The Content Wild Child: Your New PR Nightmare

Matt Geraghty October 6, 2009

The Breakdown: Our own Rachel Lovinger gave a presentation at the MIMA Summit about what can happen when you don’t have a clearly defined content strategy. She showed several examples of common problems, and talked about content best practices that could have helped avoid these problems. The Summit will be posting video of all the presentations soon (including great keynote talks by Jackie Huba and Seth Godin), but for now, explore Rachel’s slides above.

Tags: conference, editorial, Metadata, social, user-generated content

2 Responses

J. Kelleher says:

October 6, 2009 at 2:47 pm

Looks great. Looking forward to hearing this in a Friday AM UX Meet.
JK
Elena Melendy says:

October 14, 2009 at 2:22 pm

Rachel, it’s utterly superb. And I’m not just saying that because you gave me an entire slide. Though I am so flattered I can hardly stand myself.

Elena

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What is this site, exactly?

Scatter/Gather is a blog about the intersection of content strategy, pop culture and human behavior. Contributors are all practicing Content Strategists at the offices of Razorfish, an international digital design agency.

This blog reflects the views of the individual contributors and not necessarily the views of Razorfish.

What is content strategy?

Oooh, the elevator pitch. Here we go: There is content on the web. You love it. Or you do not love it. Either way, it is out there, and it is growing. Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content—links, tags, metadata, video, whatever. Ultimately, we work closely with information architects and creative types to craft delicious, usable web experiences for our clients.

Why "scatter/gather"?

It’s an iterative data clustering operation that’s designed to enable rich browsing capabilities. “Data clustering” seems rather awesome and relevant to our quest, plus we thought the phrase just sounded really cool.