What might make it easier?
EDUCATE
COLLABORATE
FACILITATE
www.flickr.com/photos/clam113/2666711074

content is a
team sport.
www.flickr.com/photos/darrensnow/2566687702

specialized,
not special.
EDUCATE
COLLABORATE
FACILITATE
www.flickr.com/photos/JMV/2692208452

we can’t be
superheroes.
www.flickr.com/photos/justsketchy/6639463877

but we can
be guides.
THIS IS OUR
MOMENT.
HOW WILL YOU
MAKE IT MATTER?
thank you.
@sara_ann_marie
sara@sarawb.com

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Our Mobile Moment - Content Strategy Applied Keynote